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The bold-timid divide in consumer ch...

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The bold-timid divide in consumer choice.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	The bold-timid divide in consumer choice./
Author:	Maimaran, Michal.
Description:	89 p.
Notes:	Adviser: Itamar Simonson.
Contained By:	Dissertation Abstracts International69-05A.
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3313617
ISBN:	9780549623786

The bold-timid divide in consumer choice.
Maimaran, Michal.

The bold-timid divide in consumer choice. - 89 p.

Adviser: Itamar Simonson.

Thesis (Ph.D.)--Stanford University, 2008.

Many consumer decision making studies begin with the identification of a dimension on which options differ (e.g., compromise versus extreme, utilitarian versus hedonic, sure versus risky), followed by an analysis of the factors that influence preferences along that dimension. Building on a conceptual analysis of a diverse set of problems, I propose that they all relate to a continuum along a single dimension, which I label bold versus timid choices. The tendency to select a more timid or bold option across problem types is affected by situational cues which trigger a more timid or bold mindset. Five studies validate the bold-timid distinction and demonstrate that manipulating the tendency to select bold versus timid options has a systematic effect across problem types that had been previously treated as distinct. The pilot study first establishes the distinction between bold and timid choice options across seven different problems types. Specifically, it is shown that extreme, hedonic, risky, mixed, unique, innovative and high-price high-quality options are all perceived as more bold, distinctive, unconventional and self expressive. In contrast, compromise, utilitarian, sure gains, all-average, standard, innovative and low-price low-quality options are all perceived as more timid and ordinary. Study 1 then shows that nonconscious priming of the boldness construct leads to increased choice of bold options across three different problem types. Study 2 shows that writing about the self leads to increased choice of extreme, bold, options. Study 3 tests another inducer of a bold mindset, namely choosing the product category. It is found that when consumers choose in their chosen category they then choose more bold options (namely, extreme, hedonic, risky, unique, mixed and high-price high-quality). Study 4 replicates the effect found in the third study and additionally shows that when a bold option (e.g., a risky gamble) is framed as a status-quo option, the effect of choosing the product category is eliminated. I discuss the theoretical and practical implications of this research and differentiate the proposed framework from other possibly related frameworks such as regulatory focus theory and risky choice.

ISBN: 9780549623786Subjects--Topical Terms:

1017573
Business Administration, Marketing.

The bold-timid divide in consumer choice.
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005 20100720
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020 $a 9780549623786
035 $a (UMI)AAI3313617
035 $a AAI3313617
040 $a UMI $c UMI
100 1 $a Maimaran, Michal. $3 1030038
245 1 4 $a The bold-timid divide in consumer choice.
300 $a 89 p.
500 $a Adviser: Itamar Simonson.
500 $a Source: Dissertation Abstracts International, Volume: 69-05, Section: A, page: 1889.
502 $a Thesis (Ph.D.)--Stanford University, 2008.
520 $a Many consumer decision making studies begin with the identification of a dimension on which options differ (e.g., compromise versus extreme, utilitarian versus hedonic, sure versus risky), followed by an analysis of the factors that influence preferences along that dimension. Building on a conceptual analysis of a diverse set of problems, I propose that they all relate to a continuum along a single dimension, which I label bold versus timid choices. The tendency to select a more timid or bold option across problem types is affected by situational cues which trigger a more timid or bold mindset. Five studies validate the bold-timid distinction and demonstrate that manipulating the tendency to select bold versus timid options has a systematic effect across problem types that had been previously treated as distinct. The pilot study first establishes the distinction between bold and timid choice options across seven different problems types. Specifically, it is shown that extreme, hedonic, risky, mixed, unique, innovative and high-price high-quality options are all perceived as more bold, distinctive, unconventional and self expressive. In contrast, compromise, utilitarian, sure gains, all-average, standard, innovative and low-price low-quality options are all perceived as more timid and ordinary. Study 1 then shows that nonconscious priming of the boldness construct leads to increased choice of bold options across three different problem types. Study 2 shows that writing about the self leads to increased choice of extreme, bold, options. Study 3 tests another inducer of a bold mindset, namely choosing the product category. It is found that when consumers choose in their chosen category they then choose more bold options (namely, extreme, hedonic, risky, unique, mixed and high-price high-quality). Study 4 replicates the effect found in the third study and additionally shows that when a bold option (e.g., a risky gamble) is framed as a status-quo option, the effect of choosing the product category is eliminated. I discuss the theoretical and practical implications of this research and differentiate the proposed framework from other possibly related frameworks such as regulatory focus theory and risky choice.
590 $a School code: 0212.
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Psychology, Experimental. $3 517106
690 $a 0338
690 $a 0623
710 2 0 $a Stanford University. $3 754827
773 0 $t Dissertation Abstracts International $g 69-05A.
790 $a 0212
790 1 0 $a Simonson, Itamar, $e advisor
791 $a Ph.D.
792 $a 2008
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3313617