Complicating Decisions: The Work Ethic Heuristic and the Construction of Effortful Decisions

The notion that effort and hard work yield desired outcomes is ingrained in many cultures and affects our thinking and behavior. However, could valuing effort complicate our lives? In the present article, the authors demonstrate that individuals with a stronger tendency to link effort with positive outcomes end up complicating what should be easy decisions. People distort their preferences and the information they search and recall in a manner that intensifies the choice conflict and decisional effort they experience before finalizing their choice. Six experiments identify the effort-outcome link as the underlying mechanism for such conflict-increasing behavior. Individuals with a stronger tendency to link effort with positive outcomes (e.g., individuals who subscribe to a Protestant Work Ethic) are shown to complicate decisions by: (a) distorting evaluations of alternatives (Study 1); (b) distorting information recalled about the alternatives (Studies 2a and 2b); and (3) distorting interpretations of information about the alternatives (Study 3). Further, individuals conduct a superfluous search for information and spend more time than needed on what should have been an easy decision (Studies 4a and 4b)

State-Dependence Effects in Surveys

In recent years academic research has focused on understanding and modeling the survey response process. This paper examines an understudied systematic response tendency in surveys: the extent to which observed responses are subject to state dependence, i.e., response carryover from one item to another independent of specific item content. We develop a statistical model that simultaneously accounts for state dependence, item content, and scale usage heterogeneity. The paper explores how state dependence varies by response category, item characteristics, item sequence, respondent characteristics, and whether it becomes stronger as the survey progresses. Two empirical applications provide evidence of substantial and significant state dependence. We find that the degree of state dependence depends on item characteristics and item sequence, and it varies across individuals and countries. The article demonstrates that ignoring state dependence may affect reliability and predictive validity, and it provides recommendations for survey researchers

Frontiers: Polarized America: From political polarization to preference polarization

In light of the widely discussed political divide and increasing societal polariza-tion, we investigate in this paper whether the polarization of political ideology extends to consumers’ preferences, intentions, and purchases. Using three different data sets—the publicly available social media data of over three million brand followerships of Twitter users, a YouGov brand-preference survey data set, and Nielsen scanner panel data—we assess the evolution of brand-preference polarization. We find that the apparent polarization in political ideologies after the election of Donald Trump in 2016 stretches further to the daily lives of consumers. We observe increased polarization in preferences, behavioral intentions, and actual purchase decisions for consumer brands. Consistent with compensa-tory consumption theory, we find that the increase in polarization following the election of Donald Trump was stronger for liberals relative to conservatives, and that this asymmetric polarization is driven by consumers’ demand for “Democratic brands” rather than the sup-ply of such brands. From a brand perspective, there is evidence that brands that took a political stance observed a shift in their customer base in terms of their customers’ political affiliation. We provide publicly available (http://www.social-listening.org) access to the unique Twitter-based brand political affiliation scores

The Shape of Marketing Research in 2021

From an organizational strategy perspective, attributing changes to sweeping environmental triggers or long-term strategic planning means taking either an ecological or strategic viewpoint. The ecological-versus-strategic debate centers on the issue of environmental determinism versus strategic choice. Marketing research, as an industry, is faced with having to adapt to environmental changes (mostly technology-driven) with autonomous processes that vary from one company to another. Marketing research paves the way to customer relationship building, through which the marketing function introduces the customer to the firm. There is an increasing body of both academic and trade literature that addresses the strategic role of marketing and how marketing contributes to a firm\u27s performance. Marketing researchers will have to adapt beyond adjusting their skills and highlighting the newly gained powers to senior leaders

The polarity of online reviews: prevalence, drivers and implications

In this research, the authors investigate the prevalence, robustness, and possible reasons underlying the polarity of online review distributions, with the majority of the reviews at the positive end of the rating scale, a few reviews in the midrange, and some reviews at the negative end of the scale. Compiling a large data set of online reviews—over 280 million reviews from 25 major online platforms—the authors find that most reviews on most platforms exhibit a high degree of polarity, but the platforms vary in the degree of polarity on the basis of how selective customers are in reviewing products on the platform. Using cross-platform and multimethod analyses, including secondary data, experiments, and survey data, the authors empirically confirm polarity self-selection, described as the higher tendency of consumers with extreme evaluations to provide a review as an important driver of the polarity of review distributions. In addition, they describe and demonstrate that polarity self-selection and the polarity of the review distribution reduce the informativeness of online reviews

The pattern of online reviews

Past research has highlighted that online reviews follow a J-shaped distribution implying that reviews are skewed to the positive end of the rating scale, with a few reviews in the mid-range and some reviews at the negative end of the scale. But so far the prevalence and reasons behind the J-shaped distribution of product reviews have been largely neglected in previous research. In this research we aim at 1) investigating the robustness of the J-shaped distribution, 2) understanding its drivers and 3) analyzing its impact on consumer behavior. Building on a large set of online reviews - over 78 million reviews from 16 major online platforms, we identify a robust J-shaped distribution on many but not all of the platforms and product categories. Using secondary datasets, survey data and lab experiments, we demonstrate that the J-shaped distribution is primarily driven by self-selection mechanisms while we rule out multiple alternative explanations of the J-shaped distribution such as review fraud and scale truncation mechanisms. Finally, we show how the J-shaped distribution can affect the informativeness of the reviews as well as the key measures of online reviews (the average rating and the number of reviews)