Identity‐based motivation: Constraints and opportunities in consumer research

This commentary underscores the integrative nature of the identity-based motivation model (Oyserman, D. (2009). Identity-based motivation: Implications for action-readiness, procedural-readiness, and consumer behavior. Journal of Consumer Psychology, 19(3) (this issue)). We situate the model within existing literatures in psychology and consumer behavior, and illustrate its novel elements with research examples. Special attention is devoted to, 1) how product- and brand-based affordances constrain identity-based motivation processes and, 2) the mindsets and action tendencies that can be triggered by specific cultural identities in pursuit of consumer goals. Future opportunities are suggested for researching the antecedents of product meanings and relevant identities.     

Less is more: Online consumer ratings' format affects purchase intentions and processing

Online customer ratings of products and services are commonplace in e‐commerce; however, the format in which these ratings are presented to consumers can vary. Although not anticipated by classical models of decision making, latter models such as prospect theory and feelings‐as‐information theory suggest that the presentation format of online customer ratings could affect subsequent consumer decision making. In the present research, 3 empirical studies test whether online customer ratings' formats differentially affect consumer purchase intentions. The results offer support for feeling‐as‐information theory and suggest that online ratings presented in a mean (vs. distribution) format result in higher purchase intentions as a result of increased processing fluency. Implications for the presentation of online consumer ratings in e‐commerce, based on these findings, are addressed.     

Identity‐based motivation and consumer behavior

Choices are often identity-based yet the identity-to-choice link is not necessarily obvious for reasons articulated by the identity-based motivation model (Oyserman, D. (2009). Identity-based motivation: Implication for action-readiness, procedural readiness and consumer behavior. Journal of Consumer Psychology). Specifically, which identities are salient and what identities mean in the moment are highly dependent on situational cues. Though they feel stable, identities are dynamically shaped by situational affordances and constraints and this shaping process can occur without conscious awareness. This implies that product use, including use of utilitarian products, can become identity-based, as can both self-constructive and self-destructive choices. Over time, broader identities are more likely to be cued than more narrow ones, though any identity can be cued in the right circumstances. The commentaries apply the model to culture-contingent effects of power (Shavitt, S., Torelli, C. &; Wong, J. (2009). Identity-based motivation: Constraints and opportunities in consumer research. Journal of Consumer Psychology), charitable giving (Aaker, J. &; Akutsu, S. (2009). Why do people give? The role of identity in giving. Journal of Consumer Psychology), and the consequences of salient identities for self-constructive vs. self-destructive choices (Kirmani, A. (2009). The self and the brand. Journal of Consumer Psychology) and this commentary addresses some of the questions they raise.     

Commentary on Three Articles on Self‐practice/Self‐reflection in Cognitive‐Behavioural Therapy

The commentary embraces three valuable contributions to the development of professional practice: (a) engagement with self‐practice/self‐reflection as a professional self‐development: the role of therapist beliefs; (b) spontaneous self‐practice of cognitive‐behavioural therapy (CBT) by aboriginal counsellors during and following CBT training: a retrospective analysis of the facilitating conditions and impact; (c) developing metacompetence in low intensity CBT interventions: evaluating a self‐practice/self‐reflection programme for experienced low intensity CBT practitioners. Each article provides different perspectives of the self‐practice and self‐reflection benefits for efficient therapy and their use as powerful resources in therapeutic training skills in general and CBT in particular. Conclusions of their contributions close the commentary.     

Reflective Self‐Control in Self‐Control Scholarship: A Peircean Analysis

Vosgerau, Scopelliti, and Huh (this issue) present an important critique of much self‐control research, highlighting some of the ways that our customary operationalizations and methods may have created more confusion than clarity. Their insights, rooted in past literature and new data, offer recommendations that will undoubtedly help us improve our research in consumption self‐control. In this commentary, I frame their work using the thought of Charles Sanders Peirce, a philosopher, mathematician, and logician whose frustration with the management of the self‐control construct and subsequent revision parallels Vosgerau et al's in many ways. Further, his thought proposes that their thought traces the boundary of another type of self‐control problem, which I'll refer to as “reflective self‐control.” Taking together consumption self‐control and reflective self‐control, we're able to address a wide range of human experiences and connect self‐control to ethics, consistent with a long tradition bridging the two. Perhaps most importantly, though, a Peircean analysis suggests that Vosgerau et al's paper—whether we agree or disagree with its conclusions—exemplifies the kind of scholarly self‐control we need to display to make scientific progress, regardless of our specific domain of study.     

Stigmatized‐Identity Cues: Threats as Opportunities for Consumer Psychology

In their review of the literature on stigmatized‐identity cues, Chaney, Sanchez, and Maimon (2019—this issue) summarize evidence that stigmatized‐identity threat and safety cues drive consumer behavior through their effects on consumers’ inferences about the company's ideology and their consequential impact on feelings of belonging. The authors also identify various factors that moderate the relationship between these identity cues and consumers’ belonging perceptions. In our commentary, we identify future research opportunities by: (a) encouraging efforts to broaden the proposed framework to account for stigmatized identities defined in terms of consumption activities, (b) highlighting concepts and relationships that may require re‐examination or deeper understanding, and (c) proposing additional consumer behaviors that punish or reward companies that use stigmatized‐identity threat and safety cues, respectively.     

A task‐ and role‐based perspective on super‐recognizers: Commentary on ‘Super‐recognizers: From the lab to the world and back again’

This article provides a commentary on recent work by Ramon et al. (2019, British Journal of Psychology) on super‐recognizers. The commentary advocates a task‐ and role‐based approach to SR research and greater collaboration between researchers and the applied community.     

SCL‐90‐R profiles in a sample of severely violent psychiatric inpatients

A sample of 39 patients who had committed serious violent acts toward others were assessed with the revised Symptom Checklist (SCL‐90‐R). The SCL‐90‐R is a self‐report symptom inventory for the measurement of psychopathology in psychiatric and medical patients. In addition to the patients' self‐report, an observer‐rated SCL‐90‐R was obtained. This was accomplished by letting one pair of nurses complete SCL‐90‐R ratings for each patient. The first aim of the study was to compare the SCL‐90‐R self‐report scores of the patient sample with the psychiatric inpatient norms [Derogatis LR (1992): Clinical Psychometric Research Inc]. Another purpose of this study was to explore possible trends of discordance between the observer ratings and the self‐reports of the study group. Always considering the limitations of the small sample, it was nevertheless also of interest to look for possible sex differences and differences between violent subgroups and between diagnostic groups in the self‐reported scores as well as in the observer ratings. The most striking findings of the present study were that the self‐reported scores were lower than the inpatient norms for SCL‐90‐R and that the patients' self‐reported levels of distress were significantly lower than those found in the observer ratings. Underreporting of psychopathology as a marker of violence risk is discussed in light of these findings. In this study, women reported higher distress levels than men in the Interpersonal Sensitivity symptom dimension. There were no significant differences concerning SCL‐90‐R ratings between patients who had committed homicide, attempted homicide, or physically assaulted another person in a serious but not life‐threatening way. Aggr. Behav. 28:446–457, 2002. © 2002 Wiley‐Liss, Inc.     

Improving the image of student‐recruited samples: A commentary

This commentary argues that the quality and usefulness of student‐recruited data can be evaluated by examining the external validity and generalization issues related to this sampling method. Therefore, we discuss how the sampling methods of student‐ and non‐student‐recruited samples can enhance or diminish external validity and generalization. Next, we present the advantages of the student‐recruited sampling method (heterogeneity of the sample, student learning, cost reduction, and elaborate research designs) and conclude with making additional suggestions on how to improve the quality of these data.     

An Exploratory Model of Proximal Minority Stress and the Work–Life Interface for Men in Same‐Sex,Dual‐Earner Relationships

This study used a path analysis to test an exploratory model that analyzed associations among expectations of stigma, internalized homophobia, dyadic adjustment, and career development satisfaction. As part of the study, an online questionnaire was given to 170 men in same‐sex, dual‐earner relationships. Internalized homophobia and the expectation of stigma predicted ratings of dyadic adjustment, whereas only the expectation of stigma predicted ratings of career development satisfaction. Counseling implications, limitations, and directions for future research are discussed.     

Compensatory knowledge signaling in consumer word‐of‐mouth

This paper extends prior research on consumer knowledge beliefs and word-of-mouth transmission. Findings from four studies suggest that people compensate for unfavorable discrepancies between their actual and ideal consumer knowledge with heightened efforts to signal knowledgeability through the content and volume of their word-of-mouth transmissions. This compensatory knowledge signaling effect is moderated by the self-concept relevance (psychological closeness) of the word-of-mouth target and lay beliefs in the self-enhancement benefits of transmitting product knowledge. Content analysis of participants' product communications further supports our knowledge signaling account. The relationship between actual:ideal knowledge discrepancies and heightened word-of-mouth intentions is mediated by the specific negative emotion associated with actual:ideal self-discrepancies. Overall, the findings suggest that the relationship between consumer knowledge and word-of-mouth transmission depends not only on what you think you know, but also on what you wish you knew.     

Toward a Dignity Architecture: The Critical Challenges of Stigmatized‐Identity Cues for Consumer Psychology

As Chaney, Sanchez, and Maimon (2019—this issue) detail, the prevalence of anti‐stigmatization cues may encourage us to believe that a more inclusive marketplace is on the horizon. This commentary argues that, unfortunately, three barriers have limited the effectiveness of these cues, and that each constitutes a call to serious inquiry for a wide range of consumer researchers. First, marketers have done little to reach out to the most severely stigmatized groups, limiting the degree to which inclusive marketing can effect real societal change. Second, researchers have not systematically articulated reasons that anti‐stigmatization cues may fall flat or even backfire, leaving practitioners little guidance in designing effective cues. Finally, studying stigmatization presents methodological challenges, and may feel like a minefield to researchers not well‐versed in complex issues of sexuality, race and ethnicity. If we are willing to address such barriers, however, I argue that we can build a framework for a “dignity architecture.” Like choice architecture, this framework highlights the nonneutrality of marketing actions in experience design, ultimately offering guidance for affirming consumer worth.     

Model and interactive algorithm of bi‐level multi‐objective decision‐making with multiple interconnected decision makers

Furthering a prior research on two‐person bi‐level multi‐objective decision‐making problems of the leader‐follower Stackelberg game, we present an extended model of bi‐level multi‐objective decision‐making with multiple interconnected decision makers at the lower level. In the model, the upper level decision maker acts as a leader and the lower level decision makers behave as the followers, and inter‐connections and interactions exist among these followers in decision‐making scenarios. Following the rules of leader‐follower Stackelberg game, we develop an interactive algorithm of the model for solving multi‐objective decision‐making problems and reflecting the interactive natures among the decision makers. Finally, the authors exemplify the model and algorithm, and draw a conclusion on points of contributions and the significance of this study in decision‐making and support. Copyright © 2001 John Wiley & Sons, Ltd.     

Consumer complaints and recovery through guaranteeing self‐service technology

Self‐service technologies are shaping the future of consumer behaviour, yet consumers often experience service failure in this context. This conceptual paper focuses on self‐service technology failure and recovery. A consumer perspective is taken. Recovering from self‐service technology failure is fraught with difficulty, mainly because of the absence of service personnel. The aim of this paper is to present a theoretical framework and associated research propositions in respect to the positive role that service guarantees can play in the context of self‐service technology failure and recovery. It contributes to the consumer behaviour domain by unifying the theory pertaining to consumer complaint behaviour, service recovery, specifically consumers' perceptions of justice, and service guarantees, which are set in a distinctive self‐service technology context. It is advanced that service guarantees, specifically multiple attribute‐specific guarantees, are associated with consumer voice complaints following self‐service technology failure, which is contingent on the attribution of blame in the light of consumers' production role. Service guarantees are argued to be associated with consumers' perceptions of just recovery in the self‐service technology context when they promise to fix the problem, compensate only when the problem cannot be remedied, offer a choice of compensation that is contingent on failure severity, afford ease of invocation and collection, and provide a personalised response to failures. Previous classifications of SSTs are used to highlight the applicability of guarantees for different types of SSTs. Managerial implications based on the theoretical framework are presented, along with future research directions. Copyright © 2011 John Wiley & Sons, Ltd.     

Early‐Entrant Advantage,Word‐of‐Mouth Communication,Brand Similarity,and the Consumer Decision‐Making Process

To better understand the competitive dynamics between an early and a later entrant, in this study we examined the extent to which word of mouth (WOM) regarding the later entrant and the later entrant's similarity to the early entrant influences the consumer decision process. We hypothesized that the influence of WOM and similarity depends on the nature of the decision‐making task, which is theorized as either a stimuli‐based or memory‐based task. A 3‐stage, sequential‐logit model with 2 focal brands (the early and later entrants) was developed to test the influence of independent measures on the likelihood of (a) retrieval; (b) consideration, given retrieval; and (c) choice, given consideration for both the early entrant and the focal follower. Data from 2 experiments provides support for the multistage conceptualization of the consumer decision process and demonstrates that the effects of WOM communication and similarity depend on the nature of the decision‐making task.     

Bringing relationships into consumer decision‐making

The primary purpose of our target article was to stimulate further interest in and research on consumer decision-making in close relationships. In this response, we discuss some of the major comments provided by each set of commentators by highlighting their main points, clarifying some misconceptions, and explaining why our dyadic framework is a logical starting-point for research on how relationships affect consumer decisions.     

Self‐Regulatory Resources Power the Reflective System: Evidence From Five Domains

In this commentary, I focus on the deficiencies in the reflective‐impulsive model (RIM) by Strack, Werth, and Deutsch (2006) in terms of understanding the mechanics of the reflective system. Strack et al. outlined the cognitive architecture of the consumer with the RIM but failed to specify how its most impressive feature, the reflective system, is powered. Drawing on the literature on self‐regulation (as a reconceptualization of RIM incompatibility), I argue that self‐regulatory resources drive the reflective system. Research from 5 domains—overeating among dieters, impulsive spending, logical thinking, making choices, and subjective perceptions of duration—supports this hypothesis.     

Simple Co‐Occurrence Statistics Reproducibly Predict Association Ratings

What determines human ratings of association? We planned this paper as a test for association strength (AS) that is derived from the log likelihood that two words co‐occur significantly more often together in sentences than is expected from their single word frequencies. We also investigated the moderately correlated interactions of word frequency, emotional valence, arousal, and imageability of both words (r's ≤ .3). In three studies, linear mixed effects models revealed that AS and valence reproducibly account for variance in the human ratings. To understand further correlated predictors, we conducted a hierarchical cluster analysis and examined the predictors of four clusters in competitive analyses: Only AS and word2vec skip‐gram cosine distances reproducibly accounted for variance in all three studies. The other predictors of the first cluster (number of common associates, (positive) point‐wise mutual information, and word2vec CBOW cosine) did not reproducibly explain further variance. The same was true for the second cluster (word frequency and arousal); the third cluster (emotional valence and imageability); and the fourth cluster (consisting of joint frequency only). Finally, we discuss emotional valence as an important dimension of semantic space. Our results suggest that a simple definition of syntagmatic word contiguity (AS) and a paradigmatic measure of semantic similarity (skip‐gram cosine) provide the most general performance‐independent explanation of association ratings.