SENSORY MEMORY SYSTEMS**Preparation of this chapter was supported, in part, by NIH Grant 1 RO 1 MH26623-01. Some of the material has been taken from Principles of learning and memory, by R. G. Crowder (Hillsdale, N. J.: Erlbaum, 1976). Reprinted by permission of the author and the publisher.

Crowder, Robert G.

doi:10.1016/b978-0-12-161908-4.50016-4

Cited by 252 publications

(387 citation statements)

References 64 publications

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“…We also test a new prediction in study 3: the effect of retailer-specific (vs. open-use) gift cards on preferences should be strongest among people who are most familiar with the retailers. Previous research has found that experts have better established category representations of their domains of expertise than novices (Alba and Hutchinson 1987;Crowder 1976;Nokes, Schunn, and Chi 2010). Hence brand experts should have higher chronic availability of category structure (i.e., they should be more aware of the typicality of various products available at the retailer).…”

Section: Study 3: Generalization To Multiple Pairs Of Retailers and Mmentioning

confidence: 99%

On the Mental Accounting of Restricted-Use Funds: How Gift Cards Change What People Purchase

Reinholtz¹,

Bartels²,

Parker³

2015

J Consum Res

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This article emphasizes the role of categorization in mental accounting and proposes that once a mental account is established, purchases that are highly congruent with the purpose of the mental account (i.e., typical category members) will be more preferred in selection decisions compared to purchases that are less congruent (i.e., atypical category members). This hypothesis is tested in the context of gift cards. Six studies find that people shopping with a retailer-specific gift card-and so, the authors argue, possessing a retailer-specific mental accountexpress an increased preference for products more typical of the retailer compared to those shopping with more fungible currency. This pattern is found to occur for both well-known retailers, where people already possess product-typicality knowledge, and fictional retailers, where product-typicality cues are provided. An alternative account based on semantic priming is not supported by these data. These results both broaden the contemporary understanding of how mental accounting influences preferences and provide retailers deeper insight into their customers' decision processes.Keywords: mental accounting, categorization, gift cards, mental representation M ental accounting is a framework for understanding how people label and track their money (Thaler 1985(Thaler , 1999. The present work examines the role of mental accounting in product selection decisions, arguing that the formation of a mental account can predictably change preferences for one type of product over another. Specifically, purchases most congruent with the purpose of the mental account will become more preferred. Further, congruency with the mental account can be assessed using established principles of categorization and mental representation.Our research focuses on a common situation where new mental accounts are likely to arise-the acquisition of gift cards. We argue that acquiring a gift card from a retailer (hereafter, a "retailer-specific" gift card) creates a goal to purchase from that retailer. From this premise, we build on research that argues mental accounts are formed around goals (Brendl, Markman, and Higgins 1998). Thus receiving a retail-specific gift card should trigger the intent to spend it and initiate a corresponding mental account to monitor transactions in service of this spending goal.Nicholas Reinholtz (nicholas.s.reinholtz@colorado.edu) is a postdoctoral research associate at the University of Colorado Boulder, Leeds School of Business, S442 UCB, Boulder, CO 80309. Daniel M. Bartels (bartels@uchicago.edu) is an assistant professor of marketing at the University of Chicago, 5807 S. Woodlawn Ave., Chicago, IL 60637. Jeffrey R. Parker (jeffparker@gsu.edu) is an assistant professor of marketing at Georgia State University, PO Box 3991, Atlanta, GA 30302. The authors thank Charlene Chen, Don Lehmann, Jonathan Levav, Malia Mason, Oleg Urminsky, Liad Weiss, Lawrence Williams, George Wu and his lab group, participants in a University of Colorado seminar, and members of hocag ...

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Section: Study 3: Generalization To Multiple Pairs Of Retailers and Mmentioning

confidence: 99%

On the Mental Accounting of Restricted-Use Funds: How Gift Cards Change What People Purchase

Reinholtz¹,

Bartels²,

Parker³

2015

J Consum Res

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“…The extensive work on attitudes, research on cognitive dissonance and cog- 3 Contemporary cognitive psychology simply ignores affect. The words affect, attitude, emotion, feeling, and sentiment do not appear in the indexes of any of the major works on cognition (Anderson, 1976;Anderson & Bower, 1973;Bobrow & Collins, 1975;Crowder, 1976;Kintsch, 1974;Lachman, Lachman, & Butterfield, 1979;Norman & Rumelhart, 1975;Schank & Abelson, 1977;Tulving & Donaldson, 1972). Nor do these concepts appear in Neisser's (1967) original work that gave rise to the cognitive revolution in experimental psychology.…”

mentioning

confidence: 99%

Feeling and thinking: Preferences need no inferences.

Zajonc¹

1980

American Psychologist

6,594

180

3,491

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Affect is considered by most contemporary theories to be postcognitive, that is, to occur only after considerable cognitive operations have been accomplished. Yet a number of experimental results on preferences, attitudes, impression formation, and de-_ cision making, as well as some clinical phenomena, suggest that affective judgments may be fairly independent of, and precede in time, the sorts of perceptual and cognitive operations commonly assumed to be the basis of these affective judgments. Affective reactions to stimuli are often the very first reactions of the organism, and for lower organisms they are the dominant reactions. Affective reactions can occur without extensive perceptual and cognitive encoding, are made with greater confidence than cognitive judgments, and can be made sooner. Experimental evidence is presented demonstrating that reliable affective discriminations (like-dislike ratings) can be made in the total absence of recognition memory (old-new judgments).Various differences between judgments based on affect and those based on perceptual and cognitive processes are examined. It is concluded that affect and cognition are under the control of separate and partially independent systems that can influence each other in a variety of ways, and that both constitute independent sources of effects in information processing.

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“…9 The 76 stimuli (19 images × 4 words) were arranged in four semi-random sets (i.e., A, B, C, D). Within each semi-random set, stimuli were shown to subjects in 4 sections: 1 to 19; 20 to 38; 39 to 57; and 58 to 76; with a 2 min break between 8 The Japanese language is written with a combination of three scripts:…”

Section: Methodsmentioning

confidence: 99%

“…When exposed to a print ad containing these three elements, with the word 'peaceful' embedded in the scene, his schema of a forest landscape will be activated, matching the environmental input (image and words) with his past experience, with an accompanying sense of familiarity. Familiarity 2 may be defined as the frequency with which one has been exposed to an item in the past [8]. The feeling of familiarity is an affective response that occurs when cognitively processing a previously experienced event/…”

Section: Schema Theory and Familiaritymentioning

confidence: 99%

“…Subjects were shown the 24 image sequence on a computer screen and asked to write down 10 words that came to their mind (what they thought or felt) after viewing each image. They were required to write in Japanese (i.e., hiragana, katakana, and/or Chinese characters 8 ). The answer list resulted in 2,783 words, excluding blanks.…”

Section: Task 2 -Words 421 Word Evocationmentioning

confidence: 99%

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Image-Word Pairing-Congruity Effect on Affective Responses

Sanabria-Z

Cho

Sambai

et al. 2012

Kansei Engineering International Journal

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Abstract:The present study explores the effects of familiarity on affective responses (pleasure and arousal) to Japanese ad elements, based on the schema incongruity theory. Print ads showing natural scenes (landscapes) were used to create the stimuli (images and words). An empirical study was conducted to measure subjects' affective responses to image-word combinations that varied in terms of incongruity. The level of incongruity was based on familiarity levels, and was statistically determined by a variable called 'pairingcongruity status'. The tested hypothesis proposed that even highly familiar image-word combinations, when combined incongruously, would elicit strong affective responses. Subjects assessed the stimuli using bipolar scales. The study was effective in tracing interactions between familiarity, pleasure and arousal, although the incongruous image-word combinations did not elicit the predicted strong effects on pleasure and arousal. The results suggest a need for further research incorporating kansei (i.e., creativity) into the process of stimuli selection. Keywords: Incongruity, Familiarity, Affective Responses 1 Schemas are abstract cognitive representations generated when people experience attitude-influencing events such as advertisements [5]. 2 In this study, 'familiarity' was translated into Japanese as najimi.

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SENSORY MEMORY SYSTEMS**Preparation of this chapter was supported, in part, by NIH Grant 1 RO 1 MH26623-01. Some of the material has been taken from Principles of learning and memory, by R. G. Crowder (Hillsdale, N. J.: Erlbaum, 1976). Reprinted by permission of the author and the publisher.

Cited by 252 publications

References 64 publications

On the Mental Accounting of Restricted-Use Funds: How Gift Cards Change What People Purchase

On the Mental Accounting of Restricted-Use Funds: How Gift Cards Change What People Purchase

Feeling and thinking: Preferences need no inferences.

Image-Word Pairing-Congruity Effect on Affective Responses

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