O Efeito da Sinalização de Qualidade no Contexto de Serviços

Signaling theory states that signals are firms’ actions that communicate information about the quality of a product. The main purpose of this research is to investigate the effect of signal quality in a service context, through the investigation of the signaling effects of price and responsiveness in a service context. Perceived behavior control, regarded as an individual's perception of the ability to perform a behavior, was proposed as a moderator between signaling variables and perceived quality. Two experimental studies with factorial and inter-subject designs were conducted in order to test the hypotheses formulated from the literature review. Results from both experiments show that signaling quality through price and responsiveness can affect perceived quality. The second experiment supports the hypothesis of perceived behavior control moderation between price as a signaling variable and perceived quality, but not between responsiveness and perceived quality. These results and their implications are discussed in the final section of the paper

Free will, temptation, and self-control: We must believe in free will. We have no choice (Isaac B. Singer)

Baumeister, Sparks, Stillman, and Vohs (2007), sketch a theory of free will as the human ability to exert self-control. Self-control can produce goal-directed behavior, which free will conceptualized as random behavior cannot. We question whether consumer psychology can shed light on the ontological question of whether free will exists. We suggest that it is more fruitful for consumer psychology to examine consumer's belief in free will. Specifically, we propose that this belief arises from customers' phenomenological experience of exercising self-control in the face of moral or intertemporal conflicts of will. Based on extant literature in philosophy, psychology, and economics, we offer both a narrower conceptualization of the nature of self-control problems and a more general conceptualization of self-control strategies, involving not only willpower but also precommitment. We conclude with a discussion of the consequences of consumer's belief in free will.MO_0706status: publishe

Option attachment:when Deliberating Makes Choosing Feel like Losing

Common sense suggests that consumers make more satisfying decisions as they consider their options more closely. Yet we argue that such close consideration can have undesirable consequences because it may induce attachment to the optionsa sense of prefactual ownership of the choice options. When consumers then select one option, they effectively lose this prefactual possession of the other, nonchosen options. This yields a feeling of discomfort ("choosing feels like losing") and an increase in the attractiveness of the forgone option, compared to its appeal before the choice. A series of nine experiments provides evidence of this phenomenon and support for our explanation.

Ego depletion and cognitive load: Same or different constructs?

The theory of ego depletion states that all acts of self-control draw on a common limited resource that is self-control specific. We tested whether the scarce self-control specific resource might in fact be more general in nature by comparing the effects of ego depletion and cognitive load on incidental memory for product information. Depletion and cognitive load produced similar effects, supporting the claim that depletion-effects are not limited to self-control. However, depletion could be overcome by influencing people’s beliefs, whereas cognitive load could not, suggesting that depletion and cognitive load do represent two different processes.status: publishe