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Summary ALL articles for Consumer Marketing
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LITERATURE CONSUMER MARKETING 2022Taught by: Lalin Anik
Summaries of the literature for the course Consumer Marketing
Literature:
DTC-First: Why More Brands are Using the Direct-to- Consumer Model p2
(Holly Stanley)
Dueling with desire: A synthesis of past research on want/should conflict p3
(Bitterly et al, 2014)
The consumer decision journey (Court et al, 2009) p6
Thin slice impressions: How advertising evaluation depends on exposure duration p8
(Elsen et al., 2016)
The short- and long-term impact of brand placement in an advertiser-funded TV
program on viewers’ attitudes toward the sponsor brand and its main competitor p11
(Verhellen et al., 2016)
The paradoxical consequences of choice: often good for the individual, perhaps p13
less so for society? (Madan et al., 2020)
Choice overload: A conceptual review and meta-analysis (Chernev et al., 2015) p14
Zero as a special price: The true value of free products (Shampanier et al.) p16
Video Pricing strategy: How to find the ideal price for a product p18
I’ll have what she’s having: Effects of social influence and body type on the food p19
choices of others (McFerran et al., 2009)
Video Science of persuasion p20
A perfect moral storm: Climate change, intergenerational ethics and the problem p21
of moral corruption (Gardiner, 2006)
EpiPen price rise sparks concern for allergy sufferers (Parker-pope & Peachman, p23
2021)
The differential impact of brand loyalty on traditional and online word of mouth: p25
The moderating roles of self-brand connection and the desire to help the brand
(Eelen et al., 2017)
Building, measuring, and profiting from customer loyalty (Watson et al., 2015) p27
Some key differences between a happy life and a meaningful life (Baumeister et al., p29
2013)
How the intention to share can undermine enjoyment: photo-taking goals and p30
evaluation of experiences (Barasch et al., 2017)
,DTC-First: Why More Brands are Using the Direct-to-Consumer Model (Holly Stanley)
Direct-to-consumer (DTC): a brand sells its own products to its end customers instead of
using a platform like Amazon. No help of third-party retailers or wholesalers.
Wholesale model: producers sell their products in volume to a retailer who tries to sell the
products.
DTC:
- Managing own stock level (sorting, packaging, and shipping).
- No need of third parties to deliver.
- Communicating directly with customers.
more efficient. Lower costs and enhanced profits. It aims to reach the people that are likely
to buy the products.
Brands also use a mix of retailers and DTC. You can sell different items; online a small pack
and in the store a big pack.
Benefits of DTC:
- DTC brands have the opportunity to express their own values. This is important for
customers since they like to shop brands that reflect their own principles.
- There is less risk associated with the supply chain.
- You get insights into customers experience; why they choose to buy the products. This
means you can develop your products further.
- It provides a more personalized experience.
- Less costs (e.g., no rent) which means the prizes can reduce.
2
,Dueling with desire: A synthesis of past research on want/should conflict (Bitterly et al,
2014)
People often face a tension between highly desirable options that provide immediate
gratification (e.g., eating junk food) and options that provide more long-term benefits (e.g.,
going to bed early).
want/should conflict.
We have “multiple selves” – our want self and our should self.
- The want self focuses on the here and now desire for instant gratification.
- The should self is more far-sighted, guided by long-term interests.
Sometimes the want option is better (when the short-term benefits dominate the long-term
benefits) and sometimes the should option is better (long-term benefits exceed the short-term
gains).
People can feel like they don’t choose the want option enough or too much. Over-indulging in
want options typically has a greater cost than over-indulging in should options (e.g., buying
new clothes instead of saving the money). It can lead to serious problems.
Cognitive process want/should conflict
Model of multiple, competing systems. Psychologists have proposed a model wherein
individuals’ decision-making processes are guided by two systems of thought:
1) System 1: intuitive, automatic system which relies on emotions and makes quick
judgments want option.
2) System 2: slower and more logical, effortful reasoning should option.
Construal Level Theory (CLT). According to this model events and choices can be
represented in two distinct ways – abstractly or concretely. The proximity of an event impacts
how it is mentally represented.
1) Distant events (distant in time, space or likelihood): evaluated at a high level and
associated with schematic, abstract and goal-relevant characteristics should option.
2) Proximal events (nearby in time, space or likelihood): evaluated at a low level and
draw people’s attention to concrete, specific and detail-focused characteristics want
option.
Self-control. Other researchers suggest that self-control shapes the outcomes of the internal
struggles between want and should. Self-control (the ability to select should choices) is
conceptualized as resembling a muscle that can be weakened through repeated use. After
resisting something we desire we have less self-control available for subsequent choices,
causing us to give in to our short-term desires. When you choose a want option this is
attributable to a lack of self-control strength.
Factors that shift whether we choose wants or should
1) Choosing now or later
People prefer should options when making decision for the more distant future, but prefer
want options more often the sooner choices will take effect.
3
, Intertemporal preference: people rather choose for the present than the future. People
mostly procrastinate when it comes to doing what we should. However, sometimes it is the
opposite, this is called dynamic inconsistency. Firms respond to this.
2) Cognitive load
Want options are expected to be more likely to win when the cognitive resources available to
make a decision are limited. When your cognitive resources are reduced because you have
used them a lot, you are more likely to choose the want option.
3) Construal level
It matters whether people think abstractly or concretely. Should choices can be enhanced by
inducing abstract, high-level representations of events.
4) Depletion
Exerting willpower comes at a cost of a reduction in available self-control resources for use in
future choices. By exercising self-control now, we increase the likelihood that we will give in
to our desires to indulge later. However, you can practice your self-control.
5) Incidental uncertainty
Facing uncertainty about the future is depleting and can thus reduce self-control resources and
increase the tendency to choose a want option. Reducing uncertainty can reduce impulsive
choices and increase the likelihood of a should option.
6) Joint versus separate evaluations
The outcomes of want/should conflicts are also influenced by whether we evaluate options
one-at-a-time or simultaneously. Want options are preferred when choosing in isolation and
should options are preferred when multiple options are evaluated at the same time.
7) Mood effects
Emotions can also shift the outcome of a want or should option. A positive mood has been
shown to facilitate should decision making.
- Experiencing positive affect signals to decision makers that their current situation is
nonthreatening, which makes the should relatively more attractive.
- Positive affect can counteract ego depletion, restoring the depleted willpower
resources necessary for selecting should options.
- Negative affect can lead to self-control breakdowns. Sadness increases to focus on
immediate gratification.
8) Licensing effects
Choices between wants and shoulds can also be affected by decisions made in the past as well
as those anticipated making in the future. People feel justified to make a want choice if they
believe they have previously engaged in should behaviors or anticipate to engage in should
behaviors in the future.
9) Closeness to your future self
The outcomes of want/should conflicts are affected by what we think our future self will
choose and by how close we feel to our future self. When you don’t feel connected to your
future self, you will not choose a should option. Should decisions can be stimulated when
people feel closer to their future self.
4
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