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Integrating control theory, evolutionary psychology, and a hierarchical approach to personality, this book presents a new approach to motivation, personality, and consumer behavior. Called the 3M, which stands for `Meta-theoretic Model of Motivation', this theory seeks to account for how personality traits interact with the situation to influence consumer attitudes and actions. The book proposes that multiple personality traits combine to form a motivational network that acts to influence behavior. Mowen argues that in order to understand the causes of enduring behavioral tendencies, one must identify the more abstract traits underlying surface behaviors. In constructing the 3M model, the author reports data from fifteen empirical studies employing over 3500 respondents. In this hierarchical model, four types of personality traits are identified: elemental, compound, situational, and surface traits. Eight elemental traits are proposed as forming the underlying dimensions of personality. Consistent with control theory, the research reveals that the elemental traits combine to form compound traits, such as self-efficacy, task orientation, playfulness, and competitiveness. These elemental and compound traits combine with situational influences to cause enduring behavioral tendencies within general situational contexts. Examples of situational traits investigated include impulsive buying, value consciousness, sports interest, and health motivation. In the 3M model the elemental, compound, and situational traits combine to yield surface traits, which are enduring dispositions to act in specific behavioral contexts. Five surface traits are empirically investigated in the book: compulsive buying, sports participation, healthy diet lifestyles, proneness to bargaining, and a tendency to frugality. Across these five studies, the empirical results reveal that the 3M model accounts for over 44% of the variance in the surface trait measures. By presenting a new meta-theory of motivation and personality that is testable, Mowen's 3M model accounts for high levels of variance in consumer behavior. By integrating the work of selected past and current theorists into a comprehensible whole, the 3M model provides coherence in a field currently dominated by conflicting ideas, theories, and approaches. The book provides evidence that by understanding the individual dispositions that underlie consumer behavior, public policy officials and marketing specialists can develop better communication programs to influence and persuade their target audiences. The book shows how to employ the 3M model to segment the marketplace, provide psychographic inventories, position brands, create promotional themes, and develop brand personalities.
Research on the influence of culture on consumer decision-making and consumption behavior has witnessed tremendous growth in the last decade. With increasing globalization, managers are becoming increasingly aware that operating in multiple markets is crucial for firms' survival and growth. As the world's growth engine shifts from Europe and North America to Asia and Latin America, it has become apparent that an inward-looking and domestic focus strategy will not be sustainable in the long run. And success in foreign markets requires marketers to understand not just what consumers in these markets need but also how they think, behave, consume, and purchase. Numerous studies have documented cultural differences in values and beliefs, motivational orientations, emotions, self-regulation, and information-processing styles, and the effects of these cultural variations on consumer behavior such as brand evaluation, materialism, and impulsive consumption. In this volume, experts from a variety of disciplines and perspectives trace the historical development of culture research in consumer psychology and examine the theoretical underpinnings that account for these findings and the current state of the field. Collectively, the chapters provide a forum for researchers to engage in thoughtful debates and stimulating conversations and offer directions for future research.
Katja Wagner investigates consumer behavioral intention and interactions with new technologies and digital channels. Due to the fact that the development, spread and sale of these new technologies and digital channels will have a continuous growth and influence in the following years regarding business activities, it is important to take a deeper look in the areas of artificial intelligence and e-commerce. Not only business is affected from these new shifts, but it also impacts consumers’ attitudes, motivation, and practices. So, the evaluation of anthropomorphism and in general, the expectation and motivation of successful acceptance are under review and offer explanations for consumers intentional usage of new technologies. Therefore, six essays address specific phenomena in central subareas of new technologies and digital channels for a more profound understanding of consumers in digital environments.
This Handbook contains a unique collection of chapters written by the world's leading researchers in the dynamic field of consumer psychology. Although these researchers are housed in different academic departments (ie. marketing, psychology, advertising, communications) all have the common goal of attaining a better scientific understanding of cognitive, affective, and behavioral responses to products and services, the marketing of these products and services, and societal and ethical concerns associated with marketing processes. Consumer psychology is a discipline at the interface of marketing, advertising and psychology. The research in this area focuses on fundamental psychological processes as well as on issues associated with the use of theoretical principles in applied contexts. The Handbook presents state-of-the-art research as well as providing a place for authors to put forward suggestions for future research and practice. The Handbook is most appropriate for graduate level courses in marketing, psychology, communications, consumer behavior and advertising.
I examine the psychological process of elongation bias (Essay 1) and its application to consumer behavior (Essay 2). Over three studies, Essay 1 tests two alternative explanations for the elongation bias (Studies 1 and 2) and subsequently demonstrates the elongation bias using real product package pictures (Study 3). I find that individuals compare the size of two objects by relying on their perception of differences in the objects' dimensions. However, the ease with which we compare the objects' dimensions influences the just-noticeable-difference threshold (JND), where JND is the extent to which individuals are able to notice subtle changes in said dimensions. Thus, in the typical elongation bias experiment, the change in height crosses a perceptual JND boundary that is noticed, though the corresponding change in width is not. I also identify that elongation bias occurs under a comparative-judgment condition rather than under a single-judgment condition, further supporting the idea of comparison and the role of JNDs in the production of this phenomenon. In Essay 2, across eight studies, I aim to examine whether the concept of more from the elongation bias can be generalized to various consumer-behavior domains. Specifically, I investigate the influence of elongation bias on consumer persuasion, the dilution effect, and the contagion effect. While prior elongation bias research has primarily focused on product size estimates from an elongated shape, I assess whether these perceptions can influence more distal variables. Regarding consumer persuasion, I find in Study 1 that the shape of a message affects attitude strength, particularly under low elaboration conditions. I also show that this effect occurs because the elongated shape affects word estimates that may themselves increase the individuals' belief that they had elaborated upon the messages, i.e., perceived elaboration. In Studies 2 and 3, I attempt to find direct evidence for how perceived elaboration increases attitude strength, however, the findings in Study 1 are not replicated. Also, as there were no supporting results for my investigation of the dilution effect, I decided to pursue the contagion effect. Regarding the contagion effect, I demonstrate in Study 1 that the shape of an object influences the likelihood of contagion. In more specific terms, I find that individuals perceive less contagion in an elongated shape due to the perceived larger area, whereas they perceive more contagion in a less-elongated shape due to the perceived smaller area. I further explore the contagion effect in the marketing-relevant contexts in Studies 2 and 3 and re-examine our findings in Study 4. However, these studies do not replicate the influence of elongation bias on the contagion effect. In this dissertation, I discuss why the elongation bias may not affect decision making in marketing-relevant contexts and suggest future directions for investigating these theories. I conclude that, because elongation bias is an effect that is already small, other perceptual signals that are prevalent in the marketing-relevant domains easily cancel out the effects of the elongation bias. In other words, elongation bias may easily influence a variable whose concept is similar to elongation bias (e.g., product size perception); however, when investigating the effect of elongation bias on more distal variables (e.g., attitude strength, perception of dilution/contagion) the more additional perceptual cues that are present, the more difficult it is to detect its effect. Accordingly, the application of elongation bias in the marketing context may be limited. With this in mind, I suggest identifying a more appropriate measurement and study design to investigate the marketing implications of elongation bias. In sum, our research contributes to consumer perception literature by developing an area-comparison model and by examining how a specific visual bias can subtly influence consumer behaviors.
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Psychology and Behavioral Economics offers an expert introduction to how psychology can be applied to a range of public policy areas. It examines the impact of psychological research for public policymaking in economic, financial, and consumer sectors; in education, healthcare, and the workplace; for energy and the environment; and in communications. Your energy bills show you how much you use compared to the average household in your area. Your doctor sends you a text message reminder when your appointment is coming up. Your bank gives you three choices for how much to pay off on your credit card each month. Wherever you look, there has been a rapid increase in the importance we place on understanding real human behaviors in everyday decisions, and these behavioral insights are now regularly used to influence everything from how companies recruit employees through to large-scale public policy and government regulation. But what is the actual evidence behind these tactics, and how did psychology become such a major player in economics? Answering these questions and more, this team of authors, working across both academia and government, present this fully revised and updated reworking of Behavioral Insights for Public Policy. This update covers everything from how policy was historically developed, to major research in human behavior and social psychology, to key moments that brought behavioral sciences to the forefront of public policy. Featuring over 100 empirical examples of how behavioral insights are being used to address some of the most critical challenges faced globally, the book covers key topics such as evidence-based policy, a brief history of behavioral and decision sciences, behavioral economics, and policy evaluation, all illustrated throughout with lively case studies. Including end-of-chapter questions, a glossary, and key concept boxes to aid retention, as well as a new chapter revealing the work of the Canadian government’s behavioral insights unit, this is the perfect textbook for students of psychology, economics, public health, education, and organizational sciences, as well as public policy professionals looking for fresh insight into the underlying theory and practical applications in a range of public policy areas.