Customer experience in coffee stores: A multidisciplinary Neuromarketing approach

Companies in the service retailing industry are constantly looking for strategies to provide a customer experience that improves brand perception and increases customer loyalty. This study provides a deeper understanding of customer experience in two coffee stores in Vietnam by providing a multidisciplinary approach, including a quantitative and a neuromarketing approach. Two-hundred participants participated in the study, combining mystery shopping visits with the Brand Association Reaction Time Test (BARTT). Results from the mystery shopping visits confirm the holistic concept of customer experience. Store atmosphere, employee service, drink quality, price, and previous visits significantly impact customer experience. Empirical results also confirm the impact of customer experience on loyalty. Furthermore, the BARTT analysis shows that in-store customer experience can influence customers' short-term brand perceptions. The national brand is associated with friendly, expensive, globalized, and unique, whereas the local brand revealed significant associations with clean, smells good, welcoming, and unique. From the mystery shopping results and the BARTT, we can infer that customer experience needs multi-methodological capturing of its multifaceted aspects. Our findings are relevant to researchers and practitioners seeking to understand and bolster customer experiences, justifying a multidisciplinary approach and the application of new insightful tools.     

Gain–loss-frame in outcome-interdependence: does it influence equality or equity considerations?

Research suggests that framing outcomes as gains produces stronger concern for distributive justice than framing outcomes as losses. Unfortunately, however, this prior research manipulated own and other's outcomes only (and not own and other's input). Hence, it remained unclear whether framing affects concern with equality—everyone gets an equal share regardless whether one ‘deserves’ it or not—and/or equity—the share one gets is a function of the proportionality of one's own, and the other parties' inputs. The current experiment addressed this problem. Subjects (N = 94) read a scenario manipulating own and some co-workers' inputs, and subsequently rated satisfaction with pairs of outcomes providing themselves with more, equal or less outcomes than their co-worker. Outcomes to oneself exceeded expectation (gain-frame) or remained below it (loss-frame). Corroborating and expanding prior research, results showed that people are more concerned with both equality and equity when they have a gain- rather than loss-frame. In addition, results revealed evidence for a self-serving bias, in that people prefer equity or equality, depending on what serves best their own interests. It is concluded that frame affects the degree to which people are concerned about distributive justice.     

Minority Dissent in Organizations: Factors Influencing Willingness to Dissent1

Minority dissent disrupts stability but also stimulates individual creativity, the quality of group decision making, and organizational adaptiveness. It is argued that we know little about antecedents of minority dissent in organizations. To fill this void, managers (N= 108) were asked about their willingness to take up a minority position within their team or work unit. Results showed that willingness to dissent was predicted by the manager's extraversion, as well as by group factors, including possibility for communication, goal clarity, and past neglect of disagreements. Implications for theory and practice are discussed.     

Self-regulation processes and health: the importance of optimism and goal adjustment

This article discusses how self-regulatory models can be used to understand people's response to health threats. The article begins with a general discussion of the principles and assumptions of self-regulatory models of behavior. Two distinct lines of research are then presented addressing two important processes of adaptive self-regulation. First, we provide a brief overview of the literature on optimism and adjustment to chronic disease and other health outcomes. Second, we present an overview of the process of disengagement from unattainable goals, focusing on recent research. We close by making recommendations for future research.     

Personal need for structure and creative performance: the moderating influence of fear of invalidity

Previous research has suggested that personal need for structure (PNS) is negatively related to creative performance. In this article, it is argued that this relation, in fact, depends on another personality variable: personal fear of invalidity (PFI). When PFI is high, PNS should indeed be negatively associated with creativity. However, PNS should be positively associated with creativity when PFI is low, because this combination enables people to take a structured approach to creative tasks and this can be helpful to overcome their reliance on conventional and accessible task strategies. In four studies, this hypothesis is tested using different measures of creative performance. The expected interaction effect is found for measures of ideational fluency and measures of originality but not for measures of flexibility. Moreover, it is shown that the interaction effect between PNS and PFI is mediated by perseverance within thought categories.     

You've gotta know when to fold 'em: goal disengagement and systemic inflammation in adolescence

The notion that persistence is essential for success and happiness is deeply embedded in popular and scientific writings. However, when people are faced with situations in which they cannot realize a key life goal, the most adaptive response for mental and physical health may be to disengage from that goal. This project followed 90 adolescents over the course of 1 year. Capacities for managing unattainable goals were assessed at baseline, and concentrations of the inflammatory molecule C-reactive protein (CRP) were quantified at that time, as well as 6 and 12 months later. To the extent that subjects had difficulties disengaging from unattainable goals, they displayed increasing concentrations of CRP over the follow-up. This association was independent of potential confounds, including adiposity, smoking, and depression. Because excessive inflammation contributes to a variety of adverse medical outcomes, these findings suggest that in some contexts, persistence may actually undermine well-being and good health.     

Motivated information processing and group decision-making: Effects of process accountability on information processing and decision quality

Integrating dual-process models [Chaiken, S., & Trope, Y. (Eds.). (1999). Dual-process theories in social psychology. NewYork: Guilford Press] with work on information sharing and group decision-making [Stasser, G., & Titus, W. (1985). Pooling of unshared information in group decision making: biased information sampling during discussion. Journal of Personality and Social Psychology, 48, 1467-1478.], we predicted that groups with high epistemic motivation engage in more information-driven and less preference-driven interaction, and achieve better decisions. An experiment manipulating process accountability showed that groups under process accountability experienced greater need for more information, repeated unshared information more often, and more often chose the correct decision alternative. Mediation analysis established that epistemic motivation produced high quality decisions because it stimulated systematic information processing. Results also revealed that preference heterogeneity stimulated information-driven interaction and led to higher decision quality.     

Reward prospect rapidly speeds up response inhibition via reactive control

Response inhibition is an important cognitive-control function that allows for already-initiated or habitual behavioral responses to be promptly withheld when needed. A typical paradigm to study this function is the stop-signal task. From this task, the stop-signal response time (SSRT) can be derived, which indexes how rapidly an already-initiated response can be canceled. Typically, SSRTs range around 200 ms, identifying response inhibition as a particularly rapid cognitive-control process. Even so, it has recently been shown that SSRTs can be further accelerated if successful response inhibition is rewarded. Since this earlier study effectively ruled out differential preparatory (proactive) control adjustments, the reward benefits likely relied on boosted reactive control. Yet, given how rapidly such control processes would need to be enhanced, alternative explanations circumventing reactive control are important to consider. We addressed this question with an fMRI study by gauging the overlap of the brain networks associated with reward-related and response-inhibition-related processes in a reward-modulated stop-signal task. In line with the view that reactive control can indeed be boosted swiftly by reward availability, we found that the activity in key brain areas related to response inhibition was enhanced for reward-related stop trials. Furthermore, we observed that this beneficial reward effect was triggered by enhanced connectivity between task-unspecific (reward-related) and task-specific (inhibition-related) areas in the medial prefrontal cortex (mPFC). The present data hence suggest that reward information can be translated very rapidly into behavioral benefits (here, within ~200 ms) through enhanced reactive control, underscoring the immediate responsiveness of such control processes to reward availability in general.