摘要:

Treating willingness to pay (WTP) for public goods as a behavioral intention, the theory of planned behavior (Ajzen, 1985, 1987) was used to explore the meaning of contingent valuation measures. College students (N= 150) completed a questionnaire that assessed a variety of attitudinal variables with respect to (a) participating in five leisure activities and (b) paying a user fee for engaging in those activities. In addition, WTP for each activity was also assessed. Within‐subjects correlations showed that WTP could be predicted from attitudes toward paying, but of the attitudinal measures toward engaging in the activity, only perceived affect associated with the activity was predictive of WTP. In multiple regressions, the decision in principle to pay or not to pay a user fee was influenced only by the affect perceived to be associated with engaging in a leisure activity and by ethical or moral considerations related to paying a user fee. Other factors related to paying a user fee, especially perceived normative expectations (subjective norms) and available resources (perceived behavioral control), added to moral considerations in determining how much money one would be willing to pay. These findings show that in the absence of relevant knowledge or information about the economic value of public goods, judgments in principle about WTP tend to rely on cognitive heuristics, or intuitive rules of thumb, and that more substantive considerations come into play when evaluating the amount of money to be paid.

ISSN:1057-7408    

DOI:10.1016/S1057-7408(08)80057-5

出版商:Wiley    

年代:2008

数据来源: WILEY

摘要:

Previous research on brand name utilization in consumer judgments has yielded mixed results. In this study, we attempted to understand brand name effects within the framework of the heuristic‐systematic model. Subjects read a message that portrayed a new product as possessing either important or unimportant attributes, and the product was associated with either a favorable brand name or an unfavorable brand name. Brand name valence was thus either congruent or incongruent with attribute importance. Accuracy motivation was also manipulated by varying the importance of subjects' processing task. Results show that low‐task importance subjects' evaluations were influenced only by brand name valence. High‐task importance subjects' evaluations were affected only by attribute importance in the incongruent conditions, whereas both attribute importance and brand name valence influenced evaluations in the congruent conditions. The findings indicate that both consumers' level of motivation, and the extent to which brand name based expectations are confirmed by subsequent processing of attribute information moderate brand name utilization. Also, the results extend previous research relevant to the heuristic‐systematic model's additivity and attenuation assumptions.

ISSN:1057-7408    

DOI:10.1016/S1057-7408(08)80058-7

出版商:Wiley    

年代:2008

数据来源: WILEY

摘要:

Attitude objects have been shown to play an important role in attitude functions, with attitudes toward some objects or products serving primarily a single function. These findings imply that products constrain the effects of other variables (e.g., personality differences) on attitude functions. Our experiments investigated whether differences in the functions of high and low self‐monitors' product attitudes will emerge for some product categories but not for others. In Experiment 1, high and low self‐monitors described their attitudes toward products previously identified as serving predominantly utilitarian, social identity, or multiple functions. Coding of attitude descriptions revealed that, for social identity products, high self‐monitors explained their attitudes in more social terms and in less utilitarian terms than did low self‐monitors. However, for utilitarian and for multiple function products, high and low self‐monitors did not differ in their (strongly utilitarian) explanations of their attitudes. In Experiments 2 and 3, high and low self‐monitors wrote advertisements for various products. When advertising multiple function products, high self‐monitors preferred to use social arguments, whereas low self‐monitors preferred to use utilitarian arguments. However, both high and low self‐monitors preferred utilitarian arguments for advertising utilitarian products and social arguments for social identity products. The conditions under which self‐monitoring had its greatest impact on attitude functions are discussed in terms of differences between the task of attitude description (Experiment 1) and persuasive message selection (Experiments 2 and 3).

ISSN:1057-7408    

DOI:10.1016/S1057-7408(08)80059-9

出版商:Wiley    

年代:2008

数据来源: WILEY

摘要:

The perceived duration of a time period may be influenced by properties of environmental stimuli that fill the period. Because music is often present in consumer environments, we conducted an experiment to explore the influence of a musical stimulus property (modality) on listeners' estimates of the duration of a time period. Findings suggest that perceptions of duration are influenced by music in a way that contradicts conventional wisdom (i.e., the “time flies when you're having fun” hypothesis). Perceived duration was longest for subjects exposed to positively valenced (major key) music, and shortest for negatively valenced (atonal) music. Thus, time did not fly when an interval was filled with affectively positive stimulation. An alternative hypothesis based on attentional and retrieval processes is supported. Implications for the design of consumer environments and for future research are discussed.

ISSN:1057-7408    

DOI:10.1016/S1057-7408(08)80060-5

出版商:Wiley    

年代:2008

数据来源: WILEY

ISSN:1057-7408    

DOI:10.1016/S1057-7408(08)80061-7

出版商:Wiley    

年代:2008

数据来源: WILEY