To Think or Not to Think?: A New Perspective on Optimal Consumer Decision Making

This research introduces a new theoretical perspective (termed the Adaptive Processing Perspective) that reexamines how consumers should think before making decisions and the optimal outcomes that result. New insights into conscious (“careful deliberation”), unconscious (“sleeping on it”), and intuitive (“going with your gut”) thought processes are provided. Across four studies, empirical evidence demonstrates that consumers can make significantly better decisions by thinking more about routine choices, using their intuition for occasional purchase decisions, and distracting themselves before making major purchase decisions. Specifically, in study 1, increased conscious thought optimized routine decision making due to increases in openness to information. In study 2, consumers using intuition optimized an occasional purchase decision by focusing attention on relevant information. Study 3 demonstrated unconscious thought to be optimal for consumers when making a major purchase decision via their engagement in associative processing. Lastly, study 4 provided further support for the Adaptive Processing Perspective by manipulating the decision setting (i.e., routine, limited, extensive) across a common product and replicating the earlier study results. Several theoretical and practical advances to the domains of information processing and consumer decision making are offered and discussed

Mixing Customer Ingratiation into Evaluation: How Service Providers Judge and Evaluate Rideshare Experiences

Whereas consumer satisfaction is critical for the success of services, we research how providers evaluate customers in the sharing economy represented by the rideshare marketplace. We examine anticipated customer evaluation (ACE) as the underlying link and the provider\u27s sense of power as a moderator for the relationship between customer ingratiation and provider evaluations. We first conducted a field pilot study and analyzed the content of rideshare trips described by drivers. Then, we tested the conceptual framework in four experiments that manipulated different rideshare customer behaviors (self-presentation, other-enhancement, and customer conformity). Our study contributes to the consumer research literature by examining provider evaluation and discovering the peer-to-peer (P2P) dynamic evaluation mechanisms that adopt a two-way rating system

The oversharenting paradox: when frequent parental sharing negatively affects observers’ desire to affiliate with parents

Modern-day parents increasingly engage in sharing of their children’s information and photos on social media. However, when parents post about their children on social media with high frequency, the phenomenon of “oversharenting” occurs. This research explores the impact of oversharenting on others’ desire to affiliate with parents. While parents post about their children to socialize with others, three experimental studies conducted with U.S. residents recruited via Amazon Mechanical Turk demonstrate that parents who oversharent are viewed as less desirable acquaintances than parents who do not. This effect is mediated by observers’ perception that oversharenting constitutes a social norm violation (Study 1; N = 147). Specifically, observers assume that parents who oversharent try to become the center of attention through their children (Study 2; N = 168). The negative effect of oversharenting on affiliation is mitigated in the case of observers who themselves post frequently on social media (Study 3; N = 478). In summary, this research contributes to the understanding of parental sharing in social media environments by demonstrating that, paradoxically, parents’ oversharenting behavior may negatively affect the very goal that parents attempt to fulfill through social media sharing

Validating Measures Of Self Control Via Rasch Measurement

Self control has been offered as a fundamental explanation for consumption behavior in a number of marketing settings. Until recently, measurement of self control had been inadequate, with advances being made only in specific domains. Tangney, Baumeister, and Boone (2004) introduced a reflective measure of self control which has gained popularity across social science research. However, the authors did not subject this critical measure to a review of fit and function through a psychometric lens. This study reviews their measure with consideration of fit and function, applying item response theory, and more specifically, Rasch measurement. Findings suggest that moderate levels of the unidimensional construct of self control are captured by the scale but high risk groups may be neglected by the measure in its current form

The Effects of Guilt and Sadness on Sugar Consumption

This research examines how the discrete negative emotions of guilt and sadness impact individual preference for carbohydrates, specifically in the form of sugar. Using Cognitive Appraisal Theory and research in biological psychology, we identify how these two discrete emotions influence the release of cortisol, which impacts sugar preferences. The results of four studies indicate that consumers select and prepare foods with higher amounts of sugar when experiencing sadness relative to when they feel guilt. Implications for public policy as well as marketing practitioners are discussed

Less Light, Better Bite: How Ambient Lighting Influences Taste Perceptions

Atmospheric factors within a retail environment provide efficient and effective methods for influencing customer behavior. Drawing on the concept of sensory compensation, this research investigates how ambient lighting influences taste perceptions. Three studies demonstrate that dim lighting enhances taste perceptions. The results of Studies 1a and 1b provide support that low lighting positively influences consumers\u27 perceived taste of single taste dimension foods (e.g., sweet). Study 2 shows the number of taste dimensions (e.g., sweet vs. sweet and salty) stimulated serves as a boundary condition, attenuating the significant effect of dim lighting on taste perceptions

Validating Measures of Self Control via Rasch Measurement

ABSTRACT Self control has been offered as a fundamental explanation for many behavioral outcomes. Until recently, measurement of self control had been inadequate, with advances being made only in specific domains. Tangney, Baumeister, and Boone (2004) introduced a reflective measure of self control which has gained popularity in social science research. However, the authors did not subject this critical measure to item response theory, which is a more thorough and detailed analysis in comparison to classical test theory. The following research analyzes their measure of perceived self control with item response theory, and more specifically, Rasch measurement. Findings suggest that the unidimensional construct of self control is captured by the scale but should include revisions for future use

Going With Your Gut - Data Files

Datasets for "Going with Your Gut: The Benefits of Intuition for Complex Choices"<br