Feverish Selling
Make It Hot? How Food Temperature (Mis)Guides Product Judgments
Amanda Pruski Yamim, Robert Mai & Carolina Werle
Journal of Consumer Research, forthcoming
Abstract:
Despite being a basic food property, food temperature has been largely neglected by consumer research thus far. This research proposes that consumers spontaneously infer that warm foods contain more calories, an unexplored lay belief we named the “warm is calorie-rich” intuition. Eight studies reveal that this deep-seated intuition has powerful implications in terms of guiding (and often biasing) product judgments and consumption decisions. Temperature-induced calorie inferences are rooted in perceptions that warm foods are more filling and tastier than cold ones, which enhance warm foods’ desirability and affect consumer choices. The preference for warm products is mitigated when food energy does not provide utility to consumers though, such as when consumers have a health goal active, and it reverses when consumers purposefully aim to reduce their calorie intake. The “warm is calorie-rich” intuition is important for marketers and managers because warm food temperatures can increase willingness to pay (by 25%) and amount served (+27%), as well as influence consumer preferences. This intuition also has important public policy implications: Consumers tend to underestimate the nutritional value of cold foods, resulting in increased consumption of calories (+31%) and fat (+37%).
The pace of modern culture
Ben Lambert et al.
Nature Human Behaviour, April 2020, Pages 352–360
Abstract:
Here we investigate the evolutionary dynamics of several kinds of modern cultural artefacts — pop music, novels, the clinical literature and cars — as well as a collection of organic populations. In contrast to the general belief that modern culture evolves very quickly, we show that rates of modern cultural evolution are comparable to those of many animal populations. Using time-series methods, we show that much of modern culture is shaped by either stabilizing or directional forces or both and that these forces partly regulate the rates at which different traits evolve. We suggest that these forces are probably cultural selection and that the evolution of many artefact traits can be explained by a shifting-optimum model of cultural selection that, in turn, rests on known psychological biases in aesthetic appreciation. In sum, our results demonstrate the deep unity of the processes and patterns of cultural and organic evolution.
Slow response times undermine trust in algorithmic (but not human) predictions
Emir Efendić et al.
Organizational Behavior and Human Decision Processes, March 2020, Pages 103-114
Abstract:
Algorithms consistently perform well on various prediction tasks, but people often mistrust their advice. Here, we demonstrate one component that affects people’s trust in algorithmic predictions: response time. In seven studies (total N = 1928 with 14,184 observations), we find that people judge slowly generated predictions from algorithms as less accurate and they are less willing to rely on them. This effect reverses for human predictions, where slowly generated predictions are judged to be more accurate. In explaining this asymmetry, we find that slower response times signal the exertion of effort for both humans and algorithms. However, the relationship between perceived effort and prediction quality differs for humans and algorithms. For humans, prediction tasks are seen as difficult and observing effort is therefore positively correlated with the perceived quality of predictions. For algorithms, however, prediction tasks are seen as easy and effort is therefore uncorrelated to the quality of algorithmic predictions. These results underscore the complex processes and dynamics underlying people’s trust in algorithmic (and human) predictions and the cues that people use to evaluate their quality.
Uniformity: The effects of organizational attire on judgments and attributions
Robert Smith, Jesse Chandler & Norbert Schwarz
Journal of Applied Social Psychology, May 2020, Pages 299-312
Abstract:
Despite their prevalence in the marketplace, little empirical attention has been paid to how employee uniforms affect consumer reactions to service experiences. We propose that employee uniforms facilitate the shared categorization of employees and their organization in the mind of the customer, which affects many of the inferences that customers draw following service encounters. Study 1 shows that uniforms lead to greater attribution of responsibility to the company for employee behavior, especially following poor service. Studies 2 and 3 show that uniforms also lead to more assimilation of judgments across employees, increasing the impact of one employee's behavior on judgments of other employees of the same organization. Study 3 shows that employee uniforms lead to more extreme judgments of the company following service encounters. It also shows that bad (good) service from a uniformed employee makes competing companies look better (worse), indicating that uniforms can elicit contrast effects across companies. In sum, the mere presence of a uniform on an unsatisfactory service or retail employee can damage judgments of the organization and its employees and improve judgments of rival organizations compared to identical service from a nonuniformed employee. Managers seem unaware of these negative consequences. These same principles are likely to apply to a wide variety of uniformed services, including police, military, firefighters, and health‐care providers.
Mixing It Up: Unsystematic Product Arrangements Promote the Choice of Unfamiliar Products
Maik Walter et al.
Journal of Marketing Research, June 2020, Pages 509-526
Abstract:
This research examines how the unsystematic (vs. systematic) spatial arrangement of a set of alternatives affects consumers’ product choices. The key hypothesis is that an unsystematic product arrangement — in which an assortment consisting of several alternatives is arranged in an apparently arbitrary manner — causes greater perceptual disfluency, which in turn triggers more extensive exploratory product search, ultimately promoting the choice of unfamiliar products. This sequence of effects is particularly pronounced when consumers do not have a strong prior preference for specific alternatives in the assortment. Evidence from five studies, including a large-scale field experiment, provides support for this theorizing across various display formats and product domains. The findings advance our understanding of how the spatial arrangement of a product assortment influences consumer choice, and they shed light on the psychological mechanism that governs this effect.
On My Own: The Aversion to Being Observed During the Preference-Construction Stage
Yonat Zwebner & Rom Schrift
Journal of Consumer Research, forthcoming
Abstract:
Previous research in consumer behavior and decision making has explored many important aspects of social observation. However, the effect of social observation during the specific time wherein consumers construct their preferences remains relatively understudied. The present work seeks to fill this knowledge gap and add to this literature by studying how consumers react to being observed during the preference-construction stage (i.e., prior to reaching their decision). While existing research on social observation focuses on accountability and self-presentation concerns, the current paper uncovers an additional unique concern. Specifically, eight studies (three additional studies reported in the Web Appendix) find that being observed prior to reaching the decision threatens consumers’ sense of autonomy in making the decision, resulting in an aversion to being observed. Further, we find that such threats lead consumers to terminate their decision by avoiding purchase or by choosing default options. Given the extent to which consumers are observed in the marketplace by other individuals and by online platforms, and given the rise in consumers’ privacy concerns associated with such practices, understanding consumer reactions to being observed in the pre-decisional stage is an important topic with practical implications.
Advertising a Desired Change: When Process Simulation Fosters (vs. Hinders) Credibility and Persuasion
Luca Cian, Chiara Longoni & Aradhna Krishna
Journal of Marketing Research, June 2020, Pages 489-508
Abstract:
Ads promising a desired change are ubiquitous in the marketplace. These ads typically include visuals of the starting and ending point of the promised change (“before/after” ads). “Progression” ads, which include intermediate steps in addition to starting and ending points, are much rarer in the marketplace. Across several consumer domains, the authors show an ad-type effect: progression ads foster spontaneous simulation of the process through which the change will happen, which makes these ads more credible and, in turn, more persuasive than before/after ads (Studies 1–3). The authors also show that impairing process simulation and high skepticism moderate the ad-type effect (Studies 4–5). Finally, they show effect reversals: if consumers focus on achieving the desired results quickly, and it is possible to do so, progression ads and the associated process simulation backfire in terms of credibility and persuasion (Studies 6–7). These findings contribute to existing research by identifying conditions under which progression ads have beneficial or disadvantageous effects. These findings have managerial implications because they run counter to current marketing practices, which favor before/after over progression ads.