Consumer product evaluation based on tactile sensory information

• This paper presents the results of an experiment in which consumers were asked to examine visually and touch samples of fabric. The participants were either given or not given verbal information relevant to the product category, and provided answers to the dependent variables immediately or after a 4‐minute delay. The results showed that memory, confidence in memory, and confidence in product evaluation were positively influenced by the availability of verbal information and therefore support the proposition that relevant verbal information can improve the encoding, retention, and retrieval of consumer experiences that include sensory information and lead to preferences that are better defined.

Copyright © 2010 John Wiley & Sons, Ltd.     

Applying the SIDE model to brainwriting: The impact of intergroup comparison and anonymity on creative performance

According to the Social Identity model of Deindividuation Effects, intergroup comparison under anonymity accentuates social identity salience, potentially increasing motivation to work for one's group. The present experiment aimed to examine whether intergroup comparison and anonymity could boost creative performance in a brainwriting task. Sixty participants, randomly assigned to groups, wrote their ideas on sticky notes of the same (anonymity) or different color (individuation). To reinforce social identity salience, half the groups were told that their performance would be compared with other groups. As predicted, anonymity and intergroup comparison boosted both the number of nonredundant ideas produced by group members (fluency), and diversity of ideas pertaining to different categories (flexibility). By contrast, when social identity was not salient, anonymity led to an increase in the originality of ideas.