Journal of Consumer Psychology
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A recipe for friendship: Similar food consumption promotes trust and cooperation Abstract This research examines the consequences of incidental food consumption for trust and cooperation. We find that strangers who are assigned to eat similar (vs. dissimilar) foods are more trusting of each other in a trust game (Study 1). Food consumption further influences conflict resolution, with strangers who are assigned to eat similar foods cooperating more in a labor negotiation, and therefore earning more money (Study 2). The role of incidental food similarity on increased trust extends to the product domain. Consumers are more trusting of information about non‐food products (e.g., a software product) when the advertiser in the product testimonial eats similar food to them (Study 3). Lastly, we find evidence that food serves as a particularly strong cue of trust compared with other incidental similarity. People perceive that pairs eating similar foods, but not pairs wearing similar colored shirts, are more trusting of one another (Study 4). We discuss theoretical and practical implications of this work for improving interactions between strangers, and for marketing products.
Journal of Consumer Psychology - Tập 27 - Trang 1-10 - 2017
Marketing actions that influence estimates of others also shape identity Abstract Consumers' social identities stem from comparisons between themselves and others. These identities help determine consumption decisions. Unfortunately, perceptions of comparative traits and characteristics are frequently biased, which can lead to similarly biased consumption decisions. Five studies show that two incidental but commonplace marketing decisions can influence consumers' estimates of their relative standing and thus their social identities by influencing estimates of how other consumers are distributed.
Journal of Consumer Psychology - Tập 25 - Trang 495-503 - 2015
A Selective Hypothesis Testing Perspective on Price‐Quality Inference and Inference‐Based Choice Consumers often rely heavily on price as a predictor of quality and typically overestimate the strength of this relation. Furthermore, the inferences of quality they make on the basis of price can influence their actual purchase decisions. Selective hypothesis testing appears to underlie the effects of information load and format on price–quality inferences. Results of 5 experiments converge on the conclusion that quality inferences are more heavily influenced by price when individuals have a high need for cognitive closure, when the amount of information presented is high (vs. low), and when the information presented is rank ordered in terms of quality rather than presented randomly. Furthermore, because consumers are willing to purchase more expensive brands when they perceive a high price–quality correlation, these variables can also influence their purchase decisions.
Journal of Consumer Psychology - Tập 15 - Trang 159-169 - 2005
Food, sex and the hunger for distinction Abstract Consumer preferences are often influenced by the distinctiveness of the options involved, but do needs for distinctiveness display motivational reward properties? Four studies suggest that they do. Activating needs for distinctiveness impacts the desirability of other, seemingly unrelated rewards, and reciprocally, preferences for distinctiveness are impacted by the presence of seemingly unrelated reward stimuli. Further, these cross‐domain spillover effects were moderated by sensitivity to the general reward system and satiated by even seemingly unrelated intervening rewards. These findings shed light on the nature of distinctiveness and its implications for consumer behavior.
Journal of Consumer Psychology - Tập 21 - Trang 464-472 - 2011
Branding the brain: A critical review and outlook Abstract The application of neuroscience to marketing, and in particular to the consumer psychology of brands, has gained popularity over the past decade in the academic and the corporate world. In this paper, we provide an overview of the current and previous research in this area and explain why researchers and practitioners alike are excited about applying neuroscience to the consumer psychology of brands. We identify critical issues of past research and discuss how to address these issues in future research. We conclude with our vision of the future potential of research at the intersection of neuroscience and consumer psychology.
Journal of Consumer Psychology - Tập 22 - Trang 18-36 - 2012
Predictive Validity of the Implicit Association Test in Studies of Brands, Consumer Attitudes, and Behavior Three studies investigated implicit brand attitudes and their relation to explicit attitudes, product usage, and product differentiation. Implicit attitudes were measured using the Implicit Association Test (IAT; Greenwald, McGhee, & Schwartz, 1998). Study 1 showed expected differences in implicit attitudes between users of two leading yogurt brands, also revealing significant correlations between IAT‐measured implicit attitudes and explicit attitudes. In Study 2, users of two fast food restaurants (McDonald's and Milk Bar) showed implicit attitudi‐nal preference for their favorite restaurant. In Study 3, implicit attitudes of users of two soft drinks (Coca‐Cola and Pepsi) predicted brand preference, product usage, and brand recognition in a blind taste test. A meta‐analytic combination of the three studies showed that the use of IAT measures increased the prediction of behavior relative to explicit attitude measures alone.
Journal of Consumer Psychology - Tập 14 - Trang 405-415 - 2004
The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands Extant research suggests that consumers can become emotionally attached to consumption objects, including brands. However, a scale to measure the strength of consumers’ emotional attachments to brands has yet to be devised. We develop such a scale in Studies 1 and 2. Study 3 validates the scale's internal consistency and dimensional structure. Study 4 examines its convergent validity with respect to four behavioral indicators of attachments. Study 5 demonstrates discriminant validity, showing that the scale is differentiated from measures of satisfaction, involvement, and brand attitudes. That study also examines the scale's predictive validity, showing that it is positively associated with indicators of both commitment and investment. The limitations of the scale and the boundary conditions of its applicability are also discussed.
Journal of Consumer Psychology - Tập 15 - Trang 77-91 - 2005
The Horizontal/Vertical Distinction in Cross‐Cultural Consumer Research We argue for the importance of a relatively new cultural distinction in the horizontal (valuing equality) or vertical (emphasizing hierarchy) nature of cultures and cultural orientations. A review of the existing cross‐cultural literature is presented suggesting that, although the contribution of the horizontal/vertical distinction is sometimes obscured by methods that conflate it with other dimensions, its impact is distinct from that associated with individualism–collectivism. We present studies that highlight several sources of value for the horizontal/vertical distinction—as a predictor of new consumer psychology phenomena and as a basis for refining the understanding of known phenomena. Results support the utility of examining this distinction for the understanding of personal values, advertising and consumer persuasion, self‐presentational patterns, and gender differences. Methodological issues in studying the horizontal/vertical distinction are also discussed.
Journal of Consumer Psychology - Tập 16 Số 4 - Trang 325-342 - 2006
Why do people give? The role of identity in giving Abstract Why do people give to others? One principal driver involves one's identity: who one is and how they view themselves. The degree to which identities are malleable, involve a readiness to act, and help make sense of the world have significant implications determining whether and how much people give. Drawing on the Identity‐Based Motivation model (IBM; Oyserman, D. (2009). Identity‐based motivation: Implications for action‐readiness, procedural‐readiness, and consumer behavior. Journal of Consumer Psychology, 19.), we provide a tripartite framework to help advance the research on the psychology of giving.
Journal of Consumer Psychology - Tập 19 - Trang 267-270 - 2009
The Nature and Role of Salesperson Perceptions: The Interactive Effects of Salesperson/Customer Personalities Selling is a social situation in which two people come together for a specific purpose and, in doing so, influence each other. Although customers' perceptions and outcomes have often been explored in the context of personal selling, salespersons' perceptions and outcomes have received far less attention. Each customer brings to the interaction a unique combination of personal characteristics and needs, and the influence of the customer's characteristics on the salesperson should be examined. We report on a laboratory experiment designed to assess the impact of the interactive effect of the salesperson's and the customer's level of self‐monitoring on salespersons' perceptions. Results show that there is an interactive effect of the salesperson's personality and the customer's personality on the salesperson's perceptions. More positive outcomes were evident when the self‐monitoring levels of the dyad partners were different. A high self‐monitoring salesperson experiences greater benefits and judges the interaction more positively when the customer is a low self‐monitor. Low self‐monitoring salespeople judge the interaction more positively when the customer is a high self‐monitor. We conclude that the attitude and behavior consistency of a low self‐monitor provides clear direction to the high self‐monitoring partner, who seeks cues from the partner to guide behavior.
Journal of Consumer Psychology - Tập 1 - Trang 285-296 - 1992
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