Beauty and the attributions of the beholder

Four studies used an attributional approach to examine interpersonal attraction. Underlying causal dimensions were predicted to influence differentially two components of attraction, dating and complimenting. In the first study, 24 subjects indicated whether they would date physically attractive stimulus persons. Complimenting was examined in the second and third studies, with 24 subjects rating the likelihood of complimenting attractive opposite-sex stimulus persons and 32 subjects rating the likelihood of complimenting same-sex stimulus persons. For these studies the reason for the stimulus person's attractiveness varied in controllability (volitional versus nonvolitional) and stability (temporary versus permanent). Consistent with predictions, controllability influenced likelihood of complimenting but not dating. In addition, compliments were more likely when the reason for attractiveness was unstable than when stable. Conversely, dating was more likely when attactiveness was stable than when unstable. However, stability had less influence on men responding to women than on either men responding to men or women responding to both sexes. Similar results were obtained in a fourth study in which 56 subjects recalled incidents where they complimented or dated others for their physical attractiveness.     

Why additive utility models fail as descriptions of choice behavior

This experiment sought to determine whether previously found metric violations of additive expectancy-value models C.F. J. C. Shanteau, Journal of Experimental Psychology, 1974, 103, 680–691; J. G. Lynch and J. L. Cohen, Journal of Personality and Social Psychology, 1978, 36, 1138–1151) were attributable to the inappropriateness of these models or to nonlinearities in the relationship between numerical ratings and underlying psychological impressions. Undergraduate participants performed two tasks employing the same experimental stimuli. In the first task, they rated the subjective values of hypothetical bets, judged separately and in combination. In the second task, they made pairwise comparisons of the same bets in terms of preference. The use of the same experimental stimuli in both tasks allowed a test of alternative models of utility judgment through application of the criterion of scale convergence (M. H. Birnbaum & C. T. Veit, Perception and Psychophysics, 1974, 15, 7–15). Results suggested that the additive expectancy-value model of judgments of the utilities of combinations of outcomes should be replaced by a weighted averaging rule in which the weight given to the value of each outcome in the averaging process is greater when this value is negative and extreme than when it is neutral.     

Consumer Well-Being (CWB): The Effects of Self-Image Congruence, Brand-Community Belongingness, Brand Loyalty, and Consumption Recency

Consumer well-being (CWB) refers to the extent to which a particular consumer good or service creates an overall perception of the quality-of-life impact of that product. We developed a model that posits that CWB related to a specific product is heavily influenced by self-image congruence and brand-community belongingness. Self-image congruence is also hypothesized to influence CWB moderated by brand loyalty. Similarly, brand-community belongingness is hypothesized to influence CWB moderated by consumption recency. Our survey data of 275 undergraduate students reporting on their coffee consumption showed the following: (1) CWB was significantly predicted by brand loyalty and brand-community belongingness; (2) the effect of brand loyalty on CWB was moderated by self-image congruence, and (3) the effect of brand-community belongingness was moderated by consumption recency.     

The Role of Customers in Interactive Co-Creation Practices: The Italian Scenario

Co-production, or co-creation, is becoming the cornerstone of marketing and design practices and a sort of managerial mantra that is rapidly gaining momentum both at professional and academic level. Despite a growing interest for this topic, there seems to be a lack of researches investigating the level of interest and participation of customers in co-creation activities and the drivers and motivations that might trigger co-production. This paper presents the results of a research run by Politcnico di Milano School of Management in collaboration with AC Nielsen, Nielsen Online and Connexia in 2007 among Italian consumers to determine the size and characteristics of the co-creation phenomena.

Reversing the Placebo: Performance‐Branded Experiences Can Undermine Consumer Performance

Products bearing premium brand labels are known to increase perceptions of efficacy and improve objective consumer performance relative to lesser‐branded equivalents, in what is traditionally described as a marketing placebo effect. In this paper, we suggest that experiences bearing these highly regarded brand labels can lead to a reverse effect, such that consumer performance actually declines with their use. Our findings demonstrate across domains of improving mental acuity, learning a new language, and developing financial analysis skills that completing performance‐branded training experiences impairs objective performance in related tasks, relative to lower‐performance‐branded or unbranded counterparts. We posit that branded training experiences can evoke a brand‐as‐master relationship in which consumers take on a subservient role relative to the brand. As a consequence, higher‐performance brands may impose greater demands upon consumers, increasing performance‐anxiety and interfering with an individual's ability to perform effectively. These results document an important ramification of applying branding to learning experiences and identify contexts in which traditionally positive marketing actions can backfire for consumers.     

Building the buzz in the hive mind

What is the secret to buzz marketing? Buzz marketing is defined as the amplification of initial marketing efforts by third parties through their passive or active influence. This powerful conceptual framework is illustrated in this paper with practical information on how to build the buzz. Copyright © 2004 Henry Stewart Publications Ltd.     

A qualitative study of the decision to engage in tanning behaviors among female college students

IntroductionIndoor tanning is associated with increased risk of melanoma and is particularly prevalent among female college students in the U.S.ObjectivesThe present study aimed to explore why female students decide to engage, and keep engaging in indoor tanning.MethodsWe included eighteen female undergraduates who participated in group discussions. The group discussions were recorded and transcribed, then they were organized into themes.ResultsThree main themes appeared: appearance reasons for tanning, tanning-related health risks, and tanning salon-marketing strategies. Students were overall informed regarding tanning-related health risks, and suggested that they justified their tanning behaviors by rationalizations. They also revealed that the marketing strategies employed by tanning salons made them more likely to tan frequently. Finally, students spoke about how the health risks, the affects on appearance, and leaving the college setting might lead them to stop tanning.ConclusionsThese findings suggest that tanning among students could be reduced both by engaging students in programs addressing rationalizations about the risks associated with tanning, and policies targeting marketing techniques and tanning salon locations.     

Optimal design of parity tests

Researchers often test a null hypothesis of no ability in the populattion (the so-called “parity” hypothesis) using a single, forced-choice question with k alternatives. In this study a result is presented which should help researchers select the number of alternatives that maximizes the statistical power of the parity hypothesis test. Also the conditions under which it is always beneficial to add alternatives to the test are derived. Finally, the derived result is used to compare several popular parity test designs. The results show that the frequently used triangle test is optimal under a very broad range of plausible conditions.     

Developing a Measure That Captures Elderly’s Well-Being in Local Marketplace Transactions

The goal of this study is to report on the development of a measure designed to capture elderly satisfaction with local retail establishments. The measure is based on the notion that elderly consumers experience well-being with retail institutions in purchasing food, housing, household operations, household furnishings, clothing and accessories, personal care, medical care, recreation, transportation, and education. Two-hundred and forty-nine (N = 249) elderly consumers were surveyed to demonstrate the validity of this measure. Specifically, it was hypothesized that satisfaction with retail establishments in one’s community contributes to overall life satisfaction. The data supported the validity of the measure.