3/4/2013. Openness to behavioral science Growing as a field. More rigorous. More inclusive

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Primrose Little
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1 Openness to behavioral science Growing as a field Members Conference attendance Manuscript submissions Publication outlets More rigorous Theoretical explanations Methodological sophistication More inclusive Range of institutions International SCP Presidential Address, San Antonio, TX, March 2,

2 Low External High Low?? Internal High?? Citations per Year: Journal of Consumer Research SCP Presidential Address, San Antonio, TX, March 2,

3 Low External High Low Internal High 1. Disregard for Content 7. Research by Convenience 2. Narrow Epistemology 6. Theories of Studies 3. Narrow Lenses 5. Overgeneralization 4. Narrow Scope SCP Presidential Address, San Antonio, TX, March 2,

4 SCP Presidential Address, San Antonio, TX, March 2,

Previous research has shown that when consumers are

concept of indulgence or the concept of selfcontrol.

indulgence will purchase more than consumers who are

However, hungry consumers primed with self-control

5 Previous research has shown that when consumers are hungry, they tend to purchase more at a supermarket than when they are not hungry. However, suppose that they are primed with either the concept of indulgence or the concept of selfcontrol. We predict that hungry consumers primed with indulgence will purchase more than consumers who are not hungry. However, hungry consumers primed with self-control will not purchase more than consumers who are not hungry. This because SCP Presidential Address, San Antonio, TX, March 2,

Now suppose that half the participants are

other half are asked to remember a 2-digit

Now we predict a 3-way interaction showing

participants with a high cognitive load,

regardless of whether they are primed with

6 Now suppose that half the participants are asked to remember a 7-digit number and the other half are asked to remember a 2-digit number. Now we predict a 3-way interaction showing that among participants with low cognitive load, the results of the previous study would be replicated; in contrast, among participants with a high cognitive load, hungry participants would purchase more, regardless of whether they are primed with indulgence or self-control. SCP Presidential Address, San Antonio, TX, March 2,

7 Authors Readers/Reviewers Data Previous Findings We all ready know that! That can t be true because X (2002) showed the opposite Drop Study 3 because you already showed that in Study 2 SCP Presidential Address, San Antonio, TX, March 2,

8 The set processes by which consumers come to learn about, desire, acquire, use, and dispose of goods, services, and activities available in the marketplace to satisfy their needs. Experience Desire Acquisition Use / Consumption Disposal / Divestment Problem recognition Need arousal Deprivation Wants Wishes & Aspirations Interests Tastes Search Shopping Selection Decision making & Choice Purchase Shipment / Transportation Gift Rental / Leasing Borrowing Stealing Set-up Preparation Customization Consumption Enjoyment Sharing Storage Maintenance Satisfaction Possession Collection Mental consumption Discarding Re-using Recycling Reselling Donating Storing away Replacement Hoarding Learning SCP Presidential Address, San Antonio, TX, March 2,

Mechanical Core Attention & Perception Sensory experiences

rules Satisfaction assessment Affective Layer Affective preferences /

Goals & Motives Self-regulation & Self Control Regulatory focus

Social roles Group membership Household structure & Family life cycle

Language History Economic system Political system Cross-cultural

9 Mechanical Core Attention & Perception Sensory experiences Comprehension & Beliefs Learning & Memory Judgment & Attitudes Choice rules Satisfaction assessment Affective Layer Affective preferences / Tastes Feelings Moods Emotions Motivational Ground Needs & Wants Goals & Motives Self-regulation & Self Control Regulatory focus Values Self Identity Social & Relational Context Social influences Social roles Group membership Household structure & Family life cycle Religious beliefs Lifestyle Cultural Background Cultural norms Language History Economic system Political system Cross-cultural differences Stereotypes Ecological terrain SCP Presidential Address, San Antonio, TX, March 2,

10 Phenomena may be multiply determined Explanation may have different layers Attention > Motivation > Culture Theories are just conceptual lenses, not statements of truth SCP Presidential Address, San Antonio, TX, March 2,

11 1. Hypothesis Construct A Construct B 2. Test Data Phenomenon X Construct A Construct B 2. Explanation Phenomenon is robust Relevant to CB Phenomenon X 1. Observation & Generalization Data SCP Presidential Address, San Antonio, TX, March 2,

1984) Low price knowledge (Dickson & Sawyer, 1990) Size and effects of

food intake (Wansink, Painter, & North, & 2005) Geier, Wansink, & Rozin, 2012)

Magician Risk & Mastery Jester Regular G.

12 Phenomenon X 1. Observation & Generalization Data Very limited search in supermarket (Hoyer, 1984) Low price knowledge (Dickson & Sawyer, 1990) Size and effects of consideration sets (Hauser, 1978; Hauser & Wienerfelt, 1990) Visual cues & food intake (Wansink, Painter, & North, & 2005) Geier, Wansink, & Rozin, 2012) Decompression zone (Underhill, 1998) Brand Archetypes Hero-Warrior Rebel Magician Risk & Mastery Jester Regular G. Lover Belonging & Enjoyment Independence & Fulfillment Innocent Explorer Wise Man- Thinker Stability & Control Creator Caregiver Ruler SCP Presidential Address, San Antonio, TX, March 2,

13 Industry Consultants Construct A 2. Inspired Hypothesis 1. Speculation 3. Validation Phenomenon X Data SCP Presidential Address, San Antonio, TX, March 2,

14 ??? Process: How? Content: What? Pyramid of Needs Typology of Values Obedience Psychoanalytic Theory Dimensions of Culture Maslow (1954) Rokeach (1973) Milgram (1963, 1974) Freud (1900, 1901) Hostede (1980) SCP Presidential Address, San Antonio, TX, March 2,

15 Raghunathan & Pham (1999, OBHDP) Goldstein, Cialdini, & Griskevicius (2008, JCR) 1. More field studies with real consumers and fewer scenario studies 2. Beware of theories of studies As Author As Reviewer & Editor 3. Encourage replication & robustness testing 4. Do not overgeneralize published results 5. Expand research focus to non-purchase dimensions of CB SCP Presidential Address, San Antonio, TX, March 2,

16 6. Broader theoretical perspectives beyond IP and BDT 7. Less emphasis on unique and micro-level explanations 8. Embrace broader epistemology Phenomenon-based research (provided robust & grounded in CB) Descriptive research Inspired tests of major industry theories 9. Greater attention to content aspects of CB Increase in domain specificity (and decrease in presumed generality). Researcher A 5 JCR 3JCP 3 JMR As Researcher B 2 JCR 1 JCP 2 JMR As SCP Presidential Address, San Antonio, TX, March 2,

20 19 18 17 16 15 14 13 12 11 10 9 83 th percentile 45 th percentile 8 7 6 5 4

(Executive Officer) Raj Raghunathan & Tom Meyvis (Conference Co- Chairs) Mei

17 th percentile 45 th percentile Vicki Morwitz (2011 President) LJ Shrum (2010 President) Darren Dahl (2013 President) Tiffany White (Outgoing Secretary Treasurer) Larry Compeau (Executive Officer) Raj Raghunathan & Tom Meyvis (Conference Co- Chairs) Mei Olivier Ludovic It s just a speech SCP Presidential Address, San Antonio, TX, March 2,

Learning Objectives. Learning Objectives 17/03/2016. Chapter 4 Perspectives on Consumer Behavior

Learning Objectives. Learning Objectives 17/03/2016. Chapter 4 Perspectives on Consumer Behavior Chapter 4 Perspectives on Consumer Behavior Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning