Why it is so hard to predict our partner's product preferences.

Many consumer choices require predictions of partner's product attitudes. It has been shown that for some product categories, people might lack relevant partner knowledge. We investigate the cognitive processes underlying consumers' prediction of their partner's product attitudes, when relevant partner information is available. In the present studies the relevant partner information is provided in the form of online feedback. A first study reveals that mere awareness one is predicting the partner's attitudes actually hurts accuracy when similarity is low. In follow-up studies we examine the underlying reasons and generalizability of the obtained results.Choice; Cognitive; Information; Knowledge; Predictions; Processes; Product; Studies;

The influence of classical-conditioning procedures on subsequent attention to the conditioned brand.

Three experiments are used to investigate the influence of conditioning procedures on attention to a conditioned stimulus. In experiment 1, scenes presented in a sequence that is consistent with prescribed conditioning procedures are shown to encourage attention to the advertised brands in subsequent product displays. Experiment 2 suggests that differential attention to conditioned brands can be attributed to the signaling properties the brand acquires as a consequence of conditioning. Evidence from a third experiment raises the possibility that semantic conditioning may be responsible for the effects observed in experiments 1 and 2. The findings suggest that current prescriptions on the use of conditioning procedures may need to be updated.contingency awareness; orienting response; external validity; consumer research; context; stimulus; recall;

Sincere flattery: trade-dress imitation and consumer choice.

A copycat strategy uses visual similarity to an established leader as a persuasion tool. Although not uncommon in the marketplace, little is known about consumer response to such imitation. Contrary to speculation regarding consumer sensitivity to salient persuasion tactics, we find only conditional evidence that consumers spontaneously penalize brands that blatantly imitate market leaders. The results are discussed in the context of common marketing wisdom regarding the virtues of differentiation.Model; Data; Strategy; Brands; Marketing;

Why it is so hard to predict our partner's product preferences : the effect of target familiarity on prediction accuracy.

Many buying decisions require predictions of another person's product attitudes. Yet, consumers are often inaccurate predictors, even for familiar others. We provide strong evidence that target familiarity can even hurt accuracy in the presence of attitude feedback. Although overprojection and lack of product-specific attitude information have been identified as possible reasons for prediction in accuracy, our results suggest a retrieval explanation. When presented with product-specific attitude feedback, predictors adapted their level of projection and encoded the attitude information, but they did not use this information. Instead, they retrieved less diagnostic, pre-stored information about the familiar target stop redict their product attitudes.(pro-environmental) attitudes; Behavior; Self-perception theory; Ecological consumer; Ego depletion; Social marketing;

Visual attention during brand choice: an eye-fixation analysis.

Measures derived from eye-movement data reveal that during brand choice consumers adapt to time pressure by accelerating information, by filtering information and by changing their information acquisation strategy. In addition, consumers with high task motivation filter brand information less and pictorial information more. Consumers under time pressure filter textual ingredients information more, and pictoral information less. The results of multi-level logistic regression analysis reveal that the chosen brand is involved in significantly more intra-brand and inter-brand saccades than non-chosen brands, independent of time pressure and task motivation conditions. Implications for the theory of consumer attention and for pretesting of packaging ans shelf lay-outs are offered.

How vulnerable are consumers to blatant persuasion attempts?.

We show that subtle environmental elements -such as background music- can reduce skepticism and decrease consumers' use of persuasion knowledge. In four studies we show that the presence of background music can result in increased distraction and increased inclination to follow salespeople's advice. Remarkably, this effect persists even when the ulterior motive of the salesperson is made extremely salient. Our results suggest that consumers may be more vulnerable to persuasion attempts then is usually assumed in the persuasion knowledge literature.Knowledge; Research; Studies;

Why it is so hard to predict our partner's product preferences: The effect of target familiarity on prediction accuracy.

Many buying decisions require predictions of another person's product attitudes. Yet, consumers are often inaccurate predictors, even for familiar others. We provide strong evidence that target familiarity can even hurt accuracy in the presence of attitude feedback. Although overprojection and lack of product-specific attitude information have been identified as possible reasons for prediction inaccuracy, our results suggest a retrieval explanation. When presented with product-specific attitude feedback, predictors adapted their level of projection and encoded the attitude information, but they did not use this information. Instead, they retrieved less diagnostic, pre-stored information about the familiar targets to predict their product attitudes.person perception; decisions; knowledge; consumers; consensus; think; model; self;

On the role of sunk costs and transaction costs in utsourcing decisions.

In this paper we report the results of two experiments examining the influence of sunk historical investments for internal production on the outsourcing decision. Outsourcing activities to external companies in an important issue in today's competitive environment. Transaction cost economics offers a theoretical explanation taking into account future transaction and production costs. In this theoretical framework, asset specificity and uncertainly are the main explanatory variables for the choice between producing internally or outsourcing to suppliers. We study the additional influence of internal sunk costs on outsourcing. We conclude that, contrary to accounting norms and standard economic theory , sunk costs are an additional explanatory factor in the outsourcing decision.Costs; Outsourcing; Decisions; Investments; Companies; Economics;

The piecemeal approach to comparative advertising.

When attempting to portray the attractiveness of a brand vis-à-vis its competitors, an ad may make global claims about superiority or specific claims about one or more attributes. A special case of latter is the piecemeal ad in which the advertised brand is compared to a competitor on one attribute, a different competitor on a second attribute, another competitor on a third attribute, and so on. The present research demonstrates the effectiveness of this technique and explores the basis for its influence. A series of experiments reveals a robust effect mediated by perceived message credibility.Advertising; Effectiveness; Credibility;