Asymmetric option effects on ease of choice criticism and defense

Krämer, Thomas; Maimaran, Michal; Simonson, Itamar

doi:10.1016/j.obhdp.2011.10.005

Cited by 9 publications

(13 citation statements)

References 22 publications

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“…This finding resonates with previous research on conventional and unconventional decisions' potential for defense and criticism (Kramer, Maimaran and Simonson 2012). Moreover, Study 2 revealed an interesting differential pattern regarding the mediating roles of purchase justifiability and normative expectations, whereby GBSC perceptions promote global brand purchases through ascribing them with justifiability, while, in contrast, they inhibit local brand purchases through wreathing them in the fear of normative criticism.…”

Section: Discussionsupporting

confidence: 87%

“…In line with this match, we demonstrate that global brands' functional, symbolic and identity-strengthening functions (Strizhakova and preferring local brands in global brand dominant categories) are avoided due to consumer fear of disconfirming normative expectations and thus exposing the self to reference group criticism (Kramer, Maimaran and Simonson 2012). We show that consumers' perceptions of global or local brand superiority within a category are not exclusively idiosyncratic but can be partly explained by a match between generic category properties and global brand benefits.…”

Section: Theoretical Contributionsupporting

confidence: 63%

Section: H3b: Product Category Consumption Visibility Has a Positive mentioning

confidence: 99%

“…Criticism arguments seek to undermine the rightfulness of a decision and are usually based on norms and conventional expectations, while defense arguments seek to support, explain and justify a decision and are usually based on individual preferences and tastes (Kramer, Maimaran and Simonson 2012). Beyond justifiability, most consumption decisions are made under the presence of others (Kramer, Maimaran and Simonson 2012); thus the expectations of these "others" contribute strongly to preference formation due to consumers' pressure to behave in an normatively-aligned way (Ajzen 1991;Bearden and Etzel 1982). The justification potential of an option increases the likelihood of selecting this option by (a) protecting the decision maker's self-esteem (Simonson 1989), and (b) attenuating post-decisional regret if the selected option proves suboptimal (Connolly and Zeelenberg 2002).…”

Section: H3b: Product Category Consumption Visibility Has a Positive mentioning

confidence: 99%

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How Product Category Shapes Preferences toward Global and Local Brands: A Schema Theory Perspective

Davvetas

Diamantopoulos

2016

Journal of International Marketing

104

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Unlike the abundance of research on brand-and consumer-related determinants of global/local brand preference, little is known about whether/how the product category affects consumer choices between local and global brands. Drawing from schema theory, the authors (a) argue that consumers rely on their product category schemata to form perceptions of global vs. local brand superiority, (b) introduce a compact scale to measure these perceptions, and (c) identify their key antecedents and consequences. Two studies in developed and emergent markets empirically support the hypotheses across multiple product categories, for both real and fictitious brands.Results indicate that consumers perceive global brands as superior to local in product categories with strong functional character and extensive symbolic capacity. Moreover, brands congruent with category superiority perceptions are preferred because of their justifiability, while brands deviating from these perceptions are avoided due to their proneness to normative criticism. The findings imply that global/local brand preference is largely formed at the product category level and advocate category-specific strategies for global/local brand management.

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Section: Discussionsupporting

confidence: 87%

Section: Theoretical Contributionsupporting

confidence: 63%

Section: H3b: Product Category Consumption Visibility Has a Positive mentioning

confidence: 99%

Section: H3b: Product Category Consumption Visibility Has a Positive mentioning

confidence: 99%

See 2 more Smart Citations

How Product Category Shapes Preferences toward Global and Local Brands: A Schema Theory Perspective

Davvetas

Diamantopoulos

2016

Journal of International Marketing

104

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“…Our research suggests that attitudes toward these specific policies can vary considerably, depending on how much one personally values the purchase in question. This finding contrasts with other work emphasizing the relative immunity of personal tastes to social judgments (Kramer, Maimaran, and Simonson 2012;Savani, Markus, and Connern 2008;Stigler and Becker 1977). Instead, we observe that consumers easily judge others' purchases based on personal tastes and that existing welfare stereotypes allow these egocentric judgments of value to inform broader character judgments.…”

Section: Discussioncontrasting

confidence: 94%

The Effect of Egocentric Taste Judgments on Stereotyping of Welfare Recipients and Attitudes Toward Welfare Policy

Shepherd¹,

Campbell²

2019

Journal of Public Policy & Marketing

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Despite the centrality of purchasing behavior and choice to the welfare debate, research has generally understood attitudes toward welfare at a broader level and as a function of rational or deliberative processes (e.g., self-interest, ideology). This project identifies the effect of egocentrism on welfare attitudes, finding that a welfare recipient’s purchase of an item that the participant personally values less (vs. more) leads to increased stereotyping of welfare recipients (e.g., irresponsibility, impulsivity) and favorable attitudes toward policy that would restrict that purchase. This effect is illustrated for both chronic and situational preferences and across a number of products commonly debated in welfare policy. The authors find that egocentrism is robust to debiasing; therefore, tests of boundary conditions involved countering the stereotype of irresponsibility rather than the bias itself. For example, the effects do not emerge in the context of healthy foods and necessities, nor when information suggests that the target consumer is otherwise responsible (e.g., budgeting, clipping coupons). Implications for policy and welfare advocacy are discussed. In general, these findings establish how personal preferences may shape attitudes toward marginalized consumers and related policy.

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2022

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Asymmetric option effects on ease of choice criticism and defense

Cited by 9 publications

References 22 publications

How Product Category Shapes Preferences toward Global and Local Brands: A Schema Theory Perspective

How Product Category Shapes Preferences toward Global and Local Brands: A Schema Theory Perspective

The Effect of Egocentric Taste Judgments on Stereotyping of Welfare Recipients and Attitudes Toward Welfare Policy

Universal Design Activity: Select One Idea

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