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.     

The effortful citizen: Discursive social psychology and welfare reform

The present study applies a broadly discursive approach to the representation of welfare reform and unemployment through an analysis of the deployment of an interpretative repertoire of effortfulness in posts to an internet discussion forum. It is argued that when posters construct versions of unemployed people or welfare recipients as characterized by ‘laziness’ or lack of ‘effort’ the attribution of responsibility for unemployment is frequently not the only piece of discursive business being attended to. In addition, posters attend to issues of their own accountability and, significantly, the accountability of the government or welfare system itself for the extent to which welfare recipients are formally held to account. It is argued that this approach extends previous social psychological work on the explanation of unemployment insofar as it pays attention to the context‐specific functions performed by such explanations. Moreover, in orienting to the welfare system as having a responsibility to hold welfare recipients to account, posters are drawing on a set of discursive resources which essentially treat the government of individual psychology as a legitimate function of the welfare system. Copyright © 2009 John Wiley & Sons, Ltd.     

What is it for a Life to go Well (or Badly)?: Some Critical Comments on Wayne Sumner’s Theory of Welfare

In an effort to construct a plausible theory of experience-based welfare, Wayne Sumner imposes two requirements on the relevant kind of experience: the information requirement and the autonomy requirement. I argue that both requirements are problematic. First, I argue (very briefly) that a well-know case like ‘the deceived businessman’ need not support the information requirement as Sumner believes. Second, I introduce a case designed to cast further doubt on the information requirement. Third, I attend to a shortcoming in Sumner’s theory of welfare, namely that it is unclear which of later and informed assessments are to be treated as authoritative when it comes to the evaluation of a person’s welfare. Finally, I suggest that, in combination with ‘welfarism’ (to which Sumner subscribes, and which has it that welfare is all that matters from a moral viewpoint), the information requirement entail morally troublesome conclusions: e.g. the conclusion that, from a moral point of view, we should, other things being equal, only to be concerned with the alternative that makes one person slightly better off in respect of welfare instead of also being morally concerned with the alternative that makes one person very happy.     

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。     

效用主义概念系统的主要类型及其创新分析

效用主义伦理学一直面临一个现实困难,就是“效用究竟是什么”的问题。在这一问题上,各派效用主义理论都有自己的概念体系。早期的效用主义者用快乐、幸福来代表和计量效用;中期的效用主义者用福利、增量社会价值来表示效用的实质概念;而现代派则主要用“偏好及其满足”的内涵来定义效用的实质。本文分析和总结了效用概念在理论和实践上的发展及延变,并且用心理学的知情意概念系统对它们做了新的分类和分析。     

信息显示板（IDB）实验在消费行为研究中的应用

信息显示板（Information Display Board, IDB）实验是一种过程跟踪技术,以m×n矩阵方式呈现信息阵列,通过观测被试信息检索和浏览的一系列行为,来研究被试问题解决和决策中的信息获得（information acquisition）过程。Mouselab是常用的IDB计算机化程序。消费者是有限理性的问题解决者,因此IDB实验被用于消费行为领域的研究。应用不同的IDB实验设置,研究者探索了消费决策中消费者信息获得的模式和影响因素。     

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.     

The Metaverse: A new digital frontier for consumer behavior

This work offers a multidisciplinary perspective on the Metaverse, focusing on its potential implications for consumer behavior. We begin by proposing a conceptualization of the Metaverse as being uniquely defined by the convergence of five key elements—it is digitally mediated, spatial, immersive, shared, and operates in real-time. We then discuss how these components might collectively alter our understanding of consumer behavior in three domains: consumer identity, social influence, and ownership. We conclude by outlining an agenda for future research to help broaden our understanding of the Metaversal marketplace and its impact on consumer behavior. This work serves as a starting point to characterize a shift that is unfolding in the marketplace and to consider, through a consumer behavior lens, the numerous changes it may bring.