"We found that subjective feelings of ease experienced during judgments (e.g., choosing a digital camera, art, movie, or charity) can increase or decrease consumers' confidence in their choice and the amount of donation depending on whether consumers are thinking, respectively, concretely or abstractly," write authors Claire I. Tsai (University of Toronto and Ann L. McGill (University of Chicago).
The researchers found that abstract thinking and concrete thinking determine the theory consumers adopt to interpret their subjective experiences. "Consider, for example, the feeling of difficulty one experiences when studying for an exam," the authors write. "The subjective experience of difficulty can lead to a feeling of high confidence, providing this difficulty is interpreted as effort put forth to ensure a good grade. On the other hand, the same subjective experience can lead to feeling very low confidence about the grade, if processing difficulty is interpreted as inability to process the study materials."
The authors conducted three experiments using a sample of 750 participants. They tested a variety of product categories: electronic products, art, movies, and charitable giving. They manipulated ease of processing by varying the clarity of print advertisements or the number of thoughts participants were asked to generate to explain their choices. In addition, they manipulated abstract and concrete thinking by asking participants to consider issues that weren't related to the product categories. "Specifically, we induced abstract thinking (or concrete thinking) by asking participants to focus on the why (or how) aspects of an event," the authors write.
"As predicted, we found that when consumers are thinking more concretely and focusing on details of product information, ease of processing—making a choice based on a clear ad or a few reasons—increases confidence," the authors write. "Difficulty of processing—making a choice based on a blurry ad or having to generate many reasons to explain one's choice—decreases confidence."
Claire I. Tsai and Ann L. McGill. "The Effects of Fluency and Construal Level on Confidence Judgments." Journal of Consumer Research: December 2010. A preprint of this article (to be officially published online soon) can be requested from JCR@bus.wisc.edu.
Mary-Ann Twist | EurekAlert!
Study relating to materials testing Detecting damages in non-magnetic steel through magnetism
23.07.2018 | Technische Universität Kaiserslautern
Innovative genetic tests for children with developmental disorders and epilepsy
11.07.2018 | Christian-Albrechts-Universität zu Kiel
New design tool automatically creates nanostructure 3D-print templates for user-given colors
Scientists present work at prestigious SIGGRAPH conference
Most of the objects we see are colored by pigments, but using pigments has disadvantages: such colors can fade, industrial pigments are often toxic, and...
Scientists at the University of California, Los Angeles present new research on a curious cosmic phenomenon known as "whistlers" -- very low frequency packets...
Scientists develop first tool to use machine learning methods to compute flow around interactively designable 3D objects. Tool will be presented at this year’s prestigious SIGGRAPH conference.
When engineers or designers want to test the aerodynamic properties of the newly designed shape of a car, airplane, or other object, they would normally model...
Researchers from TU Graz and their industry partners have unveiled a world first: the prototype of a robot-controlled, high-speed combined charging system (CCS) for electric vehicles that enables series charging of cars in various parking positions.
Global demand for electric vehicles is forecast to rise sharply: by 2025, the number of new vehicle registrations is expected to reach 25 million per year....
Proteins must be folded correctly to fulfill their molecular functions in cells. Molecular assistants called chaperones help proteins exploit their inbuilt folding potential and reach the correct three-dimensional structure. Researchers at the Max Planck Institute of Biochemistry (MPIB) have demonstrated that actin, the most abundant protein in higher developed cells, does not have the inbuilt potential to fold and instead requires special assistance to fold into its active state. The chaperone TRiC uses a previously undescribed mechanism to perform actin folding. The study was recently published in the journal Cell.
Actin is the most abundant protein in highly developed cells and has diverse functions in processes like cell stabilization, cell division and muscle...
17.08.2018 | Event News
08.08.2018 | Event News
27.07.2018 | Event News
17.08.2018 | Physics and Astronomy
17.08.2018 | Information Technology
17.08.2018 | Life Sciences