Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

How often will you use that treadmill?

18.11.2008
Awareness of our own idealism helps us be more realistic

Why not buy that treadmill? You'll be exercising every day, right? A new study in the Journal of Consumer Research examines why our expectations of our behavior so often don't match reality.

Authors Robin J. Tanner (University of Wisconsin-Madison) and Kurt A. Carlson (Duke University) uncovered a specific process that they believe contributes to unrealistic optimism. They also suggest a method to encourage consumers to think more realistically about their future actions.

"Consumers adopt the tentative hypothesis that they will behave in an ideal fashion when predicting their future behavior," the authors explain. "Unrealistic optimism by consumers may have negative consequences for both marketers and consumers. For example, if a consumer holds unrealistically optimistic beliefs about how often they will work out in the future, then they may overpay for home exercise equipment."

In a series of studies, the authors first had participants provide idealized estimates for particular behaviors (e.g., In an ideal world, how often would you exercise next week?) Then they asked participants to provide a second estimate (e.g. How often will you exercise next week?). They found that when people are first asked to predict what would happen in an ideal world, then asked how they actually expect to do, they are more realistic.

Interestingly, when researchers explicitly instructed participants not to be idealistic, the experiment backfired and led to even more unrealistic estimates.

Also, the authors found that more decisive people were less realistic.

"An important potential consequence of being overly optimistic about one's future behavior is that such optimistic beliefs may contribute to overbuying of products that see little use," the authors write.

Mary-Ann Twist | EurekAlert!
Further information:
http://www.wisc.edu

More articles from Studies and Analyses:

nachricht Amputees can learn to control a robotic arm with their minds
28.11.2017 | University of Chicago Medical Center

nachricht The importance of biodiversity in forests could increase due to climate change
17.11.2017 | Deutsches Zentrum für integrative Biodiversitätsforschung (iDiv) Halle-Jena-Leipzig

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Long-lived storage of a photonic qubit for worldwide teleportation

MPQ scientists achieve long storage times for photonic quantum bits which break the lower bound for direct teleportation in a global quantum network.

Concerning the development of quantum memories for the realization of global quantum networks, scientists of the Quantum Dynamics Division led by Professor...

Im Focus: Electromagnetic water cloak eliminates drag and wake

Detailed calculations show water cloaks are feasible with today's technology

Researchers have developed a water cloaking concept based on electromagnetic forces that could eliminate an object's wake, greatly reducing its drag while...

Im Focus: Scientists channel graphene to understand filtration and ion transport into cells

Tiny pores at a cell's entryway act as miniature bouncers, letting in some electrically charged atoms--ions--but blocking others. Operating as exquisitely sensitive filters, these "ion channels" play a critical role in biological functions such as muscle contraction and the firing of brain cells.

To rapidly transport the right ions through the cell membrane, the tiny channels rely on a complex interplay between the ions and surrounding molecules,...

Im Focus: Towards data storage at the single molecule level

The miniaturization of the current technology of storage media is hindered by fundamental limits of quantum mechanics. A new approach consists in using so-called spin-crossover molecules as the smallest possible storage unit. Similar to normal hard drives, these special molecules can save information via their magnetic state. A research team from Kiel University has now managed to successfully place a new class of spin-crossover molecules onto a surface and to improve the molecule’s storage capacity. The storage density of conventional hard drives could therefore theoretically be increased by more than one hundred fold. The study has been published in the scientific journal Nano Letters.

Over the past few years, the building blocks of storage media have gotten ever smaller. But further miniaturization of the current technology is hindered by...

Im Focus: Successful Mechanical Testing of Nanowires

With innovative experiments, researchers at the Helmholtz-Zentrums Geesthacht and the Technical University Hamburg unravel why tiny metallic structures are extremely strong

Light-weight and simultaneously strong – porous metallic nanomaterials promise interesting applications as, for instance, for future aeroplanes with enhanced...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

See, understand and experience the work of the future

11.12.2017 | Event News

Innovative strategies to tackle parasitic worms

08.12.2017 | Event News

AKL’18: The opportunities and challenges of digitalization in the laser industry

07.12.2017 | Event News

 
Latest News

A whole-body approach to understanding chemosensory cells

13.12.2017 | Health and Medicine

Water without windows: Capturing water vapor inside an electron microscope

13.12.2017 | Physics and Astronomy

Cellular Self-Digestion Process Triggers Autoimmune Disease

13.12.2017 | Life Sciences

VideoLinks
B2B-VideoLinks
More VideoLinks >>>