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Summary All Articles for Economic and Consumer Psychology
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In this summary, you can find all 18 articles that you'll need to study for the exam of Economic and Consumer Psychology, written in English!
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Economic and Consumer Psychology – Articles 2022-20231. Yang, M., & Roskos-Ewoldsen, D. R. (2007). The effectiveness of brand placements in the
movies: Levels of placements, explicit and implicit memory, and brand-choice behavior.
Journal of Communication.
Overview
The article examines the effectiveness of brand placements in movies in influencing viewers'
memory of brands and their subsequent brand choice behavior. The study investigates the
impact of different levels of brand placements (high, moderate, and low) on both explicit and
implicit memory, as well as on viewers' brand choice behavior. The authors also discuss
several theoretical frameworks that can be used to explain the impact of brand placements in
movies.
Methods
The study was conducted with 168 undergraduate students who were randomly assigned to
watch one of three versions of a movie that included either high, moderate, or low levels of
brand placements. The participants then completed a recognition test to measure explicit
memory and a word completion task to measure implicit memory. Finally, the participants
completed a questionnaire to measure their brand choice behavior.
Results
The study found that higher levels of brand placements led to better explicit and implicit
memory of the brands, as well as a greater likelihood of choosing the brands that were placed
in the movie. The authors suggest that brand placements may be processed through the
peripheral route of persuasion, as they are not the main focus of the movie and are therefore
more likely to influence viewers' attitudes and behavior through emotional and associative
processes. The authors also suggest that brand placements may activate related concepts in
memory, which may contribute to the positive impact on explicit and implicit memory of the
brands.
Theoretical Frameworks
The authors discuss several theoretical frameworks that can be used to explain the impact of
brand placements in movies. These include the elaboration likelihood model (ELM), which
suggests that persuasion can occur through two different routes: the central route and the
peripheral route; the spreading activation theory, which suggests that encountering a stimulus
(such as a brand placement) can activate related concepts in memory; the classical
conditioning theory, which suggests that repeated pairings of a brand with positive stimuli
can lead to a positive association between the brand and the stimuli; and the cognitive
response model, which suggests that persuasion occurs when a message leads to favorable
cognitive responses in the viewer.
Limitations
The study has several limitations, including the use of a single movie clip to represent all
movies and the lack of control over participants' previous exposure to the brands.
Additionally, the study only examines short-term effects of brand placements and does not
consider potential long-term effects. Finally, the study was conducted with undergraduate
students, which may limit the generalizability of the findings to other populations.
,Conclusion
The article provides evidence that higher levels of brand placements in movies can lead to
better explicit and implicit memory of the brands and a greater likelihood of choosing the
brands that were placed in the movie. The authors suggest that this may be due to the
emotional and associative processing of brand placements, as well as the activation of related
concepts in memory.
2. Cheung, C. M. Y., Sia, C. L., & Kuan, K. K. (2012). Is this review believable? A study of
factors affecting the credibility of online consumer reviews from an ELM perspective.
Overview
The article examines the factors that affect the credibility of online consumer reviews and
how these factors influence consumers' attitudes and behavior. The study investigates the
impact of two different types of message cues (source expertise and message quality) on
consumers' perceived credibility of online consumer reviews, as well as the moderating effect
of consumers' motivation and ability to process the information.
Methods
The study was conducted with 184 participants who were randomly assigned to read one of
four online consumer reviews that differed in source expertise (expert vs. non-expert) and
message quality (high vs. low). The participants then completed a questionnaire to measure
their perceived credibility of the reviews, as well as their motivation and ability to process the
information.
Results
The study found that both source expertise and message quality had a significant impact on
consumers' perceived credibility of online consumer reviews. Specifically, reviews written by
experts and those with high-quality messages were perceived as more credible. Additionally,
the study found that consumers' motivation and ability to process the information moderated
the impact of these message cues on perceived credibility. Specifically, high motivation and
ability to process the information led to greater sensitivity to source expertise, while low
motivation and ability led to greater sensitivity to message quality.
Theoretical Framework
The authors use the elaboration likelihood model (ELM) to explain the impact of message
cues on consumers' attitudes and behavior. The ELM suggests that persuasion can occur
through two different routes: the central route and the peripheral route. The central route is
characterized by high motivation and ability to process information, and involves careful
consideration of the message content. The peripheral route, on the other hand, is
characterized by low motivation and ability, and involves more superficial processing of
message cues.
Limitations
The study has several limitations, including the use of a single product category (hotel
accommodations) and the use of a convenience sample of participants. Additionally, the
study only examines the impact of two message cues on perceived credibility and does not
consider other factors that may influence consumers' attitudes and behavior towards online
consumer reviews.
, Conclusion
The article provides evidence that both source expertise and message quality have a
significant impact on consumers' perceived credibility of online consumer reviews.
Additionally, the study highlights the importance of considering consumers' motivation and
ability to process information when examining the impact of message cues on perceived
credibility. The authors use the ELM to provide a theoretical framework for understanding
the impact of message cues on consumers' attitudes and behavior, and suggest that this
framework can be useful for future research in this area.
3. Antonetti, P., & Maklan, S. (2014). Feelings that make a difference: How guilt and pride
convince consumers of the effectiveness of sustainable consumption choices.
Overview
The article explores the role of guilt and pride in promoting sustainable consumption choices.
Specifically, the study examines how feelings of guilt and pride influence consumers' beliefs
about the effectiveness of their sustainable consumption choices, and how these beliefs in
turn influence their intentions to engage in future sustainable consumption behaviors.
Methods
The study was conducted with 250 participants who were asked to make a hypothetical
purchase decision between a sustainable and a non-sustainable product. The participants were
then randomly assigned to one of four conditions, in which they were asked to reflect on
either their feelings of guilt or pride related to their purchase decision, or their feelings of
happiness or sadness unrelated to their purchase decision. Finally, the participants completed
a questionnaire to measure their beliefs about the effectiveness of their purchase decision, as
well as their intentions to engage in future sustainable consumption behaviors.
Results
The study found that feelings of guilt and pride significantly influenced participants' beliefs
about the effectiveness of their sustainable consumption choices. Specifically, participants
who reflected on their feelings of guilt about their purchase decision believed that their
choice was more effective in promoting sustainability than those who reflected on their
feelings of happiness or sadness. Similarly, participants who reflected on their feelings of
pride believed that their choice was more effective than those who reflected on their feelings
of happiness or sadness. Additionally, the study found that these beliefs about the
effectiveness of sustainable consumption choices influenced participants' intentions to engage
in future sustainable consumption behaviors.
Theoretical Framework
The authors use the affect-as-information theory to explain the role of guilt and pride in
promoting sustainable consumption choices. According to this theory, people often use their
emotional responses as a source of information when making decisions. In the case of
sustainable consumption, feelings of guilt and pride can serve as cues that a sustainable
choice is morally right or socially desirable, leading to a belief that the choice is effective in
promoting sustainability.
Limitations
The study has several limitations, including the use of a hypothetical purchase decision rather
than an actual consumption behavior and the use of a convenience sample of participants.
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