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Essays on Consumer Activism and Atte...

Kang, Jeffrey.

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Essays on Consumer Activism and Attention.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Essays on Consumer Activism and Attention./
Author:	Kang, Jeffrey.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2024,
Description:	99 p.
Notes:	Source: Dissertations Abstracts International, Volume: 85-12, Section: B.
Contained By:	Dissertations Abstracts International85-12B.
Subject:	Home economics. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31243036
ISBN:	9798382843063

Essays on Consumer Activism and Attention.
Kang, Jeffrey.

Essays on Consumer Activism and Attention. - Ann Arbor : ProQuest Dissertations & Theses, 2024 - 99 p.

Source: Dissertations Abstracts International, Volume: 85-12, Section: B.

Thesis (Ph.D.)--Cornell University, 2024.

How do consumers' values and beliefs affect their views on brand activism? What factors influence the allocation of consumer attention? This dissertation explores and addresses these two important questions as understanding consumer response to corporate political actions and learning about individual differences in the attentional process have important implications for managers and marketers as they seek to foster positive consumer-brand relationships.Chapter 1 investigates how the political ideology of corporations and consumers affect responses to brands taking a stance or maintaining neutrality. Through an archival data analysis and online experimental studies, political conservatism was found to predict preference for brands adopting neutral positions on controversial sociomoral issues. This is due to the moralization of pursuing profits - companies that prioritize business objectives are seen as more moral and are more likely to be trusted by conservatives.Chapter 2 examines how the degree to which individuals discount future rewards is associated with their attentional biases. Eye-tracking and mouse-tracking experimental studies showed that those who are more likely to choose an immediate reward (versus a delayed reward) are also the same individuals who are more likely to disregard an alternative that they are not paying attention to. In addition, any shifts in temporal discounting will also shift attentional discounting, highlighting how impatience or present bias serves as a behavioral factor that accounts for differences in attentional allocation.In conclusion, this dissertation advances knowledge in two areas: on the psychology of consumer political action and consumer attention allocation. Understanding both domains are critical for the field of consumer behavior and marketing because more effective strategies for consumer-brand communication can be developed, and more clarity on the consumer decision-making process is provided.

ISBN: 9798382843063Subjects--Topical Terms:

551902
Home economics.
Subjects--Index Terms:

Attentional discounting

Essays on Consumer Activism and Attention.
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300 $a 99 p.
500 $a Source: Dissertations Abstracts International, Volume: 85-12, Section: B.
500 $a Advisor: van Osselaer, Stijn.
502 $a Thesis (Ph.D.)--Cornell University, 2024.
520 $a How do consumers' values and beliefs affect their views on brand activism? What factors influence the allocation of consumer attention? This dissertation explores and addresses these two important questions as understanding consumer response to corporate political actions and learning about individual differences in the attentional process have important implications for managers and marketers as they seek to foster positive consumer-brand relationships.Chapter 1 investigates how the political ideology of corporations and consumers affect responses to brands taking a stance or maintaining neutrality. Through an archival data analysis and online experimental studies, political conservatism was found to predict preference for brands adopting neutral positions on controversial sociomoral issues. This is due to the moralization of pursuing profits - companies that prioritize business objectives are seen as more moral and are more likely to be trusted by conservatives.Chapter 2 examines how the degree to which individuals discount future rewards is associated with their attentional biases. Eye-tracking and mouse-tracking experimental studies showed that those who are more likely to choose an immediate reward (versus a delayed reward) are also the same individuals who are more likely to disregard an alternative that they are not paying attention to. In addition, any shifts in temporal discounting will also shift attentional discounting, highlighting how impatience or present bias serves as a behavioral factor that accounts for differences in attentional allocation.In conclusion, this dissertation advances knowledge in two areas: on the psychology of consumer political action and consumer attention allocation. Understanding both domains are critical for the field of consumer behavior and marketing because more effective strategies for consumer-brand communication can be developed, and more clarity on the consumer decision-making process is provided.
590 $a School code: 0058.
650 4 $a Home economics. $3 551902
650 4 $a Experimental psychology. $3 2144733
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653 $a Attentional discounting
653 $a Brand activism
653 $a Corporate neutrality
653 $a Intertemporal discounting
653 $a Political ideology
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793 $a English
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