Featured Research

from universities, journals, and other organizations

Buyer beware: Consumers in conflict may become victims to unwanted influence

Date:
May 30, 2010
Source:
University of Chicago Press Journals
Summary:
When products don't easily fit into our goals, we experience conflict. According to a new study, conflicted consumers are easily swayed by unwanted influences.

When products don't easily fit into our goals, we experience conflict. According to a new study in the Journal of Consumer Research, conflicted consumers are easily swayed by unwanted influences.

"Because there is competition between products in the marketplace, consumption decisions typically present conflict between means to achieve a goal," write authors Jonathan Levav, Ran Kivetz (both Columbia University), and Cecile K. Cho (University of California, Riverside). "One product might have a lengthy warranty but a clunky feel, while another might feel sleeker but have a shorter warranty. The relative weight that the different product attributes receive depends on their compatibility with a consumer's goals."

The authors' research focused on the basic goals that underlie people's motivation to act, in particular the class of goals called "regulatory goals," which help us ensure gains and avoid losses.

"Consider two products that differ on their warranty and stylishness. For a consumer who worries about incurring future losses, the conflict is relatively easily resolved in favor of the product that has a better warranty," the authors write. "But what happens when the conflict is less easy to resolve, such as when both attributes are consistent with one's goals?"

In such cases, consumers become conflicted and are more likely to rely on the context of the decision to make their choice, instead of focusing on the value they might extract from the products themselves.

"Such situations of conflict lead to a pronounced tendency to accept a compromise alternative, to be swayed by irrelevant choice alternatives, and to defer the decision altogether," the authors write.

In cases where none of the product's attributes fulfill a consumer's goals, people "pick their poison" and choose an option that is strong on one attribute and weak on another, 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. Jonathan Levav, Ran Kivetz, and Cecile K. Cho. Motivational Compatibility and Choice Conflict. Journal of Consumer Research, 2010; (in press)

Cite This Page:

University of Chicago Press Journals. "Buyer beware: Consumers in conflict may become victims to unwanted influence." ScienceDaily. ScienceDaily, 30 May 2010. <www.sciencedaily.com/releases/2010/04/100419151000.htm>.
University of Chicago Press Journals. (2010, May 30). Buyer beware: Consumers in conflict may become victims to unwanted influence. ScienceDaily. Retrieved October 22, 2014 from www.sciencedaily.com/releases/2010/04/100419151000.htm
University of Chicago Press Journals. "Buyer beware: Consumers in conflict may become victims to unwanted influence." ScienceDaily. www.sciencedaily.com/releases/2010/04/100419151000.htm (accessed October 22, 2014).

Share This



More Science & Society News

Wednesday, October 22, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Chameleon Camouflage to Give Tanks Cloaking Capabilities

Chameleon Camouflage to Give Tanks Cloaking Capabilities

Reuters - Innovations Video Online (Oct. 22, 2014) Inspired by the way a chameleon changes its colour to disguise itself; scientists in Poland want to replace traditional camouflage paint with thousands of electrochromic plates that will continuously change colour to blend with its surroundings. The first PL-01 concept tank prototype will be tested within a few years, with scientists predicting that a similar technology could even be woven into the fabric of a soldiers' clothing making them virtually invisible to the naked eye. Matthew Stock reports. Video provided by Reuters
Powered by NewsLook.com
Jet Sales Lift Boeing Profit 18 Pct.

Jet Sales Lift Boeing Profit 18 Pct.

Reuters - Business Video Online (Oct. 22, 2014) Strong jet demand has pushed Boeing to raise its profit forecast for the third time, but analysts were disappointed by its small cash flow. Fred Katayama reports. Video provided by Reuters
Powered by NewsLook.com
U.S. Issues Ebola Travel Restrictions, Are Visa Bans Next?

U.S. Issues Ebola Travel Restrictions, Are Visa Bans Next?

Newsy (Oct. 22, 2014) Now that the U.S. is restricting travel from West Africa, some are dropping questions about a travel ban and instead asking about visa bans. Video provided by Newsy
Powered by NewsLook.com
US to Track Everyone Coming from Ebola Nations

US to Track Everyone Coming from Ebola Nations

AP (Oct. 22, 2014) Stepping up their vigilance against Ebola, federal authorities said Wednesday that everyone traveling into the US from Ebola-stricken nations will be monitored for symptoms for 21 days. (Oct. 22) 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:

Strange & Offbeat Stories


Science & Society

Business & Industry

Education & Learning

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