Featured Research

from universities, journals, and other organizations

No pain, no gain? Concrete thinking increases consumer confidence

Date:
July 21, 2010
Source:
University of Chicago Press Journals
Summary:
The confidence you feel when making a choice might depend on whether you're thinking concretely or abstractly, according to a new study.

The confidence you feel when making a choice might depend on whether you're thinking concretely or abstractly, according to a new study in the Journal of Consumer Research.

Related Articles


"In three experiments across a sample of 750 participants, we found that subjective feelings of ease experienced during judgments (choosing a digital camera, art, movie, or charity) can increase or decrease confidence in their choice and the amount of donation depending on whether consumers are thinking, respectively, concretely or abstractly," write authors Claire I. Tsai (University of Toronto) and Ann L. McGill (University of Chicago).

The authors use the example of studying for an exam. The experience of difficulty can lead to a feeling of high confidence, if the difficulty is interpreted as effort put forth to ensure a good grade. This aligns with conventional wisdom such as "no pain, no gain." On the other hand, the same experience can lead to feeling of low confidence if processing the material is interpreted as inability to process the study materials ("Since I had to work so hard, I am probably not very good at this subject.")

The authors tested their hypothesis in a number of product categories including electronics, art, movies, and charitable giving. They manipulated ease of processing by varying clarity of ad messages or the number of thoughts generated to explain participant choices. They induced abstract (or concrete) thinking by asking participants to focus on the why (or how) aspects of an event.

"We found that when consumers are thinking more concretely and focusing on details of product information, ease of processing -- making a choice based on a clear ad or a few reasons -- increases confidence," the authors write. "Difficulty of processing -- making a choice based on a blurry ad or having to generate many reasons to explain one's choice -- decreases confidence."


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. Claire I. Tsai and Ann L. McGill. No Pain, No Gain? How Fluency and Construal Level Affect Consumer Confidence. Journal of Consumer Research, February 2011

Cite This Page:

University of Chicago Press Journals. "No pain, no gain? Concrete thinking increases consumer confidence." ScienceDaily. ScienceDaily, 21 July 2010. <www.sciencedaily.com/releases/2010/07/100720123712.htm>.
University of Chicago Press Journals. (2010, July 21). No pain, no gain? Concrete thinking increases consumer confidence. ScienceDaily. Retrieved February 28, 2015 from www.sciencedaily.com/releases/2010/07/100720123712.htm
University of Chicago Press Journals. "No pain, no gain? Concrete thinking increases consumer confidence." ScienceDaily. www.sciencedaily.com/releases/2010/07/100720123712.htm (accessed February 28, 2015).

Share This


More From ScienceDaily



More Mind & Brain News

Saturday, February 28, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

The Best Foods to Battle Stress

The Best Foods to Battle Stress

Buzz60 (Feb. 26, 2015) If you&apos;re dealing with anxiety, there are a few foods that can help. Krystin Goodwin (@krystingoodwin) has the best foods to tame stress. Video provided by Buzz60
Powered by NewsLook.com
Sleeping Too Much Or Too Little Might Increase Stroke Risk

Sleeping Too Much Or Too Little Might Increase Stroke Risk

Newsy (Feb. 26, 2015) People who sleep more than eight hours per night are 45 percent more likely to have a stroke, according to a University of Cambridge study. Video provided by Newsy
Powered by NewsLook.com
Mayor Says District of Columbia to Go Ahead With Pot Legalization

Mayor Says District of Columbia to Go Ahead With Pot Legalization

Reuters - News Video Online (Feb. 25, 2015) Washington&apos;s mayor says the District of Columbia will move forward with marijuana legalization, despite pushback from Congress. Rough Cut (no reporter narration). Video provided by Reuters
Powered by NewsLook.com
Marijuana Nowhere Near As Deadly As Alcohol: Study

Marijuana Nowhere Near As Deadly As Alcohol: Study

Newsy (Feb. 25, 2015) A new study says marijuana is about 114 times less deadly than alcohol. Video provided by Newsy
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