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Glouner, Madeleine. "Psychology & Consumer Desire: Music's Influence on Consumer Motivation and Well Being." Scholarship @ Claremont, 2017. http://scholarship.claremont.edu/scripps_theses/979.
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The purpose of this study is to further explore the psychological influence that music has on emotional well-being and elicited behavioral response in consumers. Thus, this study asks if music in advertisements affects consumer well-being and behavior, and if certain music elicits a more positive emotional and motivational behavioral response. It also aims to answer if a certain type of music can elicit a more positive behavioral response based on the type of product. This study consisted of two waves of participant research. The first wave will evaluate basic participant demographics as well as ask participants what product (car brand) they prefer in order to develop a neutral baseline of participant groups and eliminate potential product brand bias for the second wave of research. The following week (wave 2) participants were asked to view one of six ad conditions consisting of various music (upbeat vs. classical vs. none) and car brands (Mercedes vs. Jeep). After viewing the advertisement participants were to and complete a series of scales including the Music Semantic Differential Scale (Kellaris & Kent 1993), The Affect Grid (Russell & Mendelsohn, 1989), and the Measures of Motivational Preference Scale test to assess emotional and behavioral response. [Prev. sentence much too long and difficult to follow.] Upbeat music is expected to elicit the most positive emotional response as compared to no music or classical music pairings. Upbeat music is also expected to elicit the greatest motivational behavioral response toward product ads than classical or no music. However, classical music may provide the greatest motivational behavioral response only when paired with the higher-end car brand. These results would signify how important music is in developing a psychological emotional and behavioral response towards certain brand advertisements.
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Nicholson, Michael. "Consumer psychology as the behavourist views it : an operant analysis of consumer channel choice." Thesis, Durham University, 2005. http://etheses.dur.ac.uk/1769/.
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Ramphal, Suchita. "Mental accounting : the psychology of South African consumer behaviour." Diss., University of Pretoria, 2006. http://hdl.handle.net/2263/23665.
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When standard economic theories failed to be consistent predictors of consumer behaviour, Thaler (1980, 1985) developed the theory of mental accounting, which takes behavioural factors into consideration. Prelec&Loewenstein (1998), Heath&Soll (1996) and Gourville&Soman (1998) extended Thaler’s (1980,1985) work to develop the theories of prospective accounting, mental budgeting, and payment depreciation of the sunk cost effect. The purpose of this research is to use the methodologies of Prelec& Loewenstein (1998), Heath&Soll (1996), and Gourville&Soman (1998) to determine whether their theories of mental accounting exist amongst South African consumers. If this is found to be the case, the findings can be used by marketers towards the creation of a strategy that could exploit these effects. This research shows that there is insufficient evidence for the existence of mental budgeting amongst South African consumers. However, there is significant evidence for the existence of prospective accounting and the sunk cost effect. In addition, a variation of payment depreciation was found to exist. Thus, mental accounting has been shown to exist amongst South African consumers.Dissertation (MBA)--University of Pretoria, 2006.
Gordon Institute of Business Science (GIBS)
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Mecit, Alican. "Four essays on psycholinguistic effects in consumer behavior and consumer-object relations." Thesis, Jouy-en Josas, HEC, 2021. http://www.theses.fr/2021EHEC0002.
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Dans le premier essai, j’examine la langue en tant que nouveau facteur d'anthropomorphisme. À travers huit études, je montre qu’au sein des langues genrées comme le français, les marques de genre que présentent les noms d’entités non humaines influencent la façon dont les individus se représentent mentalement ces entités, et augmentent par conséquent leurs tendances généralisées à anthropomorphiser les objets de consommation. Je démontre ces effets à la fois en comparant les différences naturelles dans les tendances à l’anthropomorphisme entre les langues (par exemple, l’anglais, le français, l’italien), et en manipulant la présence de marques de genre pour les non humains au sein d’études intralinguistiques. Je montre en outre que, dans les langues genrées, le genre grammatical des noms d’entités non humaines, quoique sémantiquement arbitraire, influence les interactions des consommateurs avec les marques et les objets de consommation en conformité avec les connotations de féminité et de masculinité. Dans le deuxième essai, je cherche à savoir si la marque grammaticale de genre des noms de maladies affecte l’appréciation des risques par les consommateurs. En français et en espagnol, le nom de la maladie résultant du coronavirus (COVID-19) est grammaticalement féminin, tandis que le virus responsable de la maladie (coronavirus) est masculin. Dans une série d'expériences avec des francophones et des hispanophones, j’observe que le genre grammatical affecte les jugements liés au virus en conformité avec les stéréotypes de genre : les termes féminins (vs masculins) relatifs au virus amènent les individus à lui attribuer moins de caractéristiques masculines stéréotypées, ce qui réduit dès lors leurs perceptions du danger. Cet effet se généralise aux comportements préventifs des consommateurs ainsi qu'à d'autres maladies, et se trouve modéré par les différences individuelles en termes de stéréotypes sexuels chroniques. Dans le troisième essai, j’examine si la manière dont on se positionne par rapport au temps affecte les inférences que l’on tire de la vitesse perçue du temps. Les résultats de quatre expériences montrent que, lorsque le temps est perçu comme étant passé rapidement, les gens accélèrent pour compenser le temps perdu. Le fait que l'on se représente comme un agent en mouvement sur une ligne temporelle immobile ou un agent immobile sur une ligne en mouvement modère cet effet : les personnes qui se représentent comme des agents en mouvement sont plus susceptibles d’inférer leur vitesse de la vitesse du temps, et deviennent plus rapides (lentes) lorsqu'elles voient le temps passer plus rapidement (lentement) que prévu. En conséquence, elles sont davantage confrontées à des compromis cognitifs, tels que l’imprécision et l'impulsivité, que les personnes qui se représentent comme des agents immobiles sur une ligne en mouvement. Dans le dernier essai, je m’intéresse à la question de savoir si l'attribution de caractéristiques humaines à des entités non humaines facilite le processus inverse de déni des caractéristiques humaines à d'autres humains (déshumanisation). À travers quatre études, je montre que la tendance à l'anthropomorphisation est corrélée positivement à une tendance à déshumaniser les autres individus, ainsi qu’au soutien à des politiques de déshumanisation ; l’usage d’appareils dotés de caractéristiques humaines est associé à la fois à un anthropomorphisme et à une déshumanisation accrues. Je montre, à l’aide de preuves causales, que l’exposition à des signaux anthropomorphiques, comme un robot humanoïde, accroît la tendance à la déshumanisation et au déni d’émotions secondaires aux autres individus. J’observe de plus que la déshumanisation ne se produit qu’au sein d’interactions avec des objets anthropomorphisés et que les attitudes diverses des consommateurs envers l’objet anthropomorphisé modèrent l’effet, les attitudes plus favorables conduisant ironiquement à plus de tendances à la déshumanisationIn the first essay, I investigate language as a novel antecedent of anthropomorphism. Across eight studies, I show that gender-marking of non-human nouns in gendered languages (e.g., French) influences the way individuals mentally represent these entities, and as a result increases their generalized tendencies to anthropomorphize consumption objects. I demonstrate the effects both by comparing anthropomorphism as a function of natural differences in languages (e.g., English, French, Italian) and by manipulating the presence of gender-markings for non-humans in within-language studies. I further show that within gendered languages, grammatical gender of non-human nouns, although semantically arbitrary, influences consumers’ interactions with brands and consumption objects consistent with connotations of femininity and masculinity. In the second essay, I test whether the grammatical gender mark of diseases affects consumers’ risk judgements. In French and Spanish, the name of the disease resulting from the virus (COVID-19) is grammatically feminine, whereas the virus that causes the disease (coronavirus) is masculine. In a series of experiments with French and Spanish speakers, I find that grammatical gender affects virus-related judgments consistent with gender stereotypes: feminine- (vs. masculine-) marked terms for the virus lead individuals to assign lower stereotypical masculine characteristics to the virus, which in turn reduces their danger perceptions. The effect generalizes to precautionary consumer behavioral intentions as well as to other diseases, and is moderated by individual differences in chronic gender stereotyping. In the third essay, I study whether attributing humanlike characteristics to non-human entities facilitate the inverse process of denying human characteristics to other humans (dehumanization). Across four studies, I show that the tendency to anthropomorphize is positively correlated with a tendency to dehumanize other individuals, as well as with support for dehumanizing policies; the use of technological devices with humanlike characteristics is associated both with increased anthropomorphism and increased dehumanization. Causal evidence shows that priming with anthropomorphic cues, such as a humanlike robot, increases dehumanization and denying secondary emotions to other individuals. Furthermore, I find that dehumanization only occurs in interactions with anthropomorphized objects and that consumers’ attitudes toward the anthropomorphized object moderates the effect, with more favorable attitudes ironically leading to greater dehumanization tendencies. In the last essay, I study whether the way one talks and thinks about time affects the inferences s/he draws from the perceived speed of time. The results of four experiments show that when time is perceived to have passed quickly, people speed up to compensate for the lost time. Whether one conceptualizes herself as a moving agent on a stationary timeline or a stationary agent on a moving timeline moderates this effect. People who conceptualize themselves as moving agents are more likely to infer their speed from the speed of time, and become faster (slower) when they experience time passing unexpectedly quickly (slowly). As a result, they suffer from cognitive trade-offs, such as inaccuracy and impulsivity, more than those who conceptualize themselves as stationary agents on a moving timeline
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Brunel, Frédéric F. "The psychology of product aesthetics : antecedents and individual differeces in product evaluations /." Thesis, Connect to this title online; UW restricted, 1998. http://hdl.handle.net/1773/8788.
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Bimaj, Arjola. "Psychology of pricing." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162611.
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Price is the element of the marketing mix that has direct effect in the profits of a company. The right price can boost the profit and the wrong price can significantly shrink it. Thus, the businesses need to set the right price in order to maximize their revenues. However, the newest factors in the economic field, the continuous changes in the environment and the current financial situation in the world has eroded the pricing power and forces the managers to look in every direction in order to be able and keep up with the changes. Therefore, the aim of the thesis is to study the psychology of pricing related to the factors that affect the consumers' psychology and behavior when it comes to purchasing decision. The information will be then useful inputs for the companies in order to understand these factors and use them to set the most suitable pricing method for their product.
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Foxall, Gordon R. "Consumer psychology in behavioural perspective : an evaluation of the contribution of the experimental analysis of behaviour to consumer research." Thesis, University of Strathclyde, 1989. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=21219.
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The purpose of the thesis is to assess the contribution of the experimental analysis of behaviour (EAB), which is closely associated with the work of B. F. Skinner, to the development of consumer psychology, an applied subdiscipline which is currently dominated by cognitive models of choice. Chapter 1 argues that the predominance of the cognitive model impedes the scientific progress of the psychology of consumer behaviour by inhibiting the development of alternative models. A proliferation of competing explanations is advocated for the clash of explanations which Feyerabend argues is a prerequisite of such progress. The EAB is advanced as a vehicle for the erosion of the dominating paradigm: it not only draws attention to the neglected environmental determinants of behaviour but also provides a philosophical standpoint from which to conduct a critique of the prevailing cognitivism. The EAB is described in detail in Chapter 2: its philosophical foundation is examined in terms of th e radical epiphenomenalism upon which its mode of explanation rests, and an account of operant conditioning demonstrates the empirical basis of the paradigm. Skinner's ontological redefinition of behavioural science is outlined through a comparison of classical and operant conditioning. The critical significance of the EAB for consumer psychology is explained in Chapter 3. Attention is drawn to the EAB's emphasis on the critical evaluation of theoretical terms (unobservables); alternative sources of explanation, derived from a behaviourist perspective on choice, are presented; and the more direct route to knowledge provided by a theoretically-based experimental method is discussed. The EAB is itself subjected to criticism in Chapter 4 which examines its limited capacity to explain human behaviour in complex social situations. The verbal control of behaviour, the dualistic function of reinforcement (informational and hedonic), and the disparity between the closed setting of the operant chamber and the relatively open settings ln which purchase and consumption occur, are noted as undermining radical behaviourism's claim to embody a comprehensive explanation of behaviour. Chapter 5 is concerned with the development and evaluation of a model of consumer behaviour derived from the EAB, as reconstructed after the critical examination pursued in Chapter 4. The Behavioural Perspective Model seeks to explain patterns of purchase and consumption by the relative openness of the settings in which they take place, and the patterns of reinforcement which apparently control them. The model's contribution to consumer psychology is discussed ln terms of the relevance of its variables to the outcomes of published behaviour modification experiments concerned with environmental conservation. Chapter 6 summarises the argument and its implications.
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Chan, Wai-hing. "Persistent preferences : effects of freedom to choose on subsequent choices /." View abstract or full-text, 2005. http://library.ust.hk/cgi/db/thesis.pl?MARK%202005%20CHAN.
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Nelson, Kim Allen. "Consumer decision-making and image theory: Understanding the socially responsible consumer." Diss., The University of Arizona, 1994. http://hdl.handle.net/10150/186868.
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Many consumers are now considering the effects of general corporate behavior (e.g., political views, charitable contributions, environmental disasters) and of the product's manufacture, consumption or disposal (e.g., animal testing, ecological harm) on society's overall well-being. These situations involve the issue of individual social responsibility and are good examples of complex decisions that are not readily explained by traditional decision theories. Abstract attributes (e.g., product "greenness" or lack of harm to the environment) and the active role of the decision maker's values, principles, and ethics are problematic. The primary purpose of this research is to develop a conceptual framework for consumer decision making in the presence of a social responsibility issue. The secondary purpose of the study is to assess the value of image theory for explaining the decision process. Image theory (Beach and Mitchell 1987; Beach 1990), a relatively recent development in decision making, provides a compatible decision framework for these types of decisions due to its emphasis on an individual's values and on the screening of alternatives using value-laden attributes. Survey methodology and consumer preference tasks are utilized, and the hypothesized models are tested by structural equation modeling. The findings suggest that image theory provides a credible explanation of socially responsible consumer choice. In terms of this study's context, a consumer who has a strongly held social responsibility principle, values a clean environment, has a high level of environmental concern, and believes that his/her actions make a difference, is more likely to be committed to a pro-environmental plan of action and to use certain decision processes. These specific processes are screening alternatives to eliminate those that are not environmentally friendly and weighting the greenness attribute heavily in evaluating options. Using image theory's terminology and structure, social responsibility and environmental value form the value image. Environmental concern and perceived consumer effectiveness form the trajectory image. The strategic image is reflected in the plan (commitment to pro-environmental behaviors) and tactics (using the social responsibility attribute in the decision process). This research demonstrates that enduring values and principles guide consumer behavior involving social responsibility issues.
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Xiao, Hong. "Intellectual property theft and illicit consumer behaviour : a psychology of counterfeit buying." Thesis, Durham University, 2006. http://etheses.dur.ac.uk/1803/.
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Hammill, Amanda C. "Approach/avoidance motivation extensions of the congruency effect /." Cleveland, Ohio : Cleveland State University, 2008. http://rave.ohiolink.edu/etdc/view?acc_num=csu1216741968.
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Thesis (M.A.)--Cleveland State University, 2008.Abstract. Title from PDF t.p. (viewed on Nov. 6, 2008). Includes bibliographical references (p. 57-64) and appendices. Available online via the OhioLINK ETD Center. Also available in print.
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Bunting, M. Jane. "The role of expectancies in consumer food choice." Thesis, Glasgow Caledonian University, 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.370007.
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Butler, Laurie Thomas. "The influence of implicit memory in consumer choice." Thesis, University of Reading, 1998. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.267429.
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Sunley, J. A. "Developing a model for consumer product safety evaluation." Thesis, Aston University, 1998. http://publications.aston.ac.uk/12248/.
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Safety enforcement practitioners within Europe and marketers, designers or manufacturers of consumer products need to determine compliance with the legal test of "reasonable safety" for consumer goods, to reduce the "risks" of injury to the minimum. To enable freedom of movement of products, a method for safety appraisal is required for use as an "expert" system of hazard analysis by non-experts in safety testing of consumer goods for implementation consistently throughout Europe. Safety testing approaches and the concept of risk assessment and hazard analysis are reviewed in developing a model for appraising consumer product safety which seeks to integrate the human factors contribution of risk assessment, hazard perception, and information processing. The model develops a system of hazard identification, hazard analysis and risk assessment which can be applied to a wide range of consumer products through use of a series of systematic checklists and matrices and applies alternative numerical and graphical methods for calculating a final product safety risk assessment score. It is then applied in its pilot form by selected "volunteer" Trading Standards Departments to a sample of consumer products. A series of questionnaires is used to select participating Trading Standards Departments, to explore the contribution of potential subjective influences, to establish views regarding the usability and reliability of the model and any preferences for the risk assessment scoring system used. The outcome of the two stage hazard analysis and risk assessment process is considered to determine consistency in results of hazard analysis, final decisions regarding the safety of the sample product and to determine any correlation in the decisions made using the model and alternative scoring methods of risk assessment. The research also identifies a number of opportunities for future work, and indicates a number of areas where further work has already begun.
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Sams, Johnny A. "Regulatory Fit and Consumer Brand Preferences." Cleveland State University / OhioLINK, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=csu1288913649.
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Yeung, Wing Man. "Affect, appraisal and consumer judgment /." View Abstract or Full-Text, 2003. http://library.ust.hk/cgi/db/thesis.pl?MARK%202003%20YEUNG.
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Gorter, Joeri. "Melioration, matching, and rational choice : a study on the interface between economics and psychology." Thesis, University of East Anglia, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.327525.
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El, Said Ghada Refaat. "Cultural effect on electronic consumer behaviour." Thesis, Brunel University, 2006. http://bura.brunel.ac.uk/handle/2438/412.
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The ubiquitous nature of e-commerce demands an innovative conceptualization of consumer behaviour that responds to various cultural preferences. Culture has been identified as an underlying determinant of consumer behaviour, and this extends to ecommerce. This research investigates this phenomenon for the Egyptian consumer. This research designed a plausible, integrated framework for investigating the target phenomenon, especially for un-explored cultures. To help to identify salient components of the phenomenon, a three-study exploratory phase, that included: interviews, a survey, and card sorting sessions, was undertaken. The exploratory results highlighted the roles of trust, uncertainty avoidance, Internet store familiarity, and reputation as the main salient factors affecting the perception of the targeted group toward e-commerce. The research hypotheses were then developed based on the exploratory results. Finally, a model testing phase to empirically assess the research hypotheses through a laboratory experiential survey with 370 Egyptian Internet users was undertaken. The experiential survey results support the significant role of the Internet store’s perceived familiarity and reputation as the main antecedents of online trust. The relationship between trust and its two antecedents are found to be culturally sensitive; the high uncertainty avoidance of the consumer is found to be associated with a stronger effect of the store’s reputation on trust, and a stronger effect of store’s familiarity on trust. The research also highlights the significant effect of trust on the attitude towards and the willingness to buy from an e-commerce site. This research, by providing an understanding of the cultural drivers of e-commerce, contributes to building a theory of consumer’s cultural trust within an Internet store context. The research reports on the development of an integrated cultural trust model that highlights recommendations for expanding the adoption of e-commerce. The systematic research framework, introduced by this research, can be a robust starting point for further related work in this area.
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Carvalho, Lilian Soares Pereira. "Consumers and biology: an investigation on the evolutionary roots of consumer behavior." reponame:Repositório Institucional do FGV, 2016. http://hdl.handle.net/10438/17265.
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This dissertation is a set of three studies focusing on the implications of evolutionary psychology (EP) to consumer behavior research. EP derives from the Darwinian theory of evolution and posits that just as our bodies are subject to natural and sexual selection, also our minds are adapted to their environment and, as such, we can investigate the biological basis of our behaviors. The first study is a theoretical article, focusing on the effects of hormone oxytocin (OXT) on consumer behavior. OXT has been shown to have effects on maternal care, attachment, relationships, and trust. This hormone is the focus of studies in behavioral economics, psychology and neurology, with obvious implications for consumer behavior. Previous studies on OXT have shown that oxytocin is related to our social life, i.e. related to situations with family and friends, as well as increasing our attention to the social cues in our faces (as eye gaze and smiles). Research on OXT and other hormones opens a new era of interdisciplinary studies on consumer behavior, in which researchers can incorporate psychometric measures (answered by research subjects) to biological features, as OXT, endorsing and validating findings that go beyond responses to questionnaires. It is thus possible to investigate the biological basis of consumer behavior regarding the effects of OXT on measures such as brand trust, and others. The second article is an experimental study, double-blinded, that checks the effects of OXT on brand trust. The results show that OXT is context-dependent, and it shows its most prominent results when the brand relates to social situations (friends and family). Three experiments were conducted comparing known and unknown brands, the country of origin effect and social and status brands. Known and unknown brands improved their brand trust measures when respondents were under the effect of OXT compared to placebo. Furthermore, social brands had the most pronounced effects of OXT when compared to status brands. Thus, this is first study to show positive effects of OXT on brand trust. The final study is an investigation of the post-modern epistemology to the positivist paradigm in the sex vs. gender subject. Various researchers posit that gender is as a new paradigm for our generation, in which every individual can choose his set of male and female characteristics. But when comparing the effect of biological sex vs. gender (using the Bem Sex-Role Inventory) in retaliatory behaviors in a consumer setting, only sex was able to explain the differences in behavior, not gender. Although post-modernists affirm that our biology only affects our gender as far as our genitals are concerned, differences in retaliatory behaviors are better explained by sex, not gender, corroborating the positivist epistemology.
Essa tese é um conjunto de três estudos tendo como pano de fundo teórico a psicologia evolucionista. Esta deriva da teoria da evolução darwiniana e postula que, assim como nossos corpos foram sujeitos à seleção natural e sexual, também nossas mentes são adaptações ao ambiente e por isso podemos investigar as bases biológicas de nossos comportamentos. O primeiro artigo, teórico, foca no hormônio oxitocina, cujos efeitos vão do cuidado materno até a confiança. Esse hormônio é objeto de estudo da economia comportamental, da psicologia e da neurologia, com implicações óbvias para o comportamento do consumidor. Estudos prévios comprovam que a oxitocina é um hormônio relacionado à nossa vida social, i.e. relacionado a situações com família e amigos, além de aumentar nossa atenção às “pistas” sociais em nossas faces (como olhares ou sorrisos). A pesquisa com oxitocina, e outros hormônios abre uma nova era de estudos interdisciplinares no comportamento do consumidor, na qual os pesquisadores podem aliar medidas psicométricas respondidas pelos sujeitos de pesquisa, mas adicionando o elemento biológico, referendando e validando achados que vão além de respostas a questionários. É possível, assim, investigar as bases biológicas do comportamento do consumidor. O segundo artigo é um estudo experimental, duplo-cego, que verifica os efeitos da oxitocina na confiança da marca. Os resultados mostram que a oxitocina tem efeito dependente do contexto, sendo seus resultados mais proeminentes quando as marcas se valem de apelos que relembrem família e amigos. Foram realizados três experimentos, comparando marcas conhecidas e desconhecidas, efeito do país de origem e marcas sociais e de status. Marcas conhecidas e desconhecidas tiveram a confiança aumentada quando os respondentes estavam sob o efeito da oxitocina, quando comparado com o placebo. Além disso, marcas sociais tiveram efeitos mais pronunciados da oxitocina, quando comparados com marcas de status. Assim, fica pela primeira vez registrado o efeito da oxitocina na confiança da marca. O último estudo é uma investigação sobre a epistemologia relativista comparando-a ao paradigma positivista na questão sexo vs. gênero. Muito se fala do gênero como novo paradigma para nossa geração, na qual cada indivíduo poderá escolher seu conjunto de características femininas e masculinas. Mas, ao comparar o efeito do sexo biológico vs. o gênero (usando o inventário sexual de Bem), somente o sexo foi capaz de explicar as diferenças de sexo, não o gênero. Apesar de relativistas culturais afirmarem que a biologia do sexo só influencia a genitália dos seres humanos, o comportamento de retaliação em comportamento do consumo é explicado pelo sexo, e não pelo gênero dos indivíduos, corroborando a epistemologia positivista.
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Jeon, Sua. "The Effect of Consumer Shopping Motivations on Online Auction Behaviors: An Investigation of Searching, Bidding, Purchasing, and Selling." Thesis, University of North Texas, 2006. https://digital.library.unt.edu/ark:/67531/metadc5366/.
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The purposes of the study were to: 1) identify the underlying dimensions of consumer shopping motivations and attitudes toward online auction behaviors; 2) examine the relationships between shopping motivations and online auction behaviors; and 3) examine the relationships between shopping attitudes and online auction behaviors. Students (N = 341) enrolled at the University of North Texas completed self-administered questionnaires measuring shopping motivations, attitudes, online auction behaviors, and demographic characteristics. Using multiple regression analyses to test the hypothesized relationships, shopping motivations and shopping attitudes were significantly related to online auction behaviors. Understanding the relationships is beneficial for companies that seek to retain customers and increase their sales through online auction.
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Blum, Bridget E. "Consumer Neuroscience: A Multi-disciplinary Approach to Marketing Leveraging Advances in Neuroscience, Psychology and Economics." Scholarship @ Claremont, 2016. http://scholarship.claremont.edu/cmc_theses/1414.
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For decades, neuroscience has greatly contributed to our foundational understanding of human behavior. More recently, the findings and methods of neuroscience have been applied to study the process of decision-making in order to offer advanced insights into the neural mechanisms that influence economic and consumer choices. In this thesis, I will address how customized marketing strategies can be enriched through the integration of consumer neuroscience, an integrative field anchored in the biological, cognitive and affective mechanisms of consumer behavior. By recognizing and utilizing these multidisciplinary interdependencies, marketers can enhance their advertising and promotional mix to elicit desired neural and affective consumer responses and measure these reactions in order to enhance purchasing decisions. The principal objective of this thesis is to present a comprehensive review of consumer neuroscience and to elucidate why it is an increasingly important area of study within the framework of human behavior. I will also describe how the insights gained from this emerging field can be leveraged to optimize marketing activities. Finally, I propose an experiment that illuminates key research questions, which may have considerable impact on the discipline of consumer neuroscience as well as the marketing industry.
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Danilowitz, Jennifer Savary. "More Giving and Less Giving Up| The Role of Self-Signaling in Consumer Choice." Thesis, Yale University, 2015. http://pqdtopen.proquest.com/#viewpdf?dispub=3663630.
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Although it is well established that people are motivated to maintain a positive self-image, choice researchers have largely ignored how this desire impacts what consumers choose. The current research investigates the notion that people's choices can serve as a signal that affects their beliefs about themselves. I explore a self-signaling framework to make unique predictions in two important substantive domains: prosocial giving and forfeiture choice.
The first essay shows that consumers are more likely to give to a charity when the donation appeal mentions a hedonic product. This occurs because the presence of a hedonic product changes the self-attributions, or self-signaling utility, associated with the choice to donate. I demonstrate the effect with real choice and field experiments, and provide evidence that the increase in donation rates occurs because the choice not to donate is a stronger signal of selfishness in the context of a hedonic product.
The second essay looks at forfeiture choices and finds that the structure of the self-concept can determine whether or not people give up an unused good. I develop a conceptual framework based on a known aspect of the self (self-concept clarity) to predict that when consumers are less clear about their self-concept they are more likely to self-signal. Four experiments show that people are more likely to keep an informative good or service they do not use (e.g. keep paying for a digital magazine subscription they do not read) when they are unclear about their self-concept.
Taken together these findings enrich our understanding of the role of self-signaling in choice, enhance our knowledge of how people use choice to manage their self-image, and link the behavioral findings of self-signaling in marketing to an established literature on self in psychology. The results have implications for choice theorists interested in understanding self-image motives and for marketing practitioners interested in understanding choice.
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Hammes, Janine. "Behavior of Swedes towards Milk Substitute Products." Thesis, Högskolan Väst, Avd för företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hv:diva-8144.
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These days, milk substitute products are getting more popular and exist together with milk on the market. These substitute products are appreciated by consumers due to animal welfare, environmental or health related reasons. The purpose of the investigation was to make assumptions about the future situation of farmers and which demographic, personal, sociological, cultural and psychological determinants have an impact on Swedish consumers purchasing substitute products. The proposed methodology to reveal the impact of those factors was a qualitative research. Ten semi-structured interviews with residents of Västra Götaland, aimed to gain a deeper and better understanding of the reasons for consumption of milk substitute products, were conducted in total. The existing theory and scientific articles about demographic, personal, sociological, cultural and psychological determinants of consumer behavior, in terms of food choice and consumption, were used to create an interview guide and also to compare the collected primary data in the end. Participants were asked questions regarding their demography, lifestyle, awareness and perception of milk substitute products and other reasons for their consumption of milk substitutes. The findings revealed that demographic factors such as age and gender seemed to have an impact on the consumer behavior. Moreover, personal and psychological factors were revealed to have a significant impact on the consumption behavior. In particular lifestyle, perception, attitudes and motivations, knowledge and learning had a significant influence on Swedish consumers and their food consumption behavior. Regarding sociological factors it was discovered that friends had a significant influence on food consumption. Cultural determinants were also important to consider. However, they did not have a significant influence on the participants. The findings also revealed that health and animal welfare were the main reasons for changing the consumption. Interestingly, no participant started to consume these products due to environmental reasons in the beginning. The strong competition of milk and milk substitute products on the market is most likely to continue. The future situation for farmers will look different and might get more critical as milk consumption in Sweden could change. This small scale research does not make it possible to generalize the revealed findings. Nevertheless, this qualitative investigation provided the basis for future research in the field of consumer behavior towards substitute products.
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Mellema, Hillary N. "The Effect of Indecisiveness on Consumer Choice Processes." Kent State University / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=kent1436813609.
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Lee, Christopher. "Consumer Linguistics: A Markedness Approach to Numerical Perceptions." Thesis, University of Oregon, 2014. http://hdl.handle.net/1794/18352.
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Marketing is about numbers but not necessarily just a number. From a big crowd to a half empty arena, adjectives carry numerical associations. The research within this dissertation builds on that idea while focusing on markedness, a linguistics theory, which has been called the evaluative superstructure of language. For example, asking "How tall is the person?" is not an indication that the person is tall but merely a neutral way to ask about a person's height. Tall, in this case, is considered an unmarked term given its neutral meaning. Asking "How short is the person?" however, implies the person is actually short in addition to asking for their height. Linguistics literature has touched on the power of language in numerical estimations but has not fully explored it, nor has linguistics literature transitioned to the marketing literature.
Study 1 begins to explore markedness in a consumer setting by using Google Trends to show that unmarked terms, such as tall, are searched more frequently than marked terms, such as short. Study 2 shows that using an unmarked term results in significantly higher estimates of crowd size than using a marked term but is not significantly different than using a neutral term. Study 3 incorporates numerical anchors, which reduce the markedness effects. Study 4 illustrates how an unmarked term results in a wider range of crowd size estimates than a marked term. Study 5 shows how markedness effects are largely eliminated based on the source of the message (team) and capacity constraint of the arena. Study 6 incorporates time to show that markedness effects are stronger in a judgment framed as per day than per year. Studies 7, 8 and 10 show how a marked term, such as half empty, results in significantly different numerical estimates over time. This effect is eliminated when reference to a point in time, such as "at halftime", is removed (study 9). These findings highlight the role of markedness in consumer judgment and have important implications for a variety of marketing theories.
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Menon, Kalyani. "Prototype of consumption emotions and implications for service evaluation : the case of anger and anxiety in extended service transactions." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 1999. http://www.collectionscanada.ca/obj/s4/f2/dsk1/tape7/PQDD_0018/NQ55359.pdf.
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Paniculangara, Joseph Thomas. "Essays on consumer charity." Doctoral diss., University of Central Florida, 2011. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/5003.
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In the second essay, I turn to the joint effect of psychological distance and dispositional empathy on charitable donation. Empathy or "Einf??hlung" is defined as feeling one's way into the situation of another. While the literature suggests that empathy generally increases various forms of prosocial behavior including donations, I argue that this effect is contingent upon the psychological distance between donor and recipient. The role of empathy is especially pronounced when the recipient is perceived to be psychologically closer to the donor. This is because closer psychological distance leads to greater identification by the donor with the recipient, which in turn leads to greater donation. I demonstrated support for the hypothesized interaction between dispositional empathy and psychological distance in three experiments, each addressing a different type of psychological distance. I conclude this dissertation with a discussion of the theoretical contribution and managerial importance of the findings. Managers of not-for-profits are confronted with a multitude of challenges in increasing donations while optimizing their resources. By pointing out the processes that underlie individual donors' decisions on charitable donations, this dissertation addresses a long-felt but rarely addressed lacuna in the literature.; Two essays comprise this doctoral dissertation on consumers and their charitable donations. The overall objective is to investigate the role of psychological distance in charitable donations, with each essay dealing with a different moderator of this relationship. In the first essay, I study the interactive effect of social distance and processing mode (affect vs. cognition). Specifically, people tend to donate more if they use their emotions rather than cognition as diagnostic inputs for decision making, especially when donor and recipient are separated by greater social distance. This may be because affect-driven and cognition-driven donors are influenced by different goals. Affect-driven donors are mainly motivated by a consummatory goal of increasing their "warm glow" utility whereas cognition-driven donors are mainly motivated by an instrumental goal of increasing "public goods" utility (i.e., making a contribution that may benefit the donor as well). While both consummatory and instrumental goals are relevant at closer social distance, only the consummatory goal is at work at greater social distance, which leads to a social distance by processing mode interaction. The hypothesized effect is tested in a series of three experiments that use different contexts and dependent measures (e.g., donation of money vs. time).ID: 030422857; System requirements: World Wide Web browser and PDF reader.; Mode of access: World Wide Web.; Thesis (Ph.D.)--University of Central Florida, 2011.; Includes bibliographical references (p. 79-88).
Ph.D.
Doctorate
Marketing
Business Administration
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Hartzler, Beth Marie. "Decoy Effects in a Consumer Search Task." Bowling Green State University / OhioLINK, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1332887766.
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Compeau, Larry D. "The influence of affect on product evaluations and search behavior : an integration of affect and the economics of information /." Diss., This resource online, 1991. http://scholar.lib.vt.edu/theses/available/etd-07282008-134310/.
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King, Jesse Stocker 1982. "The Affect Heuristic in Consumer Evaluations." Thesis, University of Oregon, 2011. http://hdl.handle.net/1794/11530.
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xv, 145 p. : ill. (some col.)This dissertation examines the role of affect in consumer judgments in two essays. The first essay explores the use of affect as a heuristic basis for judgments of the risks and benefits associated with new products. Current perspectives regarding the processes by which consumers make decisions about the adoption of innovations maintain that it is largely a cognitive process. However, the four studies that make up the first essay suggest that consumer assessments of the risks and benefits associated with product innovations are often inversely related and affectively congruent with evaluations of those innovations. The results support and extend previous research that has investigated the affect heuristic in the context of social hazards. The findings further indicate that more affectively extreme evaluations are associated with increasingly disparate assessments of risk and benefit. The results indicate that this relationship is consistent across a variety of products and product categories. Together, these findings challenge traditional conceptualizations of innovation adoption decision making and suggest that cognitive models alone are insufficient to explain innovation adoption decisions. The second essay investigates if processing fluency - the difficulty associated with processing information - may serve as an input to the affect heuristic and subsequent judgments of risk and benefit. Recently, Song and Schwarz investigated the relationship between differences in fluency and perceptions of risk. Their results suggested that fluency experiences influence risk perception through differences in familiarity and not as the result of fluency-elicited affect. The three studies included in the second essay re-examine those results in an effort to clarify the role of affect as a basis for perceptions of risk. The findings document a previously unreported reversal in preference for less fluent stimuli and suggest that fluency-elicited affect can explain the relationship between processing experiences and perceptions of risk. The results have important theoretical implications for our understanding of how people derive meaning from fluency experiences and for the role of fluency-elicited affect as a basis for judgments of risk and benefit.
Committee in charge: David Boush, Chairperson; Robert Madrigal, Member; Joan Giese, Member; Paul Slovic, Outside Member
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Nebl, Patrick J. "Do Female Thriftiness and Bragging about Thriftiness Peak Near Ovulation?" Bowling Green State University / OhioLINK, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1479399769427968.
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Mas, Erick M. "Social Class and Consumer Choice." Thesis, University of North Texas, 2019. https://digital.library.unt.edu/ark:/67531/metadc1538668/.
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Marketing research is lacking in the study of how SES influences consumption choices beyond access to purely economic resources, which merely represent purchasing power without explaining consumer preference. The first essay of this dissertation addresses this gap by examining an understudied social resource known as cultural capital—internalized knowledge, skills and behaviors reflecting cultural competence—that can influence the types of products consumers choose. The second essay examines low SES politically conservative consumers' desire to use consumption choices as signals to attain more status. Together, this dissertation extends our understanding of how SES influences consumer preferences for hedonic (vs. utilitarian) products, as well as their preference for product acquisition via access-based consumption (vs. ownership). Furthermore, the psychological processes underlying these effects and the conditions and personality differences moderating these effects are uncovered. Managerial and theoretical implications are provided.
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Hicks, Kevin Ervin. "Highlighting validity and placement of risk information in drug manufacturersâ direct-to-consumer web pages." NCSU, 2008. http://www.lib.ncsu.edu/theses/available/etd-01162008-211129/.
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Since the mid-1980s, direct-to-consumer (DTC) advertising has changed the way a pharmaceutical company markets prescription medications. DTC advertising has steadily become an integral way of communicating information about prescription drugs to end users and research has shown that the helpInternet is growing as a potential source of drug information. The current study examined the effects of colored highlighting validity (Valid, Invalid and No highlighting) and placement (Top, Middle and Bottom) of target risk keywords in web pages using two kinds of visual search tasks. The two tasks were the same except that in one a target was always present and in the other the target was either present or absent. For both tasks dependent variables were response time and accuracy. The results indicate that valid highlighting significantly reduced response time and increased accuracy across both tasks. Invalid highlighting was not significantly different compared to no highlighting for both tasks in terms of response time or accuracy. Results for both tasks also showed that placement of target keywords on a web page had a significant effect. Top and middle placements significantly reduced response time and increased accuracy compared to placement at the bottom. Findings suggest that valid highlighting and placement above the fold (Top and Middle) of a web page could facilitate consumers locating risk information. In general highlighting has benefits when the sought information is validly highlighted but has no cost when non-target information is highlighted instead. The present findings confirm the results found in studies in other domains. Implications for potential application of highlighting and placement and for future research are discussed.
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Shrum, Trisha Renee. "Behavioral and Experimental Insights on Consumer Decisions and the Environment." Thesis, Harvard University, 2016. http://nrs.harvard.edu/urn-3:HUL.InstRepos:33493368.
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In the following essays, I apply theoretical insights and experimental methods from behavioral science to address three questions at the intersection of environmental economics and consumer behavior.
In Chapter 1, I use an experimental intervention to explore the role of salience in the willingness to pay for climate change mitigation. The long time horizon between the mitigation decision and the benefits of that decision may hinder optimal investment in climate change mitigation. The immediate costs of the decision loom large in the decision-maker's mind while the future benefits have lower prominence in their decisions. As a result, climate change mitigation decisions may be prone to salience bias. In an online randomized control experiment, I test whether tasks focusing attention on the risks and challenges of climate change will increase the willingness to pay for climate change mitigation. In the Letter treatment, the writing task is framed as a message directed to a particular individual living in the year 2050. In Essay treatment, the writing task is framed as an essay on the risks and challenges of climate change. I find that compared to a control group, both writing tasks that focus attention on the risks and challenges of climate change increase the willingness to donate to a climate change mitigation non-profit organization. However, the two treatments appear to operate through different pathways. These findings contribute to the understanding of how to effectively bridge the psychological distance between choice and consequence for climate change mitigation. They also have broader implications for the interplay between psychological distance and salience bias in a broad range of decision-making contexts.
In Chapter 2, coauthored with Joseph Aldy, we model the consumer welfare impacts of gasoline price volatility under expected utility theory and prospect theory. The salience of gasoline prices among the U.S. public reflects consumer concerns about the price, and the uncertainty around the price, of gasoline. Volatility in gasoline prices reduces the ability of credit-constrained households to smooth consumption, and could result in substantial welfare losses for such households. Volatility reduces the information value of prices, which can undermine consumer decision-making for new investments. Gasoline price volatility may also reflect energy and environmental policies. As decision-makers compare the welfare impacts of policies that accomplish the same goal (e.g. reduce carbon dioxide emissions) but generate different levels of volatility in energy prices (e.g. fixed carbon tax compared to a fluctuating allowance price), the effects of consumer price volatility are often left out of the analysis. The goal of this research is to understand how energy price volatility affects consumer welfare. Focusing specifically on the gasoline market, we estimate the risk premium for increased gasoline price volatility due to a carbon allowance market. Under an expected utility theory model, households with highly inelastic demand or high-risk aversion tend to prefer fixed prices but have low risk premiums. Under a prospect theory model with reference-dependent utility, loss aversion leads to a strong preference for fixed prices with risk premiums around 2% of the average price. The salience of gasoline prices creates a strong reference point and the level of attention focused on "pain at the pump" when prices rise sharply implies loss aversion. Thus, prospect theory may be particularly well-suited to this market setting. By clarifying the welfare impacts of gasoline price volatility, we will better understand the full set of tradeoffs among energy policy options that have differential effects on fuel price volatility.
In Chapter 3, I use a series of experiments to explore the impacts of eco-friendly labels on perceptions and evaluations of product attributes. Expectations may affect how people evaluate product attributes. If people expect different levels of performance from eco-products and regular products, then the presence of an eco-product label may bias their evaluations. Six experiments examine how expectations of the objective performance of eco-products affect perceptions of those products and subsequent product preferences. Holding objective performance constant, I find that prior expectations bias the evaluations of eco-product attributes. Expecting energy efficient bulbs to generate unpleasant lighting causes people to evaluate the lighting as unpleasant; expecting toilet tissue from recycled paper to be coarse causes people to evaluate the toilet paper as coarse. Using a study designed to isolate the effects on sensory perception, I find that expectations do not bias the sensory perception of product attributes. Instead, I find that consumers follow Bayesian predictions of combining prior expectations with a new perceptual signal to form posterior evaluations. This research may help explain the slower than expected take-up of energy efficient products (referred to as the "energy efficiency gap"), and the persistence of beliefs that eco-products underperform standard products, when many objectively do not.Public Policy
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Mohaidin, Zurina. "Behavioural analytic approach to consumer choice as foraging." Thesis, Cardiff University, 2011. http://orca.cf.ac.uk/54461/.
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Human behaviour can be explained not only through experience and environments but also by incorporating evolutionary explanation. Consumer behaviour could not be understood accurately without infusing Darwinian evolutionary theory which has contributed in the knowledge of human nature. Evolutionary psychology revolves around the human's evolved mental and the impact on human's traits and behaviour where the influence of the environment to our genes would determine our individual behaviour and traits, resulting in variation among us. Foraging which is a part of behavioural ecology involves many sequences or repetitions of animals' activities and decision making which is useful to relate these patterns of activities to the decisions made in human consumption. The aim of this research is to investigate the similarities of human consumption and ecological behaviour by employing interpretative and comparative approach. It is hoped that by applying the evolutionary theory in explaining consumer choice, this study is able to contribute to the development of behavioural ecology in human consumption.
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Andrews, Jennifer G. "A qualitative study to elucidate consumer rejection of the practice of coupon use." Thesis, The University of Arizona, 2016. http://pqdtopen.proquest.com/#viewpdf?dispub=10113252.
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Coupons are a marketing tool used to entice consumers to try a new brand or product in the hopes that they will then become loyal users after trial (Boundless, n.d.). Issuing coupons is a common practice for many businesses because it is relatively inexpensive to begin, and can be used for general advertising purposes in addition to attracting new customers. Digital coupons have been introduced in the last few years and their acceptance is growing, with redemptions in 2010 increasing by 10 times the 2009 rates and projected to increase exponentially with each year (Savings.com, n.d.).
Early coupon academic studies in the promotional literature examine profitability maximization through manipulating coupon characteristics or the coupon process such as the timing of release, length of expiration dates, amount of the cents-off, and other related monetary factors. Despite the ability to adjust coupon features to maximize revenue and redemption, the effect is not strong enough to generate the motivation required to elicit new use from non-users being targeted nor improve the overall low redemption rates.
Basic characteristics such as demographic and socioeconomic variables as well as some predisposing motivational characteristics have also been studied to predict coupon use. While some of these characteristics demonstrate differences between consumers who do and do not use coupons, characteristics provide little insight into why non-users choose not to coupon. Furthermore, the findings cannot be generalizable to the population as a whole when the redemption rate persists at 2%. With digital coupons a rapidly growing practice, it is important to determine whether or not this new coupon format might contribute to behavior change in current non- or infrequent users of coupons.
While most previous research has concentrated on characteristics of the consumer, characteristics of the coupon, and predisposing motivational constructs, this study examined why consumers rejected coupons by examining their narratives on the various stages of the coupon process to narrow down the factors contributing the most to deterring coupon use.
The Phase 1 study included 58 participants, 29 frequent users and 29 infrequent users. Participants completed a set of questionnaires measuring previously identified predisposing characteristics, given guidance on the selection of digital coupons loaded onto shopper loyalty cards and were provided with Sunday circulars. Each participant had 1 week to try and redeem the digital coupons and complete follow up questionnaires to determine any changes post-trial. Participants were invited to participate in 1 of 6 focus groups to determine themes related to the digital coupon trial.
The Phase 2 study included 10 individuals who participated in depth interviews focusing on the processes, motivations and decisions related to coupon use during grocery shopping. The interview was broken out into 5 stages: 1 is an ice-breaker introduction to the study; 2 involves rapport building and setting the tone; 3 is the depth interview that attempts to elicit understanding into the motivation, timing, and rationale behind rejection of coupon use; 4 presents some popular emerging technologies based on emerging applications of interest to the Association of Coupon Professional Board; and 5 includes a brief discussion of different type of coupon and verification.
Overall, , the consumer’s perceived purpose of the coupon is to save money through item cost reduction whereas from a marketing perspective the coupon is intended to entice consumers new to the brand or to encourage trial of a new product (Boundless, n.d.). This difference in perception could be a major contributor to the valuation process and resistance/rejection themes of infrequent users. Interestingly, very few infrequent users rejected the practice of coupons outright and were far more likely to resist or postpone the practice. More research should be conducted to identify when, how and why infrequent users re-evaluate coupons or try the process again.
Coupon industry members should review the coupon practice and make a decision to either abandon or overhaul the process as it currently does not provide value to either the manufacturers issuing the coupons or the consumers, even those actively using coupons. If the decision is to overhaul the practice then a decision should be made whether or not to adapt to the current perceptions that coupons are a means to reduce product price or re-educate consumers and industry members alike on the coupon as a means to solicit trial. Lastly, many of the existing apps do not address any of the coupon-related barriers, incongruities, or infrequent user needs. A disruptive technology is needed to change consumer perceptions, encourage coupon use and provide value added utility beyond just bypassing the coupon process to make the practice relevant in today’s mobile culture. (Abstract shortened by ProQuest.)
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Gao, Fei. "Three Essays on Marketing Interventions to Influence Consumer Judgments, Choices, and Behaviors." Thesis, Jouy-en Josas, HEC, 2020. http://www.theses.fr/2020EHEC0002.
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Cette thèse se compose de trois essais qui développent des interventions marketing pour influencer le jugement, le choix et les comportements des consommateurs. L'essai 1 étudie si, comment et quand les correspondances multimodales affectent les jugements en aval. Essay 2 développe une intervention comportementale visant à réduire le choix des consommateurs quant à la taille des portions de nourriture, qui peut être facilement utilisée dans les paramètres de commande de nourriture en ligne tels que les applications de livraison de nourriture. L'essai 3 étudie si le programme d'incitation prosocial peut motiver efficacement les consommateurs à participer à des programmes de référence en ligneThis dissertation consists of three essays that develop marketing interventions to influence consumers judgment, choice, and behaviors. Essay 1 studies whether, how, and when crossmodal correspondences affect downstream judgments. Essay 2 develops a behavioral intervention aimed at reducing consumers’ choices of food portion sizes, which can be easily used in the settings of online food ordering such as food delivery apps. Essay 3 studies whether prosocial incentive scheme can effectively motivate consumers to participate in online referral programs
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Agarwal, James. "A dimensional and holistic model of consumer choice : a validation study." Diss., Georgia Institute of Technology, 1993. http://hdl.handle.net/1853/30558.
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Jiang, Yuwei. "The role of mental imagery and visual perspective in consumer behavior /." View abstract or full-text, 2008. http://library.ust.hk/cgi/db/thesis.pl?MARK%202008%20JIANG.
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Ziegler, Alexander H. "CONSUMER EMBARRASSMENT – A META-ANALYTIC REVIEW AND EXPERIMENTAL EXAMINATION." UKnowledge, 2019. https://uknowledge.uky.edu/marketing_etds/9.
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This dissertation consists of two essays that discuss the influence of embarrassment on consumers. In the first essay, I examine consumers’ coping responses to embarrassment in a meta-analytic review. In essay two, I utilize an experimental approach to investigate the impact of embarrassing encounters on unrelated consumers who merely observe the situation.
In the first essay, the meta-analysis is guided by findings in the literature that demonstrate embarrassment can both promote and detract from consumer well-being. However, despite being investigated for decades, little is known about how consumers cope with embarrassing situations, and when and why consumers respond in positive and negative ways. The meta-analysis draws on the transactional framework of appraisals and coping to analyze the extant literature, construing positive responses as problem-focused coping, and negative responses as emotion-focused coping. I examine both situational and trait factor moderators to explain variance in these divergent outcomes and to resolve competing findings. A meta-analysis of 93 independent samples (N = 24,051) revealed that embarrassment leads to both problem-focused coping (r = 0.21), which can promote consumer well-being, and emotion-focused coping (r = 0.23), which can detract from consumer well-being. The relationship between embarrassment and emotion-focused coping was particularly strong in emotionally intense situations that were out of a transgressor’s control, for female consumers, and for consumers with an individualist orientation. The relationship between embarrassment and problem-focused coping was particularly strong in emotionally intense situations for male and young consumers.
The second essay investigates the influence of embarrassing situations on neutral observers of the situation. The extant literature suggests that a consumer who commits a social transgression will experience embarrassment if real or imagined others are present to witness the transgression. However, the parallel embarrassment experienced, in turn, by those observers lacks a theoretical account, since observers have committed no transgression and are not the subject of appraisal by others. I label this phenomenon observer embarrassment, and introduce perspective taking as the underlying process that leads to observer embarrassment. Across six studies, I use physiological, behavioral, and self-report measures to validate the presence of observer embarrassment, as well as the underlying perspective-taking mechanism. Specifically, the results demonstrate that observers are more likely to experience embarrassment when they imagine themselves as the transgressor (versus experience empathy for the transgressor), something more likely to occur when the observer and actor share a common identity. Thus, observer embarrassment is not an empathetic response to witnessing a social transgression, but rather an experience parallel to personal embarrassment of others.
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Ma, Jun. "Attribution, Expectation, and Recovery: An Integrated Model of Service Failure and Recovery." Kent State University / OhioLINK, 2007. http://rave.ohiolink.edu/etdc/view?acc_num=kent1186171198.
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Hoeger, Ivonne. "Men hate it, women love it? : a critical examination of shopping as a gendered activity." Thesis, University of Exeter, 2009. http://hdl.handle.net/10036/92361.
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This thesis aims to investigate whether shopping is still a gendered activity in the 21st century. Past research in a number of social science disciplines with a focus on consumer affairs indicated that traditionally shopping was part of the woman’s domain and therefore it was seen as an activity only women engaged in. More current research has however suggested that shopping is no longer just a female activity, and asked for more research to be conducted into both male and female consumer behaviour. The present thesis focuses on recreational shopping and attempts to address the issue of male and female consumer behaviour by means of a multi-method approach. Chapter 1 summarises the background literature and provides the rationale for the research conducted in this thesis. Chapter 2 focuses on the methodological issues relating to the present studies provides a justification of each methodological approach used. Chapters 3 to 6 present the empirical work carried out for this thesis and Chapter 7 presents the conclusions drawn from the research carried out. In Chapter 3 we present an investigation of participants’ (27 men and 71 women) written accounts of past (good and bad) and ideal shopping experiences using thematic analysis. The findings show that women report higher overall shopping enjoyment than men, which is in agreement with previous research results. However, men and women describe similar obstacles and negative experiences that deter them from participating or wanting to participate in shopping activities, and they exhibit similar motivations when thinking about shopping. In contrast, all descriptions of ideal shopping experiences were highly idiosyncratic. The study presented in Chapter 4 explores the relationship between product involvement and shopping enjoyment. One hundred and seventy-four participants (69 men and 102 women) responded to an online questionnaire, which measured attitudes towards shopping in general and shopping in a high involvement situation. As in the previous study, the results showed that overall women reported much higher general shopping enjoyment than men. But when product involvement was high men reported a more positive attitude toward shopping than when just rating shopping in general. This suggests that the issue of gender differences in shopping enjoyment needed to be investigated further and that a more fine-grained approach to research in this area was required to explore the differences and similarities in the way that men and women approach this activity. In Chapter 5 we investigate potential differences and similarities in men and women’s conceptions of shopping. The first study in this chapter asked participants to list types of shopping or shopping activities as they came to mind and the second study utilised a free-sort task. Surprisingly, the results from the Chi-Square analysis of Study 3 and EXTREE and INDSCAL analysis of Study 4 showed that there are very few significant differences in how men and women view shopping. Thus, it seems both sexes appear to think about shopping in very similar (if not the same) ways. In order to address this question in more depth, the study presented in Chapter 6 took a different methodological approach. Here, a focus group study was carried out to explore what lies behind men and women’s conceptions of shopping. Three groups (N=19) of first year undergraduate students participated in focus groups and discussed what they thought and felt about shopping. Results showed that perceptions of what shopping is are very strong even amongst this group of young consumers. Finally, the results are reviewed in Chapter 7 together with their implications, limitations of the present research and possible future directions.
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Koch, Eric Charles. "The use of persuasion expertise to interpret marketers' persuasion attempts /." view abstract or download file of text, 2001. http://wwwlib.umi.com/cr/uoregon/fullcit?p3024520.
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Thesis (Ph. D.)--University of Oregon, 2001.Typescript. Includes vita and abstract. Includes bibliographical references (leaves 140-145). Also available for download via the World Wide Web; free to University of Oregon users.
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Hustvedt, Gwendolyn. "Consumer preferences for blended organic cotton apparel." Diss., Manhattan, Kan. : Kansas State University, 2006. http://hdl.handle.net/2097/150.
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Farney, Ryan M. "The Influence Exposure Has on Consumer Behavior." Scholarship @ Claremont, 2016. http://scholarship.claremont.edu/cmc_theses/1251.
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Advertising has been around for thousands of years and has proven to be a valuable asset to company revenue. The methods used in advertising have been examined closely more recently, specifically from a psychological standpoint. The human brain reacts to advertisements in different ways. Low and high involvement advertisements stimulate the brain in the subconscious and conscious state effectively. While each of these advertising methods are useful, complex messaging techniques seem to stimulate recall more effectively than simple messaging. In the age of digital advertising, sponsors look to put new resources to use to ensure paid advertisements are doing their job. With data mining and location based services available, advertisers are getting more in touch with the consumer than ever before. The bombardment of advertising is changing the consumer’s eye for low and high involvement and the advertising industry will be forced to adjust yet again.
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CADEL, ELENA. "The psychology of meat consumption: an investigation of attitudes, identity and norms." Doctoral thesis, Università degli Studi di Milano-Bicocca, 2014. http://hdl.handle.net/10281/50850.
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Food is given increasing attention worldwide, especially for what its safeness, and production impacts on the quality of human life and environment (Expo 2015). Among all types of food, meat is the one that endorses more meanings than any other. However, the claim of meat, has risen considerably over the years, causing major consequences on health and the environment, at both personal and social level.
This PhD thesis analyzes factors related to attitudes towards eating meat, with a specific focus on identity and norms, using a quali-quantitative approach.
A qualitative study has been carried out to examine in depth psychological drivers and social contexts of meat in diets and lifestyles, focusing on their evolution and changes over lifetime. Fourteen life histories interviews were then analyzed using thematic analysis. Subsequently, two parallel quantitative studies investigated factors influencing meat consumption at present-day, in a broader sample (264 Italians and 237 Britons). With that aim, a survey has been conducted using a made to purpose questionnaire integrating core aspects of the Identity and Norms theories with the Theory of Planned Behaviour (TPB), which allow to explore the role and the interaction of social variables (e.g., group norms, social identification) and individual variables (e.g., Self-identity).
The Life Histories thematic analysis proved to be a useful and effective method in collecting information and deeply seated factors affecting meat consumption and related practices. It revealed its complexity and the influential role of individuals, society, cultures and rituals. Interestingly, on the personal side, Self-identity and social norm emerge as key psychological factors.
The multiple regression analysis for the Italian sample showed that the TPB components accounted for 20% of the variance in eating meat. As expected, these results provided support for intention, perceived behavioral control and Self-identity as statistically significant predictors of meat eating behavior. As far as intention is concerned, the whole model explained nearly 40% of the proportion of the variance of an individual’s intention to eat meat. In this case, results provided support for perceived behavioral control, and Self-Identity as statistically significant predictors of intention to eat meat.
Instead, for the Britons, the same model explained nearly 60% of the proportion of the variance of a meat eating behavior and almost 80% of the variance of intention to eat meat. Specifically, these results provided support for intention and healthy-eater identity as predictors of meat eating behavior, whilst attitudes, perceived behavioral control, healthy-eater identity and Self-identity as meat eater were statistically significant predictors of intention to eat meat.
Unexpectedly, the role of social variables (e.g., group norms, social identification) were not significant in both samples.
This PhD project produced an advancement in the knowledge of psychological factors behind meat consumption, with particular reference to the Italian context. The strategic choice of integrating qualitative and quantitative approaches allowed to overcome intrinsic limitations of both, thus allowing an articulate, in-depth vision of attitudes, identity and norm. Results may offer interesting benefits for new information strategies targeting psychological variables, such as those above and provide new insights for the study of food and eating behaviors in non-clinical contexts.
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Hornick, Leigh Ann. "The evolution of product placement consumer awareness and ethical considerations /." Morgantown, W. Va. : [West Virginia University Libraries], 2006. https://eidr.wvu.edu/etd/documentdata.eTD?documentid=4542.
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Thesis (M.S.)--West Virginia University, 2006.Title from document title page. Document formatted into pages; contains v, 55 p. : ill. (some col.). Includes abstract. Includes bibliographical references (p. 45-46).
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Pimentel, Ronald Ward 1955. "Consumer preference for logo designs: Visual design and meaning." Diss., The University of Arizona, 1997. http://hdl.handle.net/10150/282334.
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Logo designs provide a quick visual shorthand for all the meaning, associations, and equity associated with a brand. Virtually all major companies utilize logos, but there is little theory-based research regarding logo design published in marketing and consumer behavior journals. Related research from psychology regarding preference for visual images has generally used special stimuli created for the laboratory that do not carry the meaning that logos acquire in the markerplace and consequently have very limited generalizability. This study seeks to begin to fill the void by examining preference for actual, familiar logo designs. An improved understanding of preference for logo designs can be a great advantage to a company considering a logo design change. The costs involved in such a change can be enormous. Beyond the cost of the services of graphic designers, a change in logo design incurs the cost of changing everything that displays the logo, and any lost sales that may result if the new design is ineffective in some way. The equity of the brand may be connected to the logo design, so a change in the design of the logo may have long-term implications. Many logos have evolved over the years through successive changes to keep the designs from becoming outdated. This study examined theoretical bases for such activity. According to adaptation-level theory (McClelland et al. 1953), individuals become adapted to an object or image due to experience with it. Slight changes to this adaptation level result in increased preference while drastic changes result in decreased preference. These effects are represented by the distinctive butterfly curve. The current study developed a technique that allows for differentiation of visual designs, indicating the degree of change. This was used to test whether adaptation-level theory applies to familiar logo designs. The results indicate a general preference for no changes in familiar logo designs. While practitioners make changes in logo designs that are consistent with adaptation-level theory, it appears that consumers react instead, in accordance with social judgment theory--they tolerate rather than prefer the changes.
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Tetley, Sarah. "Why the Big 5? : understanding UK seafood consumer behaviour." Thesis, University of Kent, 2016. https://kar.kent.ac.uk/54790/.
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UK consumers bought just under 500 thousand tonnes of seafood in 2010, at a cost of £3.8bn. Despite rising prices, consumption is on a general upwards path, with the average UK adult now eating 2% more seafood than they would have eaten a generation ago, and demand predicted to grow by a further 17% by 2030. However, this demand is increasingly restricted to a narrow range of imported and wild-caught species (Cod, Haddock, Tuna) and farmed products (Salmon and Prawns) over locally-available species with the consequence that between 60% and 80% of UK domestic landings are currently exported and 80% of all the seafood eaten in the UK is one of either Cod, Haddock, Salmon, Tuna or Prawns – the so-called Big 5. The shortage of local markets for native fish species is arguably reducing the relative viability of small scale, over large-scale, fisheries in the UK. It also increases pressure upon wild stocks of commercially valuable species and is driving the rapid expansion of fish-farming operations which can have negative environmental and social implications. Considering the above, it is suggested that UK consumers could make a positive contribution to the UK economy and marine environment if they chose to buy native, locally-caught species, over farmed and exotic imports. In order to achieve this, however, significant behavioural change would need to take place; and for behavioural change initiatives to be successful, it is argued that it is first necessary to understand why these consumption patterns have developed, i.e. Why the Big 5? Accepting that no single theory has been found that can fully explain behaviours from intentions, this research used mixed methods to develop a consumer-centric view of the full range of factors that might be driving these unsustainable consumption patterns. Regular consumers of seafood from four contrasting localities in England were recruited to complete surveys, maintain shopping diaries and to take part in group and one-to-one interviews to understand their reasons for eating seafood in general and the Big 5 in particular. Drawing on the Literature on seafood consumption, demographic and geographic-induced differences in consumption were explored; and consumer understanding of, and concern for, the sustainability of their seafood was assessed. Retail behaviour was also examined by undertaking an on-line review of the seafood offered for sale by the UK’s five largest retailers. Consumers were generally ill informed and confused about the sustainability of their seafood and had little to no awareness of labelling. In their confusion/apathy, they tended to revert to habitual behaviours and safe choices tending towards the Big 5. They felt strongly that retailers should be making it easier for them to make sustainable choices. The evidence from this study is that Retail is failing in this respect. Interest in and demand for local seafood was very high, with consumers equating local with sustainable, even though the evidence to support this assertion is currently lacking. Consumer definitions of “local” and “sustainable” were found to vary from accepted policy and academic understanding, presenting the possibility of adding to consumer confusion when communicating about sustainable seafood; further, “sustainable” possessed negative connotations for these consumers who, in stark contrast to the average UK consumer, were found to score highly for Hedonism. In total, twenty eight distinct variables were identified as influencing unsustainable UK seafood consumer behaviour. Key amongst these were consumer ignorance/apathy regarding sustainability; retail behaviour; and habit – factors that are presented in the Trifold Model of Unsustainable Consumer Behaviour. This model brings much needed clarity to a complex and poorly understood area of consumer behaviour and marks a significant contribution to three areas of academic study: Sustainable Consumption; Consumer Behaviour; and Business Ethics. The Trifold Model is presented for further testing. Recommendations for policy and industry are highlighted as are areas for further research.
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Asztalos, Joanne G. "Gender stereotypes in children's television commercials and the effects on consumer purchasing behavior." Morgantown, W. Va. : [West Virginia University Libraries], 2003. http://etd.wvu.edu/templates/showETD.cfm?recnum=3209.
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