consuming experiential categories

1、JCR Consuming Experiential Categories 主讲人:谢萍 2014.12.12 Contents 目录 Authors Introduction Study1-6 General discussion Author Anuj K. Shah The University of Chicago Booth School of business Decision making when resources are scare Adam L. Alter New York Universitys Stern School of Business on judgment

2、 and decision-making 0101 Anuj K. Shah Adam L. Alter Introduction 0202 BucketL Riding an elephant Holding a baby white tiger, Visiting Iguazu Falls, Floating in the Dead Sea Two categories Being around animals seeing bodies of water How consumers focus on experiential categories when making d

3、ecisions Theoretical Background0303 Previous research Heighten positive Dampen negative Maximize enjoyment by spreading out good events over time minimize displeasure , while clustering negative events together Event level Category level Determining how they should consume it Considering how a parti

4、cular event represents a broader class of experiences. Hypothesis H1 H2 People will eliminate categories quickly when facing negative experiences, but will preserve categories for positive experiences for as long as possible. Eliminating categories will create a greater sense of progress than preser

5、ving categories will. Studies 0404 2021-7-17 Consider: CCC C Imagine: Decide: Eliminates Category Preserves category Paradigm Study 1a travel scenario: trips to Ecuador2/3 VS trips to Peru1/3 Food scenario : pies 4/5VS cakes1/5 Social scenario: spending time with friend Al 2/3VS Betty1/3 Music scena

6、rio: identical to the rock3/4/jazz1/4 example above Scenarios Positive frame or Negative frame Each participant made choices across two frame Decide : eliminating a category or to preserving both categories Method Results Between subjects Within subjects Conducted a between-subjects analysis focusin

7、g only on the first scenario participants saw Eliminate categories when considering negative experiences (51%) than positive experiences (33%) Preserve categories in the positively framed scenario and to eliminate categories in the negatively framed scenario 41% Preserved positive and negative categ

8、ories 26% Eliminated positive and negative categories18% Eliminated positive categories and preserved negative categories16% Study 1b Random For example : BostonChicago Los Angeles Miami Barcelona BerlinParisRome USA Europe New York Zurich categories: BostonChicago Los Angeles Miami Barcelona Berlin

9、ParisRome New York Zurich Study 2 Priming : Participants were first asked to draw a line that would divide the United States in half in one of two ways. travel scenario Four cities : San Diego, Seattle, Boston, and Orlando, and already visited San Diego Procedure Seattle and Boston San Diego and Orl

10、ando Boston and Orlando Seattle And San Diego North-south East -west Results Binary logistic regression eastern/western halves chose Seattle more often in the negative frame (80%) than in the positive frame (69%), though not significantly northern/southern halves chose Seattle less often in the nega

11、tive frame (49%) than in the positive frame (74%) Three relative theory Category theory hedonic adaptation theory Satiation theory Study 3 Elimination impossible: 10times Ecuador/ Peru Elimination possible: 4times Ecuador/ Peru Positive frame or Negative frame Each participant made choices across tw

12、o frame Decide : eliminating a category or to preserving both categories Method Difference of two theory Satiation Category theory Study4a Method this scenario described in a neutral waythere were no positive or negative frames Ecuador/ Peru 4times Scale Baseline question: Ecuador/ Peru (1/4 and 3/4

13、) Elimination question: next visit just one remaining city remaining:0,3 Preservation question: next visit one of three left city remaining:2,1 Study4b Method intuitive beliefs reviewing multiple comedic and dramatic movies, where one comedy and two dramas remained to be seen (or vice versa). two de

14、cision scenarios :positive and negative Travel : Peru and Ecuador 1/4, 3/4 Food : French restaurants and Spanish restaurants 1/3,2/3 coded responses 1,0,-1 Study5 Method: taste test for two chocolate brands rate their enjoyment of the initial samples Positive: milk chocolate Negative: black chocolat

15、e Brand1 and brand2 (1/3, 2/3) Choosing a chocolate Study6 Method collected data from 1,666 registered users of the website Trilogy The Hunger Games, Stieg Larssons Millennium Trilogy, The Lord of the Rings, and Fifty Shades of Grey measured enjoyment of the first two books by averagingparticipants ratings of those books General Discussion0505 Consumers might also look b