Bagozzi, Rice University Russ Belk, University of Utah Ruth Bolton, Arizona State University George Day, University of Pennsylvania Donna Hoffman, Vanderbilt University Morris B. David Stewart, University of Southern California Rajan Varadarajan, Texas A&M University Michel Wedel, University of Michigan Barton Weitz, University of Florida. Raj Raghunathan, University of Texas, Austin Dave Reibstein, University of Pennsylvania Venkatesh Shankar, University of Maryland Leona Tam, Texas A&M University.
The purpose of this series is to provide current, comprehensive, state-of-the-art articles on marketing research.
CONSUMER ACTION
R ICHARD P. B AGOZZI
Desires can actually be shown to be functions of reasons for action, which is the subject of the next main section of the chapter. The role of desires will be discussed more fully in the next main section of the chapter. This issue will be discussed later in this chapter, in the section Desires to act.
In The Message Inside: The Role of Subjective Experience in Cognition and Social Behavior, ed. 1998) "The link between perception and behavior or how to win a game of trivial pursuit". In Starting Up and Growing New Adventures: The Role of the Financial Community, ed. 1996) "Communicative Theory of Emotion: Empirical Tests, Mental Models, and Implications for Social Interaction." 2001) "The Role of Anticipated Desires and Emotions in Goal-Directed Behavior: Extending and Deepening the Theory of Planned Behavior."
LOOKING THROUGH THE CRYSTAL BALL
Finally, the duration dimension deals with the length of the affective experience (will I feel happy for just an hour or a week?). Another possible result relevant to affective forecasting and consumer behavior concerns the effect of affective forecast valence on decision time. Denial of a near goal creates a prediction of negative emotions, with positive emotions expected in the longer term due to denial.
In Study 1, participants played a modified version of the TV game show “The Price Is Right.” When people think about the distant future, they tend to create stylized representations of the future (Loewenstein and Schkade, 1999). Patrick, MacInnis, and Park (2004) provide one of the first accounts of the impact of AMF on product satisfaction/dissatisfaction.
Therefore, the reconstruction of the consumption experience may be more likely when the decision is irreversible rather than reversible. In such cases, inducing affective anticipation of positive affect may be more risky than when the marketer can only control the nature of the outcome experienced. Questions arise as to whether or not different biases related to affective anticipation and AMF are activated, depending on the valence and nature of the anticipated emotion.
Patrick (2003) suggests that one's view of the future has cultural roots and that cross-cultural differences may explain differences in reliance on affective predictions as input into decision-making across cultures. 1978) "The effect of imagining an event on expectations for the event: an interpretation in terms of the availability heuristic.".
CONSUMER USE OF THE INTERNET IN SEARCH FOR AUTOMOBILES
In this chapter, we review the literature on the choice of information sources in general and on the use of the Internet as an information source in particular. CONSUMERS USE THE INTERNET TO SEARCH FOR CARS 83 and 17% of them only considered the brand they had before. However, this paper does not provide a formal model of Internet choice as an information source.
Bakos (1997) presents a formal research model that considers the impact of the Internet on equilibrium outcomes. On the basis of this model, a number of general proposals for the use of the Internet have been developed. The role of the Internet is to make shopping services easily accessible to consumers.
We can use it to predict what stocks would be in the absence of the internet. CONSUMER USE OF THE INTERNET SEARCHING FOR CARS 91 we have two sets of comparable data. Consider sharing non-internet hours before and after the introduction of the internet.
CONSUMER USE OF THE INTERNET IN SEARCH OF AUTOMOTIVES 99 friend/relative are more replaceable than would be predicted by proportional draw. CONSUMER USE OF THE INTERNET IN SEARCH OF AUTOMOTIVES 101 Reliability information: third party, purchasing service, manufacturer.
CATEGORIZATION
The evoked set can be thought of as a subset of the awareness set—the brands that the consumer is aware of or expects to be a member of a particular category. A critical assumption of the characteristic approach is that “characteristics representing a concept are important ones that are highly likely to occur in instances of the concept” (Smith and Medin, 1981, p. 62). THE EVALUATION FORMATION PROCESS 117 For the purposes of this chapter, theory can be loosely defined as “causal knowledge that people use to make inferences about non-obvious properties and to explain observed patterns in the world” (Markman and Gentner, 2001, p. 231). .
This view leads to what is considered to be the second shift in recent categorization theory—the shift to theory-based or knowledge-based models. According to Medin (1989; Medin & Ortony, 1989), one way in which similarity is linked to theory-based categorization is through psychological essentialism—the idea that people behave as if. For example, "The hydrogen atom is like the Earth's solar system." The nucleus of the atom is not exactly perceptually similar to the sun (i.e. it is not yellow), but more importantly it is relationally similar (i.e. electrons orbit the nucleus while the planets orbit the sun).
For example, in the natural category "things to sit on," the category member of wooden chair would be very similar to other members (i.e., chair, couch). From the above example it can be seen that the information obtained for a given concept in a given situation (i.e. the concept representation) can vary from occasion to occasion and from person to person. The cues (extrinsic and intrinsic) can be produced by the environment, influencing "the way consumers encode product information" (Coupey and Nakamoto, 1988, p. 77).
Diagnostics, on the other hand, refers to “the classificatory meaning of features, that is, the importance or prevalence of the classifications based on these features. The second part collected data for the category-based processing part of the model. Finally, the validity of these results was examined by comparing the empirical results (i.e., the specific restaurants predicted to be in each set) with the self-reported membership (i.e., the acceptability of the restaurants as rated by respondents based on the questionnaire) for both the normality and ideality data.
In addition, the dynamic aspects of stage composition are particularly important to consider in consumer behavior research (see Turley and LeBlanc, THE EVALUATION FORMATION PROCESS 143 1995).
INDIVIDUAL-LEVEL DETERMINANTS OF CONSUMERS’ ADOPTION AND USAGE OF
TECHNOLOGICAL INNOVATIONS
The TAM highlights two types of perceptions as the main determinants of the adoption and use of technological innovations. P2: The perceived benefits (functional, hedonic, social) of using a technological innovation have positive effects on the initial use (variety and speed) and continued use (likelihood, variety and speed) of the innovation. Often the adoption and use of a technological innovation entails non-monetary costs (time and effort) in addition to monetary costs.
However, as Figure 5.2 shows, the two routes from the perceived degree of newness of an innovation can potentially have opposite effects on the adoption and use of the innovation. P18: The direct effects of consumer characteristics on the continued use of a technological innovation are weaker than their effects on the adoption and initial use of the innovation. P20: The effects of consumers' general cognitions and feelings on the continued use of a technological innovation are weaker than their effects on adoption and initial use.
P33: Initial use of a technological innovation (variety and speed) has a positive effect on the perceived functional benefits of using the innovation. Consumer characteristics such as consumer characteristics and demographics may moderate the effects of perceptions on the adoption and use of a technological innovation. P35: Consumer characteristics (eg, frugality, impulsivity, income, and gender) moderate the effects of consumer perceptions (eg, about benefits and costs) on the adoption and use of a technological innovation.
The proposed conceptual framework provides a “big picture,” integrated view of individual-level determinants of consumer adoption and use of technological innovations. Our framework also suggests several direct, indirect, and moderating effects of consumer characteristics on technological innovation adoption and use.
THE METRICS IMPERATIVE
D ONALD R. L EHMANN
The aim, then, is to establish the strength of the links so that even when all measures are not available, the impact of marketing actions can be assessed. Part of the reason for the lack of a single set of measures is that different people focus on different measures. Brands, which have been extensively studied in marketing (Keller and Lehmann, 2005), represent a significant part of the intangible and therefore total value of many firms.
The first is conceptual: it refers to the value of the brand to the customer or the value of the brand to the firm (aggregate over customers). For example, the sales and price premiums for a brand are components of a variance analysis of the revenue premium and capture different aspects of brand equity at the product-market level. Essentially, the value of a customer is the sum over all products that the customer purchases.
Due to the need for customer insight at the enterprise level (for example, to assess the impact of advertising copy and potential new products prior to implementation or introduction), companies often resort to measuring customer perceptions, attitudes and intentions. Success depends on the company's ability to capture the evolving mass market (Golder and Tellis, 1993). However, the magnitude of the increase (e.g. in terms of elasticity) is not widely reported, and here too empirical generalizations are lacking.
Anderson, Fornell, and Lehmann (1994) developed a specific assessment of the impact of satisfaction point on ROA. One key question, then, is not whether satisfaction is related to financial performance, but the strength and shape (which is logically non-linear) of the relationship.
