Literature - Consumer Psychology
Lecture 1
Malhotra (2010): Chapter 3: Research Design
⦁ Research design: a framework or blueprint for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and/o...
Literature - Consumer Psychology
Lecture 1............................................................................................................................................................. 2
Malhotra (2010): Chapter 3: Research Design................................................................................................2
Malhotra (2010): Chapter 7: Causal Research Design: Experimentation........................................................4
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WILSON et al. (20XX):The Art of Laboratory Experimentation........................................................................5
Lecture 2........................................................................................................................................................... 10
Malhotra (2010): Chapter 9: Measurement and scaling: noncomparative scaling techniques.......................10
Malhotra (2010): Chapter 10: Questionnaire and Form Design.....................................................................14
Malhotra (2010): Chapter 11: Sampling: Design and Procedure...................................................................16
Lecture 3........................................................................................................................................................... 20
ARIELY (2010): Chapter 1: The Truth about Relativity..................................................................................20
DHAR et al. (2000): Trying Harder or Hardly Trying: an Analysis of Context Effects in Choice.....................21
MOCHON (2013): Single-Option Aversion....................................................................................................25
HSEE and TSAI (2006): Hedonomics in Consumer Behavior.......................................................................27
Session 5.......................................................................................................................................................... 32
ARIELY (2010): Chapter 6: The Problem of Procrastination and Self-Control...............................................32
TUK (2015): The Propagation of Self-Control................................................................................................33
WANG (2010): Trade-Offs and Depletion in Choice......................................................................................36
Session 6.......................................................................................................................................................... 38
MOCHON et al. (2012): Bolstering and restoring feelings of competence via the IKEA effect.......................38
KETTLE and HÄUBL (2011): The Signature Effect: Signing Influences Consumption-Related Behavior by
Priming Self-Identity...................................................................................................................................... 41
RIIS et al. (2008): Preferences for Enhancement Pharmaceuticals: The Reluctance to Enhance
Fundamental Traits....................................................................................................................................... 44
ARIELY (2013): The IKEA effect................................................................................................................... 46
Session 7.......................................................................................................................................................... 47
ARIELY (2010): Chapter 13: Beer and Free Lunches...................................................................................47
BARASCH (2017): How the Intention to Share Can Undermine Enjoyment: Photo-Taking Goals and
Evaluation of Experiences............................................................................................................................. 49
RATNER and KAHN (2002): The Impact of Private vs Public Consumption on Variety-Seeking Behavior. . .53
BELLEZZA (2013): The Red Sneakers Effect: Inferring Status and Competence from Signals of
Nonconformity............................................................................................................................................... 56
Session 8.......................................................................................................................................................... 60
THOMAS (2010): How Credit Card Payments Increase Unhealthy Food Purchases: Visceral Regulation of
Vices............................................................................................................................................................. 60
MOGILNER and AAKER (2009): “The Time vs Money Effect”: Shifting Product Attitudes and Decisions
through Personal Connection........................................................................................................................ 63
MOGILNER and AAKER (2009): “The Time vs Money Effect”: Shifting Product Attitudes and Decisions
through Personal Connection........................................................................................................................ 66
ARIELY (2010): Chapter 4: The Cost of Social Norm....................................................................................68
Session 11........................................................................................................................................................ 69
ARIELY (2010): Chapter 7: The High Price of Ownership.............................................................................69
, ARIELY (2010): Chapter 8: Keeping Doors Open.........................................................................................70
KAHNEMAN et al. (1991) – Anomalies – The Endowment Effect, Loss Aversion and Status Quos Bias......71
GU et al. (2013): Turning the Page: The Impact of Choice Closure on Satisfaction......................................73
CARMON et al. (2003): Option Attachment: When Deliberating Makes Choosing Feel like Loosing.............77
Session 12........................................................................................................................................................ 81
ARIELY (2010): Chapter 9: The Effect of Expectations.................................................................................81
WANSINK and CHANDON (2006): Can “Low-Fat” Nutrition Labels Lead to Obesity?..................................83
RAGHUNATHAN et al. (2006): The Unhealthy = Tasty Intuition and Its Effects on Taste Inferences,
Enjoyment, and Choice of Food Products.....................................................................................................88
SHIV et al. (2005): Placebo Effects of Marketing Actions: Consumers May Get What They Pay For............92
ARIELY (2010): Chapter 5: The Influence of Arousal....................................................................................96
NORDGREN and CHOU (2001): The Push and Pull of Temptation: The Bidirectional Influence of
Temptation on Self-Control........................................................................................................................... 98
VAN DEN BERGH et al. (2008): Bikinis Instigate Generalized Impatience in Intertemporal Choice............100
LOEWENSTEIN (2000): Emotions in Economic Theory and Economic Behavior.......................................104
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,Lecture 1
Malhotra (2010): Chapter 3: Research Design
● Research design: a framework or blueprint for conducting the marketing research project. It specifies
the details of the procedures necessary for obtaining the information needed to structure and/or solve
marketing research problems.
● Exploratory research: its primary objective is the provision of insights into and comprehension of the
problem situation confronting the researcher.
○ Used in cases when you must define the problem more precisely. Such research should be
followed by further exploratory research or conclusive research.
○ Sample is small and nonrepresentative.
○ Ex: personal interviews with industry experts
2
, ● Conclusive research: designed to assist the decision maker in determining, evaluating and selecting
the best course of action to take in a given situation.
○ More formal and structured
○ Based on large and representative samples. Data can be used in quantitative analysis.
○ May either be descriptive or causal
Exploratory research
● Meaningful when the researcher doesn’t have enough understanding to proceed with the research
project.
● Flexibility of this method, versatile.
● Creativity and ingenuity of the researcher are important.
Descriptive research
● A type of conclusive research that has as its major objective the description of something (usually
market characteristics or functions)
● Assumes that the researcher has priori knowledge on the subject
● Characterized by the priori formulation of specific hypotheses: descriptive research is preplanned and
structured.
● Need to define the 6W: Who, what, when, where, why, way (the way to obtain information from
respondents)
Cross-Sectional Designs
● A type of research design involving the collection of information from any given sample of population
elements only once
○ Single cross-sectional design: only one sample of respondents is drawn from the target
population, information is obtained from this sample only
○ Multiple cross-sectional designs: two or more samples of respondents, information from each
sample is obtained only once. Information is often obtained at different time
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○ P77
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