apresentação - caso 6 _final2

8/8/2019 Apresentao - Caso 6 _final2

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1MSc in BA - Consumer Behavior


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Impulse Positive affect experienced spontaneously

on confrontation with a product.



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Stimuli and thePresentation-Mode

Manipulation

Measures

1- S ject's ch ice (Cake or Fruit-Salad)

2- Th ght Pr t c l (Qualitative measurement withInterjudge agreement = 9

5%)

F ct ri l An lysis V ri les:

3- Decisi n B sis F ct r V ri le (Cron ach's = .91)

4- Affectc ke n Affectfr it F ct r V ri les (Cron ach's =.97 and .95)

5- C gc ke n C gFr it F ct r V ri les (Cron ach's =.88 and .84)

POINT: Presenting the real snacks to one group

and photographs of snacks to another.

OBJECTIVE : Manipulate the vividness of theoptions and hence the intensity of positive

affects experienced y respondents.

CONCLUSIONS: Real snacks as eing more vivid

than the photographs of the snacks (p .0003).


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MSc in BA - Consumer Behavior 9

Ch ice f ch c l te c ke is infl ence y:

- Level of processing-resources availa le as a main effect

- Presentation-Mode as a moderator the choice on the Real condition

Res lts/Disc ssi n: Actual Su jects Choice

1


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Affective vs. C gnitive ecisi ns here infl ence y:

- Level of processing-resources availa le as a main effect

- Presentation-Mode as a moderator the choice on the Real condition

Res lts/Disc ssi n: Decision Basis Su jects Responses

1


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Experiment 2

H2: The effect of restricted processing resources onthe choice of an affect-laden alternative will emoderated y consumer impulsivity, the effect einggreater with increased levels of consumer impulsivity.

Pr ce re (Experiment 1 real presentation-modeconditions) :- 69 respondents- Randomly assigned to one condition- Additional individual difference measure

Sep r te test-retest pr ce re: N verse ffect n c ncl si ns


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Res lts/Disc ssi n: Actual Su jects Choice

2 alternatives (cake/fruit) -

choices influence y:

- level of rocessing-resources

availa le

- consumer im ulsivity


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Res lts/Disc ssi n: Decision Basis Su jects

Responses

Consistent with H2:

- Levels of consumer

impulsivity do affect choice


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Su ary of Fi di gs

In circumstances where the consumer does not attri ute great effort tothe decision making process, it is most pro a le that s/he will maketheir choice ased on affect (hedonic value), and not on cognitions.

When the consumer does allocate further and deli erate effort to thedecision making process, s/he will decide on the asis of cognitions(utilitarian value).

There is a higher impact on the choice of processing resources (Affect

vs. Cognitions) when:

1. The presentation mode is real, as opposed to symbolic;

2. When the consumer is more impulsive in making his/her decision


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M n geri l Implic ti ns

For affect-laden products consider:

- The effect of constraining the processing

resources related to the choice of affect-

laden alternatives within the consumerspurchasing environment, which will lead to a

higher level of impulse buying from their part.

- The Internet shopping trend has increased

tremendously throughout recent years and

therefore so has the symbolic mode of presentation. This translates to the fact that

the decision making process will be

increasingly based on cognitions, rather than

on affect.


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C ncl si ns

The characterization of the consumer in previous decision-makingresearch as a thinking machine, is a poor reflection of reality;

Examining how consumers actually make decisions in various shoppingcontexts, suggest that consumers are more often mindless rather thanmindful decision makers.


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Limit ti ns

Used real alternatives rather than scenarios;

The propositions were tested in a context that was devoid of

much of the richness that surrounds real-world brand choices.

Decision Basis The basic assumption underlying this

variable is that consumers can access their mental processes

leading to a decision, which has been called to question byseveral researchers


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Directi ns f r F t re Rese rch

How do consumers view impulse ehaviors?

How do their views translate to impulse uying?

Examine situations where respondents make delayed choices of alternatives that are presented to them

From a theory- uilding perspective, future research needs to follow up

on recent advances in neuropsychology on emotions.


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apresentação - caso 6 _final2

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