Q&A

Aiste Grubliauskiene, PhD

 What is The Difference between Conjunctive and
Disjunctive Model
Decision Making on High Effort

Brand processing Attribute processing

Multiattribute expectancy-value Additive difference model:

Compen

model: Type of brand-based Brands are compared by attribute,

compensatory model; compatible two brands at a time
with their goal; taxing
s

Conjunctive model: Sets Lexicographic model: Compares

minimum cutoffs to reject bad brands by attributes, one at a time
Noncompensatory

options in order of importance

Disjunctive model: Sets Elimination-by-aspects model:

acceptable cutoffs to find options Similar to lexicographic model but
that are good; look at several adds the notion of acceptable
most important attributes cutoffs
 Which apartment would you choose?

Evaluative A B C D E Importance
Criteria
Cost 5 3 4 4 2 35
Size 3 4 5 4 3 25
Location 5 5 5 2 5 20
View 1 3 1 4 1 15
Has a pool 3 3 4 3 5 5

Exp.:
Conjunctive Model - minimum cut off of 2
Disjunctive Model - acceptable cut off of 3
 Endowment Effect
Decision Making High Effort
Some students were given a mug (sellers), others were not
(buyers). Opportunity to sell / buy.

Sellers: lowest price they would accept to sell the mug (WTA)
Buyers: highest price they wanted to pay to buy the mug (WTP)

Results:
• Sellers: median WTA = $5.25
• Buyers: median WTP = $2.50

Kahneman, D., Knetsch, J. L., & Thaler, R. H. (1991). Anomalies: The Endowment Effect,
Loss Aversion, and Status Quo Bias. Journal of Economic Perspectives, 5(1), 193–206.
WTA > WTP WTA – willingness to accept
WTP – willingness to pay
WTA = WTP
Experiment 1: Increasing Attention to Standards
for Honesty
Ethics
Matrix task with opportunity to cheat or not

Manipulation of moral reminder:

• Participants signed “I understand that this short
survey falls under the university’s honor system”

Manipulation of financial incentives: everyone gets

either $0.50 or $2 per correctly solved matrix
Experiment: Increasing Attention to Standards
for Honesty

$(6.1 – 3.4)*0.50 = $1.35

vs. $(5-3.2)*2.00 = $3.6

No cheating Cheating Cheating + Honor code

Experiment 3
Decision Making Papers, Choice overload
Lab experiment: sample chocolates
• Choose from 6 flavors
• Choose from 30 flavors
• No choice: given chocolate to sample

“yoked” design: participants with no choice were given chocolates that

were chosen by participants in choice conditions

DV:
• Feelings about process of choosing
• Enjoyment of chocolate
• Choice between $5 reward for participation or box of chocolates
Experiment 3: Before Tasting
Those who had 30 flavors reported:

• Enjoying the decision-making process more

• Finding the decision-making process more difficult
• Finding the decision-making process more frustrated

• They had been given “too many” options

Those who had 6 flavors reported

• They had been given “about right” number of options
Experiment 3

Satisfaction with chocolate % box of chocolates instead of $5

7 60
6 50
5
40
4
30
3
20
2
1 10
0 6 chocolates 30 chocolates no choice
0 6 chocolates 30 chocolates no choice
1. Consumers tend to choose familiar products
Decision Making Papers
• Cues of contagious disease leads to disgust and fear

• Disgust and fear increase preference for more-familiar

products asymmetrically over less-familiar ones
2. Consumers tend to choose atypical options
• Chocolate ice cream
• Cherry dark chocolate ice cream

• The gray bunny

• The red dragon
Exam Info
Exam
• Closed book
• Multiple choice questions: 10 points in total
• Short open questions: 10 points in total
• Length: 3 hours
• No phone / laptop / other communication devices
• No dictionary
• Language: English (except for students who contacted
ombudsteam)
 Consumer Behavior Theory
Lectures: multiple choice questions (about 1/3 point each,
about 30 questions; 10 points in total)

Concepts, theories, effects..

• Review slides/lectures
 Consumer Behavior Theory
Examples:

When using … model, consumers compare brands by

attribute, two brands at a time

• Additive-difference
• Lexicographic
• Conjunctive
• Disjunctive
 Consumer Behavior Theory
Your self-control tends to be better when you say:

• I can’t eat this

• I don’t eat this
 Consumer Behavior Theory
One open question (2 points)

Example:
• List three reasons why the endowment effect happens

Tips
• Do not need to learn by heart, but understand
• Do not need to know all journals mentioned in the first lecture
 Consumer Behavior Research (Papers)
Open questions: short open questions (8 points in total), not
essay type.

• Findings
• No need to know the authors
• Discuss what theories the authors use to come up with their
hypothesis. What theories the authors mention that their
findings contradict.

Example: Discuss the theories that the authors introduce in the

paper “Fear and Loving in Las Vegas: Evolution, Emotion, and Persuasion” by Griskevicius
et al.
 Consumer Behavior Research (Papers)
• Discuss in detail how evidence was found for a specific
process or theory, using an experiment from the paper.
Discuss the design of the experiment, mention independent
and dependent variables, stimuli material, cover story and
additional measures if any. Illustrate why the findings
provide evidence for the occurrence of the specific process
or theory. One experiment per paper.
Do not need to know inessential details, such as the number of
participants; where the study was conducted.

• Explain the graph (that we discussed in class) and discuss

how it is related to the findings of the research.
Men and Women Loyalty

Covariate:

Interdependence

Sign. Sign.

IV: Gender DV: Loyalty

Non sign!
 Consumer Behavior Research (Papers)
• Give an example (of theory or implications)

Example: What are the implications of the paper “Inhibited

from bowling alone”? Give at least three examples
 Consumer Behavior Research (Papers)
• Design an original experiment.
o Experimental design: control condition, cover story,
randomization, field experiment, moderation, mediation…

Example: Design an original experiment to perform a

(conceptual) replication of findings from the paper “It’s the Mind-Set
that Matters: The Role of Construal Level and Message Framing in Influencing Consumer
Efficacy and Conservation Behaviors” by White et al.
 Consumer Behavior Research (Papers)
Tips
• Do not study everything by heart. Try to get the point for
every study. Make sure that you understand all studies.
• Do not only rely on your slides. Use the original papers as
background and complete the information in the slides with
what is written about it in the original papers.
• Understand important concepts, theories that we discussed
in the lectures.
• While studying, try to think about possible applications,
examples, replications.
• During the exam, try to be concise and express yourself
in a clear manner.