Consumer uncertainty: The influence of anticipatory emotions on ambivalence,attitudes, and intentions

Specific emotions and their combinations have important implications for consumer experiences and decisions. Therefore, emotional response is examined from a future temporal perspective in order to investigate the effect of anticipatory emotions on consumer ambivalence, attitudes, and intentions. In the first study, anticipatory emotions, compared with outcome‐based emotions, are found to be central in prospective consumption situations, and this combination of emotions is most likely to occur when consumers are presented with conflicting information. Furthermore, anticipatory mixed emotions (i.e., anticipatory ambivalence), in contrast to outcome‐based mixed emotions, were the greatest contributor to consumer discomfort and uncertainty regarding future consumption. The second study builds on the first by considering the effect of anticipatory ambivalence on attitudes and intentions in the context of a prospective purchase situation. Ambivalence was found to mediate the effect of evaluative information on intentions, as well as moderate the relationship between attitudes and intentions. Thus, the uncertainty associated with anticipatory emotions negatively affects intentions, as well as the relationship between attitudes and intentions. The theoretical and practical implications are discussed. Copyright © 2013 John Wiley & Sons, Ltd.     

Consumer recycling: An ethical decision‐making process

Although recycling is often experienced as a moral dilemma, studies that systematically approach this issue from an ethical perspective are scarce. Moreover, previous studies have explored recycling by mainly using single ethical constructs, such as moral norms, values or obligations, rarely approaching it as an ethical decision‐making process. Our study takes a more holistic approach and integrates the recycling literature with business ethics theory in order to develop a conceptual model of ethical decision making involved in recycling. The model is based on Jones' issue‐contingent model and its key concept, that is, moral intensity, which we extend by adding altruism as an important personality trait that influences pro‐social behaviour. The data were collected from a sample of 367 adult consumers, representative of the Slovenian population by gender and age. The hypotheses were tested using structural equation modelling. The results of our study confirmed the relationships between three key facets of ethical decision making: moral recognition, moral judgment and moral intention. Higher levels of moral recognition were found to lead to more positive moral judgments, which in turn positively influenced the formation of intentions to recycle. Moreover, moral intensity was found to be a significant predictor of moral recognition and moral judgment, while altruism was found to be a significant predictor of moral recognition. These findings hold important implications for public policy makers and social marketers who have to consider not only the consumer characteristics but also the issue characteristics in seeking to understand and influence consumer recycling. Copyright © 2013 John Wiley & Sons, Ltd.     

Uncertainty in ethical consumer choice: a conceptual model

The market place has seen significant growth in the demand for ‘ethical’ products and services. Yet, consumers often experience knowledge, evaluation and choice uncertainties in decision‐making processes, particularly in relation to products such as ethical clothing. The authors explore this pertinent form of consumer uncertainty through three qualitative studies of ethical consumers that examine their approaches to clothing consumption. In‐depth interviews and focus groups confirm uncertainty arises; the results also identify the causes and consequences of consumer uncertainty in this context. The causes of uncertainty pertain to issues surrounding complexity, ambiguity, conflict and credibility that give rise to uncertainties that result in delaying purchase decisions, compromising beliefs and negative emotions. This study contributes to literature by offering a holistic understanding of the challenges facing consumers when making ethical choices. Copyright © 2013 John Wiley & Sons, Ltd.     

The role of consumer ethical beliefs in product‐harm crises

The purpose of this paper is to investigate the consumer reaction during a product‐harm crisis by examining the interdependencies that exist among their ethical beliefs as consumers, their attributions of blame, their feelings of anger and finally their purchase intentions towards the affected company. To test the five research hypotheses, a questionnaire containing a hypothetical crisis scenario of a fictitious company was distributed to 277 consumers. Respondents were asked to read the scenario and answer questions regarding their attribution of responsibility to the company, their feelings of anger and their purchase intentions. In order to investigate consumers' ethical beliefs, a Consumer Ethics Scale was also included in the questionnaire. Structural equation modelling revealed a significant, positive correlation between attributions of blame, anger and ethical beliefs. Moreover, anger negatively affects purchase intentions, whereas the attribution of blame was not found to be significantly connected to purchase intentions. In spite of the rational connection between ethics and crisis, there is lack of research correlating these two concepts. Based on this gap in the literature, the current research attempts to connect ethical beliefs with consumer reactions and emotions during product‐harm crises. Copyright © 2011 John Wiley & Sons, Ltd.     

Nudge to Health: Harnessing Decision Research to Promote Health Behavior

We review selected literature that examines how biases in decision making can be utilized to encourage individual health behavior, such as vaccination, and promote policy decisions, such as resource allocation. These studies use simple interventions to nudge people towards more optimal health decisions without restricting decision‐makers’ freedom of choice. Examples include framing effects, defaults, implementation intentions, position effects, social norm, incentives, and emotions. We suggest that nudges are an effective way to promote healthy behavior.     

High‐Stakes Decision‐Making Within Complex Social Environments: A Computational Model of Belief Systems in the Arab Spring

People experiencing similar conditions may make different decisions, and their belief systems provide insight about these differences. An example of high‐stakes decision‐making within a complex social context is the Arab Spring, in which large numbers of people decided to protest and even larger numbers decided to stay at home. This study uses qualitative analyses of interview narratives and social media addressing individual decisions to develop a computational model tracing the cognitive decision‐making process. The model builds on work by Abelson and Carroll (1965), Schank and Abelson (1977), and Axelrod (1976) to systematically trace the inferences connecting beliefs to decisions. The findings show that protest decisions were often based on positive emotions such as pride, hope, courage, and solidarity, triggered by beliefs about successful protest and self‐sacrifice. By contrast, decisions to stay at home were triggered by beliefs about safety, state approval, and living conditions. As one participant said, “When I heard about the revolution in Tunisia, my heart was filled with solidarity for the people.” In the words of a non‐participant: “When people are killed, we must be careful. There are more important things than protest: safety and stability.” This study of individual explanations about events identifies the role of emotions in high‐stakes decision‐making within complex social environments.     

Reinforcement,Rationality, and Intentions: How Robust Is Automatic Reinforcement Learning in Economic Decision Making?

Reinforcement learning is often observed in economic decision making and may lead to detrimental decisions. Because of its automaticity, it is difficult to avoid. In three experimental studies, we investigated whether this process could be controlled by goal intentions and implementation intentions. Participants' decisions were investigated in a probability‐updating task in which the normative rule to maximize expected payoff (Bayes' rule) conflicted with the reinforcement heuristic as a simple decision rule. Some participants were asked to set goal intentions designated to foster the optimization of rational decision making, while other participants were asked to furnish these goal intentions with implementation intentions. Results showed that controlling automatic processes of reinforcement learning is possible by means of goal intentions or implementation intentions that focus decision makers on the analysis of decision feedback. Importantly, such beneficial effects were not achieved by simply instructing participants to analyze the feedback, without defining a goal as the desired end state from a first‐person perspective. Regarding intentions supposed to shut down reinforcement processes by controlling negative affect, effects were more complex and depended on the specified goal‐directed behavior. The goal intention to suppress the disappointment elicited by negative feedback was not effective in controlling reinforcement processes. Furnishing this goal with an implementation intention even backfired and strengthened unwanted reinforcement processes. In contrast, asking participants to keep cool in response to negative decision outcomes through the use of goal intentions or implementation intentions increased decisions in line with Bayes' rule. Copyright © 2017 John Wiley & Sons, Ltd.     

Age differences in financial decision making: The benefits of more experience and less negative emotions

The emerging literature on aging and decision making posits that decision‐making competence changes with age, as a result of age differences in various cognitive and noncognitive individual‐differences characteristics. In a national life‐span sample from the United Kingdom (N = 926), we examined age differences in financial decisions, including performance measures of sunk cost and credit card repayment decisions, and self‐report measures of money management and financial decision outcomes. Participants also completed four individual‐differences characteristics that have been proposed as relevant to financial decision making, including two cognitive ones (numeracy and experience‐based knowledge) and two noncognitive ones (negative emotions about financial decisions). First, we examined how age was related to the four financial decision‐making measures and the four individual‐differences characteristics. Older age was correlated to better scores on each of the four financial decision‐making measures, more experience‐based knowledge, less negative emotions about financial decisions, whereas numeracy and motivation were not significantly correlated with age. Second, we found that considering both the two cognitive and the two noncognitive individual‐differences characteristics increased predictions of financial decision making, as compared with considering either alone. Third, we examined how these four individual‐differences characteristics contributed to age differences in financial decision making. Older adults' higher levels of experience‐based knowledge and lower levels of negative emotions seemed to especially benefit their financial decision making. We discuss implications for theories on aging and decision making, as well as for interventions targeting financial decisions.     

Better to Decide Together: Shared Consumer Decision Making,Perceived Power,and Relationship Satisfaction

Shared consumer decisions, particularly those made with a relationship partner, can be very different from decisions that are made alone. Across multiple studies, we investigate how shared consumer decision making affects perceptions of power and relationship satisfaction. We integrate two streams of research to create a novel theory about consumer decision making and perceived power. Specifically, we suggest that shared consumer decision making combines two necessary components of power—an individual's influence over and a partner's engagement in the decision—and that these combined components drive power perceptions. In other words, individuals who relinquish some control and make a decision with their partner, ironically, perceive having greater power than if they had made the decision alone. We further find that shared decision making and greater perceived power lead to greater satisfaction with the relationship in which the decisions are made. By focusing on consumer decision making within relationships, the current research contributes to the literatures on decision making, social influences in consumer behavior, close relationships, consumer well-being, and power.     

Online shopping experience in an emerging e‐retailing market: Towards a conceptual model

We develop a comprehensive and integrated framework of online shopping experience (hereafter OSE) from an emerging market perspective. Using a netnographic research method, we content analysed 284 experiential reviews of 2 leading Nigerian e‐retailers. Augmented by the theory of customer engagement, we identify 8 dimensions of OSE that activate shoppers' affective and cognitive states, which consequently lead to 4 behavioural outcomes, namely, internal responses to service experience, external responses to service experience, repurchase intentions, and word of mouth intentions. The proposed dynamic and comprehensive framework reflects all phases of the consumer decision‐making process and demonstrates that OSE has both perceptual and behavioural components. We make 3 important contributions. First, the paper provides a comprehensive and dynamic model of customer experience that encompasses all the stages in the customer decision‐making process by drawing on a new theoretical perspective to demonstrate how the unique attributes of OSE contribute to extant customer experience research. Second, we advance experiential consumption theory by incorporating attributes of OSE evolved through a unique qualitative research method into existing frameworks of customer experience. Third, we compare and contrast findings from an emerging market with research from more mature markets, when they were undergoing similar development patterns. From a managerial perspective, we illustrate how online retailers operating in emerging markets can draw from the experiences of mature markets and understand the key differences between markets so that they can develop customer experience management strategies by concentrating on the most important components of customer experience.     

How effortful decisions get enacted: the motivating role of decision processes,desires, and anticipated emotions

Building on recent research examining the influence of decision making on subsequent goal striving and decision enactment, we consider and elaborate on the mechanisms through which effortful decisions are made, maintained, and enacted. Our proposed framework builds on the Dholakia and Bagozzi ( 2002 ) model, distinguishes between two important types of intentions and desires, and shows that the motivation‐mustering function of the decision process is mediated by goal and implementation desires. In addition to decision processes, the roles of goal feasibility, anticipated emotions, attitudes, subjective norms, and perceived behavioral control are also elaborated on. Through a two‐wave field study tracking real decisions and their pursuit by participants, we find empirical support for our model of effortful decision making and enactment. Copyright © 2003 John Wiley & Sons, Ltd.     

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.     

移情在道德强度对企业道德决策影响中的作用

摘 要 本研究将一种重要的道德情绪--移情引入问题权变模型中,以探讨移情因素在道德强度对企业道德决策影响中的作用。本研究基于情景研究法,随机选取256名MBA学生为被试,要求被试基于所提供情景中假想参与者的行为,回答随后测量道德决策(道德识别、道德判断和道德意图)、移情反应、主观道德强度及移情特质的问题。结果发现,1）移情反应在道德强度对企业道德决策的影响中具有中介作用;2）移情关怀特质会通过影响主观道德强度和移情反应而作用于企业道德决策;3)结果大小、社会舆论和效应可能性对道德判断和道德意图的影响机制各有特点。     

The Effect of Induced Positive and Negative Emotion and Openness-to-Feeling in Student’s Consumer Decision Making

How do emotional states affect risk-taking and consumer decisions? Serial experiments were conducted to demonstrate and explain the relationships among emotions, risk-taking, and consumer decisions. Study 1 showed that participants whose emotional condition was negative were more likely to systematically engage in risk-taking behavior than those exhibiting positive emotions, and the emotional effects were moderated by openness to feeling (OF) as a function of individual personality. Studies 2–5 were mainly to examine the effects of emotional conditions on consumer decision. The results of studies 2–5 substantiated our prediction that participants in positive emotional states were less likely to respond to puffer advertising and sales promotion, thus increasing the share of an option that is “average” in all dimensions, and more likely to have a compromise effect than in those in a negative emotional condition. Studies 2–5 also found that the emotional effects were moderated by individuals’ openness to their own feelings. The effects are discussed in relation to the literature on emotions, risk-taking, and consumer decisions.     

Affect in Ethical Decision Making: Mood Matters

Ethical decision-making research has centered on Rest’s (1986) framework that represents a rational, nonaffective model for ethical decision making. However, research in human cognition suggesting a “dual-processing” framework, composed of both rational and affective components, has been relatively ignored in the ethical decision-making literature. Examining dual-processing literature, it seems affect might be an important factor in decision making when a person’s mood is congruent with the task or situational context frame. Given that ethical decisions are serious and complex tasks, it is proposed here that inducing a negative affective state might produce mood congruence, reinforce the salience of emotion for ethical decision makers, and lead to differences in decision processing. Evidence is presented documenting differences in the decisions made by ethical decision makers in a negative affective state as compared to those in either a positive or neutral affective state.     

Examining employee compliance with organizational surveillance and monitoring

Although the prevalence of employee monitoring and surveillance technologies (MSTs; e.g. e‐mail monitoring) is increasing, very little research has explored the question of whether employees simply accept these systems (compliance) or enact strategies for thwarting them (resistance). In the present study, we proposed a framework based on the theory of planned behaviour and ethical decision making research to predict employees' MST compliance and resistance intentions. We proposed that organizational commitment, organizational identification, and attitudes towards surveillance would predict intentions, with the relationships between attitudes and intentions being moderated by employees' perceived behavioural control and social norms. Moderated multiple regression models were tested and provided support for predictions about the attitudinal and belief constructs, and partial support for predictions about behavioural control and norms. Implications for organizational MST policies and practices are discussed.     

Self‐regulation of consumer decision making and behavior: The role of implementation intentions

People may use the self-regulatory strategy of forming implementation intentions (i.e., if-then plans) to make better consumer decisions and facilitate the translation of those decisions into action. First, research on the mechanisms and effects of implementation intentions is reviewed. Second, we discuss how implementation intentions can be used to improve consumer decision making by promoting attention control and information elaboration, and overcoming disruptive influences. Third, we consider the various problems that militate against the enactment of one's decisions, and evidence is presented to show that implementation intentions are still effective even when goal attainment does not seem to be amenable to self-regulation. Finally, potential moderators of implementation intention effects are discussed.     

In‐group and role identity influences on the initiation and maintenance of students' voluntary attendance at peer study sessions for statistics

Background. Although class attendance is linked to academic performance, questions remain about what determines students' decisions to attend or miss class. Aims. In addition to the constructs of a common decision‐making model, the theory of planned behaviour, the present study examined the influence of student role identity and university student (in‐group) identification for predicting both the initiation and maintenance of students' attendance at voluntary peer‐assisted study sessions in a statistics subject. Sample. University students enrolled in a statistics subject were invited to complete a questionnaire at two time points across the academic semester. A total of 79 university students completed questionnaires at the first data collection point, with 46 students completing the questionnaire at the second data collection point. Method. Twice during the semester, students' attitudes, subjective norm, perceived behavioural control, student role identity, in‐group identification, and intention to attend study sessions were assessed via on‐line questionnaires. Objective measures of class attendance records for each half‐semester (or ‘term’) were obtained. Results. Across both terms, students' attitudes predicted their attendance intentions, with intentions predicting class attendance. Earlier in the semester, in addition to perceived behavioural control, both student role identity and in‐group identification predicted students' attendance intentions, with only role identity influencing intentions later in the semester. Conclusions. These findings highlight the possible chronology that different identity influences have in determining students' initial and maintained attendance at voluntary sessions designed to facilitate their learning.     

Applying Cases to Solve Ethical Problems: The Significance of Positive and Process-Oriented Reflection

This study examined the role of reflection on personal cases for making ethical decisions with regard to new ethical problems. Participants assumed the position of a business manager in a hypothetical organization and solved ethical problems that might be encountered. Prior to making a decision for the business problems, participants reflected on a relevant ethical experience. The findings revealed that application of material garnered from reflection on a personal experience was associated with decisions of higher ethicality. However, whether the case was viewed as positive or negative, and whether the outcomes, processes, or outcomes and processes embedded in the experience were examined, influenced the application of case material to the new problem. As expected, examining positive experiences and the processes involved in those positive experiences resulted in greater application of case material to new problems. Future directions and implications for understanding ethical decision making are discussed.     

The Effects of Enhanced Informed Consent in a Pro-Life Pregnancy Counseling Center

The current study investigated the effects of an enhanced informed consent condition on attitudes toward a counselor, counseling situation, and decision making in a pro-life pregnancy center. The following questions were specifically addressed: (1) Would enhanced informed consent be related to increased pro-abort decisions? and (2) Would enhanced informed consent be related to more positive attitudes toward the counselor and center? Results suggested that enhanced consent did not lead to increased or decreased decisions to abort nor to differential attitudes toward the counselor or counseling setting. Results are discussed in terms of their support for the provision of full informed consent as consistent with both prevailing ethical and legal guidelines.