On the utility of consumers' theories in judgments of covariation

Article Abstract:

Previous research on peoples's proficiency in assessing covariation between continuous variables is reviewed, and the impact of prior expectations and characteristics of the evidence on judgment accuracy is discussed. The present study investigates how the availability of a theory (i.e., prior expectations of relatedness) influences assessments of contingency as a function of the diagnosticity of the data. The results indicate that prior expectations have beneficial effects on the accuracy of covariation judgments, even when the relationship implied by the theory is inconsistent with the data. Little evidence is found for a multiplication combination of theory and data, although diagnostic data lead to more accurate judgments. The study also examines some mechanisms that might underlie these effects and presents evidence that the utility of theories is due to prior expectations that give rise to an active hypothesis-testing approach to the assessment of contingency. The findings suggest that prior judgments of covariation do not necessarily have dysfunctional (i.e., biasing) effects on judgments of covariation and that theories, even when they are inconsistent with the data, may facilitate the perception of contingency if they are used as hypotheses to be tested on data. (Reprinted by permission of the publisher.)

Consumer preferences, Judgment, Judgment (Psychology)

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The role of optimum stimulation level in exploratory consumer behavior

Article Abstract:

This study examines the role of optimum stimulation level (OSL) in exploratory consumer behavior. The concept of OSL and its measurement are discussed, and the literature on exploratory consumer tendencies and their relationship with OSL is reviewed. Hypotheses are developed concerning the relationship between OSL and cognitive responses to ads, ad repetition, information search, variety seeking, decision making under risk, gambling, and innovative behavior, and these hypotheses are investigated in a series of experiments. Four well-known instruments are used to measure people's characteristic preference for stimulation, and OSL is operationalized as weighted composite of a person's score on these scales. The results of the study indicate that consumers' OSL is systematically related to curiosity-motivated consumer behaviors, variety seeking, and risk taking. (Reprinted by permission of the publisher.)

Curiosity

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Assessing measurement invariance in cross-national consumer research

Article Abstract:

A comprehensive model for cross-national consumer research can be developed using modalities from different fields. Using the confirmatory factor analysis model as a base, the model can incorporate modalities from psychology, multivariate statistics and psychometrics. This model will also account for measurement invariance provided the same set of data categories are used to compare two or more nations.

Methods, Comparative analysis, Cross-cultural studies, Cross cultural studies

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