Pluralism and Ambivalence in the Evolution of Morality

Much good work has been done on the evolution of human morality by focusing on how “selfish genes” can give rise to altruistic human beings. A richer research program is needed, however, to take into account the ambivalence of naturally evolved biopsychological motivators and the historical pluralism of human morality in religious systems. Such a program is described here. A first step is to distinguish the ultimate cause of natural selection from proximate causes that are the results of natural selection. Next, some proximate causes are suggested as possible conditions of biological and emotional valuing as well as of customary social morality and individual rational ethical thought. Finally, different moral perspectives of Confucianism, Hinduism, Buddhism, and Christianity are briefly presented in order to illustrate how one might inquire about the selection of a variety of biopsychological and cultural proximate causes that enable the evolution of a plurality of religious moral systems.     

A cross‐cultural assessment of attitudes regarding perceived breaches of ethical conduct by both parties in the business‐consumer dyad

Recent initiatives in business curricula have included emphases on global business and ethics. Using 28 scenarios which reflect potential concerns regarding the conduct of either business or a consumer, this research combines these issues by comparing the ethical predisposition of business students in Australia with their Canadian counterparts. A sample of 264 students indicated that students in both countries generally hold high expectations for the behaviour of business and consumers. Both groups exhibited quite similar views in relation to the 28 consumer and business‐related scenarios. When comparing Canadian students to Australian students, four significant differences were documented in the 14 scenarios which address the behaviour of business entities. The assessment of attitudes regarding questionable consumer actions provided even more homogeneity as only one statistically significant difference was identified. The study concludes by documenting a series of attitudinal differences on the part of groups defined not by nationality, but rather on the basis of gender or age. These demographic differences were more pronounced than were the differences across the two countries. Copyright © 2003 Henry Stewart Publications.     

A Spanish translation of Mehrabian and Russell's emotionality scales for environmental consumer psychology

The development of a translation of Mehrabian and Russell's scales for the measurement of pleasure, arousal and dominance from the original English to a Spanish version for use in Venezuela is described. The translated scales were administered to two samples of middle‐class Venezuelan consumers (n = 127,n = 127) between the ages of 20 and 50, among whom males and females were represented approximately equally. Internal reliability (measured by Cronbach's alpha) and scale validity (measured by factor analysis) indicate that the translated scales are suitable for consumer and other social psychological research in Spanish. Copyright © 2002 Henry Stewart Publications Ltd.     

Determining linkages between consumer choices in a social context and the consumer's values: a means–end approach

This paper presents a conceptual model of means–end theory. The proposed model, built on Gutman's (1982) contributions to means–end theory, consists of four conceptual categories that are linked together. The conceptual categories are context‐nested consumer choices, attributes of the consumer choices, consequences and values. The discussion uses results of four cases to illustrate the conceptual categories of the proposed explanatory means–end model. Copyright © 2002 Henry Stewart Publications Ltd.     

Who wants privacy protection,and what do they want?

As privacy controversies have become more salient since the early 1980s, one response by policy makers has been to try to encourage consumers to demand privacy protection, by expecting goods and services to be designed with privacy‐enhancing technologies (PETs) embedded in them. But what scope is there for this? Conventional approaches to understanding consumer demand for privacy protection have not been very helpful in providing robust accounts of when consumers will want which kinds of protection. This paper offers a neo‐Durkheimian institutionalist theoretical account of the roots of consumer preferences for privacy and services with PETs in particular, which yields testable hypotheses for future research. It grounds preferences in risk perceptions, shows how distinct styles of risk perceptions are the result of distinct types of situation in social organisation, and derives typical demand curves for each of these types, before exploring the extent of mobility of preferences predicted by the theory, which in turn provides the basis for understanding the scope for persuading consumers to demand privacy‐respecting services of different types. Rooted in the sociology of knowledge and in anthropological approaches, the argument represents a challenge to psychometric, naïve empiricist and postmodernist accounts, and it offers a distinct research agenda. Copyright © 2002 Henry Stewart Publications Ltd.     

Acceptance of a price discount: the role of the semantic relatedness between purchases and the comparative price format

Two studies are reported where people are asked to accept or not a price reduction on a target product. In the high (low) relative saving version, the regular price of the target product is low (high). In both versions, the absolute value of the price reduction is the same as well as the total of regular prices of planned purchases. As first reported by Tversky and Kahneman ( 1981 ), findings show that the majority of people accept the price discount in the high‐relative saving version whereas the minority do it in the low one. In Study 1, findings show that the previous preference reversal disappears when planned purchases are strongly related. Also, a previously unreported preference reversal is found. The majority of people accept the price discount when the products are weakly related whereas the minority accept when the products are strongly related. In Study 2, findings show that the classic preference reversal disappears as a function of the comparative price format. Also, another previously unreported preference reversal is found. When the offered price reduction relates to a low‐priced product, people are more inclined to accept it with a control than a minimal comparative price format. Findings reported in Studies 1 and 2 are interpreted in terms of mental accounting shifts. Copyright © 2002 John Wiley & Sons, Ltd.     

BRAND PLACEMENT AND CONSUMER CHOICE: AN IN‐STORE EXPERIMENT

An in‐store experiment was performed to investigate the effects of shelf placement (high, middle, low) on consumers' purchases of potato chips. Placement of potato chips on the middle shelf was associated with the highest percentage of purchases. The results confirm the importance of item placement as a factor in consumers' buying behavior.     

期望、体验和回忆: 当消费者不能从体验中学习

人们对消费体验的期望、回忆与真实体验时常发生分离, 而且人们很少从真实体验中得到学习。本研究认为原因之一是期望、体验和回忆三者基于不同的输入信息, 以及三者特殊的交互关系。本研究首先提出了一个关于消费者期望、体验和回忆的理论框架, 系统阐述了消费者何时不能从体验中学习以及如何能促进学习, 然后在一个消费情景中通过3×2混合实验设计考察了三者的关系。实验比较了在“预期(无体验)”、“体验后即时评价”和“体验后延迟评价”三种评价方式下被试对两种品牌火腿肠的口味评价和偏好选择。结果发现: 消费者对口味体验的期望和回忆相似, 但两者都和真实体验发生分离。最后, 本研究还讨论了这一理论框架在消费者行为中的应用、未来研究拓展等。     

Deriving ultrametric tree structures from proximity data confounded by differential stimulus familiarity

This paper presents a new procedure called TREEFAM for estimating ultrametric tree structures from proximity data confounded by differential stimulus familiarity. The objective of the proposed TREEFAM procedure is to quantitatively filter out the effects of stimulus unfamiliarity in the estimation of an ultrametric tree. A conditional, alternating maximum likelihood procedure is formulated to simultaneously estimate an ultrametric tree, under the unobserved condition of complete stimulus familiarity, and subject-specific parameters capturing the adjustments due to differential unfamiliarity. We demonstrate the performance of the TREEFAM procedure under a variety of alternative conditions via a modest Monte Carlo experimental study. An empirical application provides evidence that the TREEFAM outperforms traditional models that ignore the effects of unfamiliarity in terms of superior tree recovery and overall goodness-of-fit.     

Behavior analysis in consumer affairs: Retail and consumer response to publicizing food price information

A popular program among consumer action groups involves publicizing comparative food price information (CFPI) gathered from retail stores. Its significance is based on the assumption that publishing CFPI maximizes retail competition (i.e., moderates price levels or price increases) and occasions more frugal store selections among consumers. We tested these assumptions during a 2-year analysis. Specifically, we monitored the prices of two distinct market baskets in the supermarkets of two midwestern cities (target and contrast cities). Following a lengthy baseline, we published the prices of only one of the market baskets at stores in the target city in the local newspaper on five different occasions. The results suggested that reductions in price inflation occurred for both market baskets at the independently operated target stores. The corporate chain stores were not similarly affected. In addition, surveys indicated that many consumers used the CFPI as a basis for store selection. Finally, the analysis included a discussion of the politics, economics, and future of CFPI programs.