Buying an electric car: A rational choice or a norm-directed behavior?

The diffusion of electric cars can contribute to more sustainability in the transport sector, but diffusion rates in most countries are still low. We investigated motives for electric car adoption in German households from an environmental psychology perspective. The public debate focuses on rational aspects such as the purchase price or new technological demands (e.g., limited range and a new charging system). Psychological research on energy-related investment decisions in households confirms the relevance of rational motives, but additionally points to the importance of norm-directed motives (moral and social norms). We investigated the relevance of different motives in an online questionnaire with n = 220 members of German households interested in buying a new car. The questionnaire included possible rational and norm-related predictors of electric car adoption. We tested three action models to explain adoption intention: An adjusted technology acceptance model (TAM), an adjusted norm activation model (NAM), and an integrative model with predictors from both models. We analyzed the hypothesized models with path analyses. All models explained a substantial share of variance in adoption intention. The explained share of variance in the NAM was higher than in the TAM and comparably high to the integrative model. The results demonstrate the important role of moral and social motives for households’ investment decisions. Additionally, the technology’s perceived usefulness was an important rational motive. We discuss the context dependency of the results, as household members might have little knowledge about the new technology during the early stages of a technology’s diffusion process. The results strongly suggest broadening political support schemes, such as informational and image campaigns, as a way to more effectively foster electric car diffusion. More comprehensive assessments appear to be necessary in future analyses of electric car adoption as well as energy-related investment decisions.     

Learning to Make Selection and Detection Decisions: The Roles of Base Rate and Feedback

The effects of type of feedback and base rate on threshold learning in a multiple‐cue decision task were examined. In most such decision experiments, participants receive feedback after every trial (full feedback), and a single base rate (usually 0.5) is used. Our experiment explored conditional feedback (feedback only after positive decisions) representing common selection and detection tasks (such as hiring), where the decision maker receives no feedback unless the decision is positive (e.g., hire the applicant). We used three base rates (0.2, 0.5, and 0.8). As expected, performance was best in full feedback, but after 300 learning trials, the difference was small. Conditional feedback generally resulted in fewer positive decisions than full feedback, but this difference was not found in the low (0.2) base rate condition. There were interactions between base rates and types of feedback. Results provide partial support for the constructivist encoding hypothesis of Elwin and colleagues. Simulation results suggest that our results may reflect overconfidence when feedback is not given. With respect to rate of learning, when the base rate was 0.2, conditional feedback participants reached approximately the same selection rate but did so more slowly than the full feedback participants. Partial feedback participants learned slower and appeared to be still learning after 500 trials. When the base rate was 0.5 or 0.8, partial feedback was nearly as good as full feedback, but conditional feedback resulted in a systematically lower rate of positive decisions. Copyright © 2011 John Wiley & Sons, Ltd.     

A calibration explanation of serial position effects in evaluative judgments

Judges often evaluate stimulus series on dimensions for which no physical scale exists; for example, when judging academic ability in oral examinations. We propose that judges deal with this problem by calibrating an internal judgment scale that maps stimulus input onto available judgment categories. This calibration process implies serial position effects: Judges should initially avoid extreme categories, because using extreme categories reduces judgmental degrees of freedom, thereby increasing the possibility of internal consistency violations. In four experiments, we show that judgments become indeed more extreme later in a series of judgments. Judges evaluated the same good (poor) performances more positive (negative) at the end of a sequence compared to the beginning. Judges’ expertise did not prevent the effect, but allowing end-of-sequence judgments reduced serial position effects. We discuss the implications and possible remedies of these calibration effects on judgment extremity.     

Children's response to sales promotions and their impact on purchase behavior

Despite the growth in children's purchasing power, surprisingly little is known about how children respond to sales promotions. We conduct two experiments to address this issue. Study 1 shows that elementary-aged (second and fifth grade) children's purchase decisions are influenced by the presence of sales. Study 2 demonstrates that both age groups favor conceptually easier promotions, even when the sale is inferior. Additionally, we find that children have difficulty applying mathematical concepts to sales promotions, regardless of classroom mastery of the associated operations. Together, these results indicate that elementary-aged children routinely incorporate sales into purchase decisions, sometimes with suboptimal results.     

When less is more: Consumer aversion to unused utility

A series of experiments demonstrates that consumers exhibit aversion to waste during forward-looking purchase. These experiments further reveal that such behavior is driven by distaste for unused utility, a reaction that is shown to be distinct from an aversion to squandering money. Waste aversion is especially pronounced when consumers anticipate future consequences and deprivation is salient. In addition to demonstrating robustness across consumers and marketing contexts, the results also demonstrate how waste aversion can lead to self-defeating behavior in which consumers forego desired utility. Finally, the present research demonstrates and discusses the implications of waste aversion for a variety of marketing issues, including buy-rent markets, bundling, and the fundamental distinction between goods and services.     

Sex,Sexual Orientation,and Sexism: What Influence Do These Factors Have on Verdicts in a Crime-of-Passion Case?

ABSTRACT

This study investigated the influence of defendant sex, sexual orientation, and participant sex on perceptions of a crime-of-passion. An online sample of 458 individuals read a scenario describing a homicide and provided judgments of verdict, sentence length, legal elements, and sexism. We hypothesized heterosexual female defendants would most likely receive a verdict of manslaughter, be found less guilty, and receive shorter sentences. We were also interested in whether benevolent sexism would contribute to defendant culpability decisions. Lastly, perceptions of legal elements for manslaughter (e.g., great provocation) and murder (e.g., intentionality of actions) were explored. Results demonstrated heterosexual female defendants were less guilty and received the shortest sentences. Also, heterosexual defendants were most likely to meet the manslaughter legal elements. Benevolent sexism contributed significantly to guilt perceptions.     

Effects of Offenders' Age and Health on Sentencing Decisions

ABSTRACT

Two experiments investigated the effects of age and health on mock judges' sentencing decisions. The effects of these variables on length of prison sentence were examined in the context of offense severity and prior convictions. Experiment 1 involved a violent crime. Main effects were observed for age, health, offense severity and prior convictions. There was also an age by offense severity interaction. Experiment 2 involved a child sexual abuse case. Main effects were observed for health, offense severity, and prior convictions. In addition, an age by offense severity by prior convictions interaction effect was found. Thus, across both experiments, the age leniency effect was moderated by legal factors, suggesting that extra-legal factors affect sentencing in the context of legal factors. Further, for both offenses, offenders in poor health received shorter sentences than offenders in good health, suggesting that health deserves further research attention as an extra-legal variable.     

Observed Variability and Values Matter: Toward a Better Understanding of Information Search and Decisions from Experience

The search for different options before making a consequential choice is a central aspect of many important decisions, such as mate selection or purchasing a house. Despite its importance, surprisingly little is known about how search and choice are affected by the observed and objective properties of the decision problem. Here, we analyze the effects of two key properties in a binary choice task: the options' observed and objective values, and the variability of payoffs. First, in a large public data set of a binary choice task, we investigate how the observed value and variability relate to decision‐makers' efforts and preferences during search. Furthermore, we test how these properties influence the chance of correctly identifying the objectively maximizing option, and how they affect choice. Second, we designed a novel experiment to systematically analyze the role of the objective difference between the options. We find that a larger objective difference between options increases the chance for correctly identifying the maximizing option, but it does not affect behavior during search and choice. Copyright © 2013 John Wiley & Sons, Ltd.     

Extreme Outcomes Sway Risky Decisions from Experience

Whether buying stocks or playing the slots, people making real‐world risky decisions often rely on their experiences with the risks and rewards. These decisions, however, do not occur in isolation but are embedded in a rich context of other decisions, outcomes, and experiences. In this paper, we systematically evaluate how the local context of other rewarding outcomes alters risk preferences. Through a series of four experiments on decisions from experience, we provide evidence for an extreme‐outcome rule, whereby people overweight the most extreme outcomes (highest and lowest) in a given context. As a result, people should be more risk seeking for gains than losses, even with equally likely outcomes. Across the experiments, the decision context was varied so that the same outcomes served as the high extreme, low extreme, or neither. As predicted, people were more risk seeking for relative gains, but only when the risky option potentially led to the high‐extreme outcome. Similarly, people were more risk averse for relative losses, but only when the risky option potentially led to the low‐extreme outcome. We conclude that in risky decisions from experience, the biggest wins and the biggest losses seem to matter more than they should. Copyright © 2013 John Wiley & Sons, Ltd.     

On the Decision to Explore New Alternatives: The Coexistence of Under‐ and Over‐exploration

The decision whether to explore new alternatives or to choose from familiar ones is implicit in many of our daily activities. How is this decision made? When will deviation from optimal exploration be observed? The current paper examines exploration decisions in the context of a multi‐alternative “decisions from experience” task. In each trial, participants could choose a familiar option (the status quo) or a new alternative (risky exploration). The observed exploration rates were more sensitive to the frequent outcome from choosing new alternatives than to the average outcome. That is, the implicit decision whether to explore a new alternative reflects underweighting of rare events: Over‐exploration was documented in “Rare Disasters” environments, and insufficient exploration was evident in “Rare Treasures” environments. In addition, the results reveal a decrease in exploration of new alternatives over time even when it is always optimal and some exploration even when it is never reinforcing. These results can be captured with models that share a distinction between “data collection” and “outcome‐driven” decision modes. Under the data collection mode, the decision maker collects information about the environment, to be used in future choices. Under the outcome‐driven mode, the decision maker relies on small samples of previous experiences with familiar versus unfamiliar alternatives, before the selection of a specific alternative. The predictive value of a two‐parameter “explorative sampler” quantification of these assumptions is demonstrated. Copyright © 2013 John Wiley & Sons, Ltd.