Matching Items (3)
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- All Subjects: Political
- Creators: Mandel, Naomi
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
Description
In today’s society we see an increasing amount of food being wasted because of impractical aesthetic production standards and idealistic consumer standards. Unrealistic ideals regarding outward produce appearance drive these standards. As imperfect, ugly produce waste is on the rise, further research on what drives consumer preferences is necessary to combat this growing issue. Variations in outside appearance deem produce imperfect despite its perfectly normal interior quality. In this research, I will explore whether a market segmentation variable such as political ideology drives purchase for imperfect, inferior produce. I will also explore whether a balance salient condition, indicated through balance-oriented slogans, drives purchase for imperfect, inferior produce. I will study the differences between vertical differentiation and horizontal differentiation as they relate to consumer identity. I will also study how all consumers, in particular conservatives, utilize balance motive and compensatory reasoning to justify their purchasing decisions. In a polarized society with dominant political identities, marketers can more easily target consumers through their political opinions. By understanding consumers’ ideology, marketers can improve marketing efforts that will ultimately better appeal to their rationale. Through a pretest measuring how many oranges were taken in balance-oriented conditions and a main field study, I investigate how political ideology plays a role in influencing the number of imperfect, inferior oranges taken. I also investigate how balance salient conditions play a role in influencing how many imperfect, inferior oranges consumers will take. This study opens doors for future research to further investigate how political ideology and balance salient conditions may impact consumer preference for imperfect, unattractive produce items.
ContributorsGoldhirsch, Julia (Author) / Lisjak, Monika (Thesis director) / Mandel, Naomi (Committee member) / Department of Marketing (Contributor) / Department of Psychology (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
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