This reply challenges W. K. Darley and J.-S. Lim's conclusions that an earlier article of ours misleads consumer researchers about the role and treatment of demand artifacts and that our analysis regarding G. J. Gorn's experiments are flawed. We also question Darley and Lim's proposals for minimizing demand artifacts.
Interpreting interactions is important in analyzing data generated by the ANOVA family of techniques. In this article, we examine how to specify the cell means used to describe an interaction. Although most researchers utilize the raw means that are the output of most analysis packages, R. Rosenthal and R. L. Rosnow suggest an alternative procedure, removing the treatment effects (and possibly the grand means) from the group means and then examining the interaction in isolation. We examine why and under what circumstances it is appropriate to use residual means to examine interactions. How the use of raw means versus residual means affects interpreting interactions is examined in the context of a demonstration experiment. After that, a procedure for interpreting interactions is presented.
To date, negotiation research in two-party situations has largely focused on single issues or on multiple issues bargained simultaneously. In this paper, we develop, from a behavioral perspective, a conceptual framework and an associated set of propositions concerning the influence and interaction of a number of factors on agenda setting. We examine the consequences of negotiating multiple issues sequentially as opposed to discussing them simultaneously. Specifically, we posit (a) conditions under which sequential versus simultaneous negotiations are advantageous, (b) conditions that promote and inhibit integrative agreements between parties involved in sequential negotiations, and (c) conditions that foster greater utility and timeliness to the negotiating parties. In addition, directions for future research and methodological guidelines for testing the propositions are discussed.
This article examines why young children often exhibit superior knowledge acquisition when televised information is presented in an audiovisual format than when an audio mode of transmission is used. The results indicate that an audio televised presentation promotes learning equivalent to that of an audiovisual presentation when the audio transmission facilitates both the learning of individual acts or items and the learning of the causal and temporal connections between these acts. In addition, knowledge acquisition differences between older and younger children for audio televised information are eliminated when both types of learning are facilitated. Copyright 1993 by the University of Chicago.
Past research has established that, while self-reports of purchase intentions can predict behavior, various factors affect the strength of the intentions-behavior link. This article explores one such factor: the impact of merely measuring intent. Our specific question concerns the impact of measuring intent on subsequent purchase behavior. Prior research suggests a mere-measurement hypothesis: that merely measuring intent will increase subsequent purchase behavior. We also suggest a polarization hypothesis: that repeated intent questions will have a polarizing effect on behavior. The results reveal that the effect of merely asking intent to buy once is an increase in the subsequent purchase rate. The effect of repeatedly asking intent for those with low levels of intent is a decreased propensity to buy with repeated measurements. These two effects are reduced given prior experience with the product. The implications of these findings and opportunities for future research are discussed.
How do structural and affective elements in a persuasive message influence consumers' product beliefs and attitudes? In this article, we examine how the logical structure of arguments (provided through warrants) influences consumers' beliefs about product claims. Next, we examine how explicit statements about product claim desirability (provided through affective tag sentences) influence product attitude. Our results show that argument structure has a strong effect on consumers' beliefs. More important, our results suggest that consumers' product attitudes are based on their beliefs about product claims, but only when the desirability of those claims is made explicit.
In a recent Insightful article on demand artifacts in consumer research, T. A. Shimp, E. M. Hyatt, and D. J. Snyder, using a 1989 article by J. J. Kellaris and A. D. Cox as backdrop, provided an appraisal of demand artifacts. In this article, we critically evaluate some of the assumptions and conclusions of Shimp et al.'s analysis of the extent to which demand artifacts might explain the 1982 results of G. J. Gorn as analyzed by Kellaris and Cox. In addition, we offer some useful suggestions for minimizing demand problems.
This research proposes that negotiators consider each other's payoffs in their evaluation of potential settlements beyond the level necessary to maintain the bargaining relationship. We further hypothesize that the way in which negotiators weight their opponents' payoffs, relative to their own, is a function of characteristics of the relationship and of the bargainers' personalities. Specifically, we consider liking of the other party, payoff expectations, satisfaction with past settlements, the likelihood of future negotiations, egocentricity, and power orientation. We demonstrate the impact of these factors on the satisfaction negotiators derive from profiting more and less than their opponents using data from an experiment in which subjects negotiate with computer-simulated opponents.
American households are facing severe time constraints as women increase their participation in the wage economy. The implications of this situation for the adoption of time-saving technology in the home are not well understood. Previous research suggest several scenarios regarding the consequences of female labor force participation for the purchase of time-saving technology: (1) there may be no effect, (2) female labor force participation may have a direct effect, (3) female labor force participation may have an indirect effect through income, or (4) direct effects emerge over time. This article evaluates these hypotheses with a case study of the microwave oven, through proprietary cross-sectional surveys of married-couple households conducted from 1978 to 1989. Copyright 1993 by the University of Chicago.
It has been suggested that increasing levels of clutter on television lead to diminished memory retrieval for advertised brands. Although earlier studies have shown that clutter decreases an individual's ability to recall a brand, it is not clear that clutter will have the same effect on other measures of memory. Two experiments with important methodologic differences from prior clutter studies investigated the impact of clutter on recognition, aided recall, and unaided recall. The results suggest that clutter may not significantly affect an individual's true ability to remember what was seen.