Discrepant fluency increases subjective truth

The present experiment tested the hypothesis that perceptual fluency affects truth judgments especially when the fluency has changed. Participants were asked to judge the truth of statements that were printed in different colors. Perceptual fluency was manipulated by color contrast. Change versus no change of fluency was manipulated by using preceding statements that had the same or a different contrast. As expected, highly fluent statements were judged as more probably true than statements with a low fluency but this effect occurred only when the high fluency meant a change from previous fluency. The role of discrepancies in subjective experiences in terms of their informativeness for social judgments is discussed.     

A Four-Factor Model of Perceived Control: Avoiding, Coping, Obtaining, and Savoring

ABSTRACT This study provides evidence that people evaluate their control over events and over feelings separately with respect to both positive and negative experiences Confirmatory factor analyses revealed that subjects made separate self-evaluations of control regarding their ability to (a) avoid negative outcomes, (b) cope with negative outcomes, (c) obtain positive outcomes, and (d) savor positive outcomes In addition, beliefs about avoiding and obtaining were more highly correlated (r = 50) than were beliefs about coping and savoring (r= 27) It is argued that coping and savoring involve different sets of cognitive and behavioral skills Multiple regression analyses generally indicated that beliefs about avoiding and coping related more strongly to measures of subjective distress, whereas beliefs about obtaining and strongly related more strongly to measures of subjective well-being These four control beliefs are discussed in relation to other conceptual models of control, and ways in which savoring may promote perceived control are described     

Stating Preference for the Ethereal but Choosing the Concrete: How the Tangibility of Attributes Affects Attribute Weighting in Value Elicitation and Choice

Marketers routinely make use of stated consumer preferences and the relative attribute‐importance weights implied by these preferences when making decisions on issues such as advertising messages and product design. Using this information as a basis for managerial decision making is risky, though, if stated preferences diverge from actual choices. Practical evidence that such a divergence is of concern is provided by the current trend toward the use of stated choice‐based conjoint analysis. This article examines differences between the attribute‐importance weights consumers use during value elicitation and the attribute weights revealed to influence actual choice. The results of an empirical analysis of automobile stated preference and purchase decisions, and an experiment and subsequent qualitative analysis of wine choice, converge to suggest that consumers’ attribute weightings differ in value elicitation versus choice in a reliable manner. Specifically, we demonstrate a tangibility effect—the tendency for tangible attributes to be weighted relatively more heavily than intangible attributes in choice as compared to in value elicitation. The process underlying the tangibility effect is discussed, as are the implications for researchers and managers.     

Differential construal and the false consensus effect

People's own beliefs, values, and habits tend to bias their perceptions of how widely they are shared. The present research examined whether this "false consensus effect" is partly due to people's failure to recognize that their choices are not solely a function of the "objective" response alternatives, but of their subjective construal of those alternatives. Study 1 provided initial support for the importance of differential construal in people's consensus estimates by showing that larger false consensus effects tend to be obtained on items that permit the most latitude for subjective construal. Study 2 replicated this effect experimentally by asking Ss either a general or specific version of the same question. Larger false consensus effects were obtained on the general version that offered more latitude for construal. Studies 3 & 4 provided further support by showing that (a) Ss who made different choices tended to interpret the response alternatives in ways that reflected the choices they made and (b) subjects who were led to construe the alternatives in the same way tended to make the same choices.     

Multiattribute Decision Making in Context: A Dynamic Neural Network Methodology

A theoretical structure for multiattribute decision making is presented, based on a dynamical system for interactions in a neural network incorporating affective and rational variables. This enables modeling of problems that elude two prevailing economic decision theories: subjective expected utility theory and prospect theory. The network is unlike some that fit economic data by choosing optimal weights or coefficients within a predetermined mathematical framework. Rather, the framework itself is based on principles used elsewhere to model many other cognitive and behavioral data, in a manner approximating how humans perform behavioral functions. Different, interconnected modules within the network encode (a) attributes of objects among which choices are made, (b) object categories, (c) and goals of the decision maker. An example is utilized to simulate the actual consumer choice between old and new versions of Coca-Cola. Potential applications are also discussed to market decisions involving negotiations between participants, such as international petroleum traders.     

Goal–Attribute Compatibility in Consumer Choice

This research advances the notion that product evaluations are a function of the compatibility of consumers’ goals with the attributes describing choice alternatives. Building on the concept of self‐regulation, it is argued that attribute evaluations are moderated by individuals’ goal orientation and, specifically, that attributes compatible with individuals’ regulatory orientation tend to be overweighted in choice. This proposition is tested by examining the impact of goal orientation on consumer preferences in 3 different contexts: (a) hedonic versus utilitarian attributes, (b) performance versus reliability attributes, and (c) attractive versus unattractive (good vs. bad) attributes. The data show that prevention‐focused individuals are more likely to overweight (in relative terms) utilitarian, reliability‐related, and unattractive attributes than promotion‐focused consumers, who are more likely to place relatively more weight on hedonic, performance‐related, and attractive attributes. Considered together, these findings support the proposition that attributes compatible with individuals’ goal orientation tend to be overweighted in choice.     

Self-discrepancies and emotional vulnerability: how magnitude, accessibility, and type of discrepancy influence affect

Two studies examined whether the type of emotional change experienced by individuals is influenced by the magnitude and accessibility of the different types of self-discrepancies they possess. In both studies, subjects filled out a measure of self-discrepancy a few weeks prior to the experimental session. Subjects were asked to list up to 10 attributes each for different self-states--their actual self, their ideal self (their own or others' hopes and goals for them), and their ought self (their own or others' beliefs about their duty and obligations). Magnitude of self-discrepancy was calculated by comparing the attributes in the actual self to the attributes in either the ideal self or the ought self, with the total number of attribute pairs that matched being subtracted from the total number of attribute pairs that mismatched. In Study 1, subjects were asked to imagine either a positive event or a negative event and were then given a mood measure and a writing-speed task. Subjects with a predominant actual:ideal discrepancy felt more dejected (e.g., sad) and wrote more slowly in the negative event condition than in the positive event condition, whereas subjects with a predominant actual:ought discrepancy, if anything, felt more agitated (e.g., afraid) and wrote more quickly in the negative event condition. In Study 2, subjects were selected who were either high in both kinds of discrepancies or low in both. Half of the subjects in each group were asked to discuss their own and their parents' hopes and goals for them (ideal priming), and the other half were asked to discuss their own and their parents' beliefs concerning their duty and obligations (ought priming). For high-discrepancy subjects, but not low-discrepancy subjects, ideal priming increased their dejection whereas ought priming increased their agitation. The implications of these findings for identifying cognitive-motivational factors that may serve as vulnerability markers for emotional problems is discussed.     

Social stereotypes and judgments of individuals: An instance of the base-rate fallacy

Social stereotypes may be defined as beliefs that various traits or acts are characteristic of particular social groups. As such, stereotypic beliefs represent subjective estimates of the frequencies of attributes within social groups, and so should be expected to “behave like” base-rate information within the context of judgments of individuals: specifically, individuating target case information should induce subjects to disregard their own stereotypic beliefs. Although the results of previous research are consisten with this prediction, no studies have permitted normative evaluation of stereotypic judgments. Because the hypothesis equates base rates and stereotypes, normative evaluation is essential for demonstrating equivalence between the base-rate fallacy and neglect of stereotypes in the presence of individuating case information. Two experiments were conducted, allowing for normative evaluation of effects of stereotypes on judgments of individuals. The results confirmed the hypothesis and established the generalizability of the effect across controversial and uncontroversial, socially desirable and socially underirable stereotypic beliefs. More generally, an examination of the differences between intuitive and normative statistical models of the judgment task suggest that the base-rate fallacy is but one instance of a general characteristic of intuitive judgment processes: namely, the failure to appropriately adjust evaluations of any one cue in the light of concurrent evaluations of other cues.     

Belief Importance in Expectancy-Value Models of Attitudes1

In this study, 312 respondents were asked to indicate their attitude toward smoking and their smoking behavior. Attitudes were assessed by a direct attitude measure (4 items) and a series of 15 belief statements about the possible consequences of smoking. Next, respondents were asked to select the 3 consequences they found most important. Attitude scores derived from these important beliefs were more predictive of behavior than those based on all 15 beliefs, and far superior to attitude scores based on the remaining 12 beliefs. Differences between the 2 groups (smokers vs. nonsmokers) were more pronounced when attitude scores were based on important beliefs, and disappeared for scores based on nonselected, less important beliefs. It is argued that incorporating belief importance in expectancy-value models helps to assess the structure of attitudes and could improve our insight in the determinants of behavioral preference.     

The eukolos-dyskolos dimension: locus of control and personal satisfaction

It is first asked how Hofst?tter's (1986) personality dimension dyskolos-eukolos could be validated without directly using self-assessments of subjective well-being. It is argued that internal and external locus-of-control beliefs could be tied to this construct. A study with 264 respondents shows that internal beliefs lead to well-being ratings that are higher in every life aspect than those associated with ratings of external beliefs. The effects are only marginally greater for control beliefs directly related to the different life aspects. It is hypothesized that internal control beliefs and high satisfaction are both generated by experiences of behavior that is both successful and causally self-attributed.     

What Would It Take to Get You into an Electric Car? Consumer Perceptions and Decision Making about Electric Vehicles

Americans buy millions of vehicles every year, but research on how those decisions are made, including personality and individual difference factors, has rarely taken full advantage of psychological insights. This is an increasingly important topic because, for instance, decisions to buy electric vehicles (EVs) rather than gasoline-powered vehicles have environmental and geopolitical consequences. A series of studies reveal the very different perceptions of EVs and gas vehicles. Although vehicle choices at the aggregate level were strongly correlated with economic considerations, individual consumer choices were correlated with delay discounting rates in Study 1 but not Study 2. These studies also did not find significant correlations between EV purchase decisions and a number of other individual difference traits often thought to be factors in such decisions (i.e., social value orientation, political attitudes, environmental attitudes, preference for novel products, or an array of core social values). Regression models indicate that factors which did predict vehicle choices concerns were about the performance and range of EVs, EV prevalence in general, and beliefs about what statements different vehicle types made about their owners and the owners’ values. More attention to the vehicle-associated values and immediate performance/use issues can help to promote EV purchase decisions and subsequent improvements in environmental and political stability.     

How subjective grouping of options influences choice and allocation: diversification bias and the phenomenon of partition dependence

The authors argue that people's tendency to diversify their allocations of money and consumption choices over alternatives gives rise to decisions that vary systematically with the subjective grouping of available options. These subjective groupings are influenced by subtle variations in the presentation of options or elicitation of preferences. Studies 1-4 demonstrate such "partition dependence" in allocations of money to beneficiaries, consumption experiences to future time periods, and choices to a menu of consumption options. Study 5 documents weaker partition dependence among individuals with greater relevant experience discriminating among options, and Study 6 shows that the effect is attenuated among participants with stronger or more accessible intrinsic preferences.     

Attribute‐based differentiation of alternatives

An intermediate step is introduced to the dialogue decision process for decision analysis. Alternatives are refined after they have been generated within a strategy table but before they are subject to more detailed evaluation. Two or more judges create a subjective mapping from alternatives to attributes that will later be mapped to criteria. In strategy tables, each of the alternative strategies consists of a coherent set of choices made across several decisions that are to be coordinated. These strategic alternatives are modified so as to increase their differentiation in the attribute space, rather than in the decision space alone. When criteria weights are unknown, the best alternative from the modified set may be superior to the best alternative from the original set. Furthermore, analysis of the resulting alternatives may yield a better mapping of the value response surface for the action space, in the sense that this mapping leads to eventual construction of a higher value alternative. Results are reported for a consulting engagement incorporating the proposed step. Copyright © 2003 John Wiley & Sons, Ltd.     

Consumers' product evaluation: a study of the primary evaluative criteria in the precious jewellery market in the UK

It is normally argued that consumers make their purchase decisions on the basis of their evaluation of, and knowledge about, the product attributes. This paper reports findings from a research study, which was conducted to determine the nature and type of evaluative criteria used by an individual while purchasing a piece of precious jewellery. In doing so, the study looked into the significance of product category knowledge, brand familiarity and brand consciousness in product evaluation. A questionnaire was sent to 500 consumers of precious jewellery in five major cities of the UK. Results indicate that, in general, subjective attributes are more important for people buying precious jewellery than the objective attributes. The significance of specific attributes during product evaluation could vary according to one's level of product category knowledge, brand familiarity and brand consciousness. The paper discusses implications for the marketers. Copyright © 2001 Henry Stewart Publications.     

Indulgence as self‐reward for prior shopping restraint: A justification‐based mechanism

This research investigates the effects of refraining from a purchase temptation at one point in time on choices made at a subsequent opportunity to purchase or consume a tempting product. Four experiments involving scenarios and real decisions demonstrate that the salience of restraint at a prior impulse buying opportunity causes consumers to reward themselves subsequently by choosing indulgence over non-indulgence. We show that indulgence is likely to increase only when prior restraint is salient and hence can be used as a justification. As expected, an index of reasons for vs. against buying mediates the relationship between prior impulse purchase decision and indulgent choice. In further support of the mechanism, we find that prior indulgence can have the same effect as prior restraint, if the prior indulgence is made justifiable. Finally, we show that prior shopping restraint can increase indulgence without a corresponding increase in self-esteem. These findings extend our understanding of self-regulation and demonstrate that everyday consumer decisions such as responses to impulse buying opportunities can have consequential downstream effects.     

The measurement of body-image dissatisfaction–satisfaction: Is rating importance important?

Some researchers have argued that evaluative body image may be better assessed by measures that weight dissatisfaction–satisfaction ratings by their subjective importance to individuals. The Body Areas Satisfaction Scale (BASS) is a frequently used, standardized assessment of evaluative body image, albeit one that does not use differential item weights. This investigation, with 410 female and male college students, examined whether an importance-weighted revision of the BASS would have incremental validity relative to the original version in the prediction of multiple criterion variables. Results confirmed the reliability and validity of unweighted and weighted versions. However, the validity of weighted versions did not surpass that of the original BASS. The extremity of individuals’ satisfaction and dissatisfaction ratings appears inherently to reflect the importance placed on physical attributes for self-evaluation. Moderated regression analyses offered only weak support for the interaction of average satisfaction and average importance ratings beyond their main effects. The simpler, unweighted BASS is an acceptable assessment of evaluative body image.     

Anticipated Emotions as Guides to Choice

When making decisions, people often anticipate the emotions they might experience as a result of the outcomes of their choices. In the process, they simulate what life would be like with one outcome or another. We examine the anticipated and actual pleasure of outcomes and their relation to choices people make in laboratory studies and real-world studies. We offer a theory of anticipated pleasure that explains why the same outcome can lead to a wide range of emotional experiences. Finally, we show how anticipated pleasure relates to risky choice within the framework of subjective expected pleasure theory.     

The role of physical appearance in managerial decisions

This study was designed to examine stereotypical beliefs about the physical appearance of employees and the effects of these beliefs on decision-making. Current stereotypes about obese and very thin people were assessed, and the effect of beliefs about obese and very thin people on subjects' evaluations of employee performance was measured. The findings indicated that subjects used information about employees' weight and body build differently, depending on whether they were responding to questions about discipline, the likelihood of recurrence of behavior, or their desire to work with certain employees. Overall, the results suggest that subjects exclude nondiagnostic aspects of employees (e.g., weight and body build) in some types of work decisions.     

Self-deception as pseudo-rational regulation of belief

Self-deception is a special kind of motivational dominance in belief-formation. We develop criteria which set paradigmatic self-deception apart from related phenomena of auto-manipulation such as pretense and motivational bias. In self-deception rational subjects defend or develop beliefs of high subjective importance in response to strong counter-evidence. Self-deceivers make or keep these beliefs tenable by putting prima-facie rational defense-strategies to work against their established standards of rational evaluation. In paradigmatic self-deception, target-beliefs are made tenable via reorganizations of those belief-sets that relate relevant data to target-beliefs. This manipulation of the evidential value of relevant data goes beyond phenomena of motivated perception of data. In self-deception belief-defense is pseudo-rational. Self-deceivers will typically apply a dual standard of evaluation that remains intransparent to the subject. The developed model of self-deception as pseudo-rational belief-defense is empirically anchored. So, we hope to put forward a promising candidate.