Didn t you see all these flaws? How the salience of a products pros and cons differs with time (2-3 students) Susanne Adler

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when it is implemented now: At least people generate more arguments in favor of a plan (pros) when it is scheduled for the distant future than when it is scheduled for the near future.

1 Didn t you see all these flaws? How the salience of a products pros and cons differs with time (2-3 students) Susanne Adler Sprache/Language: Deutsch/ English A plan seems to be more desirable when it is implemented later on than when it is implemented now: At least people generate more arguments in favor of a plan (pros) when it is scheduled for the distant future than when it is scheduled for the near future. The reverse is true for arguments against the plan (cons). Eyal, Liberman, Trope, and Walther (2004) demonstrated this pattern for different plans for exam procedures, public policies and (inter)personal behaviours. Aim of the seminar paper is to explore whether the results from Eyal et al. (2004) hold true for product evaluations. It will focus on the number of and the ratio between a products pros and cons which will be obtained for temporally near and distant product purchase situations. Introductory literature: Eyal, T., Liberman, N., Trope, Y., & Walther, E. (2004). The pros and cons of temporally near and distant action. Journal of Personality and Social Psychology, 86(6), Trope, Y., Liberman, N., & Wakslak, C. J. (2007). Construal Levels and Psychological Distance: Effects on Representation, Prediction, Evaluation, and Behavior. Journal of Consumer Psychology, 17(2),

2 Does zero cost less when you change perspective? Reconsidering the zero-price effect from a construal level perspective (2-3 students) Susanne Adler Sprache/Language: Deutsch/ English Shampanier, Mazar, and Ariely (2007) explored the luring effect of FREE! chocolate. They concluded that a zero cost, but less desirable, option (Hershey s Kiss) was preferred to a more desirable but costly option (Lindt truffle). Rising prices by 1 cent (no free Hershey s but same cost difference to Lindt s) resulted in a drop of Hershey s choices and a rise in Lindt choices. The more desirable option took over. This experiment is a classic in behavioral economic research. Reviewing it from a psychological distance-perspective, part of the results might be due to low construal level. Participants had to choose the chocolate immediately (low temporal distance), giving rise to feasibility concerns (low construal level). With a greater psychological distance however desirability concerns should overwhelm feasibility concerns and reduce the zero-price effect. Aim of the seminar paper is to check this assumption empirically. Introductory literature: Shampanier, K., Mazar, N., & Ariely, D. (2007). Zero as a Special Price: The True Value of Free Products. Marketing Science, 26(6), Trope, Y., & Liberman, N. (2010). Construal-level theory of psychological distance. Psychological Review, 117(2),

3 Nutrient s Influence on Consumer Decision Making Group 1 (2-3 students) Michael Canty Sprache/Language: Geman English The Physiology of Consumer Behavior is becoming ever more relevant in marketing practices. As several studies have previously highlighted the influence of specific nutrients on consumer s decision making, this seminar will further evaluate recent findings. Within the seminar, students will execute a study to investigate the influence a selected nutrient has on the consumer s purchase decision behavior. Furthermore, consumer s susceptibility towards a specific context effect will be investigated within the aforementioned setting. Introductory Lierature: Lichters, M., Müller, H., Sarstedt, M., & Vogt, B. (2016). How durable are compromise effects? Journal of Business Research,69(10), Prelec, D., Wernerfelt, B., & Zettelmeyer, F. (1997). The Role of Inference in Context Effects: Inferring What You Want from What Is Available. Journal of Consumer Research,24(1), Lichters, M., Brunnlieb, C., Nave, G., Sarstedt, M., & Vogt, B. (2016). The Influence of Serotonin Deficiency on Choice Deferral and the Compromise Effect. Journal of Marketing Research,53(2), Simonson, I. (1989). Choice Based on Reasons: The Case of Attraction and Compromise Effects. Journal of Consumer Research,16(2), 158.

4 Nutrient s Influence on Consumer Decision Making Group 2 (2-3 students) Michael Canty Sprache/Language: German/ English The Physiology of Consumer Behavior is becoming ever more relevant in marketing practices. As several studies have previously highlighted the influence of specific nutrients on consumer s decision making, this seminar will further evaluate recent findings. Within the seminar, students will execute a study to investigate the influence a selected nutrient has on the consumer s purchase decision behavior. Furthermore, consumer s susceptibility towards a specific context effect will be investigated within the aforementioned setting. Introductory Literature: Lichters, M., Bengart, P., Sarstedt, M., & Vogt, B. (2015). What really matters in attraction effect research: When choices have economic consequences. Marketing Letters,28(1), Prelec, D., Wernerfelt, B., & Zettelmeyer, F. (1997). The Role of Inference in Context Effects: Inferring What You Want from What Is Available. Journal of Consumer Research,24(1), Lichters, M., Brunnlieb, C., Nave, G., Sarstedt, M., & Vogt, B. (2016). The Influence of Serotonin Deficiency on Choice Deferral and the Compromise Effect. Journal of Marketing Research,53(2), Simonson, I. (1989). Choice Based on Reasons: The Case of Attraction and Compromise Effects. Journal of Consumer Research,16(2), 158.

5 Redesign Deutsche Lufthansa AG (4 students) Martina Schöniger Sprache/Language: Deutsch/English Earlier this year, Deutsche Lufthansa AG presented its new brand design. Blue now dominates the company s new color scheme. The color yellow originally used equally has lost share. The yellow fried egg on the planes tail fin will disappear and be replaced by a white crane on a blue background. This change was discussed controversially: Some argue the brand will lose its unique recognition value. Others counter the redesign s aim, to enhance the premium character of the brand, will be achieved. The seminar paper will focus on color schemes in combination with redesign. Students will do a literature review on relevant research findings and collect data to find insights in the Deutsche Lufthansa AG redesign. Introductory Literature: Koenen, J. (2018). Lufthansa-Logo verliert die gelbe Farbe. Retrieved from kranich-motiv-lufthansa-logo-verliert-die-gelbe-farbe/ html?ticket=st RawF66RNuLonOJ3X7Cc6-ap4 Labrecque, L. I., & Milne, G. R. (2012). Exciting red and competent blue: the importance of color in marketing. Journal of the Academy of Marketing Science, 40(5),

The Pros and Cons of Temporally Near and Distant Action

ATTITUDES AND SOCIAL COGNITION The Pros and Cons of Temporally Near and Distant Action Tal Eyal and Nira Liberman Tel Aviv University Yaacov Trope New York University Eva Walther University of Heidelberg