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El efecto de la información y los atributos del producto en las conductas de elección dentro de la categoría de consumo ecológico.
Abstract
El presente estudio pretende identificar la manera en que influye un conjunto de variables independientes sobre la conducta de eleccion en la categoria de productos ecologicos. Especificamente se manipularon cuatro variables: informacion sobre las consecuencias del con- sumo, precio de las alternativas, etiqueta ecologica y tiempo de exposicion a la informacion de las marcas. Se disenaron diez situaciones de eleccion las cuales variaron de acuerdo con los niveles de cada una de las variables independientes, de tal forma que se genera- ron 24 condiciones experimentales. Los sujetos respondieron a las condiciones en dos fases, la primera sin informacion sobre las consecuencias de eleccion de la marca ecologica y la segunda presentaba una mayor cantidad de informacion sobre dichas consecuen- cias, con lo cual se esperaba encontrar una mayor preferencia de los sujetos por dicha marca en la segunda fase. Los resultados indican que los sujetos prefieren en todas las condiciones experimentales la opcion ecologica, ademas el principal factor que demostro influir significativamente en las conductas de eleccion fue la informacion sobre las consecuencias. Los demas factores no influyeron de forma significativa. Esto permite concluir que una adecuada y completa informacion sobre los beneficios de los productos ecologicos conduce al consumidor a asignarle un mayor valor independientemente de que el precio sea igual o mayor al de su competidor no ecologico.
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Temporal construal theory states that distant future situations are construed on a higher level (i.e., using more abstract and central features) than near future situations. Accordingly, the theory suggests that the value associated with the high-level construal is enhanced over delay and that the value associated with the low-level construal is discounted over delay. In goal-directed activities, desirability of the activity's end state represents a high-level construal, whereas the feasibility of attaining this end state represents a low-level construal. Study 1 found that distant future activities were construed on a higher level than near future activities. Studies 2 and 3 showed that decisions regarding distant future activities, compared with decisions regarding near future activities, were more influenced by the desirability of the end state and less influenced by the feasibility of attaining the end state. Study 4 presented students with a real-life choice of academic assignments varying in difficulty (feasibility) and interest (desirability). In choosing a distant future assignment, students placed relatively more weight on the assignment's interest, whereas in choosing a near future assignment, they placed relatively more weight on difficulty. Study 5 found that distant future plans, compared with near future plans, were related to desirability of activities rather than to time constraints.
Although many economists, most notably Strotz, have discussed dynamic inconsistency and precommitment, none have dealt directly with the essence of the problem: self-control. This paper attempts to fill that gap by modeling man as an organization. The Strotz model is recast to include the control features missing in his formulation. The organizational analogy permits us to draw on the theory of agency. We thus relate the individual's control problems with those that exist in agency relationships.
In a choice among assured, familiar outcomes of behavior, impulsiveness is the choice of less rewarding over more rewarding alternatives. Discussions of impulsiveness in the literature of economics, sociology, social psychology, dynamic psychology and psychiatry, behavioral psychology, and "behavior therapy" are reviewed. Impulsiveness seems to be best accounted for by the hyperbolic curves that have been found to describe the decline in effectiveness of rewards as the rewards are delayed from the time of choice. Such curves predict a reliable change of choice between some alternative rewards as a function of time. This change of choice provides a rationale for the known kinds of impulse control and relates them to several hitherto perplexing phenomena: behavioral rigidity, time-out from positive reinforcement, willpower, self-reward, compulsive traits, projection, boredom, and the capacity of punishing stimuli to attract attention. (31/2 p ref)
Self-control is a promising concept for consumer research, and self-control failure may be an important cause of impulsive purchasing. Three causes of self-control failure are described. First, conflicting goals and standards undermine control, such as when the goal of feeling better immediately conflicts with the goal of saving money. Second, failure to keep track of (monitor) one's own behavior renders control difficult. Third, self-control depends on a resource that operates like strength or energy, and depletion of this resource makes self-control less effective. Trait differences in self-control predict many behaviors. Implications for theory and research in consumer behavior are discussed.
Prior research has examined consumers’ use of self‐control to avoid hedonic (myopic) temptations, such as overspending and smoking. In this research we investigate the opposite form of self‐control, whereby consumers force themselves to indulge and avoid default forms of spending on utilitarian necessities and/or savings. In particular, consumers who have difficulty choosing items that are perceived as indulgences or luxuries (e.g., a cruise) over necessities (e.g., saving for college education) and cash in everyday decisions may use precommitments to indulgence, especially when the psychological cost of such commitments is less concrete. These propositions were tested in a series of studies involving real and hypothetical choices as well as process measures. The results indicate that a substantial segment of consumers choose hedonic luxury rewards over cash of equal or greater value; consumers typically explain such choices based on the need to precommit to indulgence, to make sure that the award does not end up in the pool of money used for necessities. In addition, consistent with our analysis, the likelihood of precommitting to indulgence is enhanced when (a) the consequences of the decision will be realized farther in the future, (b) the odds of winning the reward are lower, and (c) consumers anticipate how they will use each possible award. We also show that awards representing indulgence are more effective than cash as incentives for participation in a (real) lottery. The theoretical and practical implications of the results are discussed.
Why do consumers sometimes act against their own better judgment, engaging in behavior that is often regretted after the fact and that would have been rejected with adequate forethought? More generally, how do consumers attempt to maintain self-control in the face of time-inconsistent preferences? This article addresses consumer impatience by developing a decision-theoretic model based on reference points. The model explains how and why consumers experience sudden increases in desire for a product, increases that can result in the temporary overriding of long-term preferences. Tactics that consumers use to control their own behavior are also discussed. Consumer self-control is framed as a struggle between two psychological forces, desire and willpower. Finally, two general classes of self-control strategies are described: those that directly reduce desire, and those that overcome desire through willpower. Copyright 1991 by the University of Chicago.