Consumer behaviour and the toilet: Research on expulsive and retentive personalities

During the last five decades, a number of studies have attempted to draw from psychoanalytic theory to examine the relationship between evacuation disorders and a person's character. According to Freud's original conceptualization, early or harsh toilet training leads children to develop an anal retentive personality, characterized by the tendency to control their bowels as well as their material possessions; by contrast, liberal toilet training leads children to develop an anal expulsive personality, characterized by the tendency to excessively relieve faeces, as well as be being careless, messy, and inclined to dispose of old products and buy new ones. Although toilet training may not be responsible, these sets of traits do cohere. To empirically examine these hypotheses, we studied the personality traits and consumption habits of people suffering from different bowel disorders. By means of semistructured interviews, we analysed the personality characteristics, sociodemographic backgrounds, and peculiar consumption habits of people suffering from constipation and diarrhoeic syndromes. The results show that constipated people tend to be obstinate, excessively concerned with hygiene, and inclined toward retaining possessions, whereas diarrhoeic people tend to be careless, disorganized, and disposed to share their possessions with others. We discuss the theoretical and practical implications of these results and indicate avenues for future research.     

The Long‐Term Predictive Validity of the Consumers’ Need for Uniqueness Scale

This research examines the long‐term ability of the consumers’ need for uniqueness measure to predict consumers’ valued possessions, shopping behaviors, and experiences. Consumers’ need for uniqueness reflects individual differences in counterconformity motivation (i.e., the pursuit of differentness relative to others) that is manifest in consumer responses. This research reports on 2 longitudinal assessments of the scale's predictive validity using data collected at 4 stages from a consumer mail‐survey sample. One year following initial responses to the trait measure, respondents participated in a second survey in which they photographed and rank ordered their valued possessions. In a third survey, the photographs served as cues to obtain responses to ratings of possession benefits and to questions regarding acquisition of the possession. Overall, the results support a number of hypotheses regarding the relation of consumers’ need for uniqueness to salient possession benefits, types of goods comprising consumers’ valued possessions, and shopping behaviors associated with acquiring valued possessions. Two years following initial responses to the trait measure, members of the consumer mail panel completed a fourth survey, indicating their participation in various uniqueness‐enhancing consumer activities. Results support the stability and predictive validity of the measure over the 2‐year period. Because the design of possessions and endorsed uniqueness‐enhancing activities considered in the consumer mail panel studies varied across individuals, an additional study was conducted that demonstrated the scale's ability to predict individuals’ counterconformity responses to the same choice situation.     

When a product takes on characteristics of the person who created it: Sometimes it sounds sweeter

We investigated when consumers' judgments about a product reflect information about its product source (the person who creates the product). Three experiments manipulated congruence between the source's gender and the gender-typing of the source's product. When congruent with expectations (a male conductor played male-typed music), pre-trial source information had the same effect on post-trial product judgments as when source information was absent. Incongruence (a female conductor played male-typed music) distorted product attribute judgments when the source's competence was questioned. Her music was judged to be more delicate, less powerful and worse quality than his. This process of product experience being assimilated into incompetence stereotypes required minimal cognitive resources. When the incongruent source was undoubtedly competent, the amount of experiential evidence about an attribute influenced distortion. Consumers judged powerful music as powerful regardless of conductor gender, but, lacking much evidence about its delicacy, judged hers as more delicate than his. The selective effect of source gender information reflects consumers' cognitively effortful hypothesis testing of beliefs that gender expresses itself in a person's output against experiential evidence.     

Conferring humanness: The role of anthropomorphism in hoarding

Hoarding is characterized by a persistent and extreme difficulty with discarding one’s possessions, often resulting in cluttered living spaces and marked distress or impairment. Despite being increasingly recognized as a substantial public health burden, much remains unknown about the etiology. One facet within the cognitive-behavioral model of hoarding that remains poorly understood is the strong emotional attachment to possessions. The tendency to anthropomorphize (i.e., see human-like qualities in non-human entities) may be one possible mechanism contributing to this emotional attachment. The current report is the first empirical study to examine the association between anthropomorphism and hoarding. Non-clinical participants (n = 72) completed a battery of self-report measures focused on hoarding symptoms, saving cognitions, anthropomorphism, and emotional attachments to personal and novel items. Anthropomorphic tendencies were significantly associated with greater saving behaviors and the acquisition of free things. Levels of anthropomorphism moderated the relationship between specific hoarding beliefs and acquiring tendencies, as well as the emotional attachment towards a novel item. Results are discussed with regard to future research directions, and implications for the cognitive-behavioral model of hoarding.     

Effect of effort and deadlines on consumer product returns

While extant research has examined return policies as a combination of time and effort, we investigate both the independent and interactive impacts of time and effort on consumer decisions to return or retain products. We find that decreasing return deadlines can have the counterintuitive effect of increasing return rates under some conditions. Using construal level theory, we propose that perceived effort (both physical and cognitive) mediates the effect of return policy on return rates leading to suppressed returns. Further, when deadlines are framed as durations between store visits, overall product returns are exacerbated except when perceived effort is high.     

Hemispheric asymmetries in the time course of recognition memory

Hemispheric specialization has been studied extensively within subfields ranging from perception to language comprehension. However, the study of asymmetries for basic memory functions—an area that holds promise for bridging these low- and high-level cognitive domains—has been sporadic at best. We examined each hemisphere’s tendency to retain verbal information over time, using a continuous recognition memory task with lateralized study items and central test probes. We found that the ubiquitous advantage of the left hemisphere for the processing and retention of verbal information is attenuated and perhaps even reversed over long retention intervals. This result is consistent with theories that propose differences in the degree to which the hemispheres maintain veridical versus semantically transformed representations of the input they receive.     

I am what I do, not what I have: the differential centrality of experiential and material purchases to the self

What kinds of purchases do the most to make us happy? Previous research (Carter & Gilovich, 2010; Van Boven & Gilovich, 2003) indicates that experiences, such as vacations and concerts, are more likely to do so than material possessions, such as clothes and electronic gadgets. The present research was designed to explore 1 potential explanation for this result, namely, that experiences tend to be more closely associated with the self than possessions. The authors first show that people tend to think of their experiential purchases as more connected to the self than their possessions. Compared with their material purchases, participants drew their experiential purchases physically closer to the self (Study 1), were more likely to mention them when telling their life story (Study 2), and felt that a purchase described in terms of its experiential, rather than its material, qualities would overlap more with their sense of who they are (Study 4). Participants also felt that knowing a person's experiential purchases, compared with their material purchases, would yield greater insight into that person's true self (Studies 3A-3C). The authors then show that the tendency to cling more closely to cherished experiential memories is connected to the greater satisfaction people derive from experiences than possessions (Study 5).     

Economy, Values and Happiness in Norway

Why has the level of happiness in the Norwegian population not risen in parallel with the substantial increases in income and possessions in the period 1985–2001? An answer is sought by analysing data from a series of large representative surveys of the Norwegian population. Individual level correlations between indicators of health or family situation and happiness indicate that the measure of happiness is valid, and that happiness is not fully determined by personality traits, but affected also by changes in the circumstances of an individual. Several aspects of a person's economic situation turn out to have significant effects on happiness, in particular how the situation is subjectively experienced. Even if the development for some of these subjective indicators does not reflect the improvement in objective economic conditions, there is sufficient positive change to expect an increase in the level of happiness. The stability in aggregate happiness means that counteracting influences must have been present. One such factor is value orientation. An increasing tendency for Norwegians to give priority to income and material possessions appears to have had an adverse effect on happiness towards the end of the last millennium.     

Very long-term memory for knowledge acquired at school and university

Recent research into the very long-term retention of knowledge originally acquired during the process of formal education at school and university has demonstrated that such knowledge may be retained at high levels over very long retention intervals. The pattern of retention typically takes the form of a comparatively short period marked by forgetting (lasting between 1 and 6 years) followed by a long period of stable retention (usually longer than 30 years). For courses taken at school the level attained over a series of courses (e.g. in learning a foreign language or studying mathematics) is an important determinant of long-term retention. Students who attain moderate or advanced levels of learning show high levels of retention with very little forgetting, whereas students who attain only lower levels of learning show steady forgetting, and after a period of 6 years retain very little knowledge. Similar patterns of retention are present for university students taking single courses in science and literature subjects, and students with higher grades retain more knowledge although the reliable relationship here, between grade obtained and amount remembered, is weak and accounts for only small portions of the variance in retention. Taken together these findings suggest that the retention of knowledge acquired through formal education persists over longer periods of time than popularly believed. Recent theory proposes that these long-lasting effects of education are partly related to the types of learning schedules followed during acquisition and partly related to the nature of the to-be-acquired knowledge, and to whether or not knowledge can be represented schematically.     

What makes people happy? Decoupling the experiential-material continuum

Extant literature suggests that consumers derive more happiness from experiences (e.g., vacations) than from material possessions (e.g., furniture). However, this literature typically pits material against experiential consumption, treating them as a single bipolar construct of their relative dominance: more material or more experiential. This focus on relative dominance leaves unanswered questions regarding how different levels of material and experiential qualities each contribute to happiness. Four preregistered studies (N = 3,288), using hundreds of product categories, measured levels of material and experiential qualities using two unipolar items. These studies investigate recalled, evoked, and anticipated happiness. Results show a more nuanced view of the experiential advantage that is critical for future research and consumer theory: material and experiential qualities both have positive relationships with happiness. Further, there is no inherent trade-off between experiential and material qualities: consumers can enjoy consumption that is high on both (e.g., swimming pools and home improvements).     

Children's awareness of their own certainty and understanding of deduction and guessing

We conducted three studies that investigated first through third grade children's ability to identify and remember deductive inference or guessing as the source of a belief, to detect and retain the certainty of a belief generated through inference or guessing and to evaluate another observer's inferences and guesses. Immediately following a deductive inference or guess, first and third grade children rated inferences as more certain than guessing, but following a brief delay, only third grade children rated inferences as more certain than guessing. Children generally were accurate at identifying inference or guessing as the source of their belief, either immediately or after a delay. Rating another observer's deductions as more certain than guesses increased between first and third grade, and among second grade children, was correlated with retention of children's own certainty. Implications of the results for the development of meta‐cognitive knowledge are discussed.     

There is no place like home: Poverty and the squatter house

The house is one of the most important possessions in individuals' lives and consumers perform several practices in order to turn this spatial product into a home. Building on the existing research on home and home possessions, the article challenges the western romantic notion of home by investigating poor migrant consumers' lived experiences with a spatial product that has material deficiencies and it is perceived as inferior by the members of the dominant host culture. Accordingly, this study explores how migrant and at the same time poor consumers turn the squatter house into a home. Through an ethnographic research, the research findings show how spatial, material, symbolic, social, and temporal dimensions shape the private sphere of home and how consumers individually and collectively negotiate all these of forces in order to turn the stigmatized dwelling into a home.     

The influence of anthropomorphic tendencies on human hoarding behaviours

Hoarding is the excessive acquisition of and failure to discard possessions. Previous research has shown a link between anthropomorphism (the tendency to ascribe human characteristics to non-human objects) and hoarding. Here we assess the psychometric properties of a new Anthropomorphism Questionnaire (AQ) in a nonclinical sample of 264 adults. A further sample of 93 participants was then recruited to assess relationships between hoarding behaviours and cognitions, scores on the AQ, an existing anthropomorphism questionnaire (Individual Differences in Anthropomorphism Questionnaire: IDAQ), and a measure of social anxiety. Regression analyses revealed the AQ but not the IDAQ to be a significant predictor for hoarding behaviours. Women showed stronger childhood anthropomorphising behaviours than men, and younger participants showed stronger anthropomorphising and hoarding cognitions and behaviours. We conclude that the AQ better supports the predicted relationship between anthropomorphism and hoarding than the IDAQ. We also suggest that age and sex need to be more carefully considered in future studies on anthropomorphism and hoarding.     

Economic Envy

Envy of others' material possessions is a potent motivator of consumerism. This makes it a prudentially and morally hazardous emotional response. After outlining these hazards, I present an analysis of the emotion of envy. Envy, I argue, presents things in the following way: the envier lacks some good that her rival possesses; this difference between them is bad for the envier; this difference reflects poorly on the envier's worth; and this difference is undeserved. I then discuss the conditions under which these presentations can be satisfied by differences in material possessions. My conclusion is that no difference in material possessions can simultaneously be all the ways envy presents it as being. Consequently, economic envy is systematically irrational: it is never a warranted response to the distribution of material wealth. Recognising this bolsters the prudential and moral case for reducing the degree to which we feel it and for resisting the inclinations it gives rise to when we do.     

Procrastinators and Clutter: An Ecological View of Living with Excessive “Stuff”

In the present study, young adults (n = 346; M age = 21.5 years old) completed self-reported measures of procrastination, self-identity with possessions, clutter, place attachment, and psychological home to provide an ecological understanding of the context in which chronic procrastinators live. Results found behavioral procrastination tendencies related only to clutter (a belief that living spaces have too much “stuff,” feeling overwhelmed with excessive possessions, and that one’s personal life is negatively impacted by many possessions). Clutter in one’s living space, negative emotions, and impaired social ability all predicted high procrastination scores. Clutter was the best predictor of procrastination as determined by multiple regression. Taken together, chronic procrastinators reported too much clutter (possessions, or stuff), and that clutter interferes with a strong quality of their lives.     

Misrepresentation in the Consumer Context

Research in social psychology suggests that motives such as self‐bolstering and impression management can lead people to engage in deliberate misrepresentations during interpersonal communications. This article extends our understanding of such behavior to a new domain; that of consumer communications. Drawing on research on lying behavior and symbolic consumption, we suggest that misrepresentation about products and possessions is particularly likely to occur when these products or possessions are used to create a positive self‐image in the context of social interaction. Experiments 1 and 2 simulate a social interaction wherein misrepresentation about the purchase price of a product helps participants to manage impressions. A third experiment extends these findings by testing for wealth‐related misrepresentation in the context of an interaction wherein participants actually communicate their family's wealth to a recipient. Consistent with predictions derived from existing research on symbolic consumption, all 3 experiments provide support for the critical importance of recipient status on the likelihood of misrepresentation. The first 2 experiments additionally examine the role of individual differences and brand differences. Results on these dimensions are also supportive of our underlying theoretical premise regarding the antecedents of lying behavior.     

When what you have is who you are: self-uncertainty leads individualists to see themselves in their possessions

Four studies tested whether uncertainty about the self-concept can motivate people, particularly individualists who define themselves in terms of their personal traits and characteristics, to perceive their material possessions as extensions of themselves (i.e., as self-expressive). In Study 1, European American participants rated their favorite pair of blue jeans as more self-expressive after being induced to feel self-uncertain, whereas Asian American participants did not. In Study 2, participants who scored high on a measure of individualism rated their cars as more self-expressive following a self-uncertainty manipulation. In Study 3, individualists (but not collectivists) rated their favorite possessions as more self-expressive after being subject to self-uncertainty; a manipulation of self-irrelevant uncertainty did not produce these results. In Study 4, thinking about a self-expressive (relative to utilitarian) possession bolstered self-certainty among individualists, but not collectivists. Implications for research on culture, the self-concept, and possessions are discussed.     

The role of competition in word learning via referent selection

Previous research suggests that competition among the objects present during referent selection influences young children’s ability to learn words in fast mapping tasks. The present study systematically explored this issue with 30‐month‐old children. Children first received referent selection trials with a target object and either two, three or four competitor objects. Then, after a short delay, children were tested on their ability to retain the newly fast‐mapped names. Overall, the number of competitors did not affect children’s ability to form the initial name–object mappings. However, only children who encountered few competitors during referent selection demonstrated significant levels of retention. Results and implications are discussed in terms of the role of competition in studies of children’s fast mapping. The relationship between referent selection and full word learning is also discussed.     

Retrieval Dynamics and Retention in Cross‐Situational Statistical Word Learning

Previous research on cross‐situational word learning has demonstrated that learners are able to reduce ambiguity in mapping words to referents by tracking co‐occurrence probabilities across learning events. In the current experiments, we examined whether learners are able to retain mappings over time. The results revealed that learners are able to retain mappings for up to 1 week later. However, there were interactions between the amount of retention and the different learning conditions. Interestingly, the strongest retention was associated with a learning condition that engendered retrieval dynamics that initially challenged the learner but eventually led to more successful retrieval toward the end of learning. The ease/difficulty of retrieval is a critical process underlying cross‐situational word learning and is a powerful example of how learning dynamics affect long‐term learning outcomes.     

Relationships among compulsive hoarding, trauma, and attention-deficit/hyperactivity disorder

The current study investigated aspects of post-traumatic stress disorder and attention deficit/ hyperactivity disorder (ADHD) among hoarders. Compared to a sample of 36 controls, hoarders (n=26) reported a significantly greater number of different types of trauma, more frequent traumatic experiences, more symptoms of inattention, hyperactivity, and greater comfort derived from possessions. These findings are consistent with previous reports of extensive comorbidity associated with hoarding behaviors, and may reflect the potential usefulness of assessing PTSD and ADHD symptoms at the outset of hoarding treatments, as well as considering alternative pharmacological interventions.