When Small Means Comfortable: Relations Between Product Attributes in Two‐Sided Advertising

The processes that mediate the effectiveness of 2‐sided advertising were studied. We predicted that (a) 2‐sided (vs. 1‐sided) advertisements increase perceived source credibility and that (b) the logical relation between the negative and positive product attributes mentioned in the 2‐sided ad (e.g., little space, implying a cozy atmosphere) facilitates favorable inferences about the positive attributes, especially when recipients have sufficient time to process the message content. Results supported these predictions. However, the effects of message type and processing time on attitudes were mediated by inferences about positive attributes but not by perceived source credibility. Implications of these findings for consumer judgment and decision making are discussed.     

When Categorization Is Ambiguous: Factors That Facilitate the Use of a Multiple Category Inference Strategy

Prior research has established that categorization plays a central role in new product learning. Very little is known, however, about category‐based learning under conditions of categorization ambiguity. Of particular interest is whether and under what circumstances consumers might employ a multiple‐ (vs. single‐) category strategy to generate inferences about ambiguous products. In this research, we identified 2 factors—category familiarity and the nature of the category cue—that are responsible for determining whether inferences are based on a single category or multiple, competing categories. The results of 3 studies suggest that when an ambiguous product is described in terms of conflicting conceptual and perceptual category cues, a single category inference strategy is employed when the perceptually cued category is more familiar than the conceptually cued category. In particular, inferences are based largely on the perceptually cued category under these circumstances. However, when the perceptually cued category is less than or equal to the conceptually cued category in familiarity, a multiple category inference strategy is employed and inferences are based on both the perceptually and conceptually cued categories.     

Reputation building: beyond our control? Inferences in consumers' ethical perception formation

• A company or brand's reputation is inherently linked to how ethically/unethically it is perceived to conduct its business. While it is generally assumed that consumers' ethical perceptions are either built on first‐hand experiences or other concrete information, this research demonstrates that reputation can be influenced by processes outside the company's direct control. The article is based on interviews with general consumers and presents the finding that, in the absence of concrete information or personal experience, consumers may infer ethical beliefs. Four distinct types of cues may instigate ethical inferences and act as surrogate indicators: product‐, company‐, category‐ and origin‐related cues. A framework that illustrates the hierarchical structure of the various cues depending on their level of specificity is presented. The results suggest that controlling corporate reputation becomes increasingly challenging. Implications for marketing practitioners and general managers are discussed and further research opportunities highlighted.

Copyright © 2010 John Wiley & Sons, Ltd.     

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.     

Instantiation of general terms in young and older adults

Instantiation of general terms in discourse requires inference from general world knowledge and use of linguistic context to particularize meaning. According to the semantic deficit hypothesis, older adults should be less likely than young adults to generate or to store such inferences. In Experiments 1 and 2 an indirect measure, relatedness judgment, was used to assess immediate comprehension and memory for inferences. In Experiment 3 a direct measure, cued recall, was used to tap memory for inferences. No age differences in immediate or delayed memory were observed in Experiments 1 or 2. In Experiment 3 older adults recalled fewer sentences, but there was no evidence for a specific decrement in storage of inferential material. Older adults are not impaired in ability to draw inferences based on general world knowledge, nor are they more likely than young adults to encode linguistic information in a general, stereotypic fashion.     

The impact of confidence in evaluating on discounting: A missing information context example

• Consumers often use coping mechanisms to aid in processing imperfect information about products when making choices. Specifically, a common evaluation processing pattern of uncertainty detection, uncertainty resolution and discounting behaviour (U–R–D) has been observed, particularly in studies involving missing information (MI). When consumers detect MI (uncertainty), they often discount the MI alternatives unless confidently held inferences are formed to reduce uncertainty (resolution), which attenuates discounting (U–R–D). This paper proposes consumers' overall confidence in evaluating (CE) plays a role in the U–R–D processing pattern. In MI contexts, inferences formed to fill‐in MI may also increase overall CE which may have an effect on discounting that is separate and distinct to that of the formation of confidently held inferences. While the impact on discounting of inferences formed to fill in MI is only relevant in MI contexts, the impact of the more encompassing CE variable may impact non‐MI contexts (affected by non‐MI uncertainty) as well. The concept of CE broadens the scope of the U–R–D processing pattern commonly observed in MI contexts to other evaluation contexts. Two studies demonstrate the role of CE in the U–R–D evaluation process (in MI contexts). A model proposes more general interactive effects of sources of uncertainty, and uncertainty detection and resolution on CE and discounting.

Copyright © 2010 John Wiley & Sons, Ltd.     

Rational Hypocrisy: A Bayesian Analysis Based on Informal Argumentation and Slippery Slopes

Moral hypocrisy is typically viewed as an ethical accusation: Someone is applying different moral standards to essentially identical cases, dishonestly claiming that one action is acceptable while otherwise equivalent actions are not. We suggest that in some instances the apparent logical inconsistency stems from different evaluations of a weak argument, rather than dishonesty per se. Extending Corner, Hahn, and Oaksford's (2006) analysis of slippery slope arguments, we develop a Bayesian framework in which accusations of hypocrisy depend on inferences of shared category membership between proposed actions and previous standards, based on prior probabilities that inform the strength of competing hypotheses. Across three experiments, we demonstrate that inferences of hypocrisy increase as perceptions of the likelihood of shared category membership between precedent cases and current cases increase, that these inferences follow established principles of category induction, and that the presence of self‐serving motives increases inferences of hypocrisy independent of changes in the actions themselves. Taken together, these results demonstrate that Bayesian analyses of weak arguments may have implications for assessing moral reasoning.     

Instance‐based learning in dynamic decision making

This paper presents a learning theory pertinent to dynamic decision making (DDM) called instancebased learning theory (IBLT). IBLT proposes five learning mechanisms in the context of a decision‐making process: instance‐based knowledge, recognition‐based retrieval, adaptive strategies, necessity‐based choice, and feedback updates. IBLT suggests in DDM people learn with the accumulation and refinement of instances, containing the decision‐making situation, action, and utility of decisions. As decision makers interact with a dynamic task, they recognize a situation according to its similarity to past instances, adapt their judgment strategies from heuristic‐based to instance‐based, and refine the accumulated knowledge according to feedback on the result of their actions. The IBLT's learning mechanisms have been implemented in an ACT‐R cognitive model. Through a series of experiments, this paper shows how the IBLT's learning mechanisms closely approximate the relative trend magnitude and performance of human data. Although the cognitive model is bounded within the context of a dynamic task, the IBLT is a general theory of decision making applicable to other dynamic environments.     

Novelty as Opportunity and Risk: A Situated Cognition Analysis of Psychological Control and Novelty Seeking

Novel products present unknown opportunities as well as unknown risks. Past research suggested that low psychological control highlights risks and reduces the adoption of novel products. Consistent with a situated cognition perspective, we show that this depends on the specifics of low control. Across five studies, novelty seeking was lower after consumers thought about instances of low (vs. high) personal influence, but higher after consumers thought about instances of low (vs. high) predictability of the world. Thinking about a lack of personal influence increased the perceived importance of personal capability and in turn impaired the exploration of novel options, whereas thinking about an unpredictable world increased the perceived importance of preparedness for an unknown future and in turn the exploration of novel options. Throughout, perceiving low personal influence benefited familiar products, whereas seeing the world as unpredictable benefited novel products. This highlights that understanding consumers' responses to a lack of control requires joint consideration of the specifics of threat and task, consistent with situated cognition principles.     

Learning by Collaborative and Individual‐Based Recommendation Agents

Intelligent recommendation systems can be based on 2 basic principles: collaborative filters and individual‐based agents. In this work we examine the learning function that results from these 2 general types of learning‐smart agents. There has been significant work on the predictive properties of each type, but no work has examined the patterns in their learning from feedback over repeated trials. Using simulations, we create clusters of “consumers” with heterogeneous utility functions and errorful reservation utility thresholds. The consumers go shopping with one of the designated smart agents, receive recommendations from the agents, and purchase products they like and reject ones they do not. Based on the purchase–no purchase behavior of the consumers, agents learn about the consumers and potentially improve the quality of their recommendations. We characterize learning curves by modified exponential functions with an intercept for percentage of recommendations accepted at Trial 0, an asymptotic rate of recommendation acceptance, and a rate at which learning moves from intercept to asymptote. We compare the learning of a baseline random recommendation agent, an individual‐based logistic‐regression agent, and two types of collaborative filters that rely on K‐mean clustering (popular in most commercial applications) and nearest‐neighbor algorithms. Compared to the collaborative filtering agents, the individual agent (a) learns more slowly, initially, but performs better in the long run when the environment is stable; (b) is less negatively affected by permanent changes in the consumer's utility function; and (c) is less adversely affected by error in the reservation threshold to which consumers compare a recommended product's utility. The K‐mean agent reaches a lower asymptote but approaches it faster, reflecting a surprising stickiness of target classifications after feedback from recommendations made under initial (incorrect) hypotheses.     

Consumer ethnocentrism,cultural sensitivity,and intention to purchase local products—evidence from Vietnam

• This study empirically investigates the impacts of consumer ethnocentrism and cultural sensitivity on both imported product judgment and intention to purchase local products in the context of a developing country—Vietnam. Structural equation modeling was used to test these impacts, utilizing a sample of 549 consumers. The results show that consumer ethnocentrism is negatively related to imported product judgment and positively related to intention to purchase local products. In addition, cultural sensitivity has a positive relationship with imported product judgment but not with consumer ethnocentrism. The results also indicate that the impacts of consumer ethnocentrism on imported product judgment and on intention to purchase local products are not different in terms of product categories, gender, income, and education levels. However, differences exist between younger and older consumers.

Copyright © 2008 John Wiley & Sons, Ltd.     

情境线索对社会认知内容推断的影响

本研究考察了情境线索对社会目标不同内容维度之间的推断的影响。研究一发现,缺乏情境线索时,两个基本维度热情和能力之间呈一种正向推断。研究二发现,当情境线索明确指向高能力时,高热情描述会导致低能力推断,同时也引发了消极的行为倾向。研究三进一步考察了热情的两个子维度社交性和道德性之间的推断,结果发现描述社交性职业的社交性信息或者描述道德性职业的道德性信息时,对目标对象的整体评价和行为意愿都更为积极。本研究表明,情境的预期性线索为社会认知内容的推断提供了基本的认知框架,当信息呈现与情境预期相匹配时,更容易产生积极推断。     

情境线索对社会认知内容推断的影响

本研究考察了情境线索对社会目标不同内容维度之间的推断的影响。研究一发现,缺乏情境线索时,两个基本维度热情和能力之间呈一种正向推断。研究二发现,当情境线索明确指向高能力时,高热情描述会导致低能力推断,同时也引发了消极的行为倾向。研究三进一步考察了热情的两个子维度社交性和道德性之间的推断,结果发现描述社交性职业的社交性信息或者描述道德性职业的道德性信息时,对目标对象的整体评价和行为意愿都更为积极。本研究表明,情境的预期性线索为社会认知内容的推断提供了基本的认知框架,当信息呈现与情境预期相匹配时,更容易产生积极推断。     

When Should Consumers and Managers Trust Their Intuition?

Ambady, Krabbenhoft, Hogan, and Rosenthal (2006) demonstrated that “thin slices” or very brief observations of behavior are not only sufficient for drawing accurate automatic trait inferences, they actually improve accuracy, relative to inferences based on larger amounts of information. Too much information, too much knowledge, or too much analysis can reduce the accuracy of intuitive judgment. Who benefits most and what types of judgments benefit most from thin‐slice data? When should people trust their intuition? The answers to these questions depend on informational variables, such as feedback quality and the consequences of inferential errors (Hogarth, 2001). Evidence is reviewed suggesting that consumers and managers should trust their intuition only when high quality (frequent, prompt, and diagnostic) feedback is available and when inferential errors are consequential and therefore easy to detect.     

Keeping It Real: How Perceived Brand Authenticity Affects Product Perceptions

This article examines the effects of firm motivation (an intrinsic or extrinsic interest in their product) on perceptions of brand authenticity and anticipated product quality. Specifically, studies 1 and 2 show that an intrinsic motivation increases authenticity perceptions which, in turn, increase perceived product quality, even for negatively regarded products. Studies 3a and 3b demonstrate that motivation affects perceived product quality (through perceived authenticity) by influencing deliberate attribute‐level inferences consumers make about the product, and Study 4 demonstrates that the positive effect of intrinsic motivation (through authenticity) disappears in the presence of objective product attribute information, when such inferences are no longer necessary. These findings suggest that authenticity perceptions are malleable, and they shed light on the mechanism through which brand authenticity leads consumers to anticipate that a brand's products will be higher in quality.     

What you are confident of determines your choices in context: Confidence in yourself versus in your ability

The notion that consumers' preference is constructed by decision context is well established. Two of such salient manifestations are compromise effect and attraction effect. Although literature has explored the moderators of these effects from the perspective of a decision maker, little is known about whether a significant difference exists between the effects of individual differences as a situational state and as a stable personality. This article approaches this question by examining how specific self‐confidence and general self‐confidence shape consumer's preference for context options. Four studies find that compromise effect is greater for consumer with high specific self‐confidence, whereas attraction effect is greater for consumer with low specific self‐confidence. The two context effects are greater for consumers with low general self‐confidence only in the presence of social influence. In addition, low (vs. high) general self‐confidence strengthens (vs. weakens) the impact of specific self‐confidence on context effects under this condition. This article concludes by discussing the theoretical and practical implications of the findings.     

Effects of stimulus and contextual information on the lexical decision process

Two experiments were conducted to investigate context effects on the lexical decision process. In both experiments, observers classified letter strings as words or nonwords following the presentation of context in the form of an incomplete sentence. In Experiment 1, the predictability of congruous word stimuli and their frequency of occurrence in printed English were varied. These two factors had independent and additive effects on decision latencies. Stimulus quality, word frequency, and semantic congruity (i.e., congruous vs. incongruous) between the context and the stimulus were varied in Experiment 2. The effects of semantic congruity and word frequency on decision latencies combined additively, as did the effects of semantic congruity and stimulus quality. Two complementary mechanisms were proposed within the framework of a modified version of Becker’s verification model to account for the differential effects of single-word and sentence context priming on the lexical decision process.     

Debiasing Using Decomposition: The Case of Memory‐Based Credit Card Expense Estimates

This article develops a conceptual framework to examine how consumers incorporate memory‐based and context‐based cues in estimating past and future credit card expenses. Focusing on memory‐based information, in this framework we suggest that past credit card expenses may be recalled as holistic totals or episodic individual expenses depending on the accessibility of each form of expense. We tested the conceptual framework with 3 studies. Study 1 showed that the recency of past expenses and frequency of credit card usage moderated the extent to which past expenses were used in estimating future expenses. Study 1 also showed that self‐awareness of estimation bias affected consumers’ estimates of future expenses. Study 2 showed that a decomposition strategy (unbundling a total into subcategories), which serves to make episodic individual expenses more accessible, was effective in reducing sampling‐based bias. Study 3 provided a validity check and showed that decomposition cues reduced estimation errors and affected estimates of future expense. In this article, we demonstrate the manner in which memory‐based information is used to make estimates, and we also demonstrate the effectiveness of decomposition as a debiasing technique for past and future estimates.     

Preference for Human (vs. Robotic) Labor is Stronger in Symbolic Consumption Contexts

Advances in robotics, automation, and artificial intelligence increasingly enable firms to replace human labor with technology, thereby fundamentally transforming how goods and services are produced. From both managerial and societal points of view, it is therefore important to understand demand‐side incentives for firms to employ human labor. We begin to address this question by examining for which products and services consumers are more likely to favor human (vs. robotic) labor. In six studies, we demonstrate that consumers prefer human (vs. robotic) labor more for products with higher (vs. lower) symbolic value (e.g., when expressing something about one's beliefs and personality is of greater importance). We theorize that this is because consumers have stronger uniqueness motives in more (vs. less) symbolic consumption contexts (and associate human labor more strongly with product uniqueness). In line with this account, we demonstrate that individual differences in need for uniqueness moderate the interaction between production mode and symbolic motives and that a measure of uniqueness motives mediates the effect of consumption context on preferences for human (vs. robotic) production.     

How context shapes category inferences and attribute preference for new ambiguous products

Extant research suggests that when marketers introduce products with functions that span multiple categories, consumers tend to generate beliefs in line with only a single category. This has been regarded as a major marketing challenge because it leads consumers to ignore key attributes from the product's supplementary category. Contrary to this prediction, the authors find that because consumers tend to classify new hybrid products by contrasting them against the competitive context, attributes from the supplementary category become more salient and thus contribute greater utility in choice. The authors pit the strength of this effect against several of the most dominant and favored category cues. The results confirm that classification inferences and attribute preference for new hybrid products are highly contextual, and as such, single category inferences need not translate directly into attribute preference.