13 research outputs found
Supplemental_Materials_081718_FINAL – Supplemental material for The Academic Response-to-Failure Scale: Predicting and Increasing Academic Persistence Post-Failure
No full textSupplemental material, Supplemental_Materials_081718_FINAL for The Academic Response-to-Failure Scale: Predicting and Increasing Academic Persistence Post-Failure by Yael Zemack-Rugar, Canan Corus and David Brinberg in Journal of Marketing Education</p
To sell more guilty pleasures, tie it to a cause. It works.
No full textChoosing the right product impacts sales more than which charity you benefit, argues Yael Zemack-Ruga
Supplemental Material, jmr_16_0400_web_appendices - If at First You Do Succeed, Do You Try, Try Again? Developing the Persistence–Licensing Response Measure to Understand, Predict, and Modify Behavior Following Subgoal Success
No full textSupplemental Material, jmr_16_0400_web_appendices for If at First You Do Succeed, Do You Try, Try Again? Developing the Persistence–Licensing Response Measure to Understand, Predict, and Modify Behavior Following Subgoal Success by Yael Zemack-Rugar, Canan Corus, and David Brinberg in Journal of Marketing Research</p
The effects of anticipated goal-inconsistent behavior on present goal choices
No full textPrior work has examined how, in the pursuit of long-term goals, past goal behavior influences present goal choices. Instead, the present work focuses on how anticipating future goal behavior, specifically future goal-inconsistent behavior, influences present goal choices. For example, how anticipating overspending on an upcoming vacation influences current spending behavior. The authors propose that the effect of anticipated goal-inconsistent behavior on present goal choice is moderated by the perceived changeability of the future behavior. When future goal-inconsistent behavior is perceived as changeable, consumers tend to imagine it away, and it has no systematic effect on present goal choices. However, when future goal-inconsistent behavior is perceived as unchangeable, consumers accept it as a matter of fact, and systematic effects occur. Specifically, some consumers not only fail to buffer against future goal-inconsistent behavior\u27s negative consequences, but tend to exacerbate those consequences by increasing their goal-inconsistent behavior in the present. Four studies examine this surprising behavior, using an individual difference (the response-to-failure scale) to identify when and for whom it occurs. The studies demonstrate the role of perceived changeability using various manipulations across multiple critical goal domains such as spending, eating, and academics
The impact of visualizing use versus acquisition of a product on the appeal of its complement
No full textPrior work on consumer visualization has focused on how visualization increases the appeal of the imagined product itself. Instead, the present work examines the effects of visualization on the appeal of the imagined product\u27s complement. The authors distinguish between two visualized consumption actions: use and acquisition. Both are predicted to increase the appeal of the complement, but this increase is expected to be asymmetric, with imagined acquisition leading to a greater increase than imagined use. Specifically, the authors propose that imagining use evokes consideration of how one would interact with the product, which increases the salience of the imagined product\u27s attributes. Conversely, imagining acquisition evokes consideration of why one would purchase the product, which increases the salience of the imagined product\u27s goals. As complementarity is defined by products’ shared goals (not physical attributes), it is predicted and shown that imagining acquisition results in a greater increase in the appeal of the complement than imagining use. Four studies demonstrate the asymmetric effect of imagined use versus acquisition on preference, choice, and willingness-to-pay for a complement. The studies also provide evidence for the proposed process and rule out several alternative explanations. Implications for theory and practice are discussed
The ironic impact of schadenfreude: When the joy of inflicting pain leads to increased prosocial behavior
No full textThe present work investigates a commonly used but heretofore unexamined donation appeal: a misfortune-involving appeal. Misfortune-involving appeals (e.g., dunk tanks, pie tosses) invite consumers to donate to inflict misfortune on others. The process via which such appeals operate remains unknown and guidelines for their effective design are nonexistent. We propose that misfortune-involving appeals that invite consumers to inflict mild misfortune on deserving targets enable consumers to deliver interpersonal justice, thus eliciting schadenfreude. In turn, schadenfreude increases donation amounts. Six studies demonstrate such increases, establishing the mediating role of schadenfreude, addressing alternative explanations (e.g., licensing and sadism), and identifying boundary conditions. Theoretically, our work is the first to question a common prior assumption: that schadenfreude only occurs when consumers passively observe misfortune. Instead, we show that schadenfreude also emerges when consumers actively inflict misfortune. This finding refines the distinction between schadenfreude and sadism; we show that this distinction relies not on consumers\u27 active/passive role, but on misfortune severity. Our findings expand the understanding of schadenfreude\u27s role in the marketplace, opening the door for future research
The Expectations, Experience, and Consequences of Curiosity Resolution
No full textThis dissertation contributes to a better understanding of curiosity resolution. I investigate the premise that the experience of curiosity resolution is influenced both by the fact that curiosity is resolved, as well as how it is resolved. While the outcome associated with curiosity resolution can be positive or negative in nature, the experience of curiosity resolution itself is predicted to be pleasant in nature. Therefore, I propose that the degree to which each of these two resolution facets is salient will influence curiosity-related evaluations. In this dissertation, I investigate pre-resolution expectations as well as post-resolution downstream consequences. Prior to curiosity resolution, I propose that individuals are likely to be focused on the outcome they will obtain. However, when faced with uncertain outcomes, individuals strategically heighten anticipated feelings of disappointment in order to protect against actual disappointment when the outcome is revealed; thus, I predict and demonstrate in four studies that curious consumers will display heightened levels of pre-resolution feelings of anticipated disappointment. After curiosity resolution, I propose that individuals experience not only positive or negative feelings associated with the outcome obtained, but also positive feelings of resolution itself. In four studies, I investigate the power of curiosity resolution to buffer negative responses to relatively undesirable outcomes. Importantly, I also demonstrate that consumers' focus on either the outcome obtained or on the experience of resolution itself can be experimentally shifted, thereby mitigating the previously described effects.Ph. D.When people become curious, they are more likely to engage with and explore the object of their curiosity. In a marketing context, this can result in positive outcomes such as increased interest and responsiveness to ads. Thus, marketers may seek to induce consumer curiosity in order to obtain these beneficial responses. However, little is known about what happens when consumers’ curiosity is resolved; individuals may react with a disappointed, ‘big deal’ response, or may experience more positive feelings of relief or reward. In this research, I seek to better understand curiosity resolution. I suggest that consumers may react positively or negatively to curiosity resolution depending on the outcome they receive. However, I also suggest that the experience of curiosity resolution itself, the feeling of finding out what you wanted to know, is positive. I suggest that these distinct sources of negative and positive feelings have different implications for consumers’ expectations of curiosity resolution and for consumers’ postresolution evaluations. Prior to curiosity resolution, individuals are expected to be focused on the nature of the unknown outcome they will obtain. Thus, they engage in an ‘expect the worst’ process in which they anticipate feelings of disappointment in case the unknown outcome they obtain is negative. However, if they shift their focus to the experience of resolution itself, these feelings of disappointment are reduced. After curiosity resolution, feelings associated with the outcome obtained are predicted to be tempered by positive feelings associated with curiosity resolution itself. Thus, consumers who experience curiosity resolution, compared to those who don’t, react less negatively to a relatively undesirable outcome. However, a shift in focus can change this reaction, such that a greater emphasis on the outcome obtained yields a more negative response to a relatively undesirable outcome
Just Do It! Why Committed Consumers React Negatively To Assertive Ads
No full textResearch shows that assertive ads, which direct consumers to take specific actions (e.g., Visit us; Just do it!), are ineffective due to reactance. However, such ads remain prevalent. We reexamine assertive ads, showing that their effectiveness depends on consumers\u27 relationship with the advertising brand. Across studies, we compare committed and uncommitted consumers\u27 reactions to assertive ads. We find that because committed (vs. uncommitted) brand relationships involve stronger compliance norms, assertive ads create greater pressure to comply for committed consumers. Specifically, we propose and show that committed consumers anticipate feeling guilty if they ignore an assertive message, creating pressure to comply. Pressure to comply increases reactance, which paradoxically reduces compliance, ultimately leading to decreased ad and brand liking as well as decreased monetary allocations to the brand. Our results show the perils that assertive ads pose for marketers and their most valuable customers
The Effects of Nonconsciously Priming Emotion Concepts on Behavior
No full textCurrent empirical evidence regarding nonconsciously priming emotion concepts is limited to positively versus negatively valenced affect. This article demonstrates that specific, equally valenced emotion concepts can be nonconsciously activated, remain inaccessible to conscious awareness, and still affect behavior in an emotion-specific fashion. In Experiment 1A, participants subliminally primed with guilty emotion adjectives showed lower indulgence than did participants subliminally primed with sad emotion adjectives; even after the addition of a 5-min time delay, these results were replicated in Experiment 1B. Participants in the different priming conditions showed no differences in their subjective emotion ratings and were unaware of the emotion prime or concept activation. Experiments 2A and 2B replicated these findings using a helping measure, demonstrating that individuals primed with guilt adjectives show more helping than do individuals primed with sadness adjectives. In all studies, effects were moderated by individuals ’ specific emotion-response habits and characteristics
Should Donation Ads Include Happy Victim Images? The Moderating Role Of Regulatory Focus
No full textWe examine how victim imagery interacts with ad messaging’s regulatory focus to determine the effectiveness of donation appeals. We predict and show that ads that combine a happy victim image with a promotion-focused message uniquely increase donation intentions. We demonstrate that this occurs because the combination of promotion-focused messaging, which makes gain goals salient, and a happy victim image, which signals gains are occurring, increases consumers’ perceived response efficacy. Four studies test the interaction of victim imagery and regulatory focus showing the predicted effect. We also test the mediating role of perceived response efficacy and rule out several alternative explanations. Our findings extend prior work which has overlooked the interactive effects of victim imagery and ad messaging and the effects of victim imagery on perceived response efficacy. By exploring these dimensions, we offer marketers and consumers guidance on how to construct effective fundraising ads
