Leonard Lee

Try It, You'll Like It: The Influence of Expectation, Consumption, and Revelation on Preferences for Beer

Patrons of a pub evaluated regular beer and “MIT brew” (regular beer plus a few drops of balsamic vinegar) in one of three conditions. One group tasted the samples blind (the secret ingredient was never disclosed). A second group was informed of the contents before tasting. A third group learned of the secret ingredient immediately after tasting, but prior to indicating their preference. Not surprisingly, preference for the MIT brew was higher in the blind condition than in either of the two disclosure conditions. However, the timing of the information mattered substantially. Disclosure of the secret ingredient significantly reduced preference only when the disclosure preceded tasting, suggesting that disclosure affected preferences by influencing the experience itself, rather than by acting as an independent negative input or by modifying retrospective interpretation of the experience.

In Search of Homo Economicus: Cognitive Noise and the Role of Emotion in Preference Consistency

Understanding the role of emotion in forming preferences is critical in helping firms choose effective marketing strategies and consumers make appropriate consumption decisions. In five experiments, participants made a set of binary product choices under conditions designed to induce different degrees of emotional decision processing. The results consistently indicate that greater reliance on emotional reactions during decision making is associated with greater preference consistency and less cognitive noise. Additionally, the results of a meta-analytical study based on data from all five experiments further show that products that elicit a stronger emotional response are more likely to yield consistent preferences.

If I'm Not Hot, Are You Hot or Not? Physical-Attractiveness Evaluations and Dating Preferences as a Function of One's Own Attractiveness

Prior research has established that peoples own physical attractiveness affects their selection of romantic partners. This article provides further support for this effect and also examines a different, yet related, question: When less attractive people accept less attractive dates, do they persuade themselves that the people they choose to date are more physically attractive than others perceive them to be? Our analysis of data from the popular Web site HOTorNOT.com suggests that this is not the case: Less attractive people do not delude themselves into thinking that their dates are more physically attractive than others perceive them to be. Furthermore, the results also show that males, compared with females, are less affected by their own attractiveness when choosing whom to date.

The Limits of Attraction

Consumer research has documented dozens of instances in which the introduction of an “irrelevant” third option affects preferences between the remaining two. In nearly all such cases, the unattractive dominated option enhances the attractiveness of the option it most resembles—a phenomenon known as the “attraction effect.” In the studies presented here, however, the authors contend that this phenomenon may be restricted to stylized product representations in which every product dimension is represented by a number (e.g., a toaster oven that has a durability rating of 7.2 and ease of cleaning rating of 5.5). Such effects do not typically occur when consumers experience the product (e.g., taste a drink) or when even one of the product attributes is represented perceptually (e.g., differently priced hotel rooms whose quality is depicted with a photo). The authors posit that perceptual representations of attributes do not support the sorts of comparisons that drive the attraction effect with highly stylized examples, and they question the practical significance of the effect.

Money, Time, and the Stability of Consumer Preferences

Consumers often make product choices that involve the consideration of money and time. Building on dual-process models, the authors propose that these two basic resources activate qualitatively different modes of processing: while money is processed analytically, time is processed more affectively. Importantly, this distinction then influences the stability of consumer preferences. An initial set of three experiments demonstrates that, compared with a control condition free of the consideration of either resource, money consideration generates significantly more violations of transitivity in product choice, while time consideration has no such impact. The next three experiments use multiple approaches to demonstrate the role of different processing modes associated with money versus time consideration in this result. Finally, two additional experiments test ways in which the cognitive noise associated with the analytical processing that money consideration triggers could be reduced, resulting in more consistent preferences.

Crossing the Virtual Boundary: The Effect of Task-Irrelevant Environmental Cues on Task Implementation

Task-oriented activities often involve a certain degree of waiting before the actual activities commence. We suggest that seemingly irrelevant situational cues in the task environment, such as queue guides, area carpets, or the location of another person, can serve as virtual boundaries that divide the task system into two categories: inside the system versus outside the system. Results from two laboratory and two field studies show that in-system individuals (i.e., those who have crossed the virtual boundary demarcated by these cues) are more likely than out-system individuals to adopt an implemental mind-set, as manifested by increased immediacy of action initiation, increased persistence in task-oriented behavior, and increased optimism. Further, these effects are attenuated when people are given sufficient extrinsic incentives to fulfill the task.

In Search of Homo Economicus: Preference Consistency, Emotions, and Cognition

Understanding the roles of emotion and cognition in forming preferences is critical in helping firms choose effective marketing strategies and consumers make appropriate consumption decisions. In this work, we investigate the role of the emotional and cognitive systems in preference consistency (transitivity). Participants were asked to make a set of binary choices under conditions that were aimed to tap emotional versus cognitive decision processes. The results of three experiments consistently indicate that automatic affective responses are associated with higher levels of preference transitivity than deliberate cognitive considerations, and suggest that the basis of this central aspect of rational behavior - transitivity - lies in the limbic system rather than the cortical system.

The Emotional Shopper: Assessing the Effectiveness of Retail Therapy

Shopping is an integral part of our everyday lives. Common wisdom suggests that many consumers engage in shopping and buying as a means to repair their negative feelings — a notion commonly referred to as retail therapy . However, does retail therapy really work? The present monograph seeks to address this question by proposing a tripartite approach, reviewing and organizing relevant research in marketing and consumer psychology based on this tripartite framework: (1) motivational (the goals and motives that consumers have for shopping); (2) behavioral (the activities in which consumers engage during the shopping process); and (3) emotional (the feelings that consumers experience while shopping). Although accumulating evidence suggests that retail therapy does work to a certain extent, simultaneously considering the three perspectives in future empirical investigation helps to further improve our understanding of the antecedents, underlying mechanisms, and consequences of retail therapy. Accordingly, a number of questions and directions for future research on the topic of retail therapy are discussed, drawing upon the proposed tripartite framework.

From Browsing to Buying and Beyond : The Needs-Adaptive Shopper Journey Model

We propose a theory-based model of the shopper journey, incorporating the rich literature in consumer and marketing research and taking into account the evolving retailing landscape characterized by significant knowledge, lifestyle, technological, and structural changes. With consumer well-being at its core and shopper needs and motivations as the focus, our needs-adaptive shopper journey model complements and contrasts with existing models. In addition, we identify 12 shopper journey archetypes representing the paths that consumers commonly follow—archetypes that illustrate the workings and applications of our model. We discuss the nature of these archetypes, their relationships with one another, and the psychological states that consumers may experience on these shopper journeys. We also present exploratory empirical studies assessing the component states in the archetypes and mapping the archetypes onto dimensions of shopping motivations. Finally, we lay out a research agenda to help increase understanding of shopper behavior in the evolving retailing landscape.