The Perils of Pondering: Intuition and Thin Slice Judgments

Intuitive processing is critical for effective social and interpersonal interactions. Previous work has found that people are able to form accurate impressions that predict certain ecologically valid outcomes from brief observations or “thin slices” of behavior. This article discusses theoretical and empirical work showing that thin slice judgments are intuitive and efficient. Thin slice judgments can be made accurately even under conditions of distraction. Moreover, such judgments are impeded by tasks that interfere with the intuitive process. Thin slice judgments are impeded by tasks involving deliberation such as reasons analyses tasks. Thus, impressionistic, evaluative thin slice judgments seem to be intuitive.     

The 30‐Sec Sale: Using Thin‐Slice Judgments to Evaluate Sales Effectiveness

A successful sale depends on a customer's perception of the salesperson's personality, motivations, trustworthiness, and affect. Person perception research has shown that consistent and accurate assessments of these traits can be made based on very brief observations, or “thin slices.” Thus, examining impressions based on thin slices offers an effective approach to study how perceptions of salespeople translate into real‐world results, such as sales performance and customer satisfaction. The literature on the accuracy of thin‐slice judgments is briefly reviewed. Then, 2 studies are presented that investigated the predictive validity of judgments of salespeople based on thin slices of the vocal channel. Participants rated 20‐sec audio clips extracted from interviews with a sample of sales managers, on variables gauging interpersonal skills, task‐related skills, and anxiety. Results supported the hypothesis that observability of the rated variable is a key determinant in the criterion validity of thin‐slice judgments. Implications for the use of thin‐slice judgments in salesperson selection and customer satisfaction are discussed.     

Mood Effects on Attitudes,Perceived Risk and Choice: Moderators and Mediators

How and when positive and negative moods affect attitudes, risk perceptions, and choice is a problem that interests both consumer researchers and practitioners. We propose that the extent of constructive processing moderates mood effects with stronger effects when constructive processing is higher. In addition, we propose that when consumers have unrestricted versus constrained processing resources, moods are more likely to operate through affect priming and less likely to operate through the affect‐as‐information process. The results from 3 experiments support these hypotheses. We discuss implications of the findings for models of how affect influences judgments and directions for future research.     

Let the Clips Fall Where They May

Personality research has fueled debate over whether human judgment should be characterized as accurate or error‐prone. Research from the thin‐slice tradition suggests that a degree of accuracy can be obtained when least expected. Consumer psychologists tempted to join the debate may be better served by identifying the contexts under which accuracy is most likely and least likely to be observed and by exploring the causal mechanisms underlying each outcome. In so doing, the substantive scope of consumer research may be expanded to include decision contexts that have been largely ignored but are of considerable importance. Moreover, decision processes may be illuminated that can inform the more useful debate over deliberative versus nondeliberative decision making.     

Towards Dimensionalizing Warranty Information: The Role of Consumer Costs of Warranty Redemption

Firms routinely offer warranties, often as attempts to differentiate their offerings from those of competitors. Despite this practice common to virtually every consumer durable category, extant research has been inconclusive regarding the effect of warranties on quality judgments. One potential limitation of these prior investigations is the failure to model a key element of a product warranty—consumer‐side transaction costs associated with warranty redemption. In this article, we introduce the role of consumer‐side transaction costs associated with warranty redemption and examine the joint impact of warranty length and warranty redemption costs for brand names of varying strength on consumers’ judgments of product quality. Two experiments show that warranty length signals security but not quality, and that perceived quality increases as consumers’ warranty redemption costs decrease, provided that the warranty length is short. Different dimensions or aspects of warranties have different effects on perceived quality. The implications of the results for understanding conflicting findings in the warranty‐quality literature are discussed.     

The Use of Cues Depends on Goals: Store Reputation Affects Product Judgments When Social Identity Goals Are Salient

The role that a given cue plays in consumer judgments depends on the motive that is salient for the consumer. We focus on store reputation as a cue whose utilization can depend on salient goals. Research has suggested that store reputation does not influence product judgments when brand and price information are available. In 3 experiments, however, we show that when social identity goals are salient or are perceived as relevant to the product, store reputation (because it conveys image‐relevant information) is used in evaluations of product quality. Specifically, store reputation has an impact on product judgments when either (a) consumers’ social‐image goals are directly heightened or (b) an interdependent self‐construal, characterized by a greater concern with social identity, is salient. The role of product type in moderating these effects is also examined.     

The malleable bicultural consumer: effects of cultural contexts on aesthetic judgments

• Grounded in the cognitive framework of processing fluency, this study proposes further support for the experiential perspective in aesthetics by positing that aesthetic response to the same object may be malleable, depending on how the symbolic properties of the object interact with different cultural contexts which either facilitate or debilitate the processing experience of the perceiver. The study employed an Internet experiment to test the hypotheses among 105 female Hispanic college‐aged students enrolled at a large midwestern university. The findings revealed that symbolic attributes of products interact with cultural contexts to affect aesthetic judgments of (Hispanic) consumers. Aesthetic judgments were more positive when evaluating culturally symbolic product attributes after exposure to congruent contextual cues that facilitate fluent processing. The study furnishes support for the impact of environment/context on consumer behavior and aesthetic judgment, thus establishing further support for the cognitive framework of conceptual fluency in explaining aesthetic response. The study also contributes to recent literature on “frame‐switching” among bicultural consumers by suggesting that these consumers navigate between competing cultural frames in response to visual primes, with resultant shifts in aesthetic judgments. Important marketing insights emerge from these findings.

Copyright © 2009 John Wiley & Sons, Ltd.     

Preference Consistency and Preference Strength: Processing and Judgmental issues1

Recent research in motivated reasoning has examined processing of information that is consistent or inconsistent with one's preferences. This paper extends the work by examining the micro‐processes of the processing of such information. In addition, it examines the moderating impact of preference strength and argument quality on processing of and judgments associated with preference‐consistent and preference‐inconsistent information. Across 2 studies, evidence was obtained suggesting that preference‐inconsistent information is processed in greater depth as well as in a more biased manner. Findings are also reported indicating that when preferences are weak, people are less resistant to changing their preferences, particularly when exposed to strong arguments accompanying preference‐inconsistent information. Implications for comparative advertising in a consumer marketing context are discussed.     

Self‐Image Motives and Consumer Behavior: How Sacrosanct Self‐Beliefs Sway Preferences in the Marketplace

This article reviews social cognitive research suggesting that people shape their beliefs and judgments of the social world to maintain sacrosanct beliefs of the self as a capable, lovable, and moral individual. This article then argues that consumer behavior might similarly be designed to bolster positive self‐views and then discusses the potential role played by these self‐image motives in recently documented consumer behavior phenomena (e.g., endowment, compensation, affirmation, and licensing effects). This article then articulates some questions for future research if one presumes that consumer decision making, at least in part, strives to harmonize preferences with bedrock beliefs that the self is an able and principled person.     

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.     

Strategic and Nonstrategic Information Acquisition

Communication researchers routinely assume that information seeking is a strategic, goaldirected process; however, several domains of theory and research suggest that potentially consequential information may be acquired nonstrategically. Dual‐process theories and research concerned with automaticity and the role conceptual short‐term memory (CSTM) plays in visual information processing are used to illustrate both the ubiquity of nonstrategic information acquisition and its potential consequences on judgments and behavior. Theoretical and methodological implications of nonstrategic information acquisition for the study of information seeking are discussed.     

Effects of Interruptions on Consumer Online Decision Processes

The growth of e‐commerce and its attendant new technology features has increased interactivity in consumer information processing and decision‐making processes. The pull and push of information can be both more personalized and more commonly used. The ease of pushing information may lead to interruptions in consumer information processing that are more pronounced than those experienced in non‐Internet environments. Our study investigated the impact of interruption frequency, timing, and content and the moderating effects of consumer knowledge, control, and goal type on time spent on the decision task as well as satisfaction with the decision process and the choice. Our results show that the right configuration of interruptions may lead to increased online viewing time, whereas ill‐designed interruptions may be detrimental.     

The Role of Abstract and Specific Knowledge in the Formation of Product Judgments: An Analogical Learning Perspective

Prior research has assumed that existing knowledge exerts its influence on consumer judgments primarily through abstract knowledge structures. Consequently, little attention has been given to the possibility that judgments may, under certain circumstances, be influenced by knowledge associated with more specific knowledge structures. This article examines the factors responsible for determining the impact of abstract versus specific knowledge on consumer judgments. Based on the Consumer Learning by Analogy model (CLA model; Gregan‐Paxton & John, 1997), it is argued that the relative influence of abstract and specific knowledge is a function of (a) the relation between the new product and existing knowledge and (b) the nature of consumer's knowledge. These ideas were tested in a series of experiments in which participants were required to judge a new product that varied in its relation to an existing product or brand. In this context, the influence of specific knowledge was most evident when participants were able to construct an attribute mapping, but not a relational mapping, to link the novel product to a familiar brand exemplar. When it was possible to construct a relational mapping, a more abstract knowledge structure, such as a schema, was retrieved and used as the basis of product judgments.     

Deliberative and Automatic Bases of Suspicion: Empirical Evidence of the Sinister Attribution Error

This research explores perceptions of interpersonal influence in the form of flattery that occurs in a consumer retail setting. Across 4 experiments, results demonstrate empirical evidence of a sinister attribution error (Kramer, 1994), as consumer reactions to flattery were more negative than warranted by the situation. Results across 3 experiments demonstrated that there are 2 types of information processing occurring when consumers make trust judgments in response to flattery. Depending on when flattery occurs, consumers engage in either automatic or deliberative processing of information provided by the sales context. The final experiment further suggests that the automatic processing occurred through categorization based on social cues.     

The pleasure of possessions: affective influences and personality in the evaluation of consumer items

What is the role of affect in the way people perceive and evaluate their material possessions? Participants induced to feel good or bad estimated the subjective and objective value of a number of consumer items they owned or wanted to own. Participants also completed the Openness to Feelings (OF) scale. As expected, mood had no effect on objective evaluations. However, we found a significant interaction between personality (OF) and mood on subjective evaluations. Individuals scoring high on OF showed a clear mood congruent pattern: They made more positive evaluations of consumer items when in a positive rather than negative mood. In contrast, people scoring low on OF showed an opposite, mood‐incongruent bias. Openness to Feelings moderated the mood effects regardless of whether the mood was induced using an autobiographical or a video mood induction procedure, and regardless of whether the items were owned or merely desired. The results are interpreted in terms of the cognitive mechanisms responsible for mood effects on consumer judgments, and the role of personality variables in moderating these effects is discussed. The implications of the findings for contemporary affect‐cognition theories, and for our understanding of the variables influencing consumer judgments are considered. Copyright © 2000 John Wiley & Sons, Ltd.     

Lay theories of self‐control influence judgments of individuals who have failed at self‐control

Individuals who have failed at self‐control are often the targets of negative social judgments. We suggest that in some circumstances, individual differences in lay theories regarding self‐control may help account for these reactions. Specifically, people may believe that the ability to exert self‐control is either a fixed quantity (entity theory) or a malleable quantity (incremental theory), and these beliefs may influence their social judgments. In the current investigation, we found that whether lay theories of self‐control were measured or manipulated, entity views of self‐control predicted more negative judgments about a target whose self‐control failure was made salient.     

Price‐Matching Guarantees and Consumer Evaluations of Price Information

In 3 experiments, we show that price‐matching guarantees affect the process through which consumers translate price information into subjective judgments. In Experiment 1, we find that price‐matching guarantees appear to change the standard used in price evaluation by raising consumers’ estimates of the lowest and average prices in the market. This leads consumers to perceive products and stores that offer price‐matching guarantees as less expensive. In Experiment 2, we show that evaluations of product price information are affected by the presence of a price‐matching guarantee only when consumers do not know the range of market prices. In Experiment 3, we extend these findings to show that consumer evaluations of the cost of products in a store, inferred on the basis of store characteristics, are also influenced by the presence of a price‐matching guarantee.     

Order effects and memory for evidence in individual versus group decision making in auditing

Sequential processing of evidence may lead to recency effect, a potential bias in judgment. The present research seeks to extend the literature on recency effects by assessing the potential moderating influence of team work: whether group decision making moderates the severity of recency effects predicted by Hogarth and Einhorn (1992), and whether group processing influences the accuracy of, and confidence in memory for evidence. Experienced auditors from a Big‐6 accounting firm made audit judgments, either individually or as groups. They were randomly assigned to one of two levels of evidence presentation order. After performing the judgment task, participants completed two evidence recognition tests. Consistent with prior findings, recency effects on judgments were observed, but only for individuals. Group judgments or audit reports were not affected by recency. Order effects, however, did not translate into different choices of audit reports, and did not persist in memories of either individuals or groups. As expected, group memory was more accurate than individual memory and groups were more confident than individuals. Overall, confidence in accurate memories was greater than in inaccurate ones. Copyright © 1999 John Wiley & Sons, Ltd.     

Goal‐Derived Categories: The Role of Personal and Situational Goals in Category Representations

Prior research often emphasized a stimulus‐based or bottom‐up view of product category representations. In contrast, we emphasize a more purposeful, top‐down perspective and examine categories that consumers might construct in the service of salient (i.e., highly accessible) goals. Specifically, we investigate how the point of view imposed by salient consumer goals might affect category representations assessed by participants’ similarity judgments of food products. A key factor in our study is that we examine both individual and situational sources of variability in goal salience. In addition, we also vary the surface‐level, visual resemblance of the stimulus pairs of foods used in the study. The results suggest that personal goals (e.g., health) and situational goals (e.g., convenience) act in conjunction and exert a systematic impact on category representations. Both types of goals, when salient, enhanced the perceived similarity of goal‐appropriate products and reduced the similarity of product pairs when only one product was ideal for the particular goal. The similarity‐enhancing effect was most pronounced when the surface resemblance between the products was low, and the similarity‐diminishing effect was more apparent when surface resemblance was high. Implications are discussed for current theoretical assumptions regarding categorization in consumer research.     

Assuring me that it is as ‘Good as New’ just makes me think about how someone else used it. Examining consumer reaction toward marketer‐provided information about secondhand goods

The current study explores consumer reaction to marketer‐provided information regarding secondhand products. Contamination fears and repugnance have not been addressed at length in consumer research. This study seeks to understand why consumers react negatively to used goods from a perspective of the Accessibility and Diagnosticity of information, addressing the issue of consumer reaction elicited by information about contamination of those goods by others. Specifically, it looks at the process of information processing in consumer reaction to marketer‐provided information, assuring them that secondhand goods are as good as new. Two studies were done to determine the difference in consumer reaction to information about a pair of pants between three conditions: used pants, used pants with assurance that they are as good as new and new pants. Results find that consumers may react negatively to positive marketer‐provided information, even if they believe it. Even though marketer‐provided information can persuade consumers to believe that a secondhand product is as good as new, consumer reaction is more negative than if consumers saw no such information. Negative emotions revolving around perceived contamination are elicited by this information that influences consumer reaction seemingly independent of beliefs about used goods. These results have implications for understanding the impact of information processing on consumer reaction to secondhand goods and to marketing communications in general. Copyright © 2016 John Wiley & Sons, Ltd.