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The Effect of Cultural Orientation on Consumer Responses to Personalization 文化取向对消费者个性化反应的影响
Behavioral Marketing Pub Date : 2007-03-01 DOI: 10.1287/MKSC.1060.0223
Thomas Kramer, Suri Weisfeld-Spolter, M. Thakkar
{"title":"The Effect of Cultural Orientation on Consumer Responses to Personalization","authors":"Thomas Kramer, Suri Weisfeld-Spolter, M. Thakkar","doi":"10.1287/MKSC.1060.0223","DOIUrl":"https://doi.org/10.1287/MKSC.1060.0223","url":null,"abstract":"While marketing activities increasingly involve personalizing product offers to individually elicited preferences, these unique specifications may not be universally important for product choice. Providing evidence of the limits of treating each customer differently, three experiments show that individuals who exhibit interdependent or collectivistic tendencies tend to be more receptive to recommendations that are not personalized to their own preferences, but instead to the collective preferences of relevant in-groups. However, we find that cultural orientation affects responses to personalized recommendations for only those products whose consumption or choice decision is subject to public scrutiny. We further demonstrate that the favorability of thoughts elicited by ads offering targeted versus personalized offers mediates the effect of cultural orientation on responses to personalization. Finally, both individualistic and collectivistic consumers respond more favorably to offers of targeted recommendations when they believe relevant others share their preferences and when their level of expertise is relatively low.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"38 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2007-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126077968","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 115
The Role of Emotion in Economic Behavior 情绪在经济行为中的作用
Behavioral Marketing Pub Date : 2007-01-03 DOI: 10.2139/ssrn.954862
Scott I. Rick, G. Loewenstein
{"title":"The Role of Emotion in Economic Behavior","authors":"Scott I. Rick, G. Loewenstein","doi":"10.2139/ssrn.954862","DOIUrl":"https://doi.org/10.2139/ssrn.954862","url":null,"abstract":"This article, prepared for the forthcoming third edition of The Handbook of Emotion, surveys behavioral economic and neuroeconomic research on the influence of expected and immediate emotions on decision making under risk, intertemporal choice, and social preferences.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"70 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2007-01-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130935330","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 236
Deciding Without Resources: Psychological Depletion and Choice in Context 没有资源的决定:心理耗竭和情境中的选择
Behavioral Marketing Pub Date : 2007-01-01 DOI: 10.2139/ssrn.955427
Anastasiya Pocheptsova, On Amir, R. Dhar, R. Baumeister
{"title":"Deciding Without Resources: Psychological Depletion and Choice in Context","authors":"Anastasiya Pocheptsova, On Amir, R. Dhar, R. Baumeister","doi":"10.2139/ssrn.955427","DOIUrl":"https://doi.org/10.2139/ssrn.955427","url":null,"abstract":"Consumer choices are a result of an interplay of two systems: fast and intuitive thinking (System 1) and more deliberative reasoning (System 2). The present research examines the implication of the interplay between the two systems for context effects in choice by exploring the consequences of resource depletion. Building on a substantial body of psychological literature that points to one underlying resource used in self-regulation and decision-making, this paper demonstrates that resource depletion has a systematic influence on choices. Specifically, we demonstrate that resource depletion enhances the role of intuitive System 1 influences by impairing the effortful and deliberate overriding role of System 2. In five experiments, we find that resource depletion increases the share of reference-dependent choices, decreases the compromise effect, magnifies the attraction effect, and increases choice deferral. The results shed light on both the mechanism underlying context effects on choices and the scope of the depleted resource.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"90 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2007-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115019474","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 51
Resting on Laurels: The Effects of Discrete Progress Markers as Subgoals on Task Performance and Preferences 满足于荣誉:作为子目标的离散进度标记对任务表现和偏好的影响
Behavioral Marketing Pub Date : 2006-12-12 DOI: 10.2139/ssrn.951144
On Amir, D. Ariely
{"title":"Resting on Laurels: The Effects of Discrete Progress Markers as Subgoals on Task Performance and Preferences","authors":"On Amir, D. Ariely","doi":"10.2139/ssrn.951144","DOIUrl":"https://doi.org/10.2139/ssrn.951144","url":null,"abstract":"This article investigates the influence of progress certainty and discrete progress markers (DPMs) on performance and preferences. The authors suggest that the effects of DPMs depend on whether progress certainty is high or low. When the distance to the goal is uncertain, DPMs can help reduce uncertainty and thus improve performance and increase preference. However, when the distance to the goal is certain, DPMs may generate complacency, sway motivation away from the end goal, and decrease performance in the task, as well as its appeal. Therefore, the addition of more information, feedback, or progress indicators may not always improve task performance and preference for the task. The authors validate these claims in 4 experiments.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"78 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2006-12-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126247045","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 94
'Confidentially Yours': Restricting Information Flow between Trustees Enhances Trust-Dependent Transactions “保密你的”:限制受托人之间的信息流增强依赖于信任的交易
Behavioral Marketing Pub Date : 2006-11-29 DOI: 10.2139/ssrn.886644
Vincent Mak, R. Zwick
{"title":"'Confidentially Yours': Restricting Information Flow between Trustees Enhances Trust-Dependent Transactions","authors":"Vincent Mak, R. Zwick","doi":"10.2139/ssrn.886644","DOIUrl":"https://doi.org/10.2139/ssrn.886644","url":null,"abstract":"By extending the traditional trust game to settings involving more than one trustee, we study how restricting information flow between trustees influences trust and reciprocity. We start with a theoretical investigation and then report the results of two experiments designed to examine investor strategy and trustee behavior. Our results suggest that, compared to when information flow is unrestricted, restricting information flow between trustees leads to the following: (a) total investment is larger, (b) the number of trustees receiving positive investment is about the same, and (c) the investor sends out a larger variety of invested amounts to different trustees.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2006-11-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128435074","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 3
Social Identity and Product Evaluation 社会认同与产品评价
Behavioral Marketing Pub Date : 2006-11-01 DOI: 10.2139/ssrn.947608
T. Marchlewski, J. Vosgerau, Detlef Fechtenhauer
{"title":"Social Identity and Product Evaluation","authors":"T. Marchlewski, J. Vosgerau, Detlef Fechtenhauer","doi":"10.2139/ssrn.947608","DOIUrl":"https://doi.org/10.2139/ssrn.947608","url":null,"abstract":"Consumers choose products not only on the basis of the products' attributes but also to create and maintain a desired social identity. The preference for consuming products which allow for enhancing a social identity can be so strong that it alters consumers' perceptions of the products' attributes. We ask consumers in a blind test to rate the taste of two beer sorts, a local beer sort and a non-local sort. Consumers judge the beer that they think is their local beer sort to be better tasting than the other beer sort, independent of whether they actually sampled their local beer sort or the non-local beer sort. The local beer sort is preferred because its consumption allows for identifying with the region of origin. Consistent with this hypothesis, we find that mortality salience enhances the taste of the local beer sort and worsens the taste of the other beer sort. We conclude that local brands, like local beer sorts, can enjoy an advantage over other brands when their consumption allows for providing a region-based identity. Our findings also bear important implications for product evaluation tests.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2006-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124077452","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 3
A Multivariate and Latent Class Analysis of Consumer Decision Quality Measures in an E-Service Context 电子服务环境下消费者决策质量测度的多元潜类分析
Behavioral Marketing Pub Date : 2006-10-11 DOI: 10.2139/ssrn.916566
Lerzan Aksoy, B. Cooil
{"title":"A Multivariate and Latent Class Analysis of Consumer Decision Quality Measures in an E-Service Context","authors":"Lerzan Aksoy, B. Cooil","doi":"10.2139/ssrn.916566","DOIUrl":"https://doi.org/10.2139/ssrn.916566","url":null,"abstract":"Electronic recommendation agents have the potential to be valuable e-service tools in increasing consumer decision quality. Such agents are aimed at assisting consumers in the decision-making process and have the ability to enable consumers to make better choices for themselves. The definition of what constitutes a good choice in this context however remains unclear. Although a variety of approaches have been used to date, there is no consensus on the best measurement approach. This research reviews the various approaches in a variety of disciplines that have been used to define consumer decision quality to date, proposes new measures and a classification typology and examines the relationships among a subset of these measures from an online experimental choice task. Using multivariate and latent class analysis, the results demonstrate how different types of objective and subjective measures provide complementary ways of evaluating decisions and offer useful summaries of decision quality under a variety of conditions. The most important measures and five latent groups of individuals are identified. When individuals do not seem to make good decisions in terms of the individual measures, we propose an explanation of how their decisions are nearly optimal.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"41 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2006-10-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128027211","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 7
Immediate and Delayed Emotional Consequences of Indulgence: The Moderating Influence of Personality Type on Mixed Emotions 放纵的即时与延迟情绪后果:人格类型对混合情绪的调节作用
Behavioral Marketing Pub Date : 2006-08-16 DOI: 10.1086/519149
S. Ramanathan, Patti Williams
{"title":"Immediate and Delayed Emotional Consequences of Indulgence: The Moderating Influence of Personality Type on Mixed Emotions","authors":"S. Ramanathan, Patti Williams","doi":"10.1086/519149","DOIUrl":"https://doi.org/10.1086/519149","url":null,"abstract":"The majority of literature looking at self-control dilemmas has focused on short-term positive and long-term negative affective outcomes arising from indulgence. In two studies, we find evidence for more complex emotional responses after indulgent consumption. We show that consumers feel simultaneous mixtures of both positive and negative emotions in response to indulgences and that the specific components of those emotional mixtures vary depending on differences in individual impulsivity. Further, these mixtures are resolved differently over time, leading to differences in subsequent choices. In addition we show that more prudent consumers are likely to seize an opportunity to get rid of, or \"launder,\" their negative emotions after an indulgence by subsequently making utilitarian versus hedonic choices.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"51 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2006-08-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123641556","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 258
In Search of Homo Economicus: Preference Consistency, Emotions, and Cognition 寻找经济人:偏好一致性、情感和认知
Behavioral Marketing Pub Date : 2006-08-01 DOI: 10.2139/ssrn.925978
Leonard Lee, On Amir, D. Ariely
{"title":"In Search of Homo Economicus: Preference Consistency, Emotions, and Cognition","authors":"Leonard Lee, On Amir, D. Ariely","doi":"10.2139/ssrn.925978","DOIUrl":"https://doi.org/10.2139/ssrn.925978","url":null,"abstract":"Understanding the roles of emotion and cognition in forming preferences is critical in helping firms choose effective marketing strategies and consumers make appropriate consumption decisions. In this work, we investigate the role of the emotional and cognitive systems in preference consistency (transitivity). Participants were asked to make a set of binary choices under conditions that were aimed to tap emotional versus cognitive decision processes. The results of three experiments consistently indicate that automatic affective responses are associated with higher levels of preference transitivity than deliberate cognitive considerations, and suggest that the basis of this central aspect of rational behavior - transitivity - lies in the limbic system rather than the cortical system.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2006-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129634970","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 16
Clouds Make Nerds Look Good: Field Evidence of the Impact of Incidental Factors on Decision Making 云使书呆子好看:偶然因素对决策影响的现场证据
Behavioral Marketing Pub Date : 2006-08-01 DOI: 10.2139/ssrn.906872
U. Simonsohn
{"title":"Clouds Make Nerds Look Good: Field Evidence of the Impact of Incidental Factors on Decision Making","authors":"U. Simonsohn","doi":"10.2139/ssrn.906872","DOIUrl":"https://doi.org/10.2139/ssrn.906872","url":null,"abstract":"Abundant experimental research has documented that incidental primes and emotions are capable of influencing people's judgments and choices. This paper examines whether the influence of such incidental factors is large enough to be observable in the field, by analyzing 682 actual university admission decisions. As predicted, applicants' academic attributes are weighted more heavily on cloudier days, and non-academic attributes on sunnier days. The documented effects are of both statistical and practical significance: changes in cloudcover can increase a candidate's predicted probability of admission by an average of up to 11.9%. These results also shed light on the causes behind the long demonstrated unreliability of experts making repeated judgments from the same data.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"14 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2006-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126722563","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 60
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