Social Psychology of Consumer Behavior 1st Edition by Michaela Wanke 1138882941 9781138882942

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ISBN 10: 1138882941

ISBN 13: 9781138882942

Author: Michaela Wanke

The Social Psychology of Consumer Behavior brings together the most promising and theoretically fruitful research developments by internationally renowned scholars, whose work is at the cutting edge of research. Experts from both fields – social psychology and consumer behavior – provide an informed, up-to-date overview, from an original integrative perspective. The aim of this volume is two-fold. On the one hand, the application of social psychology to consumer behavior is meant to broaden the horizon of social psychologists. On the other hand, students and researchers of consumer behavior will be offered an advanced account of relevant theories tailored to their interests. While the range of topics is rather broad – including the construal of judgments and decisions, affective and cognitive feelings, social and media influences, and goals and self-regulation – each chapter is focused on one specific theoretical or methodological perspective and thereby gives a comprehensive and penetrative account of the relevant issues and the respective research. The volume provides an invaluable resource to students, researchers, and instructors in social psychology, consumer psychology, consumer behavior, and marketing.

Social Psychology of Consumer Behavior 1st Table of contents:

Section I Introduction: A Tale of Two Disciplines

1 What’s Social about Consumer Behavior?

SOCIAL PSYCHOLOGY’S ROLE IN STUDYING CONSUMER BEHAVIOR

SOME SOCIAL ASPECTS OF LIVING IN A CONSUMER SOCIETY

Consumer Decisions Are Ubiquitous

Consumer Choices Fulfill a Social-Identity Function

Consumer Choices Affect Social Perception

Affective Consequences of Consumer Behavior

The Consumer Context Provides Unique Social Interactions

Advertising Exposure Shapes Norms and Values

CONCLUSION

OVERVIEW OF THE PRESENT VOLUME

Introduction: A Tale of Two Disciplines

The Construal of Consumer Judgments and Decisions

Affective and Cognitive Feelings in Consumer Judgment

Social and Media Influences on Judgment and Behavior

Goals and Self-Regulation

ENDNOTES

REFERENCES

2 Social Psychology and Consumer Psychology

A HISTORICAL PERSPECTIVE

Advertising in the Nineteenth Century

Advertising at the Turn of the Century

Advertising after World War I

Advertising after World War II

Summary

GENERAL PARADIGMATIC CONCERNS

Two Examples of Paradigmatic Limitations

Representative Concerns of Consumer Research

KNOWLEDGE ACCESSIBILITY

Implications for Consumer Behavior

Implications of Consumer Behavior

Concluding Remarks

ATTITUDES AND ATTITUDE-BEHAVIOR RELATIONS

Alternative Conceptualizations

Implications for Consumer Behavior

Implications of Consumer Research

COMMUNICATION AND PERSUASION

Informational Factors

Individual Differences

Source Effects on Persuasion

Implications for Consumer Behavior Research

Implications of Consumer Behavior Research

AFFECT AND SUBJECTIVE EXPERIENCE

General Considerations

Implications for Consumer Research

Implications of Consumer Research

CONCLUDING REMARKS

ACKNOWLEDGMENTS

ENDNOTES

REFERENCES

Section II The Construal of Consumer Judgments and Decisions

3 Psychological Distance and Consumer Behavior

CONSTRUAL LEVEL THEORY

Level of Construal

Psychological Distance

Psychological Distance and Level of Construal

Primary versus Secondary Sources of Value

Satisfaction and Regret

CONCLUSION

REFERENCES

4 The Rational Unconscious

TWO WAYS TO LOOK AT RATIONALITY

CHOOSING WITHOUT CONSTRAINTS

THE PITFALLS OF CONSCIOUS DELIBERATION, PART 1: HEURISTICS AND BIASES

THE PITFALLS OF CONSCIOUS DELIBERATION PART 2: POOR WEIGHTING

BOUNDED RATIONALITY OR BOUNDED CONSCIOUSNESS?

UNCONSCIOUS THOUGHT

UNCONSCIOUS WEIGHTED ADDING, PART 1: CAPACITY

UNCONSCIOUS WEIGHTED ADDING PART 2: WEIGHTING ITSELF

TOWARD EXPLAINING HOW

CONCLUSIONS

ACKNOWLEDGMENTS

ENDNOTES

REFERENCES

5 Brands and Successful Brand Extensions

BRANDS AS CATEGORIES

ASSIMILATION TOWARD THE EXISTING BRAND— THE INTERPLAY OF FEATURES AND PROCESSES

Similarity of Brand and Product Features

Beyond Feature Similarity: The Role of Categorization Processes

Processing Intensity

Expertise

Regulatory Focus

WHEN BRAND EXTENSIONS FAIL: CONTRAST EFFECTS AS THE WORST-CASE SCENARIOS

THE BIDIRECTIONAL RELATION BETWEEN BRAND AND BRAND EXTENSION: EFFECTS ON THE BRAND

Superior Brand Extensions

Inferior Brand Extensions

PRODUCT-TO-PRODUCT INFLUENCES: HOW AN EXTENSION MAY AFFECT OTHER PRODUCTS

CONCLUSION

ENDNOTES

REFERENCES

6 Compensatory Reasoning in Choice

THE CONCEPT OF COMPENSATION

Self-Regulatory Compensation

Evaluative Compensation

COMPENSATORY PROCESSES IN INFERENTIAL REASONING

Inferential Reasoning in Individual Decision Making

Compensatory Reasoning as an Inferential Process

Compensatory Decision Processes

Domains of Compensatory Reasoning

COMPENSATORY REASONING IN CONSUMER DECISION MAKING

The Market Efficiency Assumption in Compensatory Reasoning

Compensatory Reasoning Effects

BOUNDARIES OF COMPENSATORY REASONING

Assumption of Balance

Availability of Other Bases for Inference

Resource Availability

Information-Processing Strategy

CONCLUSION

REFERENCES

Section III Affective and Cognitive Feelings in Consumer Judgment

7 Conditioning as a Source of Liking

A BRIEF OVERVIEW OF THE LITERATURE

MISCONCEPTIONS OF (EVALUATIVE) CONDITIONING

A CONCEPTUAL ANALYSIS

TOWARD A METACONDITIONAL APPROACH

A Dual Process Model

Implications for Future Research

SUMMARY AND CONCLUSIONS

ACKNOWLEDGMENT

ENDNOTES

REFERENCES

8 The Lexicon and Grammar of Affect as Information in Consumer Decision Making

THE LEXICON OF FEELINGS AS INFORMATION

“How Do I Feel about It?”—Feelings as Information about Value

“How Strongly Do I Feel about It?”—Feelings as Information about the Strength of Preference

“How Scary Does It Feel?”—Feelings as Information about Risk

“How Certain Do I Feel about It?”—Feelings as Information about Conviction

“How Serious Does It Feel?”—Feelings as Information about Situational Demands

“What Would I Feel Better about?” and “What Do I Feel Like Doing?”—Feelings as Motivational Information

THE GRAMMAR OF FEELINGS AS INFORMATION

The Necessity and Sufficiency of Feelings

The Relative Accessibility of Feelings

The Relative Diagnosticity of Feelings

On the Imagery Boundedness of Seeing How It Feels

Query and Response-Mapping Dependency

Situational Engagement of the Affective System

GAIM: A GENERALIZED AFFECT-ASINFORMATION MODEL OF JUDGMENT

ENDNOTES

REFERENCES

9 When Thinking Is Difficult

EASE OF RECALL AND THOUGHT GENERATION: ACCESSIBILITY EXPERIENCES

Content or Experience?

Beyond Judgment: Implications for Choice

Naïve Theories as Inference Rules

Processing Motivation

Summary

THE EASE OF PROCESSING NEW INFORMATION: FLUENCY EXPERIENCES

When It Is Hard to Read, It Is Hard to Do

Seems Like I Heard It Before: Fluency, Familiarity, and the Consequences

Affect, Preference, and Beauty

CODA

REFERENCES

Section IV Social and Media Influences on Judgment and Behavior

10 Cross-Cultural Issues in Consumer Behavior

What Is Culture?

Coverage and Scope

KEY CONSTRUCTS AND DIMENSIONS OF CULTURE

Emerging Cultural Dimensions

CULTURE AND SELF-REGULATORY GOALS

CULTURE, RISK TAKING, AND IMPULSIVITY

CULTURE AND PERSUASIVE APPEALS

Cultural Differences in the Content of Message Appeals

Cultural Differences in Judgment and Persuasion

Cultural Differences in Brand Representations

BRANDS AS SYMBOLS OF SELF AND OF CULTURE

CONCLUSIONS

ACKNOWLEDGMENTS

REFERENCES

11 Television Viewing and Social Reality

CULTIVATION THEORY AND RESEARCH

A SOCIAL COGNITION EXPLANATION OF CULTIVATION EFFECTS

Frequency and Probability Judgments

Television Viewing and Accessibility Bias

Television Viewing and Source Discounting

Heuristic versus Systematic Processing

Values, Attitudes, and Beliefs

Television Viewing and Materialism

Qualifications and Limitations

IMPLICATIONS OF THE PROCESSES UNDERLYING TELEVISION-VIEWING EFFECTS

CONCLUSION

ENDNOTES

REFERENCES

12 Normative Influences on Consumption and Conservation Behaviors

OVERVIEW OF THIS CHAPTER

SOCIAL IDENTITY AND SELFCATEGORIZATION THEORIES

FOCUS THEORY OF NORMATIVE CONDUCT

Differentiating Descriptive and Injunctive Norms

Aligning and Misaligning Norms

A Focus on Focus: The Importance of Focus

SOCIAL NORMS: INFLUENCES ON CONSUMPTION AND CONSERVATION BEHAVIORS

The Effect of Social Norms Marketing Campaigns

The Constructive, Destructive, and Reconstructive Power of Social Norms

Rooms for Improvement: Using Normative Messages in a Hotel Setting

SUMMARY AND CONCLUSION

ENDNOTES

REFERENCES

13 Taking the Target’s Perspective

THE PERSUASION KNOWLEDGE MODEL

Inferring a Persuasion Agent’s Motives

Understanding the Persuasion Agent’s Tactics

Consideration of Persuasion Effectiveness

Consideration of Appropriateness

Inferences of Marketers’ Effort

Consumers’ Coping Responses

Persuasion Knowledge as an Individual Difference Variable

THE PKM AND SOCIAL PSYCHOLOGY

The Target’s Perspective

The Target-Agent Relationship

CONCLUSION

REFERENCES

V Section Goals and Self-Regulation

14 The Persuasive Power of Regulatory Fit

WHAT IS REGULATORY FIT?

THE PERSUASIVENESS OF REGULATORY FIT

MECHANISMS UNDERLYING THE REGULATORY FIT EFFECTS

BOUNDARY CONDITIONS OF THE REGULATORY FIT EFFECT

BEYOND PERSUASION

CONCLUSION

REFERENCES

15 The Impulsive Consumer

IMPLICIT MEASURES

DO IMPLICIT MEASURES PREDICT CONSUMER BEHAVIOR?

CONTROL RESOURCES MODERATE THE PREDICTIVE VALIDITY OF IMPLICIT AND EXPLICIT MEASURES

Processing Time

Cognitive Capacity

Self-Regulatory Resources

Alcohol

Are All Control Moderators Equal?

Situational and Dispositional Moderators

Implications for Applied Contexts

CONCLUSIONS AND OUTLOOK

ACKNOWLEDGMENTS

ENDNOTES

REFERENCES

16 The Dynamics of Self-Regulation

THE DYNAMICS OF SELF-REGULATION

Progress-Based Balancing

Commitment-Based Highlighting

SOURCES OF FEEDBACK FOR SELF-REGULATION

Future Plans as Feedback for Self-Regulation

Mood as Feedback for Self-Regulation

THE DETERMINANT OF THE DYNAMIC OF SELF-REGULATION

The Information That the Perceiver Seeks

The Information in the Goal Actions

CONCLUSIONS

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