new methods, new possibilities for customernew possibilities for … · 2012-05-18 · aarhus...

AARHUSUNIVERSITY

MAPP Conference 2011

New methods,New methods,new possibilities for customernew possibilities for customer--oriented food researchoriented food researchoriented food researchoriented food research

Joachim Scholderer

MAPP/QUANTS, Aarhus University

MAPP Conference 2011

AARHUSUNIVERSITY

OVERVIEWOVERVIEW

• MAPP and method: looking back on 20 years of research

• New methods, new possibilities and a change in perspectiveperspective

• Traps and pitfalls I: research artefacts

• Traps and pitfalls II: states, not traits

• Traps and pitfalls III: everything is relative

• Conclusions

MAPP Conference 2011

AARHUSUNIVERSITY

MAPP and method

LOOKING BACK ON 20 YEARS OF LOOKING BACK ON 20 YEARS OF LOOKING BACK ON 20 YEARS OF LOOKING BACK ON 20 YEARS OF

RESEARCHRESEARCH

MAPP Conference 2011

AARHUSUNIVERSITY

AN UNDOGMATIC MIXAN UNDOGMATIC MIX

• Laddering interviews

• Lifestyle segmentation

• Consumer preference tests

• Discrete choice experiments

• Mental models• Consumer preference tests

• Focus groups

• Attitude surveys

• Conjoint analysis and benefit segmentation

• Attitude change experiments

• Mental models

• Reaction time experiments

• Data mining

• Behaviour observation

• Implicit social cognition

• Visual attention

• Computational modelling

MAPP Conference 2011

AARHUSUNIVERSITY

METHOD, OUTPUT AND IMPACTMETHOD, OUTPUT AND IMPACT

35

40

40.00

45.00

50.00

Experimental

Survey

Qualitative

SCI/SSCI abstracted papers Citations per paper

0

5

10

15

20

25

30

1991-1995 1996-2000 2001-2006 2006-2011

0.00

5.00

10.00

15.00

20.00

25.00

30.00

35.00

40.00

1991-1995 1996-2000 2001-2006 2006-2011

MAPP Conference 2011

AARHUSUNIVERSITY

WHERE ARE WE GOINGWHERE ARE WE GOING

• More diversity in methodological approaches

• More mixed-method investigations

• More methods that do not rely on verbal self-reports

• More unobtrusive measures

• More laboratory experiments

• More within-subjects designs

• More psychology

MAPP Conference 2011

AARHUSUNIVERSITY

MAPP Conference 2011

AARHUSUNIVERSITY

New methods, new possibilities...

AND A CHANGE IN PERSPECTIVEAND A CHANGE IN PERSPECTIVE

MAPP Conference 2011

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WHERE LAB EXPERIMENTS CAN HELP USWHERE LAB EXPERIMENTS CAN HELP US

• Identify the cognitive processes that mediate consumer reactions to particular classes of stimuli in particular situationssituations

• Measure or manipulate cognitive processes that operate outside conscious awareness

• Separate processes that would normally be confounded and assess their relative importance

• Compare the effects of different classes of stimuli on a particular process

• Identify optimal conditions

MAPP Conference 2011

AARHUSUNIVERSITY

HOWEVER, THE PERSPECTIVE IS DIFFERENT HOWEVER, THE PERSPECTIVE IS DIFFERENT

The tradition in marketing

• Consumer sees as main source of variation

How the experimentalist thinks

• Experimental condition seen as main source of variationsource of variation

• Between-subjects designs

• Measurement of individual differences in responses to questionnaire items

• Constructs are traits

• Variation between situations is regarded as measurement error

as main source of variation

• Within-subjects designs

• Measurement of differences in mean responses to experimental conditions

• Constructs are states

• Individual differences are regarded as measurement error

MAPP Conference 2011

AARHUSUNIVERSITY

EXAMPLE: ATTENTION TO HEALTH EXAMPLE: ATTENTION TO HEALTH INFORMATION ON PRODUCT PACKAGESINFORMATION ON PRODUCT PACKAGES

“Please look at the products presented on

the screen”

“How healthy is this product in your opinion”

“How likely is it that you will purchase this

product”

(Orquin & Scholderer, 2011)

MAPP Conference 2011

AARHUSUNIVERSITY

EXAMPLE: ATTENTION TO HEALTH EXAMPLE: ATTENTION TO HEALTH INFORMATION ON PRODUCT PACKAGESINFORMATION ON PRODUCT PACKAGES

1,5

2

2,5

health co

rre

cte

d

nu

mb

er

of

fixa

tio

ns

-1

-0,5

0

0,5

1 health

condition

purchase

condition

Ba

selin

e-c

orr

ec

ted

n

um

be

r o

f fixa

tio

ns

(Orquin & Scholderer, 2011)

MAPP Conference 2011

AARHUSUNIVERSITY

LABELLING: MUCH ADO LABELLING: MUCH ADO ABOUT NOTHING?ABOUT NOTHING?

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Traps and pitfalls I

BEWARE OF RESEARCH ARTEFACTSBEWARE OF RESEARCH ARTEFACTS

MAPP Conference 2011

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PEOPLE WITH MEDIUM HEALTH INTEREST HAVE PEOPLE WITH MEDIUM HEALTH INTEREST HAVE SLOWER COGNITIVE PROCESSESSLOWER COGNITIVE PROCESSES——OR DO THEY?OR DO THEY?

530

540

550

Me

an

RT

(mse

c)

480

490

500

510

520

530

Low Medium High

Me

an

RT

(mse

c)

General health interest

(Orquin & Scholderer, unpublished data)

MAPP Conference 2011

AARHUSUNIVERSITY

Traps and pitfalls II

STATES OF MIND, NOT TRAITS OF STATES OF MIND, NOT TRAITS OF STATES OF MIND, NOT TRAITS OF STATES OF MIND, NOT TRAITS OF

PERSONSPERSONS

MAPP Conference 2011

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STATE CONSTRUCTS ARE UNSTABLESTATE CONSTRUCTS ARE UNSTABLE

.04

.09

.14

sco

re Implicit motivation

-.16

-.11

-.06

-.01

.04

First task in experimental session

Second task in experimental session

Me

an

D-s

co

re

Task order

Implicit motivation test (IMT-RF)

Implicit attitude test (IAT-RF)

(Kraus & Scholderer, unpublished data)

MAPP Conference 2011

AARHUSUNIVERSITY

Traps and pitfalls III

EVERYTHING IS RELATIVEEVERYTHING IS RELATIVE

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MONADIC STIMULUS PRESENTATIONMONADIC STIMULUS PRESENTATION

(Orquin & Scholderer, unpublished data)

MAPP Conference 2011

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SEPARATE SALIENCY MAPSSEPARATE SALIENCY MAPS

(Orquin & Scholderer, unpublished data)

MAPP Conference 2011

AARHUSUNIVERSITY

SIMULTANEOUS STIMULUS PRESENTATIONSIMULTANEOUS STIMULUS PRESENTATION

(Orquin & Scholderer, unpublished data)

MAPP Conference 2011

AARHUSUNIVERSITY

JOINT SALIENCY MAPJOINT SALIENCY MAP

(Orquin & Scholderer, unpublished data)

MAPP Conference 2011

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CONCLUSIONSCONCLUSIONSCONCLUSIONSCONCLUSIONS

MAPP Conference 2011

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LAB EXPERIMENTS, MARKETING RESEARCH LAB EXPERIMENTS, MARKETING RESEARCH AND THE FUTUREAND THE FUTURE

• Laboratory experiments can help us answer research questions that we would not be able to address if we only used traditional self-report measuresused traditional self-report measures

• Experimental methods require experimental control: like the cognitive processes they were designed to measure, they are highly sensitive to context effects

• Adopting experimental methods requires a change in perspective: away from individual differences between consumers, towards differences between stimulus classes and situational conditions

MAPP Conference 2011

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THANK YOU FOR YOUR ATTENTIONTHANK YOU FOR YOUR ATTENTION

Further informationFurther information

Prof. Joachim Scholderer ConsumerLab team:

AcknowledgementAcknowledgement

Prof. Joachim ScholdererMAPP/QUANTS,Aarhus UniversityHaslegaardsvej 10DK-8210 Aarhus VDenmark

www.mapp.asb.dksch@asb.dk

ConsumerLab team:

Alexandra Kraus, Heine Jeppesen, Simone Mueller, Jacob Orquin, Henrik Weiland