Articles published in the section Personality and Social Psychology will benefit from the Frontiers impact and tiering system after online publication. On the one hand, the application of social psychology to consumer behavior is meant to broaden the horizon of social psychologists. Vice versa, its application to brand architecture has provided novel insights, which have helped to advance the model. The most widely applied individual difference measure in social psychology, and among the most successful in capturing differences in responses to information, is the index of need for cognition developed by Cacioppo and Petty 1982. How do I feel about it? Introduction: A Tale of Two Disciplines. What was true of Vienna in the 1930s is even truer of many societies today: Modern societies are consumer societies. Representing people in space: The spatial agency bias.
The heuristic model of persuasion. In doing so, it formalizes an assumption that implicitly underlies the reason-why advertising strategies used in past advertising. Consequently, reason-why advertising emerged Fox, 1997. Implications for Consumer Behavior The potential role of knowledge accessibility in consumer judgment and decision making is self-evident. Implications of Consumer Behavior The theoretical underpinnings of knowledge accessibility are very well established and research in consumer behavior does not call them into serious question.
Journal of Consumer Research, 9, 90—98. A new look at dissonance theory. Collectively, the chapters provide a forum for researchers to engage in thoughtful debates and stimulating conversations and offer directions for future research. Note that according to this view, the stimuli with which theories are tested are interchangeable and consumer stimuli are just one class of many, just as consumer research is just one of many applications. In times of globalization, the topic is, of course, also highly relevant for practitioners. An evaluation of these models, however, required that participants make ratings of persons based on numerous sets of adjectives in a within-subjects design under conditions that were very unlikely to capture the way in which people form impres- sions of single individuals whom they encounter in daily life.
Blissful insularity: When brands are judged in isolation from competitors. Imagine a sister planet just like ours with a sister population just like ours—only there is no advertising. Viewed in this way, theory and research should be directed toward understanding the factors that determine the subsets of knowledge that people use as a basis for a behavioral decision, and not with the impact of attitudes per se. Consequently, the influence of the message content becomes more apparent as time goes on. A Historical Perspective A historical review of advertising strategies over the 70 years prior to the advent of academic consumer research reveals that practitioners based their approach on intuitions about the factors that influence the impact of advertisements rather than on evidence that these factors actually had much impact. Ein Beitrag zur angewandten ExperimentalPsychologie.
When one component of the ad either the problem description or the solution description was pictured and the other was described verbally, participants attempted to interpret the verbal component in a manner that was consistent with the implications of the pictured component, based on their prior knowledge about the type of problem being advertised and the principle that communications are informative and truthful. When the information was conveyed in a list, however, participants appeared to engage in an on-line integration of the evaluative implications of each event separately, updating their impression with the implications of each new event as it was presented. This processing, in turn, may depend on the format in which the verbal information is conveyed. On the one hand, the application of social psy- chology to consumer behavior is meant to broaden the horizon of social psycholo- gists. First, it stimulated the construction of measures of attitude along one e.
Thus, participants who were unable to consider all of this information made more favorable judgments of the target in the first condition than the 33 34 Social Psychology of Consumer Behavior second. Given that in a modern society examples of social behavior come not only from our neighbors and colleagues but also, to a considerable extent, from advertising, one would expect that advertising also shapes social norms and standards, in particular in those areas in which advertising recipients lack first-hand knowledge. Applying the more general assumptions to applied questions may help to advance these theories and determine the moderating conditions. But there is a second, and arguably more important, reason for social psychologists to study consumer behavior. People may experience joy from wearing a new sweater or suffer emotional consequences when products or services fail or cause inconvenience. In contrast, Yeung and Wyer 2004 showed that this influence can also occur at earlier stages of processing. In principle, consumers could compute their preferences by first estimating the favorableness of each alternative independently and comparing these overall evaluations.
These results emphasize the point that the subliminal priming of behaviorrelevant concepts is unlikely to elicit the behavior unless the situational context is one in which the behavior is particularly applicable. Convergently, both introductory chapters agree on the reciprocal value of both disciplines and their natural kinship. I will illustrate why studying consumer behav- ior is a genuine social psychological topic. Coverage includes major established topics and new and emerging areas. A prevention mindset can be induced in other ways as well. Note that according to this view, a difference between the attitude that a person reports at one point in time and the attitude that the person reports at a later time does not necessarily indicate that the individual consciously changed his or her attitude.
They tend to use both qualitative and quantitative research designs. Thus, unornamented text gave way to delicate, colorful visuals, trade characters such as Aunt Jemima, catchy rhymes and jingles, and humorous appeals. Such approach to the field focuses on the individual, and attempts to explain how the thoughts, feelings, and behaviors of individuals are influenced by other people. Yet, many social judgments and decisions obviously require a comparison of persons with one another or with oneself. However, this may be true only if viewers actively think about the implications of affluence-related material at the time they encounter it.
Cross-cultural topics in psychology 2nd ed. By studying how people behave under extreme social influences, or lack thereof, great advances have been made in understanding human nature. Michaela Wänke Universität Basel T he topic of consumer psychology typically provokes two sorts of responses. Wänke, The Impulsive Consumer: Predicting Consumer Behavior with Implicit Reaction Time Measures. In effect, this suggests that the use of an attitude as a basis for a behavioral decision is governed in part by situational factors that influence its accessibility in memory. However, images may be elicited by verbal descriptions of situations as well.