Factors affecting the acquisition and transfer of novel attribute relationships to new product categories

This article investigates two factors posited to affect consumers' ability to learn a novel attribute relationship (e.g., “no pesticides → USDA organic symbol”) and apply this recently acquired knowledge when making judgments in a new product category. The first factor concerns the nature of the attribute encoding process and, in particular, whether it allows for comparison of examples. The second factor focuses on the relationship between the learning and transfer domains, and examines the influence of perceptual similarity (manipulated two ways: similarity in the elements comprising the attribute relationships, and similarity between the base and target domains) on the transfer process. Study 1 revealed a significant improvement in inter‐domain transfer when a relationship was learned in a multiple‐domain/multiple‐attribute learning environment over a single‐domain/single‐attribute environment. When attribute and domain diversity were examined separately (Study 2), it was found that attribute, but not domain, diversity produced the greatest improvements in transfer. Study 3 showed that the benefits of adding a perceptual similarity cue were most apparent when the transfer conditions were neither too easy (within domain and within attribute) nor too difficult (inter‐domain and inter‐attribute). © 2009 Wiley Periodicals, Inc.     

Contents of Volume 47

Volume Contents

Contents of Volume 47     

什么推动了新兴国家的经济增长?

当一个国家找到符合其自身具比较优势、值得投资的产业后,其国内经济的发展速度将由储蓄及投资水平来决定。     

Mind over matter? The inability to counteract contrast effects despite conscious effort

The nature of contrast effects is equivocal. Prior research has conceptualized contrast effects as emerging from an effortful attempt to counteract the natural tendency to assimilate to relevant contextual information. Others have suggested that contrast effects can be the natural, default outcome if the context stimulus is extreme relative to the target. Even with this latter perspective, however, individuals are believed to be sufficiently aware of the contextual influence so as to be able to counteract it if so motivated. These conceptualizations call into question the extent to which contrast effects can occur automatically, without awareness. By using an opposition paradigm that pits automatic influences against conscious influences, unequivocal evidence is provided that contrast effects can occur automatically; contrast effects emerged even when the contextual information was not accessible from memory and study participants were explicitly trying to avoid the influence of contextual information. Explanations are proffered as to why evaluations driven by automatic contrast effects could be inconsistent with preference judgments. © 2005 Wiley Periodicals, Inc.     

Small Business and Empirical Perspectives in Business Ethics: Editorial

In this editorial to a collection of papers on ethics in small firms, the case is made for greater use of high quality empirical research on business ethics. Sociological perspectives have much to offer to the field of business ethics that continues to be dominated by normative, moral philosophy. The second contribution of the paper is to argue for a re-orientation away from the large multi-national firm as a benchmark subject of business ethics research. One important point of view to be included is that of the small firm, which remains the dominant organisational form throughout all the OECD countries.     

Decision neuroscience and consumer decision making

This article proposes that neuroscience can shape future theory and models in consumer decision making and suggests ways that neuroscience methods can be used in decision-making research. The article argues that neuroscience facilitates better theory development and empirical testing by considering the physiological context and the role of constructs such as hunger, stress, and social influence on consumer choice and preferences. Neuroscience can also provide new explanations for different sources of heterogeneity within and across populations, suggest novel hypotheses with respect to choices and underlying mechanisms that accord with an understanding of biology, and allow for the use of neural data to make better predictions about consumer behavior. The article suggests that despite some challenges associated with incorporating neuroscience into research on consumer decision processes, the use of neuroscience paradigms will produce a deeper understanding of decision making that can lead to the development of more effective decision aids and interventions.     

That Sounds Sweet: Using Cross‐Modal Correspondences to Communicate Gustatory Attributes

Building on existing research into sound symbolism and cross‐modal correspondences, this article proposes that cross‐modal correspondences—systematic mappings between different sensory modalities—can be used to communicate nonmusical, low‐level sensory properties such as basic tastes through music. A series of three experiments demonstrates that cross‐modal correspondences enable people to systematically encode basic taste properties into parameters in musical space (Experiment 1), and that they are able to correctly decode basic taste information embedded in complex musical compositions (Experiments 2 and 3). The results also suggest some culture‐specificity to these mappings, given that decoding performance, while still above chance levels, was lower in Indian participants than in those from the United States (Experiment 3). Implications and potential applications of these findings are discussed.     

Multisensory design: Reaching out to touch the consumer

Touch plays an important, if often underacknowledged, role in our evaluation/appreciation of many different products. It is unsurprising, therefore, that there has been such a recent growth of interest in “tactile branding” and tactile marketing. This article reviews the evidence from the fields of marketing, psychology, and cognitive neuroscience, demonstrating just how important the feel of a product, not to mention the feel of its packaging, can be in determining people's overall product evaluation. Problems for tactile design associated with the growth of the aging population, and the growth of Internet‐based shopping, are highlighted. The critical role that touch can play in multisensory product design, appreciation, and marketing is also discussed, as is the increasingly frequent use by marketers of synesthetic correspondences to evoke tactile sensations via the visual and auditory modalities. We put forward the argument that tactile stimulation may influence multisensory product evaluation by means of affective ventriloquism: Our suggestion is that the hedonic attributes of a product perceived via one modality (such as touch) can “pull” (or bias) a person's estimates of the quality and pleasantness of the product derived from other sensory modalities into alignment, and by so doing, modulate a person's overall (multisensory) product experience. What is more, powerful mathematical modeling approaches now exist to predict the magnitude of this kind of intersensory (or crossmodal) interaction effect, hence offering the promise of a more scientific approach to tactile design/marketing in the coming years. © 2011 Wiley Periodicals, Inc.