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.

Related Articles


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 January 30, 2015 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 January 30, 2015).

Share This


More From ScienceDaily



More Mind & Brain News

Friday, January 30, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Binge-Watching TV Linked To Loneliness

Binge-Watching TV Linked To Loneliness

Newsy (Jan. 29, 2015) Researchers at University of Texas at Austin found a link between binge-watching TV shows and feelings of loneliness and depression. Video provided by Newsy
Powered by NewsLook.com
Signs You Might Be The Passive Aggressive Friend

Signs You Might Be The Passive Aggressive Friend

BuzzFeed (Jan. 28, 2015) "No, I&apos;m not mad. Why, are you mad?" Video provided by BuzzFeed
Powered by NewsLook.com
City Divided: A Look at Model Schools in the TDSB

City Divided: A Look at Model Schools in the TDSB

The Toronto Star (Jan. 27, 2015) Model schools are rethinking how they engage with the community to help enhance the lives of the students and their parents. Video provided by The Toronto Star
Powered by NewsLook.com
Man Saves Pennies For 65 Years

Man Saves Pennies For 65 Years

Rooftop Comedy (Jan. 26, 2015) A man in Texas saved every penny he found for 65 years, and this week he finally cashed them in. Bank tellers at Prosperity Bank in Slaton, Texas were shocked when Ira Keys arrived at their bank with over 500 pounds of loose pennies stored in coffee cans. After more than an hour of sorting and counting, it turned out the 81 year-old was in possession of 81,600 pennies, or $816. And he&apos;s got more at home! Video provided by Rooftop Comedy
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:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

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