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.     

‘Most advanced,yet acceptable’: Typicality and novelty as joint predictors of aesthetic preference in industrial design

Typicality and novelty have often been shown to be related to aesthetic preference of human artefacts. Since a typical product is rarely new and, conversely, a novel product will not often be designated as typical, the positive effects of both features seem incompatible. In three studies it was shown that typicality (operationalized as ‘goodness of example’) and novelty are jointly and equally effective in explaining the aesthetic preference of consumer products, but that they suppress each other's effect. Direct correlations between both variables and aesthetic preference were not significant, but each relationship became highly significant when the influence of the other variable was partialed out. In Study 2, it was furthermore demonstrated that the expertise level of observers did not affect the relative contribution of novelty and typicality. It was finally shown (Study 3) that a more ‘objective’ measure of typicality, central tendency — operationalized as an exemplar's average similarity to all other members of the category — yielded the same effect of typicality on aesthetic preference. In sum, all three studies showed that people prefer novel designs as long as the novelty does not affect typicality, or, phrased differently, they prefer typicality given that this is not to the detriment of novelty. Preferred are products with an optimal combination of both aspects.     

Prototypes are attractive because they are easy on the mind

People tend to prefer highly prototypical stimuli--a phenomenon referred to as the beauty-in-averageness effect. A common explanation of this effect proposes that prototypicality signals mate value. Here we present three experiments testing whether prototypicality preference results from more general mechanisms-fluent processing of prototypes and preference for fluently processed stimuli. In two experiments, participants categorized and rated the attractiveness of random-dot patterns (Experiment 1) or common geometric patterns (Experiment 2) that varied in levels of prototypicality. In both experiments, prototypicality was a predictor of both fluency (categorization speed) and attractiveness. Critically, fluency mediated the effect of prototypicality on attractiveness, although some effect of prototypicality remained when fluency was controlled. The findings were the same whether or not participants explicitly considered the pattern's categorical membership, and whether or not categorization fluency was salient when they rated attractiveness. Experiment 3, using the psychophysiological technique of facial electromyography, confirmed that viewing abstract prototypes elicits quick positive affective reactions.     

Dogs don't always prefer their owners and can quickly form strong preferences for certain strangers over others.

The unique relationship between dog and owner has been demonstrated in several experimental procedures, including tests in which dogs are left alone or with a stranger, tests of dogs’ appeasement or social approach when petted by their owner or a stranger, and their ability to learn when taught by their owner or a stranger. In all cases, dogs responded differently to their owner, which has been referred to as a specific attachment, and likely a product of a prolonged history of reinforcement. In the current study, we used a concurrent choice paradigm in which dogs could interact with two people, both of whom provided the same petting interaction, to test whether owned dogs would prefer their owner over a stranger and whether the familiarity of the testing context would influence preference. We also investigated whether shelter and owned dogs tested with two strangers would show a preference between strangers and whether that preference would be similar in magnitude to any preference between the owner and stranger. Owned dogs preferred to interact with their owners when in an unfamiliar context, but allocated more time to the stranger in a familiar context. Both shelter and owned dogs tested with two strangers showed a magnitude of preference for one stranger over the other similar to owned dogs’ preference for owners in an unfamiliar context. These results parallel what has been found in strange situation tests with owned dogs tested with their owners, but the strength of preference shown for one of two strangers indicates dogs can form a preference for one person quickly.     

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。     

Preference for negative emotions

This research demonstrates that preference for emotions sometimes cannot be equated with a positive-negative valence dimension. Participants were asked to make choices between pairs of affect-inducing options opposite in valence but equal in activation. The results showed that in absence of contextual cues or situational constraints, choices followed a pleasure-maximizing principle. However, when information was provided about a context cueing appropriateness of certain emotions over others, a preference reversal was observed so that negative emotions were preferred over positive emotions. These results are discussed in relation to current theories of pleasure-maximizing choice and behavior.     

空间距离与产品属性对消费者选择偏好的影响*

通过两个实验检验空间距离如何影响消费者选择偏好。实验一中,产品与消费者之间的空间距离不影响他们对不可匹配属性更优产品的偏好。实验二中,两种产品之间的空间距离与产品属性交互作用影响了消费者的选择偏好,使他们在两产品之间空间距离远时比近时更偏好不可匹配属性更优产品。两种不同类型的空间距离对消费者选择偏好的影响是不同的。强调两产品之间的空间距离远,会影响消费者在选择过程中对不可匹配属性的使用。     

利手与内隐左右空间情感效价关系的眼动研究

为探明手动作流畅性和情感材料呈现空间在不同利手者左右空间情感偏好中的关系,本研究将情绪Stroop范式和眼动测量相结合,通过反应速度和眼动数据将动作流畅性和空间情感注意偏向相分离,并考察其交互作用。结果发现右利手个体的反应速度存在优势手效应,不同利手者在使用左手时表现出对优势手同侧空间的内隐情感偏好,表明右利手个体的反应速度存在优势手流畅性的主导作用,手动作流畅性和内隐空间情感偏好的作用可以分离。     

Positive mood effects on delay discounting

Delay discounting is the process by which the value of an expected reward decreases as the delay to obtaining that reward increases. Individuals with higher discounting rates tend to prefer smaller immediate rewards over larger delayed rewards. Previous research has indicated that personality can influence an individual's discounting rates, with higher levels of Extraversion predicting a preference for immediate gratification. The current study examined how this relationship would be influenced by situational mood inductions. While main effects were observed for both Extraversion and cognitive ability in the prediction of discounting rates, a significant interaction was also observed between Extraversion and positive affect. Extraverted individuals were more likely to prefer an immediate reward when first put in a positive mood. Extraverts thus appear particularly sensitive to impulsive, incentive-reward-driven behavior by temperament and by situational factors heightening positive affect.     

你能看见我的努力吗：社会地位感知对消费者繁简偏好的影响

文章通过5个实验(包括1个预注册实验)探讨了个体感知到的相对社会地位如何影响消费者对产品繁简设计的偏好。实验1和2发现处于相对低社会地位的个体会偏好设计繁复的产品。实验3和4探究了该效应的中介机制, 即繁复设计的产品可以传递出努力线索, 而相对低社会地位个体因为重视努力进而偏好繁复设计产品。实验5通过调节变量的方式进一步验证上述机制, 发现社会地位对繁简偏好的影响只存在于那些重视努力价值的个体身上。文章推进了消费者审美偏好, 主观社会地位和消费者努力等方向的研究进展。     

‘The Ostrich Problem’: Motivated Avoidance or Rejection of Information About Goal Progress

Monitoring one's current standing with respect to goals can promote effective self‐regulation. However, the present review suggests that there is an ostrich problem such that, in many instances, people have a tendency to “bury their head in the sand” and intentionally avoid or reject information that would help them to monitor their goal progress. For example, people with diabetes avoid monitoring their blood glucose, and few people monitor their household energy consumption, check their bank balances, keep track of what they are eating and so on. While situational constraints can explain some problems with progress monitoring, we use a self‐motives framework to posit that the decision to avoid monitoring often represents the product of an interaction between different motives. For example, the desire to accurately assess progress may conflict with the desire to protect or enhance the self. The present review collates evidence pertaining to the ostrich problem, identifies different motives that underlie the decision to monitor versus not monitor goal progress, illustrates how the ostrich problem might be integrated into models of self‐regulation, and provides suggestions for future research. In so doing, the review advances our understanding of the nature and determinants of intentionally deficient monitoring.     

Biases in evaluation of neutral words due to motor compatibility effect

This study aims to demonstrate the effect of action fluency on emotional evaluation, specifically to show that neutral words can be evaluated positively or negatively depending on motor activity and evaluative setting. Right-handers naturally tend to associate positive (negative) valence to the right (left) part of space (Casasanto, 2009). We extend these associations to lateralized behaviors by studying the combined effect of motor fluency of lateral arm movements and the evaluative scale on the subjective evaluation of neutral words. Three experiments evidenced that, for right-handers, the realization of fluent rightward arm movements and the use of an evaluative scale congruent with their valence/laterality associations (left negative, right positive) led to a positive evaluation of neutral words, while non-fluent leftward movements and an incongruent scale led to a negative evaluation. This study demonstrates that emotion–action associations are experience-based, and influenced by functional and situational constraints.     

Moral Propensity,Setting, and Choice: A Partial Test of Situational Action Theory

Wikström’s Situational Action Theory (2004) proposes that deviant acts are the product of a series of interactions between individual- and situational-level causal factors: (1) individuals’ moral propensity interacts with situational temptations/provocations to determine which action alternatives are available, (2) individuals’ self-control and situational deterrence interact to influence the choice of action taken. The present study uses self-report data on the frequency of academic dishonesty to test these interactions. The results provide mixed support for the theory.     

The malleable bicultural consumer: effects of cultural contexts on aesthetic judgments

• Grounded in the cognitive framework of processing fluency, this study proposes further support for the experiential perspective in aesthetics by positing that aesthetic response to the same object may be malleable, depending on how the symbolic properties of the object interact with different cultural contexts which either facilitate or debilitate the processing experience of the perceiver. The study employed an Internet experiment to test the hypotheses among 105 female Hispanic college‐aged students enrolled at a large midwestern university. The findings revealed that symbolic attributes of products interact with cultural contexts to affect aesthetic judgments of (Hispanic) consumers. Aesthetic judgments were more positive when evaluating culturally symbolic product attributes after exposure to congruent contextual cues that facilitate fluent processing. The study furnishes support for the impact of environment/context on consumer behavior and aesthetic judgment, thus establishing further support for the cognitive framework of conceptual fluency in explaining aesthetic response. The study also contributes to recent literature on “frame‐switching” among bicultural consumers by suggesting that these consumers navigate between competing cultural frames in response to visual primes, with resultant shifts in aesthetic judgments. Important marketing insights emerge from these findings.

Copyright © 2009 John Wiley & Sons, Ltd.     

Do People Prefer to Pass Along Good or Bad News? Valence and Relevance of News as Predictors of Transmission Propensity

Anecdotal evidence seems to indicate that exaggeratedly bad news may propagate in the marketplace of ideas. Three studies investigate whether people prefer to pass along pieces of bad news or good news that are equated for “surprisingness.” People typically prefer to pass along central rather than extreme information (i.e., news that is less surprising rather than more surprising). However, when confronted with extreme information, the results support a preference forcongruence,that is, people prefer to pass along news that is congruent with the emotional valence of the domain in question. This means that in emotionally negative domains, contrary to some theoretical predictions, people are willing to pass along bad news even when it is exaggeratedly bad. At the same time, however, people transmit exaggeratedly good news in emotionally positive domains. The general discussion indicates how these results may inform research on word of mouth for consumer products and social relations in organizations.     

Mere exposure effect: A consequence of direct and indirect fluency-preference links

In three experiments, picture quality between test items was manipulated to examine whether subjects' expectations about the fluency normally associated with these different stimuli might influence the effects of fluency on preference or familiarity-based recognition responses. The results showed that fluency due to pre-exposure influenced responses less when objects were presented with high picture quality, suggesting that attributions of fluency to preference and familiarity are adjusted according to expectations about the different test pictures. However, this expectations influence depended on subjects' awareness of these different quality levels. Indeed, imperceptible differences seemed not to induce expectations about the test item fluency. In this context, fluency due to both picture quality and pre-exposure influenced direct responses. Conversely, obvious, and noticed, differences in test picture quality did no affect responses, suggesting that expectations moderated attributions of fluency only when fluency normally associated with these different stimuli was perceptible but difficult to assess.     

能力还是热情?广告诉求对消费者品牌认同和购买意向的影响

基于自我建构理论和情绪理论, 本文探讨了自我建构与广告诉求对品牌认同的交互作用、影响机制及边界条件。通过3个实验, 我们发现对于独立自我建构的消费者来说, 能力广告诉求更能提高品牌认同感, 而对于相依自我建构的消费者来说, 热情广告诉求则更有效; 同时我们也验证了广告诉求到愉悦感到品牌认同最终到购买意向的因果链模型, 并确定了企业类型对该机制的调节作用。     

Relationship of Type of Product, Shopping Orientations, and Demographics with Preference for Shopping on the Internet

This research examines whether (1) consumers' shopping orientations are significantly related to their preference for shopping online, (2) consumers' demographic characteristics are significantly related to preference for shopping online, (3) relationships of shopping orientation and demographic variables with purchase preferences on the Internet will vary by the type of products (i.e., search, experience, or credence). Deriving from the product classification theory, products are classified into four categories: search products, two types of experience products, and credence products. Data were collected through self-administered surveys from adult population in two metropolitan areas in the Southern United States. The findings significantly support the study's hypotheses that shopping orientations such as convenience and recreational shopper and demographic variables such as gender, education, and household income were significantly related to consumer's online purchase preference. The researchers' findings also confirm that the relationships of shopping orientation and demographic variables with purchase preference for shopping online significantly differ by product category. More specifically, convenience and recreational orientations were positively related to preference for shopping online for experience-1, experience-2, and credence product types, though the directional relationship between recreational shopper orientation and preference for shopping on the Internet was positive rather than negative as hypothesized. The results and discussion section also includes implications drawn from the findings.     

Freedom, Preference and Autonomy

Philosophers have advocated different kinds of freedom, but each has value and none should be neglected in a complete theory of freedom and responsibility. There are three kinds of freedom of preference and action that should be distinguished. A person S may fully prefer to do A at every level, and that is one kind of freedom. A person S may autonomously prefer to do A when S has the preference structure concerning doing A because S prefers to have that very preference structure, and that is a second kind of freedom. A person S may prefer to do A when S could have preferred otherwise, and that is a third kind of freedom. These forms of freedom may be combined, but they are valuable and essentially independent. They all involve the metamental ascendence of preference over desire, but it is autonomous preference that makes a person the author of his or her preference. The responsibility a person has for what he or she does out of a preference for doing it depends on the kinds of freedom of preference the person has and must be ranked in terms of them.     

Selling & Sales Management in Action: Using the Journal of Personal Selling & Sales Management As A Teaching Aid

Abstract

Although much marketing literature exists pertaining to whether products should be marketed differently from services, little attention has focused on whether product selling differs from service selling. This article reports the results of an empirical investigation that examined whether salespeople selling industrial products use different selling techniques than those selling services. The results suggest that product sales personnel prefer techniques that can use tangible aspects of the product to advantage, while service sales personnel prefer techniques that stress the personal assistance of customers. The implications of the results are also presented.