Knowledge that Transforms

AbstractIn this research we demonstrate an asymmetry between the spatial dimension and the other three dimensions of psychological distance—i.e., the temporal, social, and hypothetical dimensions. The first study shows that a distal prime along the spatial dimension leads to greater perceived distance along the other three dimensions, but not the other way around. We theorize that this is because people understand temporal, social, and hypothetical distance in terms of spatial distance. Hence, symmetric priming effects should occur when similarities between the spatial dimension and other dimensions are highlighted. Indeed, the last three studies, using multiple operationalizations, show that such priming effects could become symmetric when people engage in relational processing.

AbstractChoices are often identity‐based but the linkage to identity is not necessarily explicit or obvious for a number of reasons. First, identities feel stable but are highly sensitive to situational cues. Second, identities include not only content but also readiness to act and to use procedures congruent with the identity. Third, identities can be subtly cued without conscious awareness. Fourth, what an accessible identity means is dynamically constructed in the particular context in which it is cued. Because identities carry action‐ and procedural‐readiness, the outcome of an identity‐based motivation process may be similar to or different from the choices an individual would have made in another setting. Moreover, once an identity is formed, action and procedural‐readiness can be cued without conscious awareness or systematic processing, resulting in beneficial or iatrogenic outcomes.

AbstractWe offer a constructive critique of Regulatory Engagement Theory (Higgins, E. T. (2006). Value from hedonic experience and engagement. Psychological Review, 113(3), 439–460.; Higgins, E. T., and Scholer, A. A. (2009). Engaging the consumer: The science and art of the value creation process. Journal of Consumer Psychology, 19(2).). After highlighting the major tenets of the theory and its main contributions, we identify some of its conceptual ambiguities. We then argue that the hedonic and intensity components of value may not be psychologically separable in that experiences acquire their hedonic quality through their intensity. We next discuss why the various determinants of strength of engagement proposed by the theory may not all operate through the same process. Even the regulatory fit phenomenon seems to involve more than one process. We conclude by suggesting that many strength‐of‐engagement effects may reflect feelings‐as‐information inferences consistent with the Generalized Affect‐as‐Information Model of judgment (GAIM; Pham, M. T. (2008). The lexicon and Grammar of Affect‐as‐Information: The GAIM. In M. Wanke (Ed.), Social psychology of consumer behavior. New York: Psychology Press.).

AbstractWe demonstrate that anticipating pride from resisting temptation facilitates self‐control due to an enhanced focus on the self while anticipating shame from giving in to temptation results in self‐control failure due to a focus on the tempting stimulus. In two studies we demonstrate the effects of anticipating pride (vs. shame) on self‐control thoughts and behavior over time (Studies 1 and 2) and illustrate the process mechanism of self vs. stimulus focus underlying the differential influence of these emotions on self‐control (Study 2). We present thought protocols, behavioral data (quantity consumed) and observational data (number/size of bites) to support our hypotheses.

AbstractChoices are often identity‐based yet the identity‐to‐choice link is not necessarily obvious for reasons articulated by the identity‐based motivation model (Oyserman, D. (2009). Identity‐based motivation: Implication for action‐readiness, procedural readiness and consumer behavior. Journal of Consumer Psychology). Specifically, which identities are salient and what identities mean in the moment are highly dependent on situational cues. Though they feel stable, identities are dynamically shaped by situational affordances and constraints and this shaping process can occur without conscious awareness. This implies that product use, including use of utilitarian products, can become identity‐based, as can both self‐constructive and self‐destructive choices. Over time, broader identities are more likely to be cued than more narrow ones, though any identity can be cued in the right circumstances. The commentaries apply the model to culture‐contingent effects of power (Shavitt, S., Torelli, C. & Wong, J. (2009). Identity‐based motivation: Constraints and opportunities in consumer research. Journal of Consumer Psychology), charitable giving (Aaker, J. & Akutsu, S. (2009). Why do people give? The role of identity in giving. Journal of Consumer Psychology), and the consequences of salient identities for self‐constructive vs. self‐destructive choices (Kirmani, A. (2009). The self and the brand. Journal of Consumer Psychology) and this commentary addresses some of the questions they raise.

AbstractEmotional antecedents of schadenfreude—joy experienced when observing another's downfall—were investigated in a status consumption context. Across 3 studies, status product failure produced schadenfreude and led to intentions to spread negative word‐of‐mouth (studies 1, 2), and increased negative affect and overall negative attitudes toward the status brand (study 3). Furthermore, studies 1 and 2 suggest that envy (particularly of social attention) can lead to schadenfreude by transmuting into hostile emotions. Finally, these studies suggest that schadenfreude in a consumption context can be precipitated by factors such as degree of target advantage and flaunting of the status product.

AbstractCognitive priming procedures were used to identify the unique effects that luck‐related concepts have on consumer behavior. The effects of these concepts could theoretically influence behavior through the elicitation of positive affect or via temporary changes in participants' self representations of how lucky they feel. An initial experiment showed that priming Asian consumers with lucky numbers independently influenced both their perceptions of personal luck and the positive affect they reported experiencing. Subsequent experiments, however, showed that the effect of these primes on consumer behavior was mediated by momentary changes in how lucky people felt (i.e. changes in the self concept) rather than by the positive affect they were experiencing at the time. Exposing consumers to lucky numbers influenced their estimates of how likely they were to win a lottery (Experiment 2), their willingness to participate in such a lottery (Experiment 4), their evaluations of different promotional strategies (Experiment 3), and also the amount of money they were willing to invest in different financial options (Experiment 4). The effect of luck on behavior was also moderated by a person's regulatory focus.