Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Study Shows Consumers May be Swayed by Distraction

18.07.2008
Consumers talking on cell phones or dealing with a crying child in the store may make more impulsive purchases. A Central Michigan University study has found that consumers are more susceptible to making impulsive purchases for one brand over another if they are distracted while shopping.

CMU psychology professor Bryan Gibson surveyed undergraduate college students by measuring their preference for a variety of soft drinks, including Coke and Pepsi.

In one experiment, participants were shown Coke and Pepsi paired with either positive words and images such as the word amazing or an image of a mother holding a child, and some negative such as the word terrifying or an image of exhaust coming from a car.

A second experiment presented participants with an unrelated cognitive task - memorizing an eight-digit number - then offered them a can of Coke or Pepsi.

Results of Gibson's study found that implicit attitudes, or those that people may not be conscious of and able to verbally express, predicted product choice only when participants were presented with a cognitive task, suggesting that implicit product attitudes may play a greater role in product choice when the consumer is distracted or making an impulse purchase.

"The results of this research suggest that our intuitions and feelings about brands may lead us to choose them, particularly when we are distracted," said Gibson. "So don't be surprised if a distraction at the grocery store leads to more impulse purchases."

The study "Can Evaluative Conditioning Change Attitudes toward Mature Brands? New Evidence from the Implicit Association Test," was published in the June issue of the Journal of Consumer Research.

Heather Smith | Newswise Science News
Further information:
http://www.cmich.edu

More articles from Studies and Analyses:

nachricht Self-organising system enables motile cells to form complex search pattern
07.05.2019 | Westfälische Wilhelms-Universität Münster

nachricht Mouse studies show minimally invasive route can accurately administer drugs to brain
02.05.2019 | Johns Hopkins Medicine

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: Self-repairing batteries

UTokyo engineers develop a way to create high-capacity long-life batteries

Engineers at the University of Tokyo continually pioneer new ways to improve battery technology. Professor Atsuo Yamada and his team recently developed a...

Im Focus: Quantum Cloud Computing with Self-Check

With a quantum coprocessor in the cloud, physicists from Innsbruck, Austria, open the door to the simulation of previously unsolvable problems in chemistry, materials research or high-energy physics. The research groups led by Rainer Blatt and Peter Zoller report in the journal Nature how they simulated particle physics phenomena on 20 quantum bits and how the quantum simulator self-verified the result for the first time.

Many scientists are currently working on investigating how quantum advantage can be exploited on hardware already available today. Three years ago, physicists...

Im Focus: Accelerating quantum technologies with materials processing at the atomic scale

'Quantum technologies' utilise the unique phenomena of quantum superposition and entanglement to encode and process information, with potentially profound benefits to a wide range of information technologies from communications to sensing and computing.

However a major challenge in developing these technologies is that the quantum phenomena are very fragile, and only a handful of physical systems have been...

Im Focus: A step towards probabilistic computing

Working group led by physicist Professor Ulrich Nowak at the University of Konstanz, in collaboration with a team of physicists from Johannes Gutenberg University Mainz, demonstrates how skyrmions can be used for the computer concepts of the future

When it comes to performing a calculation destined to arrive at an exact result, humans are hopelessly inferior to the computer. In other areas, humans are...

Im Focus: Recording embryonic development

Scientists develop a molecular recording tool that enables in vivo lineage tracing of embryonic cells

The beginning of new life starts with a fascinating process: A single cell gives rise to progenitor cells that eventually differentiate into the three germ...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

SEMANTiCS 2019 brings together industry leaders and data scientists in Karlsruhe

29.04.2019 | Event News

Revered mathematicians and computer scientists converge with 200 young researchers in Heidelberg!

17.04.2019 | Event News

First dust conference in the Central Asian part of the earth’s dust belt

15.04.2019 | Event News

 
Latest News

Summit charts a course to uncover the origins of genetic diseases

22.05.2019 | Life Sciences

New study finds distinct microbes living next to corals

22.05.2019 | Life Sciences

Stellar waltz with dramatic ending

22.05.2019 | Physics and Astronomy

VideoLinks
Science & Research
Overview of more VideoLinks >>>