SOLVING THE MYSTERY OF JOURNAL ARTICLES:

DR. L'S WORKSHEET #1

To help understand how consumers behave, it’s important to learn how to read and critique
journal articles. These worksheets are a quick and fun way to help you decipher these journal
articles. The most important thing you can learn to do while you are at the university is to learn
how to keep yourself updated. Staying current with the professional literature will keep you
updated in the future. So learn how to read these things now.

So please handwrite 2 well thought-out sentences to answer each question. To gain the most,
these need to be your own sentences in your own handwriting.

Please answer the first question (1.1) before reading any of the articles.

I. QUESTIONS about Wansink's "Bottomless Bowl" article.

1. Your own eating. Please answer this question BEFORE reading the article.

1.1 How do you -- personally -- know when you've had enough to eat?

2. Visualizing Key Results-------------------------------------------------------------------------

2.1 The primary dependent variable in this paper was

And primary independent variable1 was

2.2 Make a bar graph. Draw what was found.

1
(You do know why they’re called dependent and independent variables, right?)
3. “How Well Do You Really Know It?” -------------------------------------------------------

3.1 How many bowls were self-refilling bowls (experimental treatment condition
bowls) in the lab? How many bowls were normal soup bowls (experimental
control condition bowls) in the lab? How were participants assigned to the
bowl types (or to either of the two experimental treatments)?

3.2. Outside of the ounces of soup consumed, were other differences found between
the two bowl conditions? Were differences found in retrospective consumption
(estimated consumption)? Age? Sex? BMI?
II. QUESTIONS about the Saxe and Weitz' "SOCO" article.

“How Well Do You Know It?” --------------------------------------------------------------

3.1 Suppose you are in a job interview and you are asked about what you think
"Customer Orientation" is. So, in only two punchy sentences, how would you
explain what is meant by "Customer Orientation."

3.2 If a salesperson is not "Customer Oriented," then what other orientation are they
likely demonstrating?

3.3 So if someone is exceptionally "Customer Oriented" then what numbers (on the 1
to 9 scale) would they tend to circle one the first set of items at the top of the last
page?

3.4 Given the same person as in the prior question, what numbers (on the 1 to 9 scale)
would they tend to mark with the second set of items at the middle of the last
page?