Emotion and Consumption: Perspectives and Issues

Over the course of the last two decades, consumer research has been making considerable contributions to the study of affect. The articles in this volume deal with conceptual and methodological issues in affect research that bridge the gap between theory and practice and represent sample of the many research topics currently being explored by consumer researchers. In my remarks, I briefly discuss each article and I provide some directions for future research in each of the specific areas covered in the articles. Much research in affect is motivated by the desire to test and extend theory and resolve theoretical debates stemming from conflicting evidence. While the focus of affect research is increasingly on theory, we may not always be as careful about our constructs and methods and we need to apply additional, new and more precise methodologies to address old theoretical problems. I conclude that among the most important future tasks are the needs to adopt appropriate methods aimed at capturing affect's influence and underlying processes, and to refine the theoretical basis for such methods.     

I Was Pleased a Moment Ago: How Pleasure Varies with Background and Foreground Reference Points

The pleasure of an outcome is often evaluated relative to salient reference points. In the background, increasing sequences of positive outcomes are more enjoyable than decreasing sequences. In the foreground, outcomes that could have been worse are often more enjoyable than those that could have been better. How does pleasure vary when both background and foreground reference points are salient? Using a repeated gambling task in which participants make a choice, learn the outcome, watch their cumulative earnings change, and rate the pleasure of the outcome, we explore this question. Pleasure depends on background and foreground reference points, but the immediate events tend to dominate. The relatively narrow focus on the most recent reference points leads to myopic pleasure. We offer a modified version of decision affect theory to account for the results and explore the implications for consumer satisfaction.     

Attention and attribute overlap in preferential choice

Attributes that are common, or overlapping, across alternatives in two-alternative forced preferential choice tasks are often non-diagnostic. In many settings, attending to and evaluating these attributes does not help the decision maker determine which of the available alternatives is the most desirable. For this reason, many existing behavioural theories propose that decision makers ignore common attributes while deliberating. Across six experiments, we find that decision makers do direct their attention selectively and ignore attributes that are not present in or associated with either of the available alternatives. However, they are as likely to attend to common attributes as they are to attend to attributes that are unique to a single alternative. These results suggest the need for novel theories of attention in preferential choice.     

中央执行负荷对成人估算策略运用的影响

随机选取128名大学生为被试, 运用选择/无选法研究范式, 考察了不同中央执行负荷对估算策略运用的影响。结果发现：(1)中央执行负荷不影响策略分布; (2)策略运用条件、中央执行负荷影响策略执行。主次一致任务, 负荷对策略执行反应时的影响随负荷强度增大而增大, 对策略执行精确度影响不大; 而对主次不一致任务, 低负荷对策略执行反应时及精确度影响都不明显; (3)策略运用条件、中央执行负荷影响策略选择。负荷强度对策略选择反应时起重要作用, 只有当次级任务负荷高时, 干扰作用才明显; (4)成人的策略选择适应性受负荷强度的影响。无负荷条件下个体策略适应性更好。     

数学焦虑影响大学生/儿童估算策略运用的对比研究

选取66名大学生和40名小学四年级儿童,运用选择/无选法研究范式,采用自编乘法估算材料考察了数学焦虑对成人和四年级儿童算术策略运用的不同影响.研究结果显示:(1)数学焦虑仅影响成人在自由选择条件中策略选择的正确率.(2)数学焦虑影响儿童的策略分布、策略执行的正确率及最佳选择条件中策略选择的正确率.(3)成人和儿童策略选择的适应性(以有选条件下的策略使用正确率为指标)均受到数学焦虑的影响,低数学焦虑者的适应性明显更好.文章讨论了数学焦虑影响成人与儿童算术策略运用的不同潜在机制.     

Prospect theory analysis of guessing in multiple choice tests

The guessing of answers in multiple choice tests adds random error to the variance of the test scores, lowering their reliability. Formula scoring rules that penalize for wrong guesses are frequently used to solve this problem. This paper uses prospect theory to analyze scoring rules from a decision‐making perspective and focuses on the effects of framing on the tendency to guess. In three experiments participants were presented with hypothetical test situations and were asked to indicate the degree of certainty that they thought was required for them to answer a question. In accordance with the framing hypothesis, participants tended to guess more when they anticipated a low grade and therefore considered themselves to be in the loss domain, or when the scoring rule caused the situation to be framed as entailing potential losses. The last experiment replicated these results with a task that resembles an actual test. Copyright © 2002 John Wiley & Sons, Ltd.     

Comparisons of women with high and low trait impulsivity using behavioral models of response-disinhibition and reward-choice

Two types of behavioral models of impulsive behavior, response-disinhibition/attentional and reward-choice response models, were used to compare women grouped by high (Impulse+, n=43) and low (Impulse−, n=43) self-reported impulsive behavior on the Eysenck I₇ Questionnaire. Two of the four different tasks tested were response-disinhibition/attentional models; these included the Immediate and Delayed Memory Task and the GoStop Task. The other two tasks were based on the reward-choice model of impulsivity and included the Single Key Impulsivity Paradigm and the Two-Choice Reward Task. Of particular interest was whether commission errors (response-disinhibition/attentional paradigms) or a preference for smaller–sooner rewards over larger–later rewards (reward-choice) would differ between the groups. Participants completed one session of each task in a single day. The most significant findings were that the Impulse+ group had: (1) elevated commission errors; (2) lower stimulus discriminability (between target and catch stimuli); and (3) poorer response inhibition to a stop signal. Responding on the response-disinhibition/attentional tasks distinguished between the impulsivity groups while the reward-choice tasks did not. These results demonstrate that women who report higher levels of trait impulsivity respond in a manner consistent with previous studies examining impulsive behavior.     

Getting Students to Choose to Do More Work: Evidence of the Effectiveness of the Interspersal Procedure

College students were exposed to two sets of mathematics assignments. For each set students were given an experimental and a control assignment. The control assignments contained 15 three-digit by two-digit target problems. The experimental assignments contained 18 similar target problems as well as six one-digit by one-digit multiplication problems interspersed after every third target problem. In the first assignment set, students were asked to work each assignment for 5 minutes. Although the experimental assignments contained more target problems, results showed that significantly more students chose the experimental assignment and rated it as less difficult and as requiring less effort to complete. In the second assignment set, students were asked to complete both assignments. Again significantly more students rated the experimental assignment as being less difficult and as requiring less effort to complete. Although more students chose the experimental assignment for homework, this difference was not significant. Discussion focuses on using the interspersal procedure to enhance students' perceptions of assignments and alter their choice behavior.     

When Do Replies to the Evolutionary Debunking Argument Against Moral Realism Beg the Question?

Some proponents of the evolutionary debunking argument against moral realism believe that replies that assume substantive moral claims beg the question. In this paper, I give a new account of what's wrong with such replies. On this account, many realists beg the question when they rely on substantive moral claims in their replies to the argument, but naturalists do not. While this account generalizes to some other domains, it allows perceptual and inductive realism to remain undebunked.