new methods, new possibilities for customernew possibilities for … · 2012-05-18 · aarhus...
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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
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LABELLING: MUCH ADO LABELLING: MUCH ADO ABOUT NOTHING?ABOUT NOTHING?
MAPP Conference 2011
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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
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SIMULTANEOUS STIMULUS PRESENTATIONSIMULTANEOUS STIMULUS PRESENTATION
(Orquin & Scholderer, unpublished data)
MAPP Conference 2011
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JOINT SALIENCY MAPJOINT SALIENCY MAP
(Orquin & Scholderer, unpublished data)
MAPP Conference 2011
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CONCLUSIONSCONCLUSIONSCONCLUSIONSCONCLUSIONS
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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
AARHUSUNIVERSITY
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
ConsumerLab team:
Alexandra Kraus, Heine Jeppesen, Simone Mueller, Jacob Orquin, Henrik Weiland