Integrating neurophysiological and psychological approaches: Towards an advancement of brand insights

Peer Reviewedhttps://deepblue.lib.umich.edu/bitstream/2027.42/141509/1/jcpy3.pd

DRD4 polymorphisms modulate reward positivity and P3a in a gambling task: Exploring a genetic basis for cultural learning

Prior work shows that people respond more plastically to environmental influences, including cultural influences, if they carry the 7 or 2‐repeat (7/2R) allelic variant of the dopamine D4 receptor gene (DRD4). The 7/2R carriers are thus more likely to endorse the norms and values of their culture. So far, however, mechanisms underlying this moderation of cultural acquisition by DRD4 are unclear. To address this gap in knowledge, we tested the hypothesis that DRD4 modulates the processing of reward cues existing in the environment. About 72 young adults, preselected for their DRD4 status, performed a gambling task, while the electroencephalogram was recorded. Principal components of event‐related potentials aligned to the Reward‐Positivity (associated with bottom‐up processing of reward prediction errors) and frontal‐P3 (associated with top‐down attention) were both significantly more positive following gains than following losses. As predicted, the gain‐loss differences were significantly larger for 7/2R carriers than for noncarriers. Also, as predicted, the cultural backgrounds of the participants (East Asian vs. European American) did not moderate the effects of DRD4. Our findings suggest that the 7/2R variant of DRD4 enhances (a) the detection of reward prediction errors and (b) controlled attention that updates the context for the reward, thereby suggesting one possible mechanism underlying the DRD4 × Culture interactions.Is there a genetic basis for cultural learning? Recent work suggests carriers of 7‐ or 2‐repeat allele of the dopamine DRD4 are more likely than non‐carriers to acquire their culture’s beliefs and practices. We show carriers are more closely attuned to reward signals compared to non‐carriers. This finding offers a possible missing link in the analysis of the co‐evolutionary dynamic between genes and culture.Peer Reviewedhttp://deepblue.lib.umich.edu/bitstream/2027.42/162723/2/psyp13623_am.pdfhttp://deepblue.lib.umich.edu/bitstream/2027.42/162723/1/psyp13623.pd

Malleability of Taste Perception: Biasing Effects of Rating Scale Format on Taste Recognition, Product Evaluation, and Willingness to Pay

In three experiments we show that the measurement tool on which consumers describe a taste sample influences consumers' concurrent impression of the sample, biases later identification of the sample in a taste recognition test, and affects overall product evaluation and WTP, and this is moderated by product knowledge. [to cite]

Expenditure and resource utilisation for cervical screening in Australia

BACKGROUND The National Cervical Screening Program in Australia currently recommends that women aged 18-69 years are screened with conventional cytology every 2 years. Publicly funded HPV vaccination was introduced in 2007, and partly as a consequence, a renewal of the screening program that includes a review of screening recommendations has recently been announced. This study aimed to provide a baseline for such a review by quantifying screening program resource utilisation and costs in 2010. METHODS A detailed model of current cervical screening practice in Australia was constructed and we used data from the Victorian Cervical Cytology Registry to model age-specific compliance with screening and follow-up. We applied model-derived rate estimates to the 2010 Australian female population to calculate costs and numbers of colposcopies, biopsies, treatments for precancer and cervical cancers in that year, assuming that the numbers of these procedures were not yet substantially impacted by vaccination. RESULTS The total cost of the screening program in 2010 (excluding administrative program overheads) was estimated to be A$194.8M. We estimated that a total of 1.7 million primary screening smears costing$96.7M were conducted, a further 188,900 smears costing $10.9M were conducted to follow-up low grade abnormalities, 70,900 colposcopy and 34,100 histological evaluations together costing$21.2M were conducted, and about 18,900 treatments for precancerous lesions were performed (including retreatments), associated with a cost of $45.5M for treatment and post-treatment follow-up. We also estimated that$20.5M was spent on work-up and treatment for approximately 761 women diagnosed with invasive cervical cancer. Overall, an estimated $23 was spent in 2010 for each adult woman in Australia on cervical screening program-related activities. CONCLUSIONS Approximately half of the total cost of the screening program is spent on delivery of primary screening tests; but the introduction of HPV vaccination, new technologies, increasing the interval and changing the age range of screening is expected to have a substantial impact on this expenditure, as well as having some impact on follow-up and management costs. These estimates provide a benchmark for future assessment of the impact of changes to screening program recommendations to the costs of cervical screening in Australia

The social psychology of seatbelt use

Two studies examined interventions to increase compliance with seat belt laws. Both studies included physical reminder objects and social influence elements. The first study with a lower base rate (and lower SES profile) showed a 20% improvement in compliance in the 2 weeks following the intervention. The second study had a higher initial base rate (85%), which increased to approximately 90% in the 2 weeks following the intervention. The improvement was significant for the larger (white) samples in the study, but only for drivers (not passengers). Because the physical reminder objects were rarely present in the cars on subsequent observation, it appears the social influence manipulations were responsible for the increase in compliance. Further study is needed to determine whether knowledge of future monitoring for the behavior, or simply knowledge of social comparison information, is responsible for these effects.U.S. Department of Transportation/NHTSA; Office of Behavioral Safety Research (OBSR)http://deepblue.lib.umich.edu/bitstream/2027.42/86095/1/102761.pd

Consumer Decision Making and Aging: Current Knowledge and Future Directions

We review existing knowledge about older consumers and decision making. We develop a conceptual framework that incorporates the notion of fit between individual characteristics, task demands and the contextual environment. When the fit is high, older consumers use their considerable knowledge and experience to compensate for the impact of any age‐related changes in abilities and resources. When the fit is relatively low, older consumers feel increased need to adapt their decision making processes. We discuss these consumer adaptations and propose a number of research questions related to the processes underlying them in order to contribute to a better understanding of how they can lead to more effective consumer decision making for older adults. We further consider some pragmatic implications of the adaptations for marketing management and public policy.Peer Reviewedhttps://deepblue.lib.umich.edu/bitstream/2027.42/141554/1/jcpy2.pd

Ethical Brand Perception Formation When Information Is Inconsistent -an Impression Formation Perspective

This research builds on the recently emerging literature on consumer perceived ethicality (CPE) and experimentally explores how consumers form moral impressions of brands when confronted with inconsistent information. Findings suggest that impression formation processes differ depending on whether consumers are explicitly requested to evaluate brand ethics or not. This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/. 319 Advances in Consumer Research Volume 43, ©2015 Ethical Brand Perception Formation when Information is InconsistentAn Impression Formation Perspective Katja H. Brunk, European University Viadrina, Frankfurt (Oder), Germany Cara DeBoer, ESMT European School of Management and Technology, Berlin, Germany ABSTRACT This research builds on the recently emerging literature on consumer perceived ethicality (CPE) and experimentally explores how consumers form moral impressions of brands when confronted with inconsistent information. Findings suggest that impression formation processes differ depending on whether consumers are explicitly requested to evaluate brand ethics or not