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 Real-time feedback helps save energy and water
08.02.2017 | Otto-Friedrich-Universität Bamberg

nachricht The Great Unknown: Risk-Taking Behavior in Adolescents
19.01.2017 | Max-Planck-Institut für Bildungsforschung

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: Breakthrough with a chain of gold atoms

In the field of nanoscience, an international team of physicists with participants from Konstanz has achieved a breakthrough in understanding heat transport

In the field of nanoscience, an international team of physicists with participants from Konstanz has achieved a breakthrough in understanding heat transport

Im Focus: DNA repair: a new letter in the cell alphabet

Results reveal how discoveries may be hidden in scientific “blind spots”

Cells need to repair damaged DNA in our genes to prevent the development of cancer and other diseases. Our cells therefore activate and send “repair-proteins”...

Im Focus: Dresdner scientists print tomorrow’s world

The Fraunhofer IWS Dresden and Technische Universität Dresden inaugurated their jointly operated Center for Additive Manufacturing Dresden (AMCD) with a festive ceremony on February 7, 2017. Scientists from various disciplines perform research on materials, additive manufacturing processes and innovative technologies, which build up components in a layer by layer process. This technology opens up new horizons for component design and combinations of functions. For example during fabrication, electrical conductors and sensors are already able to be additively manufactured into components. They provide information about stress conditions of a product during operation.

The 3D-printing technology, or additive manufacturing as it is often called, has long made the step out of scientific research laboratories into industrial...

Im Focus: Mimicking nature's cellular architectures via 3-D printing

Research offers new level of control over the structure of 3-D printed materials

Nature does amazing things with limited design materials. Grass, for example, can support its own weight, resist strong wind loads, and recover after being...

Im Focus: Three Magnetic States for Each Hole

Nanometer-scale magnetic perforated grids could create new possibilities for computing. Together with international colleagues, scientists from the Helmholtz Zentrum Dresden-Rossendorf (HZDR) have shown how a cobalt grid can be reliably programmed at room temperature. In addition they discovered that for every hole ("antidot") three magnetic states can be configured. The results have been published in the journal "Scientific Reports".

Physicist Dr. Rantej Bali from the HZDR, together with scientists from Singapore and Australia, designed a special grid structure in a thin layer of cobalt in...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

Booth and panel discussion – The Lindau Nobel Laureate Meetings at the AAAS 2017 Annual Meeting

13.02.2017 | Event News

Complex Loading versus Hidden Reserves

10.02.2017 | Event News

International Conference on Crystal Growth in Freiburg

09.02.2017 | Event News

 
Latest News

Impacts of mass coral die-off on Indian Ocean reefs revealed

21.02.2017 | Earth Sciences

Novel breast tomosynthesis technique reduces screening recall rate

21.02.2017 | Medical Engineering

Use your Voice – and Smart Homes will “LISTEN”

21.02.2017 | Trade Fair News

VideoLinks
B2B-VideoLinks
More VideoLinks >>>