Same destination,different paths: When and how does observing others' choices and reasoning alter confidence in our own choices?

Seeing others make the same decision we do does not always increase choice confidence or tell the whole story of social influence when consumers expect to have to publically discuss their choice and reasoning. Instead, consumers' confidence in their publically stated choices can be diminished if observed others make the same choice but justify the choice using different reasoning. This effect occurs because confidence in one's own reasoning is thrown into doubt, rather than due to a desire to affiliate with the observed other. These effects are eliminated in both private choice contexts and in rejection versus selection tasks.     

Instrumental Bias in Motivated Reasoning: More When More Is Needed

Decision makers must often make judgments in an environment in which they have a strong motivation to reach a particular conclusion. While normative theory would indicate that they should use available information to make their most accurate judgment without being influenced by the conclusion or outcome it may imply, evidence from the social judgment literature suggests that motivation does bias the judgment process. Specifically, decision makers motivated to support a particular conclusion tend to adopt information processing strategies most likely to yield the desired conclusion. We propose and empirically demonstrate two extensions to the motivation literature. First, we argue that motivated reasoning isinstrumental,meaning motivated decision makers bias their judgments more or less as needed to support the desired conclusion, subject to “reasonableness” constraints. Second, we propose that motivated decision makers exhibitconfidence bolsteringand thereby remain at least as confident as non-motivated decision makers in their biased estimates. We illustrate that motivated subjects even report confidence in utilizing these estimates outside the original motivating context. We investigate motivational effects within a business context involving forecasting, strategic decision making, and new product introductions. We explore the impact of motivation on quantitative forecasts and estimates, rather than on social judgments and perceptions. In addition, we go a step beyond the judgment phase to demonstrate that motivation influences choice.     

An ethnographic study of consumer financial sophistication

Existing research profiling consumer financial sophistication has examined specific decision errors that consumers may make in financial matters. While these errors have been replicated in multiple studies over the years, most have emerged from highly controlled experimental settings or through consumer surveys that measure only specific categories of financial behavior. This paper extends existing research on financial sophistication by utilizing an ethnographic study conducted over a 5‐year time period. Results indicate that while some of the traditional categories of decision errors defined in earlier research affect consumers, decision errors not thoroughly examined in previous academic studies can have a notable and growing effect on consumers' financial decisions. Emerging categories of financial decision errors are identified, and shifts in consumers' financial behavior resulting from the financial crisis are profiled. Copyright © 2014 John Wiley & Sons, Ltd.     

Hard to decide? The effect of imagery perspective and construal level on decision difficulty

This research designed three experiments to investigate the mechanism of how imagery perspective influences decision difficulty, which increases consumers' willingness to postpone making choices based on the construal level. Studies 1, 2, and 3 demonstrated that imagining from the actor's perspective lowers one's construal level, and thus leads to greater decision difficulty and willingness to postpone making choices. In comparison, those taking the observer perspective represent things at higher construal levels and have less difficulty making decisions or willingness to postpone making choices. Moreover, the derived results showed the need for cognition to moderate the relationship between imagery perspective and construal level. The findings herein extended the physical buying situation to online consumption, providing implications for marketers to further explore consumer behavior.     

Cumulative impact neglect in processing sequential changes

We demonstrate that decision contexts that involve sequential numerical changes over time can lead to suboptimal consumer choices in both incentivized and hypothetical studies. This is because, for such changes, an earlier outcome has a cumulative effect on the final total, which consumers tend to ignore. We document the prevalence of consumers' tendency to neglect this cumulative impact when processing sequential rent increases and price discounts as consumers focus on the naïve totals and trends formed by the consecutive price changes and choose economically inferior options. We propose a nudge that helps alert consumers about the cumulative effects and decrease their tendency to fall prey to this bias. We discuss the theoretical contributions as well as the implications for consumers, managers, and policymakers.     

Being responsible versus acting responsibly: Effects of agency and risk taking on responsibility judgments

In three experimental studies, with managers and students as participants, we explore in this paper the relation between two kinds of responsibility judgments, called Responsibility 1 (R1) and Responsibility 2 (R2). Decision makers can be viewed as being more or less responsible for their choice and its consequences (R1). Their actions can also be evaluated, from a normative point of view, as instances of more or less responsible behavior (R2). Experiment 1 showed that managers who depart from the default or “normal” course of action, by choosing a new (versus familiar) alternative, changing (versus sticking to) an initial decision, or going against (versus following) the advice of a management team, are rated as more responsible (R1) for the outcomes of their decision. At the same time, they are perceived to act in a less responsible way (R2). Experiment 2 compared decision makers choosing between more or less risky options. High risk takers were held more responsible (R1) for their choice and for its consequences, but were again viewed as behaving in a less responsible way (R2) than low risk takers. In Experiment 3, participants judged decision makers who followed or opposed others' advice by choosing either a high or a low risk option. Opposing others' advice led to higher R1 and lower R2 scores, especially when choosing the high risk option, moderated by outcome (successful decisions appearing more responsible than those that went wrong). Thus R1 and R2 judgments should be distinguished as having different and sometimes even opposite determinants.     

Asserting your mind: Interruptions extremize consumer choices

Interruptions prevail in the retail environment, especially during consumer decision-making. However, scant research has examined whether and how interruptions that suspend decisions affect consumer choices. We posit that interruptions heighten the consumers' preference certainty, which leads to a choice extremity effect—consumers choose their preferred products even more and their unpreferred products even less. Six experiments provide convergent evidence for the choice extremity effect and the underlying process. Study 1a shows that interruptions lead to choice extremity with a vice product (i.e., chips). Study 1b confirms the effect in the context of incentive-compatible choices. Study 2 replicates the choice extremity effect with a virtue product (i.e., yogurts). Study 3 further tests the robustness of the effect with a decision-related interruption. Study 4 shows that preference certainty mediates the effect of interruptions on choice extremity and rules out the level of arousal and task involvement as alternative accounts. Using a moderation approach, Study 5 shows that the choice extremity effect disappears when consumers have high self-concept clarity. The present study contributes to research on interruptions, preference certainty, and consumer choices and provides implications for marketers.     

Determinants of judgments of and responses to a complaint of sexual harassment

Judgments concerning a complaint of sexual harassment focused on the perpetrator as a cause of the complaint. However, judgments of the role of the victim's characteristics as a cause of the complaint and responses to the perpetrator were influenced by the victim's feminist orientation, when there was competition between the victim and the perpetrator for a promotion, and when decision makers were male. The findings have practical implications in that they point out factors that may affect how organizational decision makers judge and respond to complaints of sexual harassment.     

The need to have an opinion as a driver of consumer choice

This research proposes that the need to have an opinion can make consumers choose less preferred options. We review literature from several disciplines indicating that holding opinions is an automatic human response associated with adaptive psychological benefits. We then theorize that when this need is activated in any domain, it can have carry‐over effects even in unrelated domains by inducing an inquisitive choice mindset and expanding consumers' consideration sets. This proposition rests on the assumption that less preferred options offer a higher experience utility, which can better satisfy the need to form opinions on a wider range of topics. Three experiments with diverse consumer and non‐consumer choices as well as various operationalizations and methodologies provide empirical evidence that priming the need to have an opinion makes consumers less likely to make choices based on their stated preferences. These results suggest that the need to have an opinion can affect consumer decision‐making in predictable and systematic ways by encouraging preference‐inconsistent choices. Theoretical and managerial implications are discussed. Copyright © 2014 John Wiley & Sons, Ltd.     

认知闭合需要、框架效应与决策偏好

在带有模糊性的决策情境中,决策者个人的认知特征会对其判断决策产生重要影响。通过实验的方法,考察了认知闭合需要和特征框架效应对个体决策偏好的影响。93名工商管理硕士（MBA）参与了实验,研究的结果支持了本研究的3个假设,即认知闭合需要与特征框架效应不仅对被试的决策偏好存在显著的影响,而且二者还存在显著的交互作用。具体来说,研究发现,在模糊情境中：高认知闭合需要的被试偏好于立刻做出决策,而低认知闭合需要的被试偏好于暂缓做出决策;接收到正向框架信息的被试偏好于立刻做出决策,而接收到负向框架信息的被试偏好于暂缓做出决策;认知闭合需要与特征框架对被试的决策偏好还存在显著的交互作用。研究结论为根据个体认知闭合需要的水平来选拔决策者、利用框架效应来影响个体的信息加工方式进而提高决策质量提供了理论依据     

Effects of service robots' anthropomorphism on consumers' attribution toward and forgiveness of service failure

We investigated the effects of service robots' anthropomorphism on consumers' attribution and forgiveness of service failure. By manipulating the levels of anthropomorphism in service robots in three experiments, we evaluated the relationship norms and involvement levels of consumers. Three contributions of our study are as follows. First, most human–robot interaction studies have focused on consumers' dissatisfaction with service robots' service failures. Unfortunately, few studies have investigated the influence of service robots' anthropomorphism levels on consumers' internal attribution and forgiveness of service failure. In the present study, we found a positive correlation between the former and the latter. The findings of this study indicate marketing managers should design their service robots to be less anthropomorphic to reduce the likelihood of consumers making an internal attribution when a service failure occurs and increase their forgiveness of service failure. In addition, to reduce the likelihood of consumers' internal attribution upon service failure, managers may ensure that their service robots explain to the consumers the cause of service failure (e.g., inability to understand consumers' requirements and robots' design-related limitations). Second, consumers' relationship norms moderate the effect of anthropomorphism level on internal attribution. Third, robot anthropomorphism is reportedly effective only when anthropomorphization occurs subconsciously.     

The Selection of Freebies and the Preference for Freebie Promotions—A Perspective on Item Characteristics

Research on consumer decision making has mainly focused on individual products; however, many products are purchased with other items as part of a promotional package. This paper explores how the characteristics (hedonic versus utilitarian) of the items in freebie promotional packages (e.g., buy one item and get a different item for free) influence consumers' preference for the promotional package. Additionally, the authors examine how the characteristics of the focal item influence consumers' choice of either a hedonic or a utilitarian freebie item. Five experiments, rooted in the concepts of consumer avoidance of overloading negative emotions and motivation to seek hedonic pleasure, show that a package with one utilitarian and one hedonic item generates higher purchase intentions and willingness to pay than a package with either two hedonic or two utilitarian items. Furthermore, consumers who purchase a hedonic (utilitarian) focal item are more likely to choose a utilitarian (hedonic) freebie. These effects exist not only in hypothetical scenarios but also in an incentive‐compatible design. Moreover, the impact of the focal item characteristics on consumer choice of freebie is moderated by acquisition format and time separation. The authors also explore the internal mechanism influencing consumers' freebie choices. The findings have significant implications for both theory and practice. Copyright © 2016 John Wiley & Sons, Ltd.     

The decoy effect as a covert influence tactic

The purpose of this research was to determine whether individuals could use the decoy effect to influence others' choices. In study 1, undergraduates (n = 50) and executive master's of business administration (EMBA) students (n = 24) read an employee selection scenario in which they were randomly assigned to prefer one of two candidates that were equal in overall attractiveness, but that had different strengths and weaknesses. They were then asked to choose one of three inferior candidates to add to the choice set that would make their preferred candidate more likely to be chosen by other decision makers. The “correct” inferior candidate was asymmetrically dominated—dominated by one of the two existing candidates, but not the other. Participants chose the “correct” decoy candidate at better than chance levels. In study 2, undergraduates and EMBA students (total n = 66) completed a set of four decision tasks, in which they were asked to choose from potential decoy alternatives that would highlight their preferred job candidate or the product they preferred to sell to a customer. Participants again chose the correct option at better than chance levels. When participants provided free‐response reasons for their choices, these responses indicated a fairly strong recognition of the influential nature of creating a dominating relationship. Implications for understanding this effect and how it may be used by hiring managers, sales personnel, and others who attempt to influence others people's decisions at work, are discussed. Copyright © 2010 John Wiley & Sons, Ltd.     

决策者的认知特征对决策过程及企业战略选择的影响

在不确定环境下,企业的最高决策者的个人特性和行为对于企业的战略决策起着关键的作用。本研究探讨决策者的认知特征对于战略决策的过程以及最终形成的战略决策的影响。研究采用情境实验法,根据某企业的实际情形编写了一个商业案例,案例提供了决策者所需要的信息,并制造出高不确定的情境。148名来自大学管理学院的学生被要求对于该案例进行分析并填写有关量表。对数据进行结构方程模型的分析后得到如下结果：决策者的认知复杂性和认知需要与他们对企业内外环境的周密分析具有显著的正向关系,而且通过后者影响到对于环境中蕴含的机会的判断,并最终影响是否进入某项业务的决策。     

Perceived brand authenticity: Examining the effects of inferred dedication and anticipated quality on consumers' purchase intentions and actual choices

This research investigates both the downstream effect of perceived brand authenticity on consumers' actual, consequential choice and the important role of inferred brand dedication in the relationship between perceived brand authenticity, anticipated quality, and purchase intentions. We also investigate the interactive effect of two source-related factors—intrinsic motivation and congruity—on consumers' brand authenticity perceptions. We present findings from three studies using different product categories (utilitarian/consumable: hand sanitizer; hedonic/consumable: chocolate; hedonic/non-consumable: sunglasses). Study 1 shows that consumers use information regarding the intrinsic motivation of those behind the brand and congruity between the brand's actions and what it represents to consumers when forming brand authenticity perceptions and that intrinsic motivation and congruity interact to increase authenticity perceptions. We anticipate that consumers' positivity toward brands perceived as authentic will extend to actual choice through anticipated quality. Study 2 demonstrates that consumers choose authentic brands over inauthentic brands above what chance would dictate and anticipated quality can forecast this choice. Next, we extend our collective process knowledge by exploring an underlying reason why consumers anticipate that brands presented through marketing communications as authentic will have higher quality. We suggest that when managers present brands as authentic, consumers infer greater dedication of those behind the brand and inferred dedication influences anticipated product quality. Study 3 provides support and uncovers a serial mediation process, highlighting the importance of inferred dedication. Specifically, perceived brand authenticity increases consumers' brand dedication inferences, which in turn increases anticipated product quality, and ultimately purchase intentions.     

Better Safe than Sorry: Risking Irresponsibility by Seeking Uncertainty

Research findings differ as to whether choosing a risky option is an efficient strategy for decision makers seeking to avoid responsibility for potential failures. A risky choice may leave the final outcome to chance factors, but the decision maker can still be held responsible for choosing risk. Further, it is unclear whether a risky choice is a responsible choice. The present article investigates the putative relationship between risk‐taking and responsibility by drawing a distinction between being responsible for the outcome (R1) versus acting responsibly (R2). Four experiments were performed, in which participants were presented with scenarios describing decision makers facing a choice between a risky (uncertain) option and a riskless (certain) option, framed in terms of losses or equivalent gains. The results showed that decision makers who chose the risky alternative were judged to have acted in a less responsible manner (R2), while still being held equally responsible for the outcome (R1), unless they were ignorant of the risks involved. Choosing risk did not absolve decision makers from blame, despite being less causal and less in control than those who chose the riskless option. Risky decision makers were also judged to be more personally involved. The dissociation between R1 and R2 ratings confirms earlier findings and serves to clarify an alleged relationship between risky choices and responsibility aversion. Framing effects for own choices were found in both scenarios. In contrast, responsibility ratings were only slightly affected by frame. Copyright © 2017 John Wiley & Sons, Ltd.     

Decision-making processes of youth

Research supports the theory that after administrators make a decision, feedback, both positive and negative, and also the administrators' perceived security vis-à-vis their position affect their level of commitment to a course of action. However, this research fails to recognize that subjects of college age playing administrators in the simulated, experimental treatments which have been presented in the research had nothing personally to lose if they made a bad decision--an orientation contradictory to the reality of most actual administrative positions. Additionally, the research ignores the interactional effects of the personality of decision makers in terms of their anxiety levels and the judgments they make. This study took both of these considerations into account by creating a decision-making situation within which prospective administrators made monetary commitments to long-term goals while their anxiety level, both as a basic personality attribute and an index of the reality of the decision-making process, was monitored under conditions of varying levels of job insecurity and resistance to their policies in relation to their decisions. Analyses revealed that contrary to the results of past research which used college students as subjects: (1) there is a significant negative correlation between levels of anxiety and commitments to previously chosen courses of action; (2) there are no significant effects of job security on commitment; and, most importantly, (3) high resistance to a policy decision leads to significantly less monetary commitments to long-term goals. The findings suggest that the basis for the contradictory results lies with the anxiety level of decision makers and the realism of experiencing a loss by making poor decisions.     

The effect of acculturation and ethnic identification on consumer disidentification and consumption: An investigation of U.S. Hispanics

This study examines the antecedents and outcomes of consumer disidentification (CDI) among immigrants and the role that cultural change plays in affecting this consumer orientation. Specifically, it explores the effect of acculturation and ethnic identification on host nation sentiments (i.e., host nation identification, disidentification, and affinity) and how the latter influence CDI. Then, it assesses the effect of CDI on consumer behaviors including product quality judgments and willingness to buy products originating in the host country. Survey data from a convenience sample of 555 adults of Cuban and Puerto Rican origin, who live in the USA, confirm that disidentification with the host nation is the basis of CDI. Acculturation is the process through which disidentification with the host nation and the resulting CDI can be mitigated. However, ethnic identification shows inconsistencies in affecting consumers' sentiments toward the host nation and CDI. While CDI is negatively related to consumers' willingness to buy domestic products, it does not seem to affect consumers' willingness to buy domestic products through their product quality judgments. Practically, this study facilitates strategic marketing decisions that are related to the presentation of country‐of‐origin (COO) product attributes in marketing communication and branding campaigns. This study is one of the few empirical studies on CDI, and it focuses on COO effects of domestic rather than foreign products among subcultures within national boundaries. Understanding COO effects among subnational cultural consumers is of primary importance given the ever‐increasing ethnic diversification of consumer markets.