Featured Research

from universities, journals, and other organizations

Rational Or Experiential? New Study Highlights Differences In Thinking Styles

Date:
January 27, 2009
Source:
University of Chicago Press Journals
Summary:
Consumers approach problems, products, and websites differently according to distinct thinking styles, says a new study in the Journal of Consumer Research.

Consumers approach problems, products, and websites differently according to distinct thinking styles, says a new study in the Journal of Consumer Research.

Authors Thomas P. Novak and Donna L. Hoffman (both University of California, Riverside) say consumers tend to think either rationally or experientially and marketers should design experiences for consumers that allow a good fit between the style and the task.

The authors describe rational thinking as "logical, effortful, and analytic," and experiential thinking as "associative, lower effort, and holistic." Examples of rational activities include work, carefully considered decisions, and goal-directed tasks, while experiential activities include playing, browsing, and impulse buying.

The authors developed a measure called the Situation-Specific-Thinking-Style measure (SSTS), which measured and predicted study participants' performance on a number of tasks, including vocabulary and geometry problems (rational) or activities such as suggesting ways to improve toys or websites (experiential).

"We found that people who reported thinking rationally performed better on rational tasks, and people who reported thinking experientially performed better on experiential tasks," explain the authors. "In addition, the 'wrong type' of thinking actually hurt performance. People who approached a vocabulary or an IQ test problem in an experiential, intuitive manner actually had fewer correct answers than those who approached the problem logically."

Marketers can't read consumers' minds, but they can offer opportunities for different thinking styles to be utilized. "One approach is to design a store or website in a way that provides opportunities for consumers to think either way, and let the consumers choose what to do," the researchers suggest.

"Since some people tend to think more rationally and others tend to think more intuitively, different people will have greater success and happiness with different activities. However, everyone is capable of thinking both ways, and sometimes just nudging yourself to think in a different direction can help you be more successful and feel more satisfied," the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Novak et al. The Fit of Thinking Style and Situation: New Measures of Situation‐Specific Experiential and Rational Cognition. Journal of Consumer Research, June 2009 Print Edition: 081203124106074 DOI: 10.1086/596026

Cite This Page:

University of Chicago Press Journals. "Rational Or Experiential? New Study Highlights Differences In Thinking Styles." ScienceDaily. ScienceDaily, 27 January 2009. <www.sciencedaily.com/releases/2009/01/090126112315.htm>.
University of Chicago Press Journals. (2009, January 27). Rational Or Experiential? New Study Highlights Differences In Thinking Styles. ScienceDaily. Retrieved July 23, 2014 from www.sciencedaily.com/releases/2009/01/090126112315.htm
University of Chicago Press Journals. "Rational Or Experiential? New Study Highlights Differences In Thinking Styles." ScienceDaily. www.sciencedaily.com/releases/2009/01/090126112315.htm (accessed July 23, 2014).

Share This




More Mind & Brain News

Wednesday, July 23, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Why Do People Believe We Only Use 10 Percent Of Our Brains?

Why Do People Believe We Only Use 10 Percent Of Our Brains?

Newsy (July 22, 2014) The new sci-fi thriller "Lucy" is making people question whether we really use all our brainpower. But, as scientists have insisted for years, we do. Video provided by Newsy
Powered by NewsLook.com
Do Obese Women Have 'Food Learning Impairment'?

Do Obese Women Have 'Food Learning Impairment'?

Newsy (July 18, 2014) Yale researchers tested 135 men and women, and it was only obese women who were deemed to have "impaired associative learning." Video provided by Newsy
Powered by NewsLook.com
Does Mixing Alcohol and Energy Drinks Boost Urge To Drink?

Does Mixing Alcohol and Energy Drinks Boost Urge To Drink?

Newsy (July 18, 2014) A new study suggests that mixing alcohol with energy drinks makes you want to keep the party going. Video provided by Newsy
Powered by NewsLook.com
Pot Cooking Class Teaches Responsible Eating

Pot Cooking Class Teaches Responsible Eating

AP (July 18, 2014) Following the nationwide trend of eased restrictions on marijuana use, pot edibles are growing in popularity. One Boston-area cooking class is teaching people how to eat pot responsibly. (July 18) Video provided by AP
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins