Stacy Wood

Paradox and the Consumption of Authenticity through Reality Television

We position reality television within the broader category of consumer practices of authenticity seeking in a postmodern cultural context. The study draws on relevant perspectives from consumer research, literary criticism, sociology, and anthropology to argue that viewers of reality television encounter three elements of paradox in the process of constructing authenticity. The negotiation of each paradox exceeds the process of coping with or resolving their inherent contradictions to encompass the creation of new values. We argue that consumers blend fantastic elements of programming with indexical elements connected to their lived experiences to create a form of self-referential hyperauthenticity. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Prior Knowledge and Complacency in New Product Learning

Our research examines the role of prior knowledge in learning new product information. Three studies demonstrate that, compared to consumers with lower prior knowledge, those with higher prior knowledge learn less about a new product. Further, higher knowledge consumers are able to learn more but learn less due to motivational deficits; inferior learning of new product information by those with higher prior knowledge is caused by inattention at encoding rather than reconstructive errors at retrieval. These results hold both when prior knowledge is manipulated experimentally (studies 1 and 2) and when it is an individual difference factor (study 3).

Families and Innovative Consumer Behavior: A Triadic Analysis of Sibling and Parental Influence

Although family socialization is a rich field in consumer behavior, to date no research has been done to disaggregate family influences on behavior into separate parent and sibling components. Here we use triadic analysis (parent and two siblings) to explore the influence of family on consumer innovativeness. We develop hypotheses that postulate parental influence, and, based on conflicting views of sibling similarity in the recent behavioral genetics and developmental psychology literature, set competing hypotheses about sibling influence on innovativeness and innovative behavior. Using a model tested with triads from 137 families, we find that both parents and siblings influence innovativeness, but that parental influence is stronger than sibling influence. We discuss the implications of our work for the study of family influence in consumer behavior.

Psychological Indicators of Innovation Adoption: Cross-Classification Based on Need for Cognition and Need for Change

Predicting how and when consumers will switch from a current familiar brand to a new option is a matter of concern for every level of new product introduction—from brand extensions to “really new” discontinuous innovations. In this article, we build on the innovativeness literature by investigating the degree to which 2 consumer characteristics, the need for cognition (N cog ) and the need for change (N change ), help explain individuals’ propensity to choose new innovations versus status quo options. We demonstrate that by separating N cog and N change and cross-classifying individuals based on these attributes, 4 unique patterns of change behavior emerge. A large-scale choice study was conducted by surveying metropolitan residents about changes in telecommunication services (local, long distance, and cellular). We use a latent class model to uncover the segmentation structure in the choice data, using the constructs as concommitant variables in the segment classification portion of the econometric model. The results show that the predicted theoretical structure explains observed data and can be used to significantly increase the predictive power of models of change behavior.

Future fantasies: A social change perspective of retailing in the 21st century

Abstract Experts expect great retailing changes in the next ten years. What do consumers expect? With increasing innovation in retail technology and the large-scale implementation of e-commerce formats, shifts in consumer behavior can be categorized as social change. Sociologists have long studied the interaction of social change and technology, focusing on society members’ characteristics to help predict the future. One characteristic of enduring influence is age. In this research note, we consider consumer expectations regarding the evolution of retailing, with an emphasis on expectations of social change and the variance of such expectations by age cohort.

Suspicious Minds: Exploring Neural Processes During Exposure to Deceptive Advertising

When viewing advertisements, consumers must decide what to believe and what is meant to deceive. Accordingly, much behavioral research has explored strategies and outcomes of how consumers process persuasive messages that vary in perceived sincerity. New neuroimaging methods enable researchers to augment this knowledge by exploring the cognitive mechanisms underlying such processing. The current study collects neuroimaging data while participants are exposed to advertisements with differing levels of perceived message deceptiveness (believable, moderately deceptive, and highly deceptive). The functional magnetic resonance imaging data, combined with an additional behavioral study, offer evidence of two noteworthy results. First, confirming multistage frameworks of persuasion, the authors observe two distinct stages of brain activity: (1) precuneus activation at earlier stages and (2) superior temporal sulcus and temporal-parietal junction activation at later stages. Second, the authors observe disproportionately greater brain activity associated with claims that are moderately deceptive than those that are either believable or highly deceptive. These results provoke new thinking about what types of claims garner consumer attention and which consumers may be particularly vulnerable to deceptive advertising.

Research noteFuture fantasies: a social change perspective of retailing in the 21st century☆

Abstract Experts expect great retailing changes in the next ten years. What do consumers expect? With increasing innovation in retail technology and the large-scale implementation of e-commerce formats, shifts in consumer behavior can be categorized as social change. Sociologists have long studied the interaction of social change and technology, focusing on society members’ characteristics to help predict the future. One characteristic of enduring influence is age. In this research note, we consider consumer expectations regarding the evolution of retailing, with an emphasis on expectations of social change and the variance of such expectations by age cohort.

Predicting Happiness: How Normative Feeling Rules Influence (and Even Reverse) Durability Bias

Consumers’ purchase decisions are often influenced by a simple assessment of how long they expect an anticipated purchase (e.g., buying a sports car or a new outfit) will make them happy. Unfortunately, affective forecasts are prone to durability bias (i.e., the overes-timation of the duration of felt emotions in response to a future event). Here, this article suggests that normative beliefs, or “feeling rules,” often underlie emotion forecasts. This account suggests that affective forecasts can be influenced by external normative communications and that conditions exist where affect duration may be underestimated rather than overestimated—thus demonstrating a reversal of durability bias. Such reversals occur when existing norms advocate attenuated emotional responses (e.g., one should not be overly impacted by minor setbacks or small imperfections). This article discusses how marketers can influence consumers’ happiness forecasts by modifying salient norms for consumer groups or product categories.

Prone to Progress: Using Personality to Identify Supporters of Innovative Social Entrepreneurship

One of the main challenges in social entrepreneurship is capturing stakeholder support—from consumers, to legislators, to volunteers, to many others. Identifying likely supporters is the first step to sustainable success, but a difficult one. This research examines whether personality influences a persons tendency to support innovative social entrepreneurial (SE) ventures. Here, the possible influence of the “Big Five” personality traits (i.e., openness, conscientiousness, extroversion, agreeableness, and neuroticism [OCEAN]) is examined; however, in line with prior research, attention is focused on both openness(an OCEAN trait) and empathy(a non-OCEAN trait). Two types of SE ventures are considered: social innovations and technological innovations. Data from a survey evaluating six SE ventures (three social and three technological) reveal that participants’ personality influences support; however, observed influence differs by type of venture—openness underlies support of technological innovations, and empathy underlies support of social innovations. Further process analysis demonstrates that this influence is not direct but rather is mediated by peoples perceptions of how much change the venture will make. These results offer social entrepreneurs insights into who might be prone to support SE ventures and, more important, why.