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- Creators: Poulenc, Francis, 1899-1963
Description
When consumers fail in their environmental, dieting, or budgeting goals, they may engage in a consumer confession about their goal-inconsistent behavior. This dissertation seeks to understand how confessions about consumer goal transgressions affect subsequent consumer motivation and behaviors. Results from a series of five experiments reveal that after reflecting about a past transgression, Catholics who confess (vs. do not confess) about the focal transgression are more motivated to engage in subsequent goal-consistent consumer behaviors. However, results reveal no such effects for Non-Catholics; Non-Catholics are equally motivated to engage in goal-consistent consumer behaviors regardless of whether or not they confessed. Catholics and Non-Catholics differ on the extent to which they believe that acts of penance are required to make amends and achieve forgiveness after confession. For Catholics, confessing motivates restorative, penance-like behaviors even in the consumer domain. Thus, when Catholics achieve forgiveness through the act of confession itself (vs. a traditional confession requiring penance), they reduce their need to engage in restorative consumer behaviors. Importantly, results find that confession (vs. reflecting only) does not provide a general self-regulatory boost to all participants, but rather that confession is motivating only for Catholics due to their beliefs about penance. Together, results suggest that for consumers with strong penance beliefs, confession can be an effective strategy for getting back on track with their consumption goals.
ContributorsMathras, Daniele (Author) / Mandel, Naomi (Thesis advisor) / Cohen, Adam B. (Thesis advisor) / Morales, Andrea C (Committee member) / Samper, Adriana (Committee member) / Arizona State University (Publisher)
Created2015
Description
When consumers make experiential purchases, they often have to decide between experiences that contain many or few features. Contrary to prior research demonstrating that consumers prefer feature-rich products before consumption but feature-poor products after consumption, the author reveals a reversal of this effect for experiences. Specifically, the author hypothesizes and finds that consumers prefer feature-poor experiences before consumption (a phenomenon denoted as `feature apprehension') but prefer feature-rich experiences after consumption. This feature apprehension occurs before consumption because consumers are concerned with the uncertainty associated with attaining a satisfying outcome from the experience. Manipulating the temporal distance with which consumers view the experience can attenuate this effect. Additionally, locus of control and social signaling moderate consumers' post-consumption preference for feature-rich experiences. The author proposes several recommendations for consumers and providers of experiences.
ContributorsMiller, Chadwick Justin (Author) / Samper, Adriana (Thesis advisor) / Mandel, Naomi (Thesis advisor) / Sinha, Rajiv K (Committee member) / Arizona State University (Publisher)
Created2015
Description
This research examines the effects of using similar vs. dissimilar models in health messages on message compliance. I find that level of self-awareness moderates the effect of model similarity on message compliance. Across three studies, I demonstrate that when self-awareness is high, a health message that contains a similar model leads to higher compliance than the same message containing a dissimilar model. On the other hand, when self-awareness is low, a health message that contains a similar model leads to lower message compliance than the same message containing a dissimilar model. Additionally, I demonstrate that the increased compliance observed when self-awareness is high and a similar model is used is associated with self-enhancing behavior and increased engagement with the ad, while the decreased compliance observed when self-awareness is low and a similar model is used is associated with disregarding the ad.
ContributorsLoveland, Katherine (Author) / Mandel, Naomi (Thesis advisor) / Miller, Elizabeth G. (Committee member) / Morales, Andrea C. (Committee member) / Smeesters, Dirk (Committee member) / Arizona State University (Publisher)
Created2011
ContributorsPoulenc, Francis, 1899-1963 (Composer)
ContributorsPoulenc, Francis, 1899-1963 (Composer)
ContributorsPoulenc, Francis, 1899-1963 (Composer)
ContributorsPoulenc, Francis, 1899-1963 (Composer)
Description
This dissertation offers three essays that investigate consumers’ health-related food choices and behaviors from three different, yet complementary, angles. The first essay uses an eye-tracking experiment to examine consumers’ visual attention to the Nutrition Facts Panels for healthy and unhealthy products. In this essay, I focus on how involvement and familiarity affect consumers’ attention toward the Nutrition Facts panel and how these two psychological factors interact with new label format changes in attracting consumers’ attention. In the second essay, I demonstrate using individual-level scanner data that nutritional attributes interact with marketing mix elements to affect consumers’ nutrition intake profiles and their intra-category substitution patterns. My findings suggest that marketing-mix sensitivities are correlated with consumers’ preferences for nutrient attributes in ways that depend on the “healthiness” of the nutrient. For instance, featuring promotes is positively correlated with “healthy” nutritional characteristics such as high-protein, low-fat, or low-carbohydrates, whereas promotion and display are positively correlated with preferences for “unhealthy” characteristics such as high-fat, or high-carbohydrates. I use model simulations to show that some marketing-mix elements are able to induce consumers to purchase items with higher maximum-content levels than others. The fourth chapter shows that dieters are not all the same. I develop and validate a new scale that measures lay theories about abstinence vs. moderation. My findings from a series of experiments indicate that dieters’ recovery from recalled vs. actual indulgences depend on whether they favor abstinence or moderation. However, compensatory coping strategies provide paths for people with both lay theories to recover after an indulgence, in their own ways. The three essays provide insights into individual differences that determine approaches of purchase behaviors, and consumption patterns, and life style that people choose, and these insights have potential policy implications to aid in designing the food-related interventions and policies to improve the healthiness of consumers’ consumption profiles and more general food well-being.
ContributorsXie, Yi (Author) / Richards, Timothy (Thesis advisor) / Mandel, Naomi (Committee member) / Grebitus, Carola (Committee member) / Arizona State University (Publisher)
Created2018
Description
This dissertation uncovers the negative aspects of aesthetics by examining when and how enhanced product and payment aesthetics can backfire and lead to unfavorable consumer responses. The first essay examines the downstream effects of nondurable product aesthetics on usage behavior and consumption enjoyment. Across a series of field and lab experiments, I document an inhibiting effect of aesthetics on consumption. I find that highly aesthetic products elicit greater inferences of effort in their creation, and that people have an intrinsic appreciation for such effort. Because the consumption process indirectly destroys the effort originally invested to make the product beautiful, people reduce consumption of such products because usage would involve destroying something they naturally appreciate. Further, I show that in cases where individuals do consume a beautiful product, they exhibit lower consumption enjoyment. These negative post-consumption outcomes are driven in parallel by concerns over having actually destroyed the effort that made the product beautiful as well as the decrements in beauty that become visible when aesthetic products are made less attractive through consumption. The second essay investigates how the aesthetics and design of a payment (e.g., beautiful gift card packaging) can influence the purchase experience. Three field and lab experiments reveal the negative impact of beautified payments on spending and purchase satisfaction, particularly in situations where usage involves compromising its aesthetic appeal. Specifically, when consumers must damage a payment’s appearance before using it (e.g., ripping gift card packaging), they are less likely to use that payment, and experience lower purchase satisfaction when they do, an effect driven by the pain of payment. In doing so, I identify aesthetics as a novel antecedent to the pain of payment that carries important consequences for spending behavior, purchase satisfaction, and the overall customer experience. Implications for theory and practice are discussed.
ContributorsWu, Freeman (Author) / Morales, Andrea C. (Thesis advisor) / Samper, Adriana (Thesis advisor) / Dahl, Darren W. (Committee member) / Fitzsimons, Gavan J. (Committee member) / Mandel, Naomi (Committee member) / Arizona State University (Publisher)
Created2018
Description
Research and theory in social psychology and related fields indicates that people simultaneously hold many cultural identities. And it is well evidenced across relevant fields (e.g., sociology, marketing, economics) that salient identities are instrumental in a variety of cognitive and behavioral processes, including decision-making. It is not, however, well understood how the relative salience of various cultural identities factors into the process of making identity-relevant choices, particularly ones that require an actor to choose between conflicting sets of cultural values or beliefs. It is also unclear whether the source of that salience (e.g., chronic or situational) is meaningful in this regard. The current research makes novel predictions concerning the roles of cultural identity centrality and cultural identity situational salience in three distinct aspects of the decision-making process: Direction of decision, speed of decision, and emotion related to decision. In doing so, the research highlights two under-researched forms of culture (i.e., political and religious) and uses as the focal dependent variable a decision-making scenario that forces participants to choose between the values of their religious and political cultures and, to some degree, behave in an identity-inconsistent manner. Results indicate main effects of Christian identity centrality and democrat identity centrality on preference for traditional versus gender-neutral (i.e., non-traditional/progressive) restrooms after statistically controlling for covariates. Additionally, results show a significant main effect of democrat identity centrality and a significant interaction effect of Christian and democrat identity centrality on positive emotion linked to the decision. Post hoc analyses further reveal a significant quadratic relationship between Christian identity centrality and emotion related to the decision. There was no effect of situational strength of democrat identity salience on the decision. Neither centrality or situational strength had any effect on the speed with which participants made their decisions. This research theoretically and empirically advances the study of cultural psychology and carries important implications for identity research and judgment and decision-making across a variety of fields, including management, behavioral economics, and marketing.
ContributorsBarbour, Joseph Eugene (Author) / Cohen, Adam B. (Thesis advisor) / Kenrick, Douglas T. (Committee member) / Mackinnon, David P (Committee member) / Mandel, Naomi (Committee member) / Arizona State University (Publisher)
Created2019