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 November 20, 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 November 20, 2014).

Share This


More From ScienceDaily



More Mind & Brain News

Thursday, November 20, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Kids React to Lammily, The Realistic Barbie Alternative

Kids React to Lammily, The Realistic Barbie Alternative

Buzz60 (Nov. 19, 2014) Artist Nickolay Lamm's Kickstarter-funded Lammily doll, based on his 'What Would Barbie Look Like as a Real Woman' project, is finally available to buy. Jen Markham explains how the doll's realistic proportions are going over with a test group of second-graders who are used to the impossible measurements of Barbie dolls. Video provided by Buzz60
Powered by NewsLook.com
Trans-Fat Foods Now Linked To Poor Memory

Trans-Fat Foods Now Linked To Poor Memory

Newsy (Nov. 19, 2014) A study presented at the American Heart Association Scientific Sessions shows a link between diets high in trans fats and decreased memory recall. Video provided by Newsy
Powered by NewsLook.com
Creating Lifelong Love of Science and Math

Creating Lifelong Love of Science and Math

AP (Nov. 18, 2014) Kelly Mathews is a new mom on a mission to get girls interested in science, technology, engineering and math, and it starts with her own daughter. The Girl Scouts are doing their part, too, by promoting S.T.E.M. through badges and activities. (Nov. 18) Video provided by AP
Powered by NewsLook.com
3D Fun Improves Child Therapy in Poland

3D Fun Improves Child Therapy in Poland

Reuters - Innovations Video Online (Nov. 17, 2014) Scientists in Poland are helping children with autism and Down's Syndrome better focus on therapeutic exercises by taking them out of their real world environment and into a specially-designed 3D cave in which their imagination can flourish. Jim Drury reports. Video provided by Reuters
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