Consumer affects when making undesirable purchases to meet the minimum purchase requirement: Decision‐related variables as moderators

One common type of sales promotion involves a minimum purchase requirement (MinPR), where customers must purchase at least a minimum number of products to enjoy a discount. In the process of making purchases to qualify for the discount, consumers may find their first‐choice product options or have to settle for products that they did not originally prefer. Three between‐subjects experiments examines whether, in various decision situations, counterfactual thinking (CFT) might bias individuals' emotions in response to desirable versus undesirable purchases. Study 1 demonstrates that participants who made undesirable purchases to meet the MinPR felt less satisfied with the purchase outcome precipitated by upward CFT, whereas downward CFT led to feelings of pleasure in participants who could find their first‐choice product options. Studies 2 and 3 find that counterfactual emotions of undesirable purchases were more pronounced when participants experienced a difficult decision process because of a narrow promotion scope or when time pressure, manipulated in terms of explicit deadlines, is heavy rather than light, respectively. On the contrary, participants' responses to desirable purchases did not vary as a function of decision difficulty or time pressure.     

Unplanned grocery purchases: the influence of the shopping‐trip type revisited

• The share of unplanned purchases is an important measure for marketers. For instance, marketers need to know if purchases are planned or unplanned to allocate their marketing resources efficiently. Furthermore, the share of unplanned purchases could be seen as an indicator of how efficient marketers are in communicating with their customers in the stores (even if the in‐store marketer is not the only one influencing in‐store decision making.) A frequent assumption in the marketing literature is that the share of unplanned purchases increases with the size of the purchase. This paper questions this assumption by approaching the issue from a perspective that views the shopping trip as either a (more or less) contingency‐dependent construction or as the execution of a well‐defined behavior. Larger (major) trips are hypothesized and found to be more well defined, whereas smaller (fill‐in) trips are found to be largely contingency‐dependent constructions.

Copyright © 2009 John Wiley & Sons, Ltd.     

‘Beauty is in the eye of the beer holder’: People who think they are drunk also think they are attractive

This research examines the role of alcohol consumption on self‐perceived attractiveness. Study 1, carried out in a barroom (N= 19), showed that the more alcoholic drinks customers consumed, the more attractive they thought they were. In Study 2, 94 non‐student participants in a bogus taste‐test study were given either an alcoholic beverage (target BAL [blood alcohol level]= 0.10 g/100 ml) or a non‐alcoholic beverage, with half of each group believing they had consumed alcohol and half believing they had not (balanced placebo design). After consuming beverages, they delivered a speech and rated how attractive, bright, original, and funny they thought they were. The speeches were videotaped and rated by 22 independent judges. Results showed that participants who thought they had consumed alcohol gave themselves more positive self‐evaluations. However, ratings from independent judges showed that this boost in self‐evaluation was unrelated to actual performance.     

The influence of caloric information on cafeteria food choices

We evaluated the effect of posting caloric information on food purchases at a cafeteria. Purchases of more than 14,300 entrees, vegetables, and salads by 6,970 customers were unobtrusively monitored via the cash register inventory control system during 15 evening observations. A quasi-multiple-baseline design across food groups was used to test the additive effect of labeling the three lowest caloric choices for vegetables, salads, and entrees. A linear logit analysis confirmed that labeling increased the probability of low calorie selections for vegetables and salads, but not for entrees. Observations of meals purchased by a subsample of 413 customers indicated labeling did not change the total caloric content of meals. The number of customers and total sales per evening were unaffected by the labeling intervention. The results suggest that manipulating environmental cues may be an effective method for changing food purchases in a cafeteria, but labeling individual items may not be the best way to decrease total calories purchased.     

适合汉语全拼输入的提示性软键盘的研发与验证

本研究设计了两种基于汉语全拼输入的提示性软键盘:加粗加黑和颜色提示,并通过实证性研究验证了这两种提示性软键盘对汉字输入绩效的影响。结果表明,两种提示性软键盘均优于非提示性软键盘,在打字速度、使用方便程度、喜爱程度和总体评价上均更好,加粗加黑提示性软键盘还显著提升了输入正确率。该结果为基于汉字输入的提示性软键盘的研发和使用提供了科学依据和数据支持,也将为相关键盘的投入市场做出贡献。     

TEACHING A STUDENT WITH AUTISM TO MAKE VERBAL INITIATIONS: EFFECTS OF A TACTILE PROMPT

This study examined the effects of a tactile prompting device (the Gentle Reminder) as a prompt for a student with autism to make verbal initiations about his play activities. A multiphase multielement design was used to assess the effects of the device in prompting initiations toward an adult in three different play contexts. Follow-up probes were conducted during cooperative learning activities with typically developing peers in the student's regular education class. The results suggest that the device serves as an effective, unobtrusive prompt for verbal initiations during play contexts and during cooperative learning activities.     

Effects of context in judgments of sweetness and pleasantness

Dramatic effects of the immediate stimulus context were demonstrated for ratings of sweetness and also for ratings of pleasantness of soft drinks containing different concentrations of sucrose. The same drinks were rated sweeter when the lower concentrations were presented more frequently, less sweet when the higher concentrations were presented more frequently. A quasi-normal distribution of frequencies yielded ratings falling between the two skewed distributions. Ratings of sweetness were accurately predicted by Parducci’s (1974) range-frequency model of judgment, which was originally developed to explain contextual effects in other psychophysical dimensions. Ratings of pleasantness were also affected by context; the highest ratings were assigned to concentrations of intermediate sweetness in their respective contexts.     

BEHAVIOR ANALYSIS APPLIED TO ENVIRONMENTAL/ECOLOGICAL PROBLEMS; A REVIEW1

Recent applications of operant technology, including the manipulation of environmental conditions and response consequences, have been directed toward the improvement of man-environment relations. This document summarizes the research designs, procedures, results, and conclusions of these recent behavioral interventions for ecological rebalance. Each of the 32 studies reviewed was undertaken since 1970; all studies were relatively successful in changing the probability of an ecology-related response; all studies incorporated basic methodologies applicable for large-scale, community programs; most of the investigations were conducted in field settings (e.g., college campuses, grocery stores, mobile-trailer parks, homes, movie theaters, public campgrounds, and a football stadium). Several of the studies are as yet unpublished. Sources for receiving documentation of the unpublished research are provided in this document. About 50% of the investigations reviewed were designed to influence behaviors related to environmental litter; the others were of behavior-modification programs that substantially increased bus-ridership, decreased lawn-trampling, promoted the purchase of drinks in returnable rather than throwaway containers, initiated a recycling process, or reduced energy consumption. Essentially, the interventions were either preventive in nature (i.e., designed to discourage environment-destructive behaviors before they occur), or remedial (i.e., designed to encourage behaviors that correct an existing environmental problem). Usually, the preventive measures emphasized responses priming (or prompting), while the corrective measures applied some form of positive reinforcement. Response priming was accomplished with modelling techniques, or with written and/or verbal prompts presented either publicly or on a personal, one-to-one basis. Among the positive reinforcement procedures were field applications of token economies, lottery systems, feedback programming, and intergroup contests, as well as individual contingency contracting. Some experimental designs provided for comparisons between the behavioral effects of response priming and positive reinforcement.     

Comparison of simultaneous prompting and constant time delay procedures in teaching sight words to elementary students with moderate mental retardation

Simultaneous prompting (a type of antecedent prompt and test procedure) and constant time delay were compared with four students with moderate mental retardation learning expressive sight words. A parallel treatments design across word sets and replicated across students was used. For acquisition, the simultaneous prompting procedures required fewer trials, sessions, and training time to criterion and resulted in fewer student errors during daily probe and training sessions. However, maintenance data indicated mixed results across the two procedures. Reliability data (both dependent and independent variables) revealed no differences between the two procedures in terms of the teacher's accuracy in recording student responses and implementing each procedure. Future research issues are discussed.     

Perceived consequences of drinking caffeinated beverages

A survey of 238 college students indicated that those who prefer to drink caffeine containing drinks maintain different perceptions about the negative and positive consequences of drinking caffeinated drinks from those who do not prefer to drink caffeinated drinks. 154 of the students reported that the last soft drink they consumed was caffeinated.     

Investing in the real me: Preference for experiential to material purchases driven by the motivation to search for true self-knowledge

One mechanism underlying the hedonic benefits of experiential purchases is that one’s core self is more centrally reflected in experiential purchases. However, little is known about whether people consume experiential purchases as a means of discovering their true self. The present research explored the possibility that people value experiential purchases as a potential tool for understanding their true self. Consistent with the hypothesis, Study 1 demonstrated that experiential purchases were perceived to be a more valuable source of gaining knowledge about one’s true self compared to material purchases. Using correlational methods, Study 2 found that the motivation to search for true self-knowledge positively predicted preference for experiential purchases over material purchases. Finally, Study 3 showed a causal effect of motivation to search for true self-knowledge on a tendency to prefer experiential purchases to material purchases. Implications and future directions for well-being research and marketing are discussed.     

The Influence of Observed Alcohol Consumption on Perceptions of Initiation of Sexual Activity in a College Dating Situation

Corcoran and Bell (1990) found differences between men and women's expectancies for the likelihood of sexual intercourse on a first date depending on how much the other had to drink. The present study examined the subjects' perceptions of likelihood of male and female initiation of sexual intercourse in a story in which the drinking of male or female characters was varied. Subjects read a story of a first date in which one character. either the male or female, consumed a couple of cocktails. The other character either "also had a couple of cocktails.""drank soft drinks," or "became slightly intoxicated." A manipulation check showed that the subjects were responding to story variables in their ratings of characters intoxication. Men were perceived to be more likely than women to initiate intercourse across all drinking conditions, although results indicate that all subjects believed that sexual activity was more likely to be initiated when story characters consumed alcohol rather than soft drinks. These results further demonstrated that this expectancy for initiation of sex appears to be triggered by the presence of alcohol and did not significantly increase for a higher dose of alcohol. More research is necessary to clarify the role of alcohol in sexuality among adolescents and young adults.     

Charting as a Multipurpose Treatment Intervention for Family Therapy

This paper discusses the behavior modification technique of charting as a double-bind communication. Though the procedure was initially employed as a step in demonstrating operant conditioning ( 7 ) and later in diagnosis of the antecedents and consequences maintaining undesired behavior ( 8 ), it also proved one of the more powerful therapeutic interventions. Literature reviews on treatment programs for obesity ( 6 ) and behavioral approaches to marital therapy ( 2 ) support this contention. Its efficacy can be explained by integrating the viewpoints of behaviorist and family therapy approaches espoused by Haley ( 4 ) and Weakland et al . ( 9 ). Following are brief case reports in which charting resulted in quick and sometimes dramatic change.     

Comparison of longitudinal phenotypes based on alternate heavy drinking cut scores: a systematic comparison of trajectory approaches III.

The goal of the present study was to empirically determine the effect of employing different cut scores for frequency of heavy episodic drinking (HED; an often-used indicator of problematic alcohol involvement) within a longitudinal framework. Using data from a large prospective (9-wave) college student sample, the authors used latent class growth analyses to characterize developmental trajectories of HED based on alternate cut scores that varied in frequency of HED (defined by 5+ drinks per occasion), as well as to measure very heavy episodic drinking (12+ drinks per occasion). As cut score severity increased and base rates for HED correspondingly decreased, individuals were increasingly categorized into less severe classes. Concordance between trajectories ranged from small to moderate, with concordance using highly discrepant definitions of frequent HED being particularly low. HED trajectories based upon different cut scores were validated against a range of etiological and consequential correlates. No single cut score was superior to others in explaining variance in external validity indicators, suggesting that the choice of cut score should be based upon theoretical and clinical considerations. This study further extends the authors' prior work examining the effects of methodological factors that are critical to characterizing the developmental course of alcohol involvement.     

默认选项助推老年人意外伤害险在线购买

老年人意外伤害保险作为应对人口老龄化带来的意外风险的措施之一,能够有效缓解老年人意外伤害给其和家庭造成的经济负担。然而该险种购买不足的现状有可能影响其持续运营。本研究试图通过四个子研究探讨默认选项的助推方式是否能够促进老年人意外伤害险在线购买额。研究1通过实际销售数据分析,研究2~4通过实验发现:把默认选项设置在最高份数上能够有效地促进保险的购买份额。研究表明应用行为科学的发现可以有效促进公共政策的实施。     

The effects of retention intervals on self- and proxy reports of purchases

Two studies explored underlying differences between self- and proxy reports and determining whether proxy reporters process and retrieve information the same way self-reporters do. In both studies, participants recorded their own and a target person's incidental purchases for two weeks and then returned, either immediately or one-week after the diary-keeping period, for two recall tests. These tests pertained to self- and proxy purchases. The reported items were scored against the recorded ones. In Study 1, the data indicate that proxies tend to recall more typical events than do self-reporters immediately following the diary-keeping period. However, after a delay of one week, both proxy and self-reporters tended to report typical items. These findings suggest that, at least initially, self- and proxy reporters process the information differently but that after one week they process it similarly. Study 2 employed a method that was identical to that of Study 1 except that participants were given a recognition test. The verbal protocols from the recognition test indicate that participants used different strategies to determine who made the purchase. Whereas participants focused on perceptual details surrounding the event when identifying their own purchases, proxies engaged in various strategies to identify their spouses' purchases.     

The effects of retention intervals on self- and proxy reports of purchases

Two studies explored underlying differences between self- and proxy reports and determining whether proxy reporters process and retrieve information the same way self-reporters do. In both studies, participants recorded their own and a target person's incidental purchases for two weeks and then returned, either immediately or one-week after the diary-keeping period, for two recall tests. These tests pertained to self-and proxy purchases. The reported items were scored against the recorded ones. In Study 1, the data indicate that proxies tend to recall more typical events than do self-reporters immediately following the diary-keeping period. However, after a delay of one week, both proxy and self-reporters tended to report typical items. These findings suggest that, at least initially, self- and proxy reporters process the information differently but that after one week they process it similarly. Study 2 employed a method that was identical to that of Study 1 except that participants were given a recognition test. The verbal protocols from the recognition test indicate that participants used different strategies to determine who made the purchase. Whereas participants focused on perceptual details surrounding the event when identifying their own purchases, proxies engaged in various strategies to identify their spouses' purchases.     

Cross-category revenue spillover in brand extensions: The role of within-category experience

Building on signaling theory, the current research proposes an empirical framework to help firms understand the degree to which cross-category purchases affect the revenue generated for each category and how within-category purchases influence the cross-category spillover effects. The framework is applied to novel individual-level, cross-sectional, and time-series transaction details from a leading lifestyle conglomerate in the Middle East. The empirical results provide strong support for the presence of revenue spillover across multiple categories of brand extensions, with the spillover being more pronounced in categories in which customers have infrequently purchased and thus had less within-category experience. These results add to the ongoing stream of research on brand extensions by offering evidence that both within- and cross-category learning play a significant role in revenue generation from brand extensions for multi-product or service firms.     

Behavioral contrast in competitive and noncompetitive environments

Three experiments examined the effects of opportunities for an alternative response (drinking) on positive behavioral contrast of rats' food-reinforced bar pressing. In both Experiments 1 and 2 the baseline multiple variable-interval schedules were rich (variable interval 10-s), and contrast was examined both with and without a water bottle present. In Experiment 1, the rats were not water deprived. When one component of the multiple schedule was changed to extinction, the rate of bar pressing increased in the constant component (positive behavioral contrast). The magnitude of contrast was larger when the bottle was absent than when it was present, as predicted by the matching law. Drinking did not shift from the constant variable-interval component to the extinction component, as might have been expected from competition theory. In Experiment 2, the rats were water deprived. Contrast was larger when the bottle was present than when it was absent, and drinking did shift to the extinction component, as predicted by competition theory. In Experiment 3, water-deprived rats responded on leaner multiple variable-interval schedules (60-s) in the presence of a water bottle. When one component was changed to extinction, contrast did not occur, and drinking did not shift to the extinction component. The present results suggest that there are at least two different sources of behavioral contrast: “competitive” contrast, observed when an alternative response occurs with high probability, and “noncompetitive” contrast, observed when an alternative response occurs with low probability. The results, in conjunction with earlier studies, also suggest that the form of the alternative response and the rate of food reinforcement provided by the multiple schedule combine to determine the amount of contrast.