The influence of mindset abstraction on preference for mixed versus extreme approaches to multigoal pursuits

Facing multiple conflicting goals, consumers may attempt to simultaneously pursue multiple goals by choosing mixed vice–virtue bundles in each consumption episode (mixed approach). Alternatively, they may maximize their pursuit of one goal at a time and sequentially manage multiple goals by alternating between pure-virtue and pure-vice bundles across consumption episodes (extreme approach). The current research proposes that consumer preferences between the two approaches depend on mindset abstraction. Across four experimental studies in the domains of food and financial decision-making, we demonstrate that, relative to an abstract mindset, a concrete mindset increases preference for the extreme approach over the mixed approach. Furthermore, by observing actual food choices over a seven-day period, this research provides a comprehensive picture of how a chronic mindset relates to multigoal management in long-term consumption patterns. The findings have both theoretical implications for the goal literature and managerial implications for marketers and policymakers.     

Knowledge does not necessarily make the heart grow fonder: The moderating role of knowledge on accessibility experiences

Accessibility experiences have been a subject of interest since Tversky and Kahneman (1973) published their account of the availability heuristic—specifically, individuals often utilize the phenomenological experience of ease or difficulty of recall in constructing a judgment (Schwarz, 1998). The reported studies contribute further to work in this area by examining the moderating role of knowledge on accessibility experiences and their use in evaluative judgments. We argue that knowledgeable individuals are more likely to experience interference effects in early stages of recall. This would result in a reversal of the usual phenomenon such that while low knowledge individuals would find recalling larger sets effortful, which would lead them to form more negative evaluations when recalling larger amounts of information, high knowledge individuals would find recalling smaller sets effortful and would form more negative evaluations when recalling smaller amounts of information. We discuss potential explanations and draw attention to the distinction between generating a response and the appropriateness of the response in accessibility experiences.     

The Group-Contagion Effect: The Influence of Spatial Groupings on Perceived Contagion and Preferences

ABSTRACT— We used contagion theory as a framework for studying the influence of spread of qualities in a group. We found that people's preferences change depending on how objects are arranged in a group. They prefer to choose from a closely arranged group if one unidentified object in that group has a positive quality, but prefer to choose from a group in which objects are farther apart if one unidentified object in that group has a negative quality. We call this pattern of preference the group-contagion effect. We also found that the magnitude of the effect increases if the number of objects possessing the positive or negative quality increases.