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Consumer Psychology:Retrospect and Prospect
Hans BaumgartnerPenn State University
Consumer Psychology
Overview Retrospect
□ Influential streams of research in consumer psychology (1956-2007)
□ Types of influential articles Prospect
□ Consumer psychology in the third millennium□ Examples of recent research originating in the
substantive, conceptual and methodological domains
Consumer Psychology
Which research streams and articles have had an impact?
Citation analysis (based on SSCI) for all articles published in JCR (1974-2007), JMR (1964-2007), and JM (1956-2007)
For articles published since 1974:
(1)
Total # of articles
(2)
Total # of citations
(3)
(2) ÷ (1)
(4)
# of articles
cited ≥ 100
(5)
# of citations of
articles cited ≥ 100
(6)
(4) ÷ (1)
(7)
(5) ÷ (2)
JCR 1,503 58,232 39 125 22,285 8% 38%
JMR 1,646 57,966 35 112 23,512 7% 41%
JM 1,374 58,279 42 150 32,373 11% 56%
Overall 4,523 174,477 39 387 78,170 9% 45%
Consumer Psychology
Categorization of influential articles
Articles were classified using the scheme shown on the next slide;
Articles in JCR, JMR, and JM were categorized; Articles with at least 100 citations are shown (the
number of citations follows each article), although articles with a smaller number of citations were also classified;
Articles reporting empirical studies are underlined;
Consumer Psychology
The purchase process
Marketing influences
Psychologicalfoundation
Environmentalinfluences
• Physical environ-mental influences
• Social environ-mental influences
• Cognition• Affect• Motivation &
personality
• Product programs• Price programs• Marketing communication programs• Distribution programs
• Types of purchase behavior
• Decision making and choice
• The consumption experience
• Post-purchase processes
Categorization of research streams
Consumer Psychology
Consumer knowledge, expertise and familiarityAlba and Hutchinson (1987) 579
Consumer memoryLynch and Srull (1982) 172
Consumer inferencesMeyer (1981) 108 , Huber and McCann (1982) 142 , Folkes (1988) 135 , Kardes (1988) 100
Imagery processingMacInnis and Price (1987) 114
Consumer learningHoch and Ha (1986) 193 , Johnson and Russo (1984) 190 , Hoch and Deighton (1989) 165
Psychological foundation research: Cognition
Consumer Psychology
Mood□ Gardner (1985) 200
Consumption emotions□ Richins (1997) 103
Psychological foundation research: Affect
Consumer Psychology
Perceived risk □ Roselius (1971) 118
Involvement□ Conceptual essays: Bloch and Richins (1983) 129 , Greenwald and Leavitt
(1984) 213□ Scales: Zaichkowsky (1985) 470 , Laurent and Kapferer (1985) 215□ Effects on attention and comprehension: Celsi and Olson (1988) 277
Psychographics and values□ Psychographics: Wells (1975) 123 □ Materialism: Belk (1985) 189 , Richins and Dawson (1992) 219
Psychological foundation research: Motivation & personality
Consumer Psychology
Purchasing motives□ Shopping motives: Tauber (1972) 108□ Means-end chains: Gutman (1982) 195
Consumer personality□ Review of theories: Kassarjian (1971) 128 □ Innovativeness: Midgley and Dowling (1978) 141 , Hirschman (1980) 117 ,
Dickerson and Gentry (1983) 117 □ Scales: Raju (1980) 143 , Shimp and Sharma (1987) 152 , Bearden,
Netemeyer, and Teel (1989) 146 The self
□ Self-concept: Sirgy (1982) 181□ Products as social stimuli: Solomon (1983) 195 □ Possessions and the extended self: Belk (1988) 495
Psychological foundation research: Motivation & personality (cont’d)
Consumer Psychology
Types of purchase behavior:□ Hedonic consumption: Holbrook and Hirschman (1982) 414 , Hirschman and
Holbrook (1982) 279□ Utilitarian/hedonic shopping value: Babin, Darden, and Griffin (1994) 171 □ Variety seeking: McAlister and Pessemier (1982) 140□ Impulsive and compulsive buying: Rook (1987) 171 , O’Guinn and Faber
(1989) 186 Decision making and choice:
□ Consumer search Amount of search: Newman and Staelin (1972) 124 , Punj and Staelin (1983)
127 , Brucks (1985) 251 , Bloch, Sherrell, and Ridgway (1986) 160 , Beatty and Smith (1987) 170
Information overload: Jacoby, Speller, and Berning (1974) 140 , Jacoby, Speller, and Kohn (1974) 169 , Malhotra (1982) 111
The purchase process
Consumer Psychology
Decision making and choice (cont’d):□ Preference formation:
Multi-attribute model: Wilkie and Pessemier (1973) 320 Affective influences: Zajonc and Markus (1982) 196 Schemas: Sujan (1985) 253 , Meyers-Levy and Tybout (1989) 159 Time-inconsistent preferences and affect vs. cognition in choice:
Hoch and Loewenstein (1991) 134 , Shiv and Fedorikhin (1999) 125 Pioneering advantage: Carpenter and Nakamoto (1989) 193
□ The decision making process: Decision-making strategies and constructive choice processes:
Wright (1975) 157 , Bettman and Kakkar (1977) 179 , Lussier and Olshavsky (1979) 121 , Bettman and Park (1980) 281 , Park and Lessig (1981) 113 , Bettman, Luce, and Payne (1998) 225 , Luce (1998) 106
Lack of decision making: Olshavsky and Granbois (1979) 131 Cost of thinking: Shugan (1980) 205 Noncomparable alternatives:
Johnson (1984) 126 , Bettman and Sujan (1987) 126
The purchase process (cont’d)
Consumer Psychology
Decision making and choice (cont’d): Consideration sets:
Nedungadi (1990) 156 , Hauser and Wernerfelt (1990) 144□ Consumer choice:
Memory-based choice: Lynch, Marmorstein, and Weigold (1988) 120 Attraction and compromise effects:
Huber, Payne and Puto (1982) 256 , Huber and Puto (1983) 106 , Simonson (1989) 255 , Simonson and Tversky (1992) 259
Regret and choice deferral: Simonson (1992) 126 , Dhar (1997) 102
Post-purchase processes□ Consumer satisfaction
Expectations: Cardozo (1965) 104 , Anderson (1973) 149 ED models: Oliver (1980) 593 , Churchill and Surprenant (1982) 314 Repurchase and switching: LaBarbera and Mazursky (1983) 113 Alternative comparison standards:
Cadotte, Woodruff, and Jenkins (1987) 149 , Tse and Wilton (1988) 205
The purchase process (cont’d)
Consumer Psychology
Post-purchase processes (cont’d)□ Consumer satisfaction (cont’d)
Equity theory: Oliver and Swan (1989) 104 , Oliver and Swan (1989) 186 Comparison of theories: Oliver and DeSarbo (1988) 191 Desires congruency: Spreng, MacKenzie, and Olshavsky (1996) 160 Positive/negative performance: Mittal, Ross, and Baldasare (1998) 106 Affective influences:
Westbrook (1987) 183 , Westbrook and Oliver (1991) 165 , Oliver (1993) 213 , Mano and Oliver (1993) 163
Satisfaction indices: Fornell (1992) 239 , Fornell et al. (1996) 220 □ Satisfaction, loyalty, and repurchase
Oliver (1999) 197 , Garbarino and Johnson (1999) 219 , Mittal and Kamakura (2001) 112
□ Consequences of dissatisfactionBearden and Teel (1983) 176 , Richins (1983) 168 , Folkes (1984) 151
The purchase process (cont’d)
Consumer Psychology
Situational influencesBelk (1975) 225 , Milliman (1982) 118
Adoption of innovationGatignon and Robertson (1985) 181 , Steenkamp, ter Hofstede, and Wedel (1999) 112
Interpersonal influences□ WOM influence: Arndt (1967) 109 , Brown and Reingen (1987) 106, Herr,
Kardes, and Kim (1991) 135 □ Reference group influence: Bearden and Etzel (1982) 129□ Market mavens: Feick and Price (1987) 114
Household and group decision makingDavis and Rigaux (1974) 113 , Davis (1976) 133
Consumer socializationWard (1974) 131
Environmental influences
Consumer Psychology
Quality and value□ Expectations and quality: Olshavsky and Miller (1972) 107□ Quality, price, and value: Zeithaml (1988) 568 □ Extrinsic cues: Rao and Monroe (1988) 137 , Rao and Monroe (1989) 156 ,
Dodds, Monroe, and Grewal (1991) 229 □ Corporate associations: Brown and Dacin (1997) 119
Brands, brand equity, and brand relationships□ Brand concept management: Park, Jaworski, and MacInnis (1986) 135 □ Brand equity: Keller (1993) 387 □ Brand personality: Aaker (1997) 133 □ Brand relationships: Fournier (1998) 254
Brand extensionAaker and Keller (1990) 232 , Boush and Loken (1991) 125 , Park, Milberg, and Lawson (1991) 122 , Keller and Aaker (1992) 138 , Loken and John (1993) 106 , Broniarczyk and Alba (1994) 122
Marketing influences: Product programs
Consumer Psychology
The service encounter and servicescapes□ Service encounter: Solomon and Surprenant (1985) 184 , Surprenant and
Solomon (1987) 102 , Arnould and Price (1993) 163 □ Servicescapes: Bitner (1990) 368 , Bitner (1992) 262□ Crowding and delays: Hui and Bateson (1991) 111 , Taylor (1994) 114
Service quality, value, satisfaction and loyalty □ SERVQUAL: Parasuraman, Zeithaml, and Berry (1985) 980 , Brown and Swartz
(1989) 129 , Cronin and Taylor (1992) 526 , Teas (1993) 167, Parasuraman, Zeithaml, and Berry (1994) 230 , Cronin and Taylor (1994) 202 , Zeithaml, Berry, and Parasuraman (1996) 381
□ Dynamic models: Bolton and Drew (1991) 235 , Bolton and Drew (1991) 124 , Boulding, Kalra, Staelin, and Zeithaml (1993) 321 , Bolton and Lemon (1999) 101
□ Critical incidents: Bitner, Booms, and Tetreault (1990) 385 , Keaveney (1995) 168 , Meuter, Ostrom, Roundtree, and Bitner (2000) 128
□ Failure, complaints, recovery, trust and loyalty: Tax, Brown, and Chandrashekaran (1998) 123 , Smith, Bolton, and Wagner (1999) 110 , Sirdeshmukh, Singh, and Sabol (2002) 101
Marketing influences: Product programs
Consumer Psychology
Price knowledgeDickson and Sawyer (1990) 180
Price perception and reference prices□ Price perception: Monroe (1973) 184□ Reference prices: Winer (1986) 194 , Urbany, Bearden, and Weilbaker
(1988) 122 , Grewal, Monroe, and Krishnan (1998) 111 Unit prices
Russo (1977) 128 Price-oriented sales promotions
□ Loyalty and brand switching: Dodson, Tybout, and Sternthal (1978) 111 □ Deal-prone consumers: Blattberg, Buesing, Peacock, and Sen (1978) 103 ,
Blattberg, Eppen, and Lieberman (1981) 122 □ Promotion signals: Inman, McAlister and Hoyer (1990) 123
Marketing influences: Price programs
Consumer Psychology
Advertising in generalResnik and Stern (1977) 124 , Pollay (1986) 169 , Richins (1991) 142
Information processing of adsMacInnis and Jaworski (1989) 161 , MacInnis, Moorman, and Jaworski (1991) 131
Information processing of pictures in adsEdell and Staelin (1983) 155 , Kisielius and Sternthal (1984) 107 , Childers and Houston (1984) 111
Affect in advertisingGorn (1982) 180 , Aaker,Stayman, and Hagerty (1986) 126 , Batra and Ray (1986) 210 , Edell and Burke (1987) 224 , Holbrook and Batra (1987) 197 , Goldberg and Gorn (1987) 106 , Burke and Edell (1989) 126
Attitude toward the adMitchell and Olson (1981) 347 , MacKenzie, Lutz, and Belch (1986) 254 , Mitchell (1986) 114 , MacKenzie and Lutz (1989) 213 , Brown and Stayman (1992) 138
Marketing influences: Advertising programs
Consumer Psychology
Attitudes and persuasion□ Hierarchy of effects: Lavidge and Steiner (1961) 213 □ Expectancy-value model: Lutz (1975) 100□ Cognitive responses: Wright (1973) 181 , Wright (1980) 128 □ ELM: Petty, Cacioppo, and Schumann (1983) 601 , Park and Young (1986) 151□ Framing: Levin and Gaeth (1988) 155 , Maheswaran and Meyers-Levy (1990) 135□ Persuasion knowledge model: Friestad and Wright (1994) 208
Attitudes and behavior□ Fishbein model and alternatives: Ryan and Bonfield (1975) 112 , Bagozzi
(1982) 116 , Shimp and Kavas (1984) 118 , Sheppard, Hartwick, and Warshaw (1988) 535 , Bagozzi and Warshaw (1990) 123
□ Direct experience: Smith and Swinyard (1983) 123 , Fazio, Powell, and Williams (1989) 135
Marketing influences: Advertising programs
Consumer Psychology
Buyer-seller relationshipsSchurr and Ozanne (1985) 137 , Crosby and Stephens (1987) 136 , Crosby and Evans (1990) 359
Electronic shoppingAlba et al. (1997) 273 , Hoffman and Novak (1996) 409
Marketing influences: Personal selling and distribution programs
Consumer Psychology
Cultural/interpretive papersSherry (1983) 127, McCracken (1986) 230 , Belk, Wallendorf, and Sherry (1989) 231 , Mick (1986) 152 , Belk, Sherry, and Wallendorf (1988) 134 , Wallendorf and Arnould (1988) 138 , McCracken (1989) 105 , Mick and Buhl (1992) 111 , Celsi, Rose, and Leigh (1993) 130 , Schouten and McAlexander (1995) 122 , Firat and Venkatesh (1995) 120 , Muniz and O’Guinn (2001) 115
Methodological papers Conjoint analysis: Green and Srinivasan (1978) 627 , Green (1974) 114 SEM: Gerbing and Anderson (1984) 109 , Steenkamp and Baumgartner
(1998) 307 , Jarvis, MacKenzie, and Podsakoff (2003) 141 Qualitative approaches: Kassarjian (1977) 297 , Thompson, Locander, and
Pollio (1989) 170 , Kolbe and Burnett (1991) 122 , Spiggle (1994) 107 Other papers: Calder, Phillips, and Tybout (1981) 243 , Blair and Burton
(1987) 121 , Peter, Churchill, and Brown (1993) 106 , Peterson (1994) 155
Miscellaneous research in JCR
Consumer Psychology
Proportion of total citations accounted for by different areas and journals
JCR JMR JM All
Psychological Foundations 12 2 2 17
Prepurchase processes 15 3 1 19
Postpurchase processes 3 6 4 12
Environmental influences 3 0 1 4
Product programs 3 4 17 23
Price programs 1 1 1 4
Advertising programs 10 4 3 17
Distribution programs 0 0 3 3
Total 48 21 31 100
Consumer Psychology
Types of influential articles Methodological articles:
□ New methodological techniques and procedures(e.g., Fornell and Larcker 1981; Thompson, Locander, and Pollio 1989; Bitner, Booms, and Tetreault 1990)
□ Guidelines on how to use particular techniques and procedures
(e.g., Green and Srinivasan 1978; Kassarjian 1977; Steenkamp and Baumgartner 1998; Calder, Phillips, and Tybout 1981)
□ Syntheses of research evidence on a particular technique(e.g., Peterson 1994)
Consumer Psychology
Conceptual articles:□ New perspective/idea essays
(e.g., Lavidge and Steiner 1961; Holbrook and Hirschman 1982; Zajonc and Markus 1982; Belk 1988; Friestad and Wright 1994)
□ Minitheories of particular substantive phenomena(e.g., Parasuraman, Zeithaml, and Berry 1985; Zeithaml 1988; Keller 1993; Fornell et al. 1996)
□ Analytical frameworks(e.g., Shugan 1980; Hauser and Wernerfelt 1990)
□ Propositional reviews of a research area(e.g., Gatignon and Robertson 1985; Alba and Hutchinson 1987; Bettman, Luce, and Payne 1998)
□ Quantitative and qualitative syntheses of research evidence(e.g., Sheppard, Hartwick, and Warshaw 1988; Gardner 1985; Wilkie and Pessemier 1973)
Types of influential articles (cont’d)
Consumer Psychology
Empirical articles:□ Studies that introduce a new concept, effect, or model
Mitchell and Olson (1981); Winer (1986); Aaker and Keller (1990); Fournier (1998)
Huber, Payne, and Puto (1982); Simonson (1989) Oliver (1980); MacKenzie, Lutz, and Belch (1986)
□ Studies that test, extend, or challenge prior concepts, effects, or models
Petty, Cacioppo, and Schumann (1983) Sujan (1985); Simonson and Tversky (1992) Cronin and Taylor (1992)
□ Studies in popular research areas Bettman and Park (1980); Brucks (1985); Edell and Burke (1987); Celsi
and Olson (1988) □ Scale development studies
Zaichkowsky (1985); Richins and Dawson (1992)
Types of influential articles (cont’d)
Consumer Psychology
Consumer psychology in the third millennium
Fragmentation of the field□ Behavioral, managerial and quantitative□ Positivistic vs. interpretive□ BDT vs. information processing/social cognition
Many empirical findings – few integrative theories Some personal thoughts on needed research
□ What we don’t need more of□ What we need more of
Consumer Psychology
What we don’t need more of Phenomenon-, theory-, and method-of-the-month
papers Preoccupation with esoteric phenomena, theories,
and methods Counter-intuitive or theory-inconsistent findings that
are not germane to consumer behavior Studies that are more relevant to a foundational
discipline than to consumer behavior and marketing
Consumer Psychology
What we need more of CB-relevant substantive phenomena as the starting
point of research Greater concern with ecologically valid manipulations,
measures, and research settings Contextualized theories of the middle range that
integrate empirical findings□ ELM□ Extended ED model of consumer satisfaction□ GAP model of service quality
Consumer Psychology
The purchase cube
Low purchaseinvolvement
High purchaseinvolvement
Functionalpurchases
Psycho-socialpurchases
Spontaneous purchases
Deliberate purchases
Based on Baumgartner (2002, forthcoming)
Consumer Psychology
The purchase cube (cont’d)
Spontaneous purchases
Promotionalpurchasebehavior
Exploratorypurchasebehavior
Casualpurchasebehavior
Impulsivepurchasebehavior
Deliberate purchases
Extendedpurchasedecisionmaking
Symbolicpurchasebehavior
Repetitivepurchasebehavior
Hedonicpurchasebehavior
Based on Baumgartner (2002, forthcoming)
Consumer Psychology
Recent research streams Substantively-motivated research
□ Price fairness□ The mere-measurement effect□ Other examples
Conceptually-motivated research□ Promotion and prevention focus□ Other examples
Methodologically-motivated research□ Consumer neuroscience□ Implicit association test
Consumer Psychology
Price fairness as a prototype of recent substantively-motivated research
Price fairness as a “consumer’s assessment and associated emotions of whether the difference (or lack of difference) between a seller’s price and the price of a comparative other party is reasonable, acceptable, or justifiable” (Xia, Monroe, and Cox 2004; see also Bolton, Warlop, and Alba 2003)
Xia et al. (2004) list 21 studies relevant to price fairness (including research outside marketing and non-price research);
Consumer perception of price fairness is a topic uniquely suited to consumer research;
Rich literature base related to fairness in other areas; Potential for theory building in the pricing area is huge; Implications for pricing management are substantial;
Consumer Psychology
Asking questions about future behavior can change the behavior in question;
Morwitz, Johnson, and Schmittlein (1993) showed that asking respondents once whether they planned to buy an automobile (PC) in the next 6 months increased the incidence of purchase by 37 (18) percent;
Similar results for voting, volunteering, recycling, etc. Theoretical explanations include increased accessibility of
attitudes, avoidance of dissonance, etc. Fitzsimons and Moore (2008) discuss the implications of this
research for screening adolescents for risky behaviors such as drug and alcohol use or sexual behaviors;
The mere-measurement effect as a prototype of recent substantively-motivated research
Consumer Psychology
Other substantively-motivated research developments
□ New marketing technologies (internet recommendation systems, on-line communities, design of web pages, virtual product experiences, customization, self-service technologies)
□ Customer relationship management□ Financial consequences of satisfaction□ Cross-cultural consumer behavior□ Really new products□ Brand communities□ Identity signaling□ Sales promotion (loyalty and frequency programs)□ Product assortments□ Transformative consumer behavior and consumer welfare□ Corporate social responsibility and consumer boycotts
Consumer Psychology
Two types of regulatory focus (Higgins 2002):□ Promotion focus as self-regulation w/r/t the presence or
absence of positive outcomes; concern with ideals and accomplishments; preferred means of goal attainment is eagerness; emotional reactions of cheerfulness and dejection;
□ Prevention focus as self-regulation w/r/t the presence or absence of negative outcomes and a concern with oughts and security; preferred means of goal attainment is vigilance; emotional reactions of quiescence and agitation;
Regulatory focus theory as a prototype of recent conceptually-motivated research
Consumer Psychology
□ The unconscious consumer and automaticity (Bargh 2002; Dijksterhuis et al. 2005)
□ Self-control and ego-depletion (Baumeister et al. 2008; Vohs and Faber 2007);
□ Construal Level Theory (Trope, Liberman and Wakslak 2007)
□ Terror management (Arndt, Solomon, Kasser, and Sheldon 2004)
□ Metacognitive experiences (Schwarz 2004)□ Regret theory (Zeelenberg and Pieters 2007)
Other conceptually-motivated research developments
Consumer Psychology
In the brand personality literature, humanlike traits are ascribed to brands;
Yoon et al. (2006) investigated, using fMRI, whether trait judgments about people and products (both self-relevant and nonself-relevant) are processed in similar regions of the brain;
the findings indicated that brand personality was processed differently from human personality;
Consumer neuroscience as a prototype of recent methodologically-motivated research
Consumer Psychology
IAT as a measure of implicit consumer social cognition (Brunel, Tietje, and Greenwald, 2004);
Useful when people are unable (e.g., because of lack of conscious awareness) or unwilling (e.g., because of social desirability concerns) to reveal their opinions;
Disguised, unstructured procedure for assessing the strength of automatic associations between concepts (e.g., brand attitudes, consumer-brand relationships, attitudes toward ethnic spokespeople in ads);
IAT as a prototype of recent methodologically-motivated research
Consumer Psychology
JCP as the outlet for “extraordinary ideas” about consumer psychology
CW Park suggests the following under-researched areas:
□ The role of learning in consumer behavior□ Aesthetic experience in consumption□ Perspectives on consumers’ cognitive flexibility beyond the
cognitive miser view□ Hedonic consumption□ Consumers’ relationships with brands□ Culture and consumer psychology□ Neuroscience approaches□ Temporal interdependencies between purchase and
consumption activities□ Joint decision making of users, deciders, disposers, and
purchasers
Consumer Psychology
Additional readings Haugtvedt, Curtis P., Paul M Herr, and Frank R.
Kardes, eds. (2008), Handbook of Consumer Psychology, New York, NY: Lawrence Erlbaum.
Loken Barbara (2006), “Consumer Psychology: Categorization, Inferences, Affect, and Persuasion,” Annual Review of Psychology, 57, 453-485.
Simonson, Itamar, Ziv Carmon, Ravi Dhar, Aimee Drolet, and Stephen M. Nowlis (2001), “Consumer Research: In Search of Identity,” Annual Review of Psychology, 52, 249-275.
Consumer Psychology
The three domains of research(Brinberg and McGrath 1985; Lutz
1989)
Conceptualdomain
Substantivedomain
Methodological domain
Consumer Psychology
ELM as a prototype of conceptually-motivated research
persuasivecommunication
motivationto process ?
abilityto process ?
nature of cognitive processing ?
favorablethoughts
predominate
unfavorablethoughts
predominate
neither orneutral thoughts
predominate
central positiveattitude change
central negativeattitude change
yes yes
no no
peripheralattitude shift
peripheralcue present ?
yes
yes
yes yes
Based on Petty and Cacioppo (1986)
Consumer Psychology
Conceptually sophisticated theory of the middle range that integrates many disparate persuasion findings;
Useful mental model for thinking about persuasion problems in practice – variables can influence the extent and direction of attitude change by:
□ serving as persuasive arguments (e.g., weak vs. strong arguments);
□ serving as peripheral cues (e.g., source expertise or attractiveness, number of arguments);
□ affecting the extent and direction of message elaboration (e.g., involvement as a determinant of motivation to process and distraction as a determinant of ability to process);
ELM (cont’d)
Consumer Psychology
perceivedquality
customerexpectations
perceivedvalue
customersatisfaction
customercomplaints
customerloyalty
American Customer Satisfaction Index
(Fornell et al. 1996)
Consumer Psychology
The GAPS modelWOMPersonal NeedsPast Experience
External Communicationto Consumers
Expected Service
Perceived Service
Service Delivery
Translation of Mgmt.Perceptions into SQ specs
Management Perceptionsof Consumer Expectations
GAP 3
GAP 2
GAP 5
GAP 1
GAP 4
CONSUMER
MARKETER
Consumer Psychology
Purchase motives underlying the purchase cube
curiosity trial
time pressure
convenience
thoughtlessmindless
randomimpulse
unplanned
fun
change
variety
sale
price
replacement
valuequality
comparison
logicproblemsolving
utilitarian
performance
preferencesatisfaction familiarity
loyaltypast purchase
habitusual routine
likingw ant
brand name
feelgoodself-esteem
personality
emotionreputation
senses fashionsocial approval
styleimage status
Consumer Psychology
Price fairness as a prototype of recent substantively-motivated research
Bolton, Warlop, and Alba (2003) show that□ Consumers underestimate the effects of inflation and attribute
rising prices to vendor price gouging;□ Consumers attribute price differences across competitors more to
profit than cost; even when profits are equal, cost differences matter (e.g., quality differences are considered fair, use of a margin strategy as unfair);
□ Consumers have poor mental models of a firm’s cost structure; less salient costs (with the exception of COGS) are often ignored and perceptions of profit margins are too high; certain costs (e.g., promotional costs) are deemed unfair;
Consumer PsychologySchematic representation of the
IATMan United or Pleasant Chelsea or Unpleasant
√ Love Χ
Χ √
Χ Vomit √
√ Χ
Man United or Unpleasant Chelsea or Pleasant
Χ Freedom √
Χ √
√ Sickness Χ
√ Χ
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