How Does the Presentation Mode of Product Information Affect Product Evaluation? : The Mediation of Construal Level and the Moderation of Response Time
1
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
The purpose of this study was to examine how the presentation mode (sequential- vs. simultaneous-mode) of information influences its evaluation. Three experiments revealed the interaction effect between the presentation mode and the valence of the product information. When respondents read about the positive aspects of the product, the evaluation was higher in the simultaneous presentation mode than in the sequential presentation mode. For negative product information, respondents’ evaluation was higher in the sequential presentation mode than in the simultaneous presentation mode. The simultaneous presentation mode intensified the impact of the information valence on evaluation. This study proposed that the sequential and the simultaneous presentation modes prime high and low construal levels, respectively. The mediation analysis provides support for such a prediction. Finally, the mediating effect of construal levels in evaluation was shown to disappear when respondents focused on the product information for a longer duration, while the mediation effect remained when the response time was short.
Abstract
The purpose of this study was to examine how the presentation mode (sequential- vs. simultaneous-mode) of information influences its evaluation. Three experiments revealed the interaction effect between the presentation mode and the valence of the product information. When respondents read about the positive aspects of the product, the evaluation was higher in the simultaneous presentation mode than in the sequential presentation mode. For negative product information, respondents’ evaluation was higher in the sequential presentation mode than in the simultaneous presentation mode. The simultaneous presentation mode intensified the impact of the information valence on evaluation. This study proposed that the sequential and the simultaneous presentation modes prime high and low construal levels, respectively. The mediation analysis provides support for such a prediction. Finally, the mediating effect of construal levels in evaluation was shown to disappear when respondents focused on the product information for a longer duration, while the mediation effect remained when the response time was short.
참고문헌 (34)
- Christopher K. Hsee, "The Evaluability Hypothesis: An Explanation for Preference Reversals between Joint and Separate Evaluations of Alternatives", Organizational Behavior and Human Decision Processes, 67(3), pp.247~257 (1996), Elsevier BV[DOI]
- Cassie Mogilner, "Eternal Quest for the Best: Sequential (vs. Simultaneous) Option Presentation Undermines Choice Commitment", Journal of Consumer Research, 39(6), pp.1300~1312 (2013), Oxford University Press (OUP)[DOI]
- Christopher K. Hsee, "Will Products Look More Attractive When Presented Separately Or Together?", Journal of Consumer Research, 25(2), pp.175~186 (1998), Oxford University Press (OUP)[DOI]
- A. Tversky, "Rational theory and constructive choice", IEA Conference Volume Series, 114, pp.185~197 (1996), The MacMillan Press Ltd
- Max H. Bazerman, "The Inconsistent Role of Comparison Others and Procedural Justice in Reactions to Hypothetical Job Descriptions: Implications for Job Acceptance Decisions", Organizational Behavior and Human Decision Processes, 60(3), pp.326~352 (1994), Elsevier BV[DOI]
- S. M. Nowlis, "The context-dependency of attributes as a determinant of preference-reversals between choices and judgments of purchase likelihood", Stanford University, ~ (1994)
- Shankha Basu, "Choosing one at a time? Presenting options simultaneously helps people make more optimal decisions than presenting options sequentially", Organizational Behavior and Human Decision Processes, 139, pp.76~91 (2017), Elsevier BV[DOI]
- N. Liberman, "The effect of temporal distance on level of mental construal", Journal of Experimental Social Psychology, 38(6), pp.523~534 (2002)[DOI]
- Yaacov Trope, "Construal-level theory of psychological distance", Psychological Review, 117(2), pp.440~463 (2010), American Psychological Association (APA)[DOI]
- Antonio L. Freitas, "The influence of abstract and concrete mindsets on anticipating and guiding others' self-regulatory efforts", Journal of Experimental Social Psychology, 40(6), pp.739~752 (2004), Elsevier BV[DOI]
- Kentaro Fujita, "Construal levels and self-control", Journal of Personality and Social Psychology, 90(3), pp.351~367 (2006), American Psychological Association (APA)[DOI]
- Jens Förster, "Temporal Construal Effects on Abstract and Concrete Thinking: Consequences for Insight and Creative Cognition", Journal of Personality and Social Psychology, 87(2), pp.177~189 (2004), American Psychological Association (APA)[DOI]
- R. Macdonnell, "How construals of money versus time impact consumer charitable giving", Journal of Consumer Research, 42(4), pp.551~563 (2015)[DOI]
- Ginger L Pennington, "Regulatory focus and temporal distance", Journal of Experimental Social Psychology, 39(6), pp.563~576 (2003), Elsevier BV[DOI]
- Gabriele Pizzi, "Showing a tree to sell the forest: The impact of attribute- and alternative-based information presentation on consumers’ choices", Journal of Economic Psychology, 42, pp.41~51 (2014), Elsevier BV[DOI]
- Lei Su, "Strategy compatibility: The time versus money effect on product evaluation strategies", Journal of Consumer Psychology, 24(4), pp.549~556 (2014), Wiley[DOI]
- Mehdi Mourali, "Regulatory fit from attribute-based versus alternative-based processing in decision making", Journal of Consumer Psychology, 19(4), pp.643~651 (2009), Wiley[DOI]
- Lyle Brenner, "Comparison, Grouping, and Preference", Psychological Science, 10(3), pp.225~229 (1999), SAGE Publications[DOI]
- Sabrina D. Bruyneel, "Engaging in self-regulation results in low-level construals", European Journal of Social Psychology, 42(6), pp.763~769 (2012), Wiley[DOI]
- Echo Wen Wan, "Carryover Effects of Self-Control on Decision Making: A Construal-Level Perspective", Journal of Consumer Research, 38(1), pp.199~214 (2011), Oxford University Press (OUP)[DOI]
- Pamela K. Smith, "You focus on the forest when you're in charge of the trees: Power priming and abstract information processing", Journal of Personality and Social Psychology, 90(4), pp.578~596 (2006), American Psychological Association (APA)[DOI]
- S. Epstein, "Dual-Process Theories in Social Psychology", pp.462~482 (2000), Guilford Press
- Janet Metcalfe, "A hot", cool-system analysis of delay of gratification: Dynamics of willpower, 1999, pp.106(1), 3~19[DOI]
- Daniel Y.-J. Yang, "Polarized Attitudes Toward the Ground Zero Mosque are Reduced by High-Level Construal", Social Psychological and Personality Science, 4(2), pp.244~250 (2012), SAGE Publications[DOI]
- Jamie B. Luguri, "Of two minds: The interactive effect of construal level and identity on political polarization", Journal of Experimental Social Psychology, 49(6), pp.972~977 (2013), Elsevier BV[DOI]
- Hannah H. Chang, "Affect as a Decision-Making System of the Present", Journal of Consumer Research, 40(1), pp.42~63 (2013), Oxford University Press (OUP)[DOI]
- Leaf Van Boven, "Feeling close: Emotional intensity reduces perceived psychological distance", Journal of Personality and Social Psychology, 98(6), pp.872~885 (2010), American Psychological Association (APA)[DOI]
- A. Rubinstein, "Response time and decision making : An experimental study", Judgment & Decision Making, 8(5), pp.540~551 (2013)
- Anja Achtziger, "Fast or Rational? A Response-Times Study of Bayesian Updating", Management Science, 60(4), pp.923~938 (2013), Institute for Operations Research and the Management Sciences (INFORMS)[DOI]
- J.Edward Russo, "The Distortion of Information during Decisions", Organizational Behavior and Human Decision Processes, 66(1), pp.102~110 (1996), Elsevier BV[DOI]
- A. F. Hayes, "Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-based Approach" (2017), Guilford Press
- I. Ajzen, "The Sense of Agency", pp.115~144 (2015), Oxford University Press
- Icek Ajzen, "Attitude-behavior relations: A theoretical analysis and review of empirical research", Psychological Bulletin, 84(5), pp.888~918 (1977), American Psychological Association (APA)[DOI]
- Roy F. Baumeister, "Bad is Stronger than Good", Review of General Psychology, 5(4), pp.323~370 (2001), SAGE Publications[DOI]
