Package size and perceived quality: The intervening role of unit price perceptions

This research examines how package size can influence quality judgments for packaged goods, and also identifies a price-based mechanism for the observed size–quality relationship. Results from several studies show that a product in a smaller package is rated more favorably than the equivalent product in a larger package. Further, this effect is due to the smaller package being associated with a higher unit price (despite having a lower overall price), which suggests that unit price information is more diagnostic than overall price information when forming judgments of product quality. We also find a theoretically-derived reversal of this effect under conditions in which the greater diagnosticity of unit price is overwhelmed by its lower ease of use. Namely, when overall price is the only explicitly-provided price cue and consumers are too distracted to estimate unit price, a larger package is now rated as being better. Finally, two concluding studies examine the downstream consequences of changes in package size, building off our basic conceptualization to document effects on product choice as well as consumption experience.     

Consumer responses to brand elimination: An attributional perspective

While research on innovation and new product development abounds in the literature, studies on firms deleting brands from their portfolio are virtually non-existent. This paper provides a pioneering examination of how brand elimination might influence consumer evaluations of the firm. As compared to a widely-held belief that brand elimination would adversely affect firm image, we propose that in situations where brand elimination can be viewed as the firm's effort to improve performance, consumers will rate this action favorably, with concomitant outcomes relating to firm evaluation. These ideas are supported in three studies. Study 1 finds that elimination targeting a weak (vs. strong) brand is more likely to be associated with eliminate-to-improve attributions, and consequently, more favorable evaluations. Study 2 shows that explanations provided by the firm (as against explanations generated internally by the consumers) help consumers make positive attributions for elimination targeting a strong brand, but lower evaluations when a weak brand is being eliminated. Study 3 establishes that loyal consumers are more likely to assess the applicability of an ‘eliminate-to-improve’ attribution and give favorable evaluations only when the eliminated brand is weak. Non-loyal consumers in general respond favorably to the elimination, regardless of brand strength. Future directions for brand elimination research are discussed.     

The comprehension and recall of similes as a function of context and cue

Participants read 56 sentence pairs and attempted to judge if the context sentence of each pair was related to the figurative message of the following simile. Reaction times and error rates both indicated that (a) participants could judge subject-related contexts more easily that predicate-related contexts, (b) they could judge irrelevant contexts more easily than misleading ones, and (c) these two effects were relatively independent of one another. The cued recall of similes previously paired with relevant or misleading contexts was affected by both a context effect (contexts containing a simile's predicate led to better recall than those containing its subject) and, even more strongly, a cuing effect (the simile's predicate was a better cue than its subject), whereas the cued recall of similes previously paired with irrelevant contexts was affected only by the context effect. In no case was there evidence of an interaction that would have indicated that a cue would be more potent if it referred to the same simile term as had the context.     

Emotional modulation of attention orienting by gaze varies with dynamic cue sequence

ABSTRACT

Recent gaze cueing studies using dynamic cue sequences have reported increased attention orienting by gaze with faces expressing fear, surprise or anger. Here, we investigated whether the type of dynamic cue sequence used impacted the magnitude of this effect. When the emotion was expressed before or concurrently with gaze shift, no modulation of gaze-oriented attention by emotion was seen. In contrast, when the face cue averted gaze before expressing an emotion (as if reacting to the object after first localizing it), the gaze orienting effect was clearly increased for fearful, surprised and angry faces compared to neutral faces. Thus, the type of dynamic sequence used, and in particular the order in which the gaze shift and the facial expression are presented, modulate gaze-oriented attention, with maximal modulation seen when the expression of emotion follows gaze shift.     

Recency-to-primacy shift in cue competition

Three experiments were conducted using a lick-suppression preparation with rats to determine whether temporal and physical context shifts modulate the effectiveness of 2 sequentially trained blocking stimuli. Experiment 1 ascertained that it is possible to obtain blocking by conditioning rats to react to a target cue using 2 different blocking cues, each trained with a single-phase blocking paradigm. Experiment 2 showed that the more recently trained blocking stimulus was more effective (i.e., showed a recency effect) when testing was conducted immediately after training, but a long retention interval attenuated blocking by the most recently trained blocking stimulus and increased blocking by the initially trained blocking stimulus (i.e., a recency-to-primacy shift). This shift from recency to primacy affected in Experiment 2 by varying the retention interval was replicated in Experiment 3 by changing the physical context between training and testing. Taken together, the results indicate that the effectiveness of sequentially trained competing stimuli follows the same recency-to-primacy shift rule that is seen in traditional interference phenomena.     

Assessing the predictive validity of perceived globalness and country of origin of foreign brands in quality judgments among consumers in emerging markets

Consumers in emerging markets are known to have strong preferences for well‐known foreign brands. Drawing on schema and categorization theories, this study empirically investigates how accessible two components of brand foreignness – globalness and country of brand origin – are in consumer perceptions of brand quality in emerging markets. In addition, we argue that brand globalness can be shaped by inferential reasoning and test how consumer perceptions of brand globalness are affected by both a brand's country of origin and its perceived quality. Two different studies were conducted with young‐adult consumers in China. The study found that in their evaluations of foreign brands consumers are more influenced by country of origin than by brand globalness. It also found that consumers tend to perceive a high level of globalness in high‐quality brands and brands from a favorable country‐of‐origin. Further, this tendency was found to differ between well‐known and lesser‐known brands. These findings confirm the predictive validity of country of origin, but contrast with extant literature on the role of brand globalness as a principal quality cue for foreign brands among consumers in emerging markets. Our findings also imply brand globalness can be an inferred attribute of perceived brand quality and country‐of‐origin image. Keywords: brand foreignness, brand globalness, country‐of‐origin effect, emerging markets.     

The Influence of Arbitrary Breakpoints on Judgments of Maximum Output

Consumers often wonder about the product's maximum output: the highest rotation speed of a blender or the best printing quality of a printer. We examine how the number of levels (e.g., a blender with 3 vs. 7 speeds) influences judgments of maximum product output. Objectively speaking, the number of levels is no more than a set of breakpoints in an already predetermined continuum from the product's minimum to maximum output. Nevertheless, because of the ubiquitous association between number of breakpoints and quantity in daily life, consumers do not simply view more levels as a signal of greater precision (i.e., giving consumers more control over the possible outputs). They also incorrectly believe that the product has greater power (i.e., a higher maximum output), even when such an inference is in conflict with diagnostic attribute information (e.g., watts). A series of five studies documents the phenomenon, its asymmetric nature, and its boundary conditions. Reliance on the inaccurate “more levels, more power” lay theory weakens when participants consider a reduction rather than an increase in number of levels, and it disappears when the consumer is presented with an explicit relationship between each level and its corresponding output value (e.g., level 4:400 W).     

Forward blocking depends on retrospective inferences about the presence of the blocked cue during the elemental phase

When a compound cue AT is followed by an outcome (AT+), human participants will judge the relation between cue T and the outcome to be less strong if A alone was previously paired with the outcome (A+). According to the probabilistic contrast model, such a blocking effect is due to the fact that participants regard the A+ trials as trials on which A and the outcome are present but T is absent. The results of two studies showed that when the status of T was ambiguous during the A+ trials, judgments about T depended on subsequent information about the presence of T during the A+ trials. These findings support the probabilistic contrast model but are incompatible with the (revised) Rescorla-Wagner (Rescorla & Wagner, 1972) model.     

Independent and Interactive Effects of Exposure Sequence,Pioneership Awareness,and Product Trial on Consumer Evaluation of a Pioneer Brand

Prior theoretical research has established 3 sources of pioneer brand advantage: exposure sequence, product trial, and pioneer status. Researchers have studied only 1 source at a time and have not differentiated among the sources. Therefore, the question as to whether these sources contribute additively or nonadditively to the pioneer brand advantage is still an unanswered question. Moreover, this question increases in importance in proportion to the degree to which consumers are able to identify which brand is the pioneer in a given product class. This research presents the results of 2 studies using an experimental design and survey research approach, respectively, to examine the issues just discussed. The main finding of the 1 st study is a moderating effect of exposure sequence and trial on the impact of pioneership labeling in terms of sales expectations. Providing pioneer awareness positively affects sales expectations when a pioneer brand receives 2nd exposure to consumers as opposed to 1 st exposure. However, when both products have been tried, the trial experience tends to dominate the benefit of the pioneer label cue. The main finding of the 2nd study is that consumers are typically unaware of which brand is the pioneer in a given product class. These findings suggest managers of pioneer brands should consider including the brand's pioneer status in marketing communications, particularly under the rather common occurrence when consumers have already been exposed to other brands and might be unaware of the pioneer's true status.     

Tutor Attributions and Attitude As a Function of Tutee Performance1

In a single-session tutoring situation, a sixth-grade tutor taught a concept-formation task to a third-grade tutee. Over the series of trials, performance of the tutee was controlled to create differential patterns of success and failure on the task: success-success, failure-failure, success-failure, and failure-success. Results showed that sequence of performance exerted a strong impact on the tutor's attributions of ability and affective responses concerning the tutee. The tutee's initial performance had greater impact on the tutor's reactions than later performance, indicating a strong primacy effect. Differential performance by the tutee did not affect the tutor's evaluation of his own teaching ability.     

Development and validation of the consumer disillusionment toward marketing activity scale

This study examines disillusioned consumers. The theory proposes that this is a group learning to lower their expectations of firm integrity and who, to avoid being let down, ignore marketing activity directly from the firm. This kind of exchange orientation develops as a response to consistent failure in perceptions of firm integrity. The research includes six studies, including over 600 adult consumers, to outline the development and validation of a measure of consumer disillusionment toward marketing activity. Completing the process provides a valid and reliable four‐item measure. In addition, the study includes the assessment of the nomological validity of the construct. The nomological validation includes using cue utilization theory to predict that disillusioned consumers favor advertising that provides evidence of verifiable integrity. The validation experiment uses print advertising containing high and low verifiable integrity stimuli. Results confirm the theory with disillusioned consumers focusing less on the firm as source of information. Further, these consumers respond more favorably than non‐disillusioned consumers to third party endorsers who serve to verify the firm's attempts to show integrity. Copyright © 2012 John Wiley & Sons, Ltd.     

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.     

Response-specifying cue for action interferes with perception of feature-sharing stimuli

Perceiving a visual stimulus is more difficult when a to-be-executed action is compatible with that stimulus, which is known as blindness to response-compatible stimuli. The present study explored how the factors constituting the action event (i.e., response-specifying cue, response intention, and response feature) affect the occurrence of this blindness effect. The response-specifying cue varied along the horizontal and vertical dimensions, while the response buttons were arranged diagonally. Participants responded based on one dimension randomly determined in a trial-by-trial manner. The response intention varied along a single dimension, whereas the response location and the response-specifying cue varied within both vertical and horizontal dimensions simultaneously. Moreover, the compatibility between the visual stimulus and the response location and the compatibility between that stimulus and the response-specifying cue was separately determined. The blindness effect emerged exclusively based on the feature correspondence between the response-specifying cue of the action task and the visual target of the perceptual task. The size of this stimulus–stimulus (S–S) blindness effect did not differ significantly across conditions, showing no effect of response intention and response location. This finding emphasizes the effect of stimulus factors, rather than response factors, of the action event as a source of the blindness to response-compatible stimuli.     

True Context‐dependent Preferences? The Causes of Market‐dependent Valuations

A central assumption of neoclassical economics is that reservation prices for familiar products express people's true preferences for these products; that is, they represent the total benefit that a good confers to the consumers and are, thus, independent of actual prices in the market. Nevertheless, a vast amount of research has shown that valuations can be sensitive to other salient prices, particularly when individuals are explicitly anchored on them. In this paper, the authors extend previous research on single‐price anchoring and study the sensitivity of valuations to the distribution of prices found for a product in the market. In addition, they examine its possible causes. They find that market‐dependent valuations cannot be fully explained by rational inferences consumers draw about a product's value and are unlikely to be fully explained by true market‐dependent preferences. Rather, the market dependence of valuations likely reflects consumers' focus on something other than the total benefit that the product confers to them. Furthermore, this paper shows that market‐dependent valuations persist when – as in many real‐life settings – individuals make repeated purchase decisions over time and infer the distribution of the product's prices from their market experience. Finally, the authors consider the implications of their findings for marketers and consumers. Copyright © 2013 John Wiley & Sons, Ltd.     

Shivering for Status: When Cold Temperatures Increase Product Evaluation

While anecdotal evidence suggests that consumers maintain an association between high‐status products and cold temperature, no research has empirically examined this linkage. We propose and demonstrate that physical cold can indeed increase consumers’ perceptions of a product's status signaling and luxuriousness. We demonstrate this consequence can stem from tactile or visually induced temperatures and ultimately increase consumers’ overall evaluations of products. Finally, we highlight boundary conditions for when the effect is likely to manifest. Our findings offer theoretical contributions along with several practical implications for retailing, product design, brand management, and marketing communications.     

Country‐of‐Origin Influences on Product Evaluations: The Impact of Animosity and Perceptions of Industriousness Brutality on Judgments of Typical and Atypical Products

When a product's country of origin has a reputation for manufacturing high‐quality products, there may be a positive impact on product judgments. If people feel animosity toward a country as a result of its political or social policies, they may react negatively to the products it produces. These opposing effects may depend in part on the subset of country‐relevant knowledge that is accessible in memory at the time of judgment. When a product was not one on which Germany or Japan had built its reputation for manufacturing high‐quality products, associating the product with these countries increased its evaluations when industriousness had been activated as part of an unrelated experiment. However, when concepts associated with brutality had been primed, the product's country of origin had a negative effect on judgments. When the product was typical of those manufactured in the country, however, identifying its country of origin increased product evaluations regardless of whether industriousness or brutality had been primed. Thus, animosity toward a product's country of origin had an adverse effect on reactions to it only if the product was not one on which the country's reputation was based.     

The influence of power and reason on young Maya children's endorsement of testimony

Two important parenting strategies are to impose one's power and to use reasoning. The effect of these strategies on children's evaluation of testimony has received very little attention. Using the epistemic vigilance framework, we predict that when the reasoning cue is strong enough it should overcome the power cue. We test this prediction in a population for which anthropological data suggest that power is the prominent strategy while reasoning is rarely relied on in the interactions with children. In Experiment 1, 4‐ to 6‐year‐old children from a traditional Maya population are shown to endorse the testimony supported by a strong argument over that supported by a weak argument. In Experiment 2, the same participants are shown to follow the testimony of a dominant over that of a subordinate. The participants are then shown to endorse the testimony of a subordinate who provides a strong argument over that of a dominant who provides either a weak argument (Experiment 3) or no argument (Experiment 4). Thus, when the power and reasoning cues conflict, reasoning completely trumps power.     

Self and Social Judgments of Ability: Beyond Distributional Information

ABSTRACT

In a given domain, low-skill individuals typically evaluate the ability level of other people more favorably than high-skill individuals. The current study tests whether this tendency continues to occur even when people have unambiguous distributional information available through which to judge others. Students received distributional information detailing their percentile rank in a statistics course and the percentile rank of another student in the course. Then, students were asked to evaluate their own and the other students' statistics ability. Students evaluated the other person's ability more favorably when their own rank in the course was low rather than high. Therefore, people may use themselves as a standard of comparison when they judge others even when more diagnostic sources of information are available.