Trade‐off ranking method for multi‐criteria decision analysis

Multi‐criteria decision analysis presumes trade‐off between different criteria. As a result, the optimal solution is not unique and can be represented by the Pareto frontier in the objective space. Each Pareto solution is a compromise between different objectives. Despite a limited number of Pareto optimal solutions, the decision‐maker eventually has to choose only one option. Such a choice has to be made with the use of additional preferences not included in the original formulation of the optimization problem. The paper represents a new approach to an automatic ranking that can help the decision‐maker. In contrast to the other methodologies, the proposed method is based on the minimization of trade‐off between different Pareto solutions. To be realized, the approach presumes the existence of a well‐distributed Pareto set representing the entire Pareto frontier. In the paper, such a set is generated with the use of the directed search domain algorithm. The method is applied to a number of test cases and compared against two existing alternative approaches.     

Goal–Attribute Compatibility in Consumer Choice

This research advances the notion that product evaluations are a function of the compatibility of consumers’ goals with the attributes describing choice alternatives. Building on the concept of self‐regulation, it is argued that attribute evaluations are moderated by individuals’ goal orientation and, specifically, that attributes compatible with individuals’ regulatory orientation tend to be overweighted in choice. This proposition is tested by examining the impact of goal orientation on consumer preferences in 3 different contexts: (a) hedonic versus utilitarian attributes, (b) performance versus reliability attributes, and (c) attractive versus unattractive (good vs. bad) attributes. The data show that prevention‐focused individuals are more likely to overweight (in relative terms) utilitarian, reliability‐related, and unattractive attributes than promotion‐focused consumers, who are more likely to place relatively more weight on hedonic, performance‐related, and attractive attributes. Considered together, these findings support the proposition that attributes compatible with individuals’ goal orientation tend to be overweighted in choice.     

Fourteen‐Month‐Olds' Imitation of Differently Aged Models

Studies comparing adult and peer imitation are rare and have to date provided mixed results. The aim of the present study was to investigate 14‐month‐olds' imitation of different actions (novel versus familiar) performed by televised models of different age groups (peers, older children or adults). In two experiments, we investigated infants' imitative performance when observing a novel action (Experiment 1) and familiar actions (Experiment 2). The results showed that the likelihood of imitating a novel action increased as the age of the model increased. The opposite was true for familiar actions where infants imitated the peer more frequently than either the older child or the adult model. These findings are discussed in relation to infants' ability to take into account a model's characteristics such as age when imitating actions. Copyright © 2011 John Wiley & Sons, Ltd.     

Imitation from television by 24‐ and 30‐month‐olds

Infants’ imitation of complex actions was examined in three experiments with 24‐ and 30‐month‐olds. In all experiments, an adult modeled a series of actions with novel stimuli and the infant's reproduction of those actions was assessed either immediately or after a 24‐hour delay. Some infants watched the demonstration live, while other infants watched the same demonstration on television from a pre‐recorded videotape. Both 24‐ and 30‐month‐olds imitated actions that had been modeled on television; however, their performance was consistently inferior to that of infants of the same age who watched the demonstration live.     

Eliciting Consumer Choice Heuristics: Sales Representives' Persuasion Strategies

Research has shown that consumers spend little cognitive effort in marketplace decisions (i.e., information acquisition, evaluation of alternatives). In fact, consumers simplify decision making by using decision rules learned from previous purchases. The present research explores the notion that during the course of a sales interaction, sales representatives may use expressions (i.e., primes) that encourage consumers to invoke previously used decision rules. These decision rules lead consumers to consider factors not necessarily relevant to the purchase decision (e.g., what others will think, reciprocate sales representatives' efforts, missed opportunities). Thus, consumers' thoughts are diverted from more pertinent factors such as budget and timing of the purchase. Moreover, consumers persuade themselves to purchase via thoughts concerning the decision rule and visual imagery associated with consumption. The notions of priming and schema- directed thinking are used to explain how sales representatives elicit consumers' decision rules from long-term memory. Implications of these techniques are made with regards to relationship management.     

Consumer stress‐handling strategies: theory and research findings

• Although stress research has received increased attention in the behavioral and social sciences, it has been virtually ignored by marketing and consumer researchers. This paper attempts to advance the concept of stress as a viable construct in consumer studies. A conceptual model is developed based on theory and research, and cross‐sectional and longitudinal data are used to test specific hypotheses, producing results consistent with the general stress model.

Copyright © 2006 John Wiley & Sons, Ltd.     

Taboo Trade‐Offs,Relational Framing,and the Acceptability of Exchanges

This article reports 4 experiments demonstrating the power of social‐relational framing to complicate superficially straightforward economic exchanges of goods and services. Drawing from Alan Fiske's theoretical framework as well as Tetlock's sacred value protection model, the experiments demonstrate (a) pricing distortions and refusals to answer certain questions when people contemplate buying or selling objects endowed with special relational significance; (b) moral outrage and cognitive confusion when people are asked whether they would allow market‐pricing norms to influence decisions that fall under the normative purview of communal‐sharing, authority‐ranking, and equality‐matching relationships; and (c) elements of tactical flexibility in how people respond to breaches of relational boundaries (a willingness to turn a blind eye to taboo trade‐offs when it is in their interest to do so). An agenda for future work is offered that explores how pragmatic, economic interests are balanced against the desire to be (or appear to be) the type of person who honors social–relational constraints on what should be considered fungible.     

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.     

Choice Environment, Market Complexity, and Consumer Behavior: A Theoretical and Empirical Approach for Incorporating Decision Complexity into Models of Consumer Choice

Most empirical models of choice in economics and consumer research assume that the decision maker assesses all alternatives and information in a perfect information-processing sense. The complexity of the choice environment, the ability of the individual to make complex decisions, and the effect of choice context on the decision strategy are generally not considered in statistical model development. One of the reasons for this omission is that theoretical literature on choice complexity and imperfect ability to choose that has developed in psychology and behavioral decision theory (BDT) literatures has not been translated into empirical econometric analysis. Second, the data used in economics and consumer research studies tend to be somewhat different from the data structures used in psychology and BDT literatures. In this paper we outline a theoretical model that simultaneously considers task complexity, effort applied by the consumer, ability to choose, and choice. We then construct a measure of task complexity and incorporate this in an analysis of a number of data series based on the random utility framework. We also examine the performance of our measure of task complexity in a composite data set that allows for increased variability in factors affecting decision context. Our approach provides a mechanism to link research in BDT and econometric modeling of consumer choice. Our findings suggest that task complexity does affect inferences about choice model parameters and that context effects, such as complexity, have a systematic impact on the parameters of econometric models of choice. The modeling approach provides a mechanism for inclusion of results from psychology and BDT in traditional economic models of consumer choice.     

Face‐Off: Facial Features and Strategic Choice

I study experimentally a single‐shot trust game where players have the opportunity to choose an avatar—a computer‐generated face—to represent them. These avatars vary on several dimensions—trustworthiness, dominance, and threat—identified by previous work as influencing perceptions of those who view the faces (Todorov, Said, Engell, & Oosterhof, 2008). I take this previous work and ask whether subjects choose faces that are ex ante more trustworthy, whether selected avatars have an influence on strategy choices, and whether individuals who evaluate faces as more trustworthy are also more likely to trust others. Results indicate affirmative answers to all three questions. Additional experimental sessions used randomly assigned avatars. This design allows me to compare behavior when everyone knows avatars are self‐selected versus when everyone knows they are randomly assigned. Random assignment eliminated all three effects observed when subjects chose their avatars.     

A Comment on Metacognitive Experiences and Consumer Choice

This commentary discusses the role that naive theories play in consumer judgment. It emphasizes deviation from expectations as a driver of metacognitive activity and discusses challenges involved in transposing Schwarz's (2004) elegant framework to the domain of consumer choice. The author concludes that the value of the metacognitive framework is limited when applied to choices, especially those for which subjective experience effects are driven by affect or emotions.     

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.     

Stigmatized‐Identity Cues and Consumer Applications Revisited

This article responds to thoughtful commentaries provided by Lamberton (2019–this issue) and Wooten & Rank‐Christman (2019—this issue) on Chaney, Sanchez, & Maimon (2019—this issue), an article in which we discussed the implications of social psychological research on stigmatized‐identity safety cues for consumer behavior. In Chaney, et al. (2019–this issue), we contend that stigmatized‐identity cues can signal belonging to marginalized groups via the ideological assumptions made about companies. In this article, we first clarify our definition of stigmatized identities beyond the limitation assumed by Wooten & Rank‐Christman (2019—this issue). In addition, we join the conversation regarding when cues lead to divergent responses in social groups. We also consider how using identity cues can “backfire” and the importance of using marketing goals to assess the extent to which strategies using such cues succeeded. Lastly, we integrate Lamberton's (2019–this issue) framework of dignity architecture and related empirical findings to discuss some of the challenges of research on stigmatized‐identity cues.     

Feelings and Consumer Decision Making: Extending the Appraisal‐Tendency Framework

The target article (Han, Lerner, & Keltner, 2007) presents the Appraisal‐Tendency Framework as a basis for predicting the influence of specific emotions on consumer decision making. The 3 thought‐provoking commentaries by Shiv (2007); Yates (2007); and Cavanaugh, Bettman, Luce, and Payne (2007) highlighted the need to (a) distinguish different types of emotional inputs; (b) specify constructs and mechanisms more concretely; and (c) extend the framework in new, creative ways. This response integrates the specific comments into overarching themes and addresses them.     

Consumer preference for bio‐based batteries

Growing concern about the degradation of the environment and public health has called into question the use of conventional household batteries that are consumed and then typically discarded. Because most conventional batteries are not recycled, they end up in landfills where they decompose, potentially leaching harmful chemicals into the surrounding soil. Bio‐based batteries, which are made from agricultural by‐products, have been designed to help meet the need for household batteries while using sustainable, safe technology. This research examines the links between consumer willingness‐to‐pay (WTP) for bio‐based batteries and consumer characteristics and preferences for certain product attributes and environmentally‐friendly practices. We designed a nationwide survey and analyzed the survey data using the dichotomous‐choice contingent valuation method. The results show an increase in the estimated WTP in the Midwest and South in response to an information treatment about bio‐based batteries. Overall, U.S. consumers concerned about green production and recycling practices are willing to pay a premium for bio‐based batteries. Our results provide essential information for quantitatively assessing the potential market impact of bio‐based batteries, for developing effective management and marketing strategies to reach various consumer groups, and for efficiently establishing sustainable policies and regulations.     

Consumer Decision Making and Image Theory: Understanding Value‐Laden Decisions

Consumers are often confronted with value‐laden decisions that challenge their principles and beliefs. For example, many consumers with strong social responsibility principles consider the effects of general corporate behavior (e.g., political views, environmental disasters) and of the product's manufacture, consumption, or disposal (e.g., animal testing, environmental harm) on society's overall well‐being. Because these product dimensions do not fit easily into traditional decision theories, a new conceptual framework that incorporates and emphasizes the consumer's enduring principles and values is explored in this study. The results indicate that image theory (Beach & Mitchell, 1987) provides a useful structure for describing the decision process in a value‐laden decision context. This study also expands our understanding of image theory by examining all 3 images (values, goals, and strategies) simultaneously in the same decision context for the first time.     

Stigmatized‐Identity Cues in Consumer Spaces

Consumers with stigmatized identities may be especially attentive to organizational cues that signal to them whether or not they are welcomed and valued consumers. These stigmatized‐identity cues can become a part of a company's brand, influencing the attractiveness of the company and consumer loyalty, and allowing consumers to draw inferences about an organization's ideologies and attitudes toward multiple stigmatized groups. Consumers with stigmatized identities attend to stigmatized‐identity cues that signal inclusion (or exclusion) toward other stigmatized groups, resulting in stigmatized‐identity cue transfers, especially when similarity mindsets are activated, and among consumers who are high in stigma solidarity. Because identity is central in consumer behavior, stigmatized‐identity threat cues can at times result in anti‐consumption, including boycotts, allowing consumers and companies to engage in collective action. This article reviews this growing body of research, demonstrating the important influence of stigmatized‐identity cues on consumer behavior and discussing ways in which companies can better signal their inclusive attitudes and ideologies to attract consumers.