Children's response to sales promotions and their impact on purchase behavior

Despite the growth in children's purchasing power, surprisingly little is known about how children respond to sales promotions. We conduct two experiments to address this issue. Study 1 shows that elementary-aged (second and fifth grade) children's purchase decisions are influenced by the presence of sales. Study 2 demonstrates that both age groups favor conceptually easier promotions, even when the sale is inferior. Additionally, we find that children have difficulty applying mathematical concepts to sales promotions, regardless of classroom mastery of the associated operations. Together, these results indicate that elementary-aged children routinely incorporate sales into purchase decisions, sometimes with suboptimal results.     

Brand preference affects the threshold for perceptual awareness

Despite decades of scientific scrutiny, much is still unknown about the effects that brands have on perception. Brands are known to lead to changes in attention and mnemonic processing and by altering emotional preferences they imbue products with value. Less, however, is known about the exact mechanism through which this occurs. Here, a novel and unexpected finding is provided in which subjective brand preference alters the likelihood that a brand name will be consciously seen. By presenting brand names at brief durations, and having them respond using a graded evaluation of conscious perception, the Perception Awareness Scale, it is found that brand names for which there is either a positive and negative preference, subjects report seeing the name more clearly. Interestingly, and much to the contrary of studies of basic emotions, this effect is strongest for positive preference. Our results are discussed in light of other studies in consumer psychology and consciousness science. Copyright © 2013 John Wiley & Sons, Ltd.     

Effects of deceptive packaging and product involvement on purchase intention: an elaboration likelihood model perspective

From an Elaboration Likelihood Model perspective, it was hypothesized that postexposure awareness of deceptive packaging claims would have a greater negative effect on scores for purchase intention by consumers lowly involved rather than highly involved with a product (n = 40). Undergraduates who were classified as either highly or lowly (ns = 20 and 20) involved with M&Ms examined either a deceptive or non-deceptive package design for M&Ms candy and were subsequently informed of the deception employed in the packaging before finally rating their intention to purchase. As anticipated, highly deceived subjects who were low in involvement rated intention to purchase lower than their highly involved peers. Overall, the results attest to the robustness of the model and suggest that the model has implications beyond advertising effects and into packaging effects.     

The impact of bundle comparisons on bundle preference

The bundling literature largely holds that a person's reaction to a given product bundle depends only on the characteristics of the products contained in the bundle. This paper, instead, proposes that people evaluate bundles in reference to other bundles that they have seen. Prior research indicates that people are sensitive to a bundle's “attribute inventory” or the aggregate level of comparable attributes possessed by its constituent products. We show that when people evaluate a bundle, they compare the attribute inventories that it offers to those offered by other bundles that they have seen. The resulting compositional comparisons can occur without changes to the products that comprise the target and contextual bundles, vary by attribute comparability and attentional focus, and coexist with (and at times reverse the effects of) well‐established product‐specific context effects, which are determined solely by the products and their attributes.     

Characteristics attributed to individuals on the basis of their first names

Characteristics connoted by first names were explored in 7 studies. Four factors were identified: Ethical Caring, Popular Fun, Successful, and Masculine-Feminine (Study 1, N = 165). Men's names connoted more masculine characteristics, less ethical caring, and more successful characteristics than did women's names (Study 2, N = 274). Nicknames connoted less successful characteristics, more popular fun, and less ethical caring characteristics than did given names (Study 3, N = 289). Androgynous names connoted more popular fun and less masculine characteristics for men and more popular fun, less ethical caring, and more masculine characteristics for women than did gender-specific names (Study 4, N = 378). Less conventionally spelled names connoted uniformly less attractive characteristics (Study 5, N = 145). For men only, longer names connoted more ethical caring, less popular fun, more successful, and less masculine characteristics (Study 6, N = 620). More anxiety and neuroticism were attributed to those with less common names and more exuberance was attributed to those with more attractive names (Study 7, N = 137).     

Seriality of phonological encoding in naming objects and reading their names

There is a remarkable lack of research bringing together the literatures on oral reading and speaking. As concerns phonological encoding, both models of reading and speaking assume a process of segmental spellout for words, which is followed by serial prosodification in models of speaking (e.g., Levelt, Roelofs, & Meyer, 1999). Thus, a natural place to merge models of reading and speaking would be at the level of segmental spellout. This view predicts similar seriality effects in reading and object naming. Experiment 1 showed that the seriality of encoding inside a syllable revealed in previous studies of speaking is observed for both naming objects and reading their names. Experiment 2 showed that both object naming and reading exhibit the seriality of the encoding of successive syllables previously observed for speaking. Experiment 3 showed that the seriality is also observed when object naming and reading trials are mixed rather than tested separately, as in the first two experiments. These results suggest that a serial phonological encoding mechanism is shared between naming objects and reading their names.     

Antecedents of consumer relative preference for interpersonal information sources in pre‐purchase search

Past research has demonstrated clearly the importance of pre‐purchase information search within the buying process. Scholars have identified several sources used by consumers in order to obtain information relevant to their purchase situation. Among the various information sources, interpersonal non‐commercial sources seem to play an important role in consumers' choice decisions. The present study examines potential antecedents of consumer relative preference for interpersonal information search. The proposed antecedents include personality traits such as individuals' susceptibility to interpersonal influence, their need for cognition and their self‐confidence, as well as individual differences in product knowledge and perceived risk associated with the purchase of a specific product. Using structural equation modelling on survey data (419 respondents), seven hypotheses — describing relationships between the diverse variables of the model — were tested. The results indicate that consumer relative preference for interpersonal information search was significantly influenced by consumers' susceptibility to interpersonal influence, their need for cognition, their self‐confidence and their product knowledge. Consumers' product knowledge also influenced their perceived risk, which did not affect their preference for interpersonal search significantly. Copyright © 2005 John Wiley & Sons, Ltd.     

Learning of letter names and sounds and their contribution to word recognition

This study investigated knowledge of letter names and letter sounds, their learning, and their contributions to word recognition. Of 123 preschoolers examined on letter knowledge, 65 underwent training on both letter names and letter sounds in a counterbalanced order. Prior to training, children were more advanced in associating letters with their names than with their sounds and could provide the sound of a letter only if they could name it. However, children learned more easily to associate letters with sounds than with names. Training just on names improved performance on sounds, but the sounds produced were extended (CV) rather than phonemic. Learning sounds facilitated later learning of the same letters' names, but not vice versa. Training either on names or on sounds improved word recognition and explanation of printed words. Results are discussed with reference to cognitive and societal factors affecting letter knowledge acquisition, features of the Hebrew alphabet and orthography, and educational implications.     

形状-性别内隐联结及其对消费者形状偏好的影响

本文探讨了形状与性别之间的内隐联结及其对消费者形状偏好的影响。通过4个实验, 作者发现形状与性别之间存在内隐联结, 即圆润的形状与女性更相关, 而有棱角的形状与男性更相关。这一内隐联结被拓展到品牌感知上, 导致品牌的性别形象影响消费者对圆形或棱角形产品的偏好, 而感知匹配度在其中起中介作用。这些研究发现进一步丰富了现有关于形状偏好以及形状象征意义的文献, 并对视觉营销中的形状设计提供了重要的实践指导。     

Nanopatents and their impact on the medical environment

The nano-medical field is seen, by governments as well as the business sector as a very promising one. The process of converting basic research in nanomedecine into commercially viable products has already begun, even if it might be long and difficult. Part of the difficulties that could occur comes from regulatory and safety issues. Some of them are also coming from patent uncertainty in the global nanotechnology field. Indeed, the rush towards patents in the nanotechnology arena has already begun. Nanopatents are about to alter the legal landscape of the innovation economy, of research and development, and of industry--no doubt to an unprecedented extent because of the scope covered by these technologies. From a global point of view, the very delineation of the scope of nanotechnologies confronts patent law with complex problems of definition. The emergence and characteristics of this technology are also giving rise to a reassessment of the criteria for patentability that could be prejudicial to innovation. In the medical environment, this issue is even exacerbated in the real challenges which pharmaceutical companies are running up against.     

The impact of self-construal on aesthetic preference for angular versus rounded shapes

In this article, the authors examine the role of self-construal in aesthetic preference for angular versus rounded shapes. Previous research found an independent self-construal is associated with a confrontation approach to conflict resolution, whereas an interdependent self-construal is associated with compromise. Furthermore, the literature in empirical aesthetics suggests that angular shapes tend to generate confrontational associations, and rounded shapes tend to generate compromise associations. Accordingly, the authors propose individuals with independent self-construals should perceive angular shapes as more attractive, whereas individuals with interdependent self-construals should find rounded shapes more attractive. The authors argue this effect of self-construal should be more pronounced when people expect that their shape preferences will be evaluated by others because culturally consistent responses will be more accessible in this situation. These hypotheses were largely confirmed in a field study that classified logos from a variety of countries and two experiments in which self-construal was experimentally primed.     

Brand personality,self‐congruity,and preference: A knowledge structures approach

Using the construct of brand personality to measure automobile and soft drink personalities, two studies represented self‐congruity by combining brands and the self‐image into Pathfinder associative networks (Schvaneveldt et al., 1989 ). Self‐congruity, the number of links between the self and each brand, was predictive of preference and ideal brand. Because brand personality and self‐image are knowledge structures, and facets of brand personality also describe the self, self‐congruity can be represented and measured in networks. This approach could be helpful to marketers studying how the self is related to each brand and how brands interrelate. Copyright © 2011 John Wiley & Sons, Ltd.