Help or hinder? When recommendation signage expands consideration sets and heightens decision difficulty

This research examines whether recommendation signage helps or hinders the consumer when faced with choosing from large product assortments. In spite of frequent usage and retailer intuition suggesting that providing recommendation signs (e.g., “Best Seller,” “Award Winner”) should help consumers in the choice process, we propose that signs can hinder choice for consumers with more developed preferences by adding to the complexity and difficulty of the decision process. In three experiments using horizontally differentiated products in multiple categories, we provide evidence that recommendation signs create preference conflict for consumers with more developed preferences, leading these consumers to form larger consideration sets and ultimately experience more difficulty from the decision-making process. In addition, we show that these effects are mitigated for consumers with less developed preferences and when the choice is from a small assortment. The results suggest that recommendation signage may not be an effective tool for aiding choice from large assortments; instead signage can exacerbate the difficulties associated with having too many choices, with implications on purchase quantity.     

选择集大小对网购决策态度和行为的影响

研究探讨网络购物中选择集大小对决策态度和行为的影响,以及目标确定性和产品类型对该关系的调节作用。采用2(大选择集vs.小选择集)×2(目标明确vs.目标不明确)×2(体验型产品vs.搜索型产品)的组间设计,发现大选择集组选择满意度、自信心更高,但延迟选择更多,出现态度-行为分离。目标不明确时,大选择集组延迟选择更多。     

不同类型自恋者对自我相关信息的认知加工偏好

以姓名和形容词为材料,采用自恋人格量表测评被试的自恋水平,通过视觉搜索任务和记忆测试任务考察个体对相关信息的注意和记忆程度,探讨不同类型自恋者对自我相关信息的认知加工偏好。结果显示,高水平自恋者比低水平自恋者有更明显的认知加工偏好;高显性自恋者比低显性自恋者对积极词具有记忆偏好,高隐性自恋者比低隐性自恋者对消极词具有记忆偏好。被试对与自己相关密切的信息具有更高的认知加工偏好,且对自己信息的这一优势更为明显;高显性自恋者比低显性自恋者对自己相关、熟悉人相关的积极信息具有认知加工偏好,高隐性自恋者较低隐性自恋者对自己相关的消极信息具有认知加工偏好。结果表明,不同类型自恋者对自我相关信息具有不同的认知加工偏好,不同类型的自恋对自我相关信息的认知加工过程和结果具有影响。     

不同类型自恋者对自我相关信息的认知加工偏好

以姓名和形容词为材料,采用自恋人格量表测评被试的自恋水平,通过视觉搜索任务和记忆测试任务考察个体对相关信息的注意和记忆程度,探讨不同类型自恋者对自我相关信息的认知加工偏好。结果显示,高水平自恋者比低水平自恋者有更明显的认知加工偏好;高显性自恋者比低显性自恋者对积极词具有记忆偏好,高隐性自恋者比低隐性自恋者对消极词具有记忆偏好。被试对与自己相关密切的信息具有更高的认知加工偏好,且对自己信息的这一优势更为明显;高显性自恋者比低显性自恋者对自己相关、熟悉人相关的积极信息具有认知加工偏好,高隐性自恋者较低隐性自恋者对自己相关的消极信息具有认知加工偏好。结果表明,不同类型自恋者对自我相关信息具有不同的认知加工偏好,不同类型的自恋对自我相关信息的认知加工过程和结果具有影响。     

Regulatory focus as a predictor of attitudes toward partitioned and combined pricing

Partitioned pricing is a widely used pricing strategy, but little is known about the buyer characteristics that influence its effectiveness. The current research contributes to the pricing literature by investigating the impact of regulatory focus on the perceived attractiveness of partitioned and combined pricing. In four studies, we hypothesized and found support for the idea that promotion focused individuals perceive partitioned prices to be more attractive than combined prices, while prevention focused individuals do not differentiate between the two pricing types. Our results also show that regulatory focus influences consumers' information processing style, which in turn leads to important differences in attitudes towards partitioned and combined pricing. Specifically, promotion focused consumers are more likely to engage in global processing and global processing is linked to preferences for partitioned (versus combined) prices.     

Preference Consistency and Preference Strength: Processing and Judgmental issues1

Recent research in motivated reasoning has examined processing of information that is consistent or inconsistent with one's preferences. This paper extends the work by examining the micro‐processes of the processing of such information. In addition, it examines the moderating impact of preference strength and argument quality on processing of and judgments associated with preference‐consistent and preference‐inconsistent information. Across 2 studies, evidence was obtained suggesting that preference‐inconsistent information is processed in greater depth as well as in a more biased manner. Findings are also reported indicating that when preferences are weak, people are less resistant to changing their preferences, particularly when exposed to strong arguments accompanying preference‐inconsistent information. Implications for comparative advertising in a consumer marketing context are discussed.     

调节模式对选择超载的影响及其机制：一个有中介的调节模型

当前,选择超载领域研究的焦点已从验证其是否存在,转向至其何时存在,即边界条件的探讨。本研究基于调节模式理论,分别以决策后悔和延迟选择作为选择超载的指标,开展两个实验探查选择超载存在的调节模式条件及所涉及的内在机制。实验1以决策后悔作指标,运用量表测试法操纵调节模式,初步探讨调节模式对选择超载的影响,结果发现调节模式调节了选项集与决策后悔的关系,即对评估模式的个体来说,面对大选项集比小选项集时体验到更强的后悔情绪,出现了选择超载,而对运动模式的个体而言,两种条件下的决策后悔无显著差异;实验2以延迟选择作指标,通过任务启动法操纵调节模式,进一步探讨调节模式对选择超载的影响及其机制,结果发现调节模式调节了选项集与延迟选择的关系,即对评估模式的个体来说,面对大选项集比小选项集时更倾向于延迟选择,出现了选择超载,而对运动模式的个体而言,两种条件下的延迟选择偏好无显著差异,进一步有中介的调节模型分析表明选择难度可以部分解释这种效应。总之,通过采用不同方法操纵调节模式,选取不同的选择超载指标,数据结果都一致支持：评估模式的个体比运动模式的个体更容易出现选择超载,选择难度在其中发挥着一定的中介作用。     

Ambiguity Attitudes over Time

Previous research demonstrates that individuals exhibit a stronger level of ambiguity aversion for high probabilities than for low probabilities. Given that risky and ambiguous prospects are often unresolved until a future date (e.g., investment decisions, new product launches, and medical interventions), this study examines the impact of time on ambiguity preferences at different probability levels. Our experimental results indicate that although ambiguity preferences for low‐probability events remain constant, a robust effect of time occurs for high‐probability events. More specifically, temporal distance mitigates ambiguity aversion. This effect is consistent for different elicitation methods (preference rating and probability–ambiguity trade‐off tasks). We propose a dual‐process model (affective versus cognitive processing styles) to explain our results. Affective processing for high‐probability lotteries resolved in the current period increases ambiguity aversion, while cognitive processing leads to less ambiguity‐averse choices for future lotteries. Copyright © 2015 John Wiley & Sons, Ltd.     

一拍即合：选择闭合影响最优化型决策风格者选择超载的中介机制

本研究通过3个研究探讨最优化型决策风格者更易选择超载的内在机制、以及如何缓解最优化型决策风格者选择超载。结果发现：(1)相较于满意型决策风格者,最优化型决策风格者更易选择超载;(2)选择闭合低是导致最优化型决策风格者选择超载的心理机制;(3)躯体闭合动作能够有效启动选择闭合感知,缓解最优化型决策风格者选择超载的负面作用。本研究对选择超载和最优化研究具有一定理论贡献,同时为消费者和商家提供实践启示。     

Development of own-race biases

This review examines the emergence and development of perceptual and social biases towards own-race individuals. We first discuss evidence regarding the early emergence of an own-race bias in facial preferences and face recognition abilities demonstrated by infants with an abundance of visual experience with own-race individuals, but little to no experience with other-race individuals. We then consider perceptual categorization of face race, visual scanning, and differential processing of own- and other-race faces in relation to recognition of face identity. Finally, we review evidence regarding own-race preferences for social partners and own-race biases in social evaluations that emerge during early childhood. Implications of the existing evidence for understanding the role of experience in perceptual development and the emergence of racial preferences and stereotypes are discussed.     

Heterosexual romantic couples mate assortatively for facial symmetry, but not masculinity

Preferences for partners with symmetric and sex-typical faces are well documented and considered evidence for the good-genes theory of mate choice. However, it is unclear whether preferences for these traits drive the real-world selection of mates. In two samples of young heterosexual couples from the United Kingdom (Study 1) and the United States (Study 2), the authors found assortment for facial symmetry but not for sex typicality or independently rated attractiveness. Within-couple similarity in these traits did not predict relationship duration or quality, although female attractiveness and relationship duration were negatively correlated among couples in which the woman was the more attractive partner. The authors conclude that humans may mate assortatively on facial symmetry, but this remains just one of the many physical and nonphysical traits to which people likely attend when forming romantic partnerships. This is also the first evidence that preferences for symmetry transfer from the laboratory to a real-world setting.     

When repetitive consumption leads to predictions of faster adaptation

Hedonic adaptation can explain why individuals enjoy their products less over time. One key feature of hedonic adaptation is its dependence on consumption repetition. Our research investigates when the perception of repetitive consumption leads consumers to predict faster hedonic adaptation (i.e., less enjoyment). We conducted four studies testing the impact of repetition on predicted enjoyment (Studies 1A and 1B), the interaction between repetition and assortment variety (Study 2), and the interaction between repetition and attention drawn by the product (Study 3). Results show that repetition leads consumers to predict less future enjoyment, weakens the effect of assortment variety on hedonic adaptation prediction, and strengthens the effect of attention drawn by product on hedonic adaptation prediction. Our results also show that consumers who predict less future enjoyment with a product are less likely to purchase this product. Overall, the findings advance knowledge on hedonic adaptation by presenting the impact of the most relevant feature of hedonic adaptation (i.e., consumption repetition) when it is made salient for consumers, and its interaction with common contextual cues.     

Knowing when to seek anger: Psychological health and context-sensitive emotional preferences

According to hedonic approaches to psychological health, healthy individuals should pursue pleasant and avoid unpleasant emotions. According to instrumental approaches, however, healthy individuals should pursue useful and avoid harmful emotions, whether pleasant or unpleasant. We sought to reconcile these approaches by distinguishing between preferences for emotions that are aggregated across contexts and preferences for emotions within specific contexts. Across five days, we assessed daily confrontational and collaborative demands and daily preferences for anger and happiness. Somewhat consistent with hedonic approaches, when averaging across contexts, psychologically healthier individuals wanted to feel less anger, but not more happiness. Somewhat consistent with instrumental approaches, when examined within contexts, psychologically healthier individuals wanted to feel angrier in more confrontational contexts, and some wanted to feel happier in more collaborative contexts. Thus, although healthier individuals are motivated to avoid unpleasant emotions over time, they are more motivated to experience them when they are potentially useful.     

Self-regulation and selective exposure: the impact of depleted self-regulation resources on confirmatory information processing

In the present research, the authors investigated the impact of self-regulation resources on confirmatory information processing, that is, the tendency of individuals to systematically prefer standpoint-consistent information to standpoint-inconsistent information in information evaluation and search. In 4 studies with political and economic decision-making scenarios, it was consistently found that individuals with depleted self-regulation resources exhibited a stronger tendency for confirmatory information processing than did individuals with nondepleted self-regulation resources. Alternative explanations based on processes of ego threat, cognitive load, and mood were ruled out. Mediational analyses suggested that individuals with depleted self-regulation resources experienced increased levels of commitment to their own standpoint, which resulted in increased confirmatory information processing. In sum, the impact of ego depletion on confirmatory information search seems to be more motivational than cognitive in nature.     

Why night owls are more intelligent

The origin of values and preferences is an unresolved theoretical problem in social and behavioral sciences. The Savanna–IQ Interaction Hypothesis suggests that more intelligent individuals are more likely to acquire and espouse evolutionarily novel values and preferences than less intelligent individuals, but general intelligence has no effect on the acquisition and espousal of evolutionarily familiar values and preferences. Individuals can often choose their values and preferences even in the face of genetic predisposition. One example of such choice within genetic constraint is circadian rhythms. Survey of ethnographies of traditional societies suggests that nocturnal activities were probably rare in the ancestral environment, so the Hypothesis would predict that more intelligent individuals are more likely to be nocturnal than less intelligent individuals. The analysis of the National Longitudinal Study of Adolescent Health (Add Health) confirms the prediction.     

The varying value of a friendly face: Experimentally induced stress is associated with higher preferences for friendship with people possessing feminine versus masculine face traits

Social support can provide a buffer to the negative consequences of stress. Previous research suggests that stress can promote affiliative and cooperative behaviours in those who are stressed. Here we examined how stress might influence who we choose to affiliate with. We measured preferences for friendships with friendly appearing feminized faces versus less friendly appearing masculinized faces after individuals undertook a stressful laboratory task. Stressed individuals had increased preferences for friendships with people with feminine faces. These data demonstrate that individuals prefer more friendly appearing feminine faced people as friends when stressed than when not stressed. This preference is likely adaptive in directing individuals towards others who are most likely to provide social support when it is needed and so reflect strategic friendship preferences.     

Deep processing makes stimuli more preferable over long durations

The purpose of the current study was twofold. First, we investigated whether the type of stimulus processing (e.g. levels of processing) influenced preferences for novel objects. Second, we examined whether the influence of levels of processing on preferences was long lasting (e.g. longer than a day/week). Results showed that levels of processing affected preferences whereby more deeply processed stimuli were preferred over those that were shallowly processed. This effect was more robust for stimuli that were presented multiple times. Additionally, this levels of processing effect lasted for up to 6 weeks, suggesting stability in preferences for information that was more deeply processed. We discuss these results in terms of theories predicting the role of stimulus properties and exposure on the development of preferences.     

Self-generated cognitive fluency as an alternative route to preference formation

People tend to prefer fluently processed over harder to process information. In this study we examine two issues concerning fluency and preference. First, previous research has pre-selected fluent and non-fluent materials. We did not take this approach yet show that the fluency of individuals’ idiosyncratic on-line interactions with a given stimulus can influence preference formation. Second, while processing fluency influences preference, the opposite also may be true: preferred stimuli could be processed more fluently than non-preferred. Participants performed a visual search task either before or after indicating their preferred images from an array of either paintings by Kandinsky or decorated coffee mugs. Preferred stimuli were associated with fluent processing, reflected in facilitated search times. Critically, this was only the case for participants who gave their preferences after completing the visual search task, not for those stating preferences prior to the visual search task. Our results suggest that the spontaneous and idiosyncratic experience of processing fluency plays a role in forming preference judgments and conversely that our first impressions of preference do not drive response fluency.     

Positive Gaze Preferences in Older Adults: Assessing the Role of Cognitive Effort with Pupil Dilation

ABSTRACT

Older adults display positive preferences in their gaze, consistent with their prioritization of emotion regulation goals. While some research has argued that substantial amounts of cognitive effort are necessary for these information-processing preferences to occur, other work suggests that these attentional patterns unfold with minimal cognitive exertion. The current study used an implicit regulatory context (i.e., viewing facial stimuli of varying emotions) to assess how much cognitive effort was required for positive attentional preferences to occur. Effortful cognitive processing was assessed with a direct measure of change in pupil dilation. Results indicated that minimal cognitive effort was expended when older adults engaged in positive gaze preferences. This finding suggests that gaze acts as a rather effortless and economical regulatory tool for individuals to shape their affective experience.     

Why More Intelligent Individuals Like Classical Music

The origin of values and preferences is an unresolved theoretical problem in social and behavioral sciences. The Savanna‐IQ Interaction Hypothesis, derived from the Savanna Principle and a theory of the evolution of general intelligence, suggests that more intelligent individuals are more likely to acquire and espouse evolutionarily novel values and preferences than less intelligent individuals but that general intelligence has no effect on the acquisition and espousal of evolutionarily familiar values and preferences. Recent work on the evolution of music suggests that music in its evolutionary origin was always vocal and that purely instrumental music is evolutionarily novel. The Savanna‐IQ Interaction Hypothesis would then imply that more intelligent individuals are more likely to prefer purely instrumental music than less intelligent individuals, but general intelligence has no effect on the preference for vocal music. The analyses of American (General Social Surveys) and British (British Cohort Study) data are consistent with this hypothesis. Additional analyses suggest that the effect of intelligence on musical preference is not a function of the cognitive complexity of music. Copyright © 2011 John Wiley & Sons, Ltd.