Choice confidence in the webrooming purchase process: The impact of online positive reviews and the motivation to touch

The webrooming purchase process (i.e. searching for information online and then buying the product offline) is the most extended cross‐channel shopping behaviour. With the aim of offering a better understanding of this behaviour, this research relies on information processing and uncertainty reduction theories to propose that consumers use the online information to make the offline purchase with a higher degree of confidence. We examine the effects of a previous online interaction with a product on the preferences and decision at the physical store, as well as on the outcomes of the experience. In this path to purchase, we analyse how positive online customer reviews, as a specific form of electronic word of mouth, help the consumer to improve their experience, given their great potential to reduce the consumer's uncertainty in a purchase situation. In addition, the role of the motivation to touch the product is examined. The results of two studies show that the combination of an online search and an offline purchase improves the consumers' purchase experience in pre‐choice variables (i.e. purchase intentions), choice and post‐choice variables (i.e. search‐process satisfaction and choice confidence). Moreover, reading a positive online customer review influences choice confidence, and all the variables considered in the research when it is received at the physical store. Finally, the results stress the importance of the motivation to touch when studying multichannel shopping behaviour, given its direct and moderating effects on the webrooming purchase process. Implications for theory and practice are discussed. Copyright © 2016 John Wiley & Sons, Ltd.     

Negation in context: Evidence from the visual world paradigm

Literature assumes that negation is more difficult to understand than affirmation, but this might depend on the pragmatic context. The goal of this paper is to show that pragmatic knowledge modulates the unfolding processing of negation due to the previous activation of the negated situation. To test this, we used the visual world paradigm. In this task, we presented affirmative (e.g., her dad was rich) and negative sentences (e.g., her dad was not poor) while viewing two images of the affirmed and denied entities. The critical sentence in each item was preceded by one of three types of contexts: an inconsistent context (e.g., She supposed that her dad had little savings) that activates the negated situation (a poor man), a consistent context (e.g., She supposed that her dad had enough savings) that activates the actual situation (a rich man), or a neutral context (e.g., her dad lived on the other side of town) that activates neither of the two models previously suggested. The results corroborated our hypothesis. Pragmatics is implicated in the unfolding processing of negation. We found an increase in fixations on the target compared to the baseline for negative sentences at 800?ms in the neutral context, 600?ms in the inconsistent context, and 1450?ms in the consistent context. Thus, when the negated situation has been previously introduced via an inconsistent context, negation is facilitated.     

Personality, motivational and situational determinants of regular and occasional use of smokeless tobacco

This study evaluated the effects of personality, motivational, and situational factors on Regular (n=191) and Occasional (n=80) users of smokeless tobacco (SLT) products. The participants completed the Eysenck Personality Questionnaire (EPQ), Spielberger’s State-Trait Personality Inventory (STPI) and Anger Expression (AX) Scale, and questionnaires designed to evaluate the reasons why SLT-Users begin, continue, and are motivated to use smokeless tobacco. Occasional Users had higher scores than Regular Users on the EPQ Extraversion scale; no other personality differences were found between these groups. Ratings of the importance of the reasons for beginning to use tobacco products were quite similar for the Regular and Occasional Users; novelty and enjoyment were ranked highest by both groups. In contrast, Regular Users rated 7 of the 10 reasons for continuing to use tobacco as significantly more important than Occasional Users; enjoyment, stimulation and management of emotions were ranked as most important by both groups. Findings that smokeless tobacco products enhanced positive affect and intellectual stimulation, and reduced anxiety and boredom were generally consistent with Eysenck’s Diathesis Stress Model.     

Resurgence is greater following a return to the training context than remaining in the extinction context

The present study examined whether resurgence of a previously reinforced target response upon removing alternative reinforcement would be greater when (1) returning to the original training context (ABA context changes) versus (2) remaining in the analogue treatment context in which the alternative response was differentially reinforced (ABB context changes). Experiment 1 arranged reinforcement of button pressing with points exchangeable for money in university students. Experiment 2 arranged reinforcement of lever pressing with food for rats. Experiment 3 arranged reinforcement of responses to a touchscreen with small bites of food with children diagnosed with ASD. Overall, resurgence of target responding tended to be greater when returning to the original training context (A) than when remaining in the analogue treatment context (B). These findings suggest context changes with differential reinforcement treatments could exacerbate the recurrence of problem behavior resulting from reductions in treatment integrity through failure to reinforce appropriate behavior.     

Perception of managers’ influence depending on status,power, and company performance

This research examines others’ perception of the influence of managers working in successful or unsuccessful companies who possess or lack status (to be respected by others) and power (control of valued resources). Study 1 shows that high‐status managers were judged as more influential in the firm than their low‐status peers, regardless of the company's situation. Study 2 finds that in a context of economic uncertainty, a manager with high status and power is perceived to be more capable of affecting the firm. The effect of power seems to be secondary since when a manager has low status, having high power does not significantly benefit the influence attributed to him or her. Furthermore, dominance (assertive behavior), not warmth, mediated the relationship between status and the attributed influence. Overall, these findings confirm that status is a very potent source of social influence, status and power are distinct constructs with different effects, and dominance rather than warmth is a key personal dimension linked to successful leadership.