How to design good experiments in marketing: Types, examples, and methods

Viglia, Giampaolo; Zaefarian, Ghasem; Ulqinaku, Aulona

doi:10.1016/j.indmarman.2021.08.007

Cited by 87 publications

(76 citation statements)

References 69 publications

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“…Importantly, this study involves actual monetary donations (Gu & Chen, 2021) to enhance external validity. Furthermore, we seek to rule out several alternative explanations (Viglia et al, 2021). Specifically, we examine whether donation behavior could be driven by a sense of guilt arising from indulging in status consumption (Hagtvedt & Patrick, 2016).…”

Section: Discussionmentioning

confidence: 99%

Status consumption and charitable donations: The power of empowerment

Klucarova

2022

Psychology and Marketing

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Status consumption, the act of consuming market offerings aimed at conferring status on the consumer, has often been portrayed as the opposite of charitable donation behavior. In a departure from prior works, this study examines the connection between these two seemingly contradictory behaviors. The results of seven studies (including one in the Supporting Information Appendix) demonstrate that status consumption, considered a self‐centered behavior, leads to increased charitable donations, a prosocial outcome. This effect is driven by a process of empowerment (i.e., increase in the sense of power that consumers derive from status consumption). The underlying mechanism of empowerment is examined using both mediation and moderation methods. Alternative explanations based on objective and perceived wealth, affect, guilt, static and objective power, and self‐presentation concerns are ruled out. Further investigation demonstrates that mere ownership of a status good is not sufficient; the consumption of the said product needs to take place for the effect to occur. Moreover, the predicted effect is attenuated for consumers who only desire but do not have status consumption and for those who believe in high power distance. Taken together, this study advances our understanding of status consumption by demonstrating how and when it empowers consumers to donate.

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Section: Discussionmentioning

confidence: 99%

Status consumption and charitable donations: The power of empowerment

Klucarova

2022

Psychology and Marketing

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“…Our research findings also suggest new research directions. First, although the experimental method used in our studies has advantages in supporting the proposed causal relationship, future research could expand the sample size and combine text mining, secondary data, and other methods to improve the generalizability of our conclusions (Viglia et al, 2021).…”

Section: Discussionmentioning

confidence: 99%

Product design, social exclusion, and product preference: The mediating role of psychological ownership and the moderating role of product type

Liu

Wei

Chen

et al. 2022

Psychology and Marketing

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This paper examines the effect of social exclusion and product design philosophy on consumers' design preference, its underlying mechanism, and boundary condition.We propose that rejected (vs. ignored) consumers should prefer a professional-(vs. user-) designed product through increased psychological ownership. Additionally, product complexity should moderate this effect, such that rejected (vs. ignored) consumers should prefer professional-designed products for low complexity products; for high-complexity products, we predict a preference for professionaldesigned products, regardless of consumers' state of social exclusion. Across four studies (including one using an incentive-compatible design), we empirically test these hypotheses using different operationalizations of social exclusion. Our research contributes to the literature on product design philosophy, social exclusion, and psychological ownership. The findings offer novel insights regarding ways for marketers to develop marketing strategies to effectively choose and advertise firms' design philosophy.

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“…One of the strengths of this study is that the number of participants included in the analysis was 38, which was sufficient for an experimental neuroimaging study. The type of this study is an “experiment with increased behavioral realism,” in which consumer behavior is measured in a laboratory setting and follows a within-subject design (Viglia et al, 2021 ). Such design is considered especially advantageous in consumer research because data tend to contain less noise and have higher statistical power, and a smaller sample size is deemed adequate (Viglia et al, 2021 ).…”

Section: Discussionmentioning

confidence: 99%

“…The type of this study is an “experiment with increased behavioral realism,” in which consumer behavior is measured in a laboratory setting and follows a within-subject design (Viglia et al, 2021 ). Such design is considered especially advantageous in consumer research because data tend to contain less noise and have higher statistical power, and a smaller sample size is deemed adequate (Viglia et al, 2021 ). The sample size may be an important issue in neuromarketing research (Lim et al, 2019 ).…”

Section: Discussionmentioning

confidence: 99%

Did It Change Your Mind? Neural Substrates of Purchase Intention Change and Product Information

2022

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Price and customer ratings are perhaps the two most important pieces of information consumers rely on when shopping online. This study aimed to elucidate the neural mechanism by which the introduction of these two types of information influences the purchase intention of potential consumers for hedonic products. Participants performed a lip-care product shopping task during functional magnetic resonance imaging, in which they re-disclosed purchase intentions referring to the information of price or rating provided about the products that they had previously disclosed their purchase intentions without any information. Data from 38 young female participants were analyzed to identify the underlying neural regions associated with the intention change and product information. The bilateral frontopolar cortex, bilateral dorsal anterior cingulate cortex (dACC), and left insula activated higher for the unchanged than changed intention condition. The right dACC and bilateral insula also activated more toward the price than the rating condition, whereas the medial prefrontal cortex and bilateral temporoparietal junction responded in the opposite direction. These results seem to reflect the shift to exploratory decision-making strategies and increased salience in maintaining purchase intentions despite referring to provided information and to highlight the involvement of social cognition-related regions in reference to customer ratings rather than price.

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How to design good experiments in marketing: Types, examples, and methods

Cited by 87 publications

References 69 publications

Status consumption and charitable donations: The power of empowerment

Status consumption and charitable donations: The power of empowerment

Product design, social exclusion, and product preference: The mediating role of psychological ownership and the moderating role of product type

Did It Change Your Mind? Neural Substrates of Purchase Intention Change and Product Information

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