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.     

A Cross‐Cultural Test of the Value–Attitude–Behavior Hierarchy

According to Homer and Kahle's (1988 ) cognitive hierarchy model, values indirectly influence behavior through attitudes. The model posits that the influence theoretically flows from more abstract cognitions to mid‐range cognitions to specific behaviors. This paper tests the cross‐cultural validity of the model across samples from Brazil, New Zealand, and South Africa. The paper specifically tests whether environmental attitudes would completely mediate the influence of both altruistic and self‐enhancement values on ecological behavior. This study also extended the model by including perceived threats from environmental problems. Supporting the expanded model, environmental attitudes fully mediated the influence of both values and perceived environmental threat on ecological behavior. This article provides empirical support for using the cognitive hierarchy model across cultures.     

Examining the Attitude–Behavior Relationship in Prosocial Donation Domains

Positive attitudes have been identified across prosocial donation domains, but have not translated into a stable donor base. One explanation for this attitude‐behavior inconsistency is a failure to consider the affective and cognitive components of attitude. Studies were conducted to examine vested interest as a moderator of the attitude–behavior relationship in donation, while accounting for the multidimensional construction of attitude. Study 1 revealed a 3‐factor structure (stake, salience, self‐efficacy) for vested interest. Study 2 found no support for vested interest as a moderator of the attitude–behavior relationship, but revealed that self‐efficacy mediated the relationship between attitudes and behaviors for organ/tissue and blood donation. Results are discussed in terms of the usefulness of this research in crafting donation campaigns.     

Sales Promotions and the Choice Context as Competing Influences on Consumer Decision Making

Although brand switching is one of the most researched topics in marketing, we still know very little about the moderators of switching between brands in different price‐quality tiers (e.g., from Häagen–Dazs ice cream to Breyers or to a store brand). Building on the notion that buyers have a (category‐specific) consideration set of price–quality tiers, we propose that sales promotions and the choice set composition (or the choice context) have compensatory effects on brand switching between price–quality tiers. Specifically, if one of these factors causes buyers to switch to a higher price–quality tier within their brand‐tier consideration set, then the other factor is less likely to induce switching in the same direction (to an even higher tier) and more likely to induce switching in the opposite direction. This general proposition leads to several specific hypotheses, including (a) the likelihood of switching between particular brand tiers due to price promotions can be predicted based on the choice set composition; (b) asymmetric switching, whereby consumers are more likely to switch up from a low‐tier to a promoted high‐tier brand than from a high‐tier to a promoted low‐tier brand, is reduced or eliminated if consumers consider three price–quality tiers; and (c) the compromise effect is reduced when the lowest tier brand offers a price promotion. These hypotheses were supported in a series of studies, which also examined rival explanations. The theoretical and practical implications of the findings are discussed.     

Multiattribute Choice for the Lazy Decision Maker: Let the Alternatives Decide!

In this article we present a method of multi-attribute choice, based on an application of linear programming called Data Envelopment Analysis (DEA). The first part of the method, which is straightforward DEA, can be thought of as an idealized process of self-evaluation in which each alternative weights the attributes in order to maximize its own desirability relative to the other alternatives. These weights are taken as defining the preferences of a fragment of the market. The second step is to use each alternative′s optimal weights to reconstruct the entire market and thus to infer the preferences of an average decision maker (DM) who needs to choose from among these alternatives. We show how this process is equivalent to an idealized peer evaluation; each alternative applies its own DEA-derived best weights to each of the other alternatives (alternative cross-evaluation, or AXE), then the average of the cross-evaluations that get placed on an alternative is taken as an index of its overall desirability (i.e., we are "letting the alternatives decide"). We use a large data set to examine the workings of the method and to compare our results with the published results of the data set′s compiler. AXE is also able to make use of partial information about the ordering of importance of the attributes specific to a particular DM. Taking an ecological perspective we argue that the method is sensitive to cues already in the data and uses them to amplify helpful bias and attenuate unhelpful bias. We also show how different kinds sensitivity analysis may be performed to check the robustness of the results.     

Effects of Interruptions on Consumer Online Decision Processes

The growth of e‐commerce and its attendant new technology features has increased interactivity in consumer information processing and decision‐making processes. The pull and push of information can be both more personalized and more commonly used. The ease of pushing information may lead to interruptions in consumer information processing that are more pronounced than those experienced in non‐Internet environments. Our study investigated the impact of interruption frequency, timing, and content and the moderating effects of consumer knowledge, control, and goal type on time spent on the decision task as well as satisfaction with the decision process and the choice. Our results show that the right configuration of interruptions may lead to increased online viewing time, whereas ill‐designed interruptions may be detrimental.     

Exposition Effects on Decision Making: Choice and Confidence in Choice

Many of us believe that, after writing about a subject, we understand it more deeply. Studies in education indicate that writing does indeed enhance comprehension. Three experiments examined whether similar “exposition effects” exist for decision making. In these experiments, subjects were confronted with standard framing problems. Positive exposition effects would require that the influence of alternative frames on subjects' choices be diminished by exposition demands. Control subjects made choices under customary, non-exposition instructions. Others chose after writing rationales for their selections (exposition), after explicitly planning to write such rationales, or merely in anticipation of writing the rationales. Exposition reduced framing effects in each of the experiments. The magnitudes of the effects were greatest for subjects who wrote before choosing. Also, exposition markedly increased subjects' confidence that their choices were appropriate. Theoretical and practical implications are discussed.     

Choice Environment, Market Complexity, and Consumer Behavior: A Theoretical and Empirical Approach for Incorporating Decision Complexity into Models of Consumer Choice

Most empirical models of choice in economics and consumer research assume that the decision maker assesses all alternatives and information in a perfect information-processing sense. The complexity of the choice environment, the ability of the individual to make complex decisions, and the effect of choice context on the decision strategy are generally not considered in statistical model development. One of the reasons for this omission is that theoretical literature on choice complexity and imperfect ability to choose that has developed in psychology and behavioral decision theory (BDT) literatures has not been translated into empirical econometric analysis. Second, the data used in economics and consumer research studies tend to be somewhat different from the data structures used in psychology and BDT literatures. In this paper we outline a theoretical model that simultaneously considers task complexity, effort applied by the consumer, ability to choose, and choice. We then construct a measure of task complexity and incorporate this in an analysis of a number of data series based on the random utility framework. We also examine the performance of our measure of task complexity in a composite data set that allows for increased variability in factors affecting decision context. Our approach provides a mechanism to link research in BDT and econometric modeling of consumer choice. Our findings suggest that task complexity does affect inferences about choice model parameters and that context effects, such as complexity, have a systematic impact on the parameters of econometric models of choice. The modeling approach provides a mechanism for inclusion of results from psychology and BDT in traditional economic models of consumer choice.     

Emotional Intentionality and the Attitude‐content Distinction

Typical emotions share important features with paradigmatic intentional states and therefore might admit of distinctions made in theory of intentionality. One such distinction is between attitude and content, where we can specify the content of an intentional state separately from its attitude, and therefore, the same content can be taken up by different intentional attitudes. According to some philosophers, emotions do not admit of this distinction, although there has been no sustained argument for this claim. In this article, I argue that the way values figure in emotional experience qualifies the content of emotional experience such that the attitude‐content distinction cannot be applied.     

Feelings and Consumer Decision Making: The Appraisal‐Tendency Framework

This article presents the Appraisal‐Tendency Framework (ATF; Lerner & Keltner, 2000, 2001; Lerner & Tiedens, 2006) as a basis for predicting the influence of specific emotions on consumer decision making. In particular, the ATF addresses how and why specific emotions carry over from past situations to color future judgments and choices. After reviewing the main assumptions and the 5 main principles of the framework, 2 streams of research are presented. One stream addresses emotional carryover effects on the assessment of risk; the other addresses carryover effects on the assessment of monetary value. Because risk assessment and value assessment are fundamental psychological processes, understanding them has the potential to yield manifold implications for consumer judgment and decision making. The concluding sections highlight limitations and future directions of the framework.     

The Attitude–Behavior Relationship: A Test of Three Models of the Moderating Role of Behavioral Difficulty1

The moderating role of behavioral difficulty in the attitude–behavior relationship remains a controversial topic in social psychology. Previous research has been unclear in establishing the direction of this moderation, and 3 theoretical models have been proposed: positive and linear; negative and monotonic; and quadratic. The current paper reports analyses of survey data from 5 different studies that afford measures of environmental attitude, behavior, and behavioral difficulty. Across these studies, we found a substantial and unmoderated average attitude–behavior relationship (r = .54). The data also show that the attitude–behavior relationship is weaker for extremely easy and extremely difficult behaviors. Additional analyses suggest, however, that these reductions in the attitude–behavior relationship are probably because of methodological reasons.     

选择、自我表达与选择扩散效应

自我表达会影响西方人的态度, 产生选择扩散效应。国外相关的跨文化研究发现东方人不存在该效应。通过4个实验研究中国文化下自我表达对选择态度的影响, 发现选择方式(主动、被动)和自我表达形式(直接、间接)对选择态度产生影响。无论是自己的主动选择还是强加的被动选择, 直接的自我表达会增加对所获对象的喜爱程度, 表现为对获得性的肯定。研究者认为, 两种选择方式下不同的心理加工过程导致了这种获得性：直接表达使个人态度暴露在外, 进行主动选择时要对他人的给予做出肯定回应; 而进行被动选择时, 人们要减缓因利益受损可能导致的失调, 同时中国文化下的面子策略也使人们增加对所获对象的喜爱程度。不过, 间接的自我表达对选择态度的影响不明显。研究者认为, 多个影响因素的相互消长使选择态度得以维持。     

选项数量和属性重要性对决策中信息加工的影响

本研究采用决策过程研究方法中的信息板技术,以现实生活中的职业选择作为决策任务,考察了选项数量和选项属性的重要性对决策过程中信息加工的影响方式。结果表明:选项数量对决策过程的信息搜索深度、搜索模式和策略的补偿性产生了影响;选项属性的重要性并不影响决策者对属性的查看时间,但影响了决策者对属性的点击次数。     

心理账户的认知标签与情绪标签对消费决策行为的影响

Mental accounting is the set of cognitive operations used by individuals and households to organize, evaluate, and keep track of financial activities. Mental accounting proposes that people utilize a set of cognitive labels to evaluate their financial activities, each of which is associated with different preferences to consume (Levav & McGraw, 2009; Kahneman & Tversky 1984; Thaler 1985, 1990). Mental accounting researchers have shown that windfall gains are spent more readily and frivolously than ordinary income. Consumers prefer to spend their windfall gains on hedonic consumptions but spend their ordinary incomes on utilitarian consumptions. Levav and McGraw (2009) suggested that emotional accounting, including people’s feelings about money, also influences consumer choices. When people have negative feelings toward windfall, they opt to make utilitarian expenditures. However, the process of how cognitive (windfall or ordinary income) and affective (positive or negative emotion) tags interact in consumer behavior was not explored. This study proposes that both cognitive tag and affective tags in mental accounting affect consumer decision making. The objective of this study is to explore the interactive effect of cognitive and affective tags in mental accounting on consumer decision through four studies. In studies 1a and 1b, the effect of cognitive and affective tags in mental accounting on consumer decision making behavior was measured. Study 1a showed that the positive tag of windfall income is preferred for hedonic consumption, whereas the negative tag of windfall income is preferred for utilitarian consumption. Both positive and negative tags of ordinary income are preferred for utilitarian consumption. Study1b utilized a field study to examine actual consumption behavior. The results showed that when people received 15 Yuan RMB as ordinary income, they prefer to spend it on utilitarian consumption regardless of the positive or negative emotion they feel. However, they receive 15 Yuan RMB as windfall income, they prefer to use it for hedonic consumption in the positive emotion and for utilitarian consumption in the negative emotion. Studies 2a and 2b attempted to explore the reason of negative emotion can make windfall income turn from hedonic to utilitarian consumption. Study2a found that when people expect to feel guilty about spending windfall income on hedonic consumption, they would avoid hedonic consumption. Study2b found that when people felt guilty about windfall income, they tend to avoid hedonic consumption. Compared with the low guilt level group, the high guilt level group prefers to use windfall income for utilitarian consumption. These results suggest that cognitive and affective tags influence consumer behavior. The influence of cognitive tag on consumer decision presents the “cognition match effect”, whereas the influence of affective tag on consumer decision presents the “affect match effect”. Both tags also have an interaction effect on consumer decision. Guilt may be a mechanism that results in the negative tag of windfall being preferred for utilitarian consumption.     

On the Decision to Explore New Alternatives: The Coexistence of Under‐ and Over‐exploration

The decision whether to explore new alternatives or to choose from familiar ones is implicit in many of our daily activities. How is this decision made? When will deviation from optimal exploration be observed? The current paper examines exploration decisions in the context of a multi‐alternative “decisions from experience” task. In each trial, participants could choose a familiar option (the status quo) or a new alternative (risky exploration). The observed exploration rates were more sensitive to the frequent outcome from choosing new alternatives than to the average outcome. That is, the implicit decision whether to explore a new alternative reflects underweighting of rare events: Over‐exploration was documented in “Rare Disasters” environments, and insufficient exploration was evident in “Rare Treasures” environments. In addition, the results reveal a decrease in exploration of new alternatives over time even when it is always optimal and some exploration even when it is never reinforcing. These results can be captured with models that share a distinction between “data collection” and “outcome‐driven” decision modes. Under the data collection mode, the decision maker collects information about the environment, to be used in future choices. Under the outcome‐driven mode, the decision maker relies on small samples of previous experiences with familiar versus unfamiliar alternatives, before the selection of a specific alternative. The predictive value of a two‐parameter “explorative sampler” quantification of these assumptions is demonstrated. Copyright © 2013 John Wiley & Sons, Ltd.     

The Effect of Correlation between Price and Quality on Consumer Choice

According to the price-expectancy model of consumer choice, consumers evaluate products by comparing the actual price with a reference or expected price determined from (a) product's quality and (b) the price-quality correlation of the product category. Choices between hypothetical products of beer are used to test the model against a model without a reference price. Consistent with the price-expectancy model, product preferences varied with the subjective correlation between price and quality: the relative preference for higher priced/higher quality products over lower priced/lower quality products increased as the subjective correlation increased. For some pairs, the correlation between price and quality created a preference reversal across contexts: the higher priced/higher quality product was chosen over the lower priced/lower quality product in the higher correlational context, but the lower priced/lower quality product was chosen over the higher priced/higher quality product in the lower correlational context. An additional study provided evidence that the price—quality correlation affects reference price, rather than reference quality, formation.     

Framing Effects and Choice Shifts in Group Decision Making

An experiment was conducted to examine the effects of framing on group decision-making. Decisions involving risk were posed in terms of either gains or losses to individual subjects. Subsequently, subjects were divided into groups and the decisions were presented again in either the same frame or the opposite frame. As hypothesized, when the same frame was presented to subjects both individually and in groups, individual-level framing effects became larger in groups; when the opposite frame was presented to groups, initial framing effects were reduced. However, these results were observed on only two of the four decision cases. On the other two cases, significant choice shifts occurred independently of the framing manipulations. Implications of these results for decision making groups in applied settings are discussed.     

Response Latencies and Attitude‐Behavior Consistency in a Direct Democratic Setting: Evidence from a Subnational Referendum in Germany

This article addresses the role of response latencies in affecting the attitude‐behavior consistency in a German subnational referendum. As voters faced a comparatively easy choice in this referendum, it puts the hypothesis concerning the role of attitude accessibility in increasing attitude‐behavior consistency to a particularly hard test. Utilizing data from a two‐wave panel survey, the analysis examines the effect of response latencies on the attitude‐behavior consistency concerning participation and vote choice. The evidence confirms hypotheses derived from attitude‐consistency theory only in a limited number of cases. The institutional setting and the nature of choice thus appear to make a difference. Moreover, substantive findings depend partially upon the procedure to measure response latencies. Accordingly, sensitivity tests should be employed by default. Irrespective of operationalization, response latencies play a crucial role when it comes to respondents who answered that they would “perhaps” participate. Whereas a quickly uttered “perhaps” was indicative of a rather low likelihood of participation, a slowly given “perhaps” indicated a considerably high probability.     

The Unconscious Consumer: Effects of Environment on Consumer Behavior

In this article, we argue that consumer behavior is often strongly influenced by subtle environmental cues. Using grocery shopping as an example (or a “leitmotif,” if you wish), we first argue that the traditional perspective on consumer choice based on conscious information processing leaves much variance to be explained. Instead, we propose that many choices are made unconsciously and are strongly affected by the environment. Our argument is based on research on the perception–behavior link and on automatic goal pursuit.     

A Comment on Metacognitive Experiences and Consumer Choice

This commentary discusses the role that naive theories play in consumer judgment. It emphasizes deviation from expectations as a driver of metacognitive activity and discusses challenges involved in transposing Schwarz's (2004) elegant framework to the domain of consumer choice. The author concludes that the value of the metacognitive framework is limited when applied to choices, especially those for which subjective experience effects are driven by affect or emotions.