The Effect of Vivid Attributes on the Evaluation of Alternatives: The Role of Differential Attention and Cognitive Elaboration

McGill, Ann L.; Anand, Punam

doi:10.1086/209207

Cited by 147 publications

(116 citation statements)

References 18 publications

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“…However, increasing the level of resources allocated to the message, the difference between vivid and pallid information is no more signifi cant (Rook, 1987). Contrary to this fi rst pattern of results, other studies showed that increasing the resources allocated to the message enhances the effect of vivid information (McGill and Anand, 1989), or even that vivid messages are more persuasive than pallid ones irrespective of the level of resources allocated (Shedler and Manis, 1986).…”

Section: The Vividness Effectmentioning

confidence: 86%

A strategy to communicate corporate social responsibility: cause related marketing and its dark side

Baghi

Rubaltelli

Tedeschi

2008

Corp Soc Responsibility Env

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Cause related marketing (CRM) is a strategy that aims to communicate a company's striving for corporate social responsibility and to improve brand image. A strategy to increase consumers' emotional involvement toward a product-cause association is to describe the cause in vivid terms. In two experiments we investigated how vivid messages might increase the effectiveness of CRM strategy. We sought to demonstrate that a vivid description of the cause could infl uence consumers' preferences and trust in the effective use of money collected by selling the product. Experiment 1 results showed that individuals prefer products associated with a vivid message of the social cause rather than products associated with a pallid message. Experiment 2 results suggested that vivid messages induce more positive affective reactions and a higher trust in the effective use of money than pallid ones. In the fi nal section, the implications of CRM for corporate social responsibility are discussed.

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Section: The Vividness Effectmentioning

confidence: 86%

A strategy to communicate corporate social responsibility: cause related marketing and its dark side

Baghi

Rubaltelli

Tedeschi

2008

Corp Soc Responsibility Env

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“…Respondents were asked to rate the vividness of each of the two snacks, with the order being counterbalanced, on the following seven-point items: "not easy to visualize consuming the cake/fruit-salad (1)/easy to visualize myself consuming the cake/fruit-salad (7)," "not easy to imagine myself consuming the cake/fruit-salad (1)/ easy to imagine myself consuming the cake/fruit-salad (7)," and "not easy to picture myself consuming the cake/fruitsalad (1)/easy to picture myself consuming the cake/fruitsalad (7)." These items were adapted from Anand- Keller and Block (1997) and McGill and Anand (1989). Cronbach's alpha for these items measuring the vividness of the snacks was .81 for the cake and .79 for the fruit salad, so the responses were averaged to form one vividness-related variable for the cake and one for the fruit salad.…”

Section: Stimuli and The Presentation-mode Manipulationmentioning

confidence: 99%

Heart and Mind in Conflict: the Interplay of Affect and Cognition in Consumer Decision Making

Shiv¹,

Fedorikhin²

1999

J CONSUM RES

1,616

1,242

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This article examines how consumer decision making is influenced by automatically evoked task-induced affect and by cognitions that are generated in a more controlled manner on exposure to alternatives in a choice task. Across two experiments respondents chose between two alternatives: one (chocolate cake) associated with more intense positive affect but less favorable cognitions, compared to a second (fruit salad) associated with less favorable affect but more favorable cognitions. Findings from the two experiments suggest that if processing resources are limited, spontaneously evoked affective reactions rather than cognitions tend to have a greater impact on choice. As a result, the consumer is more likely to choose the alternative that is superior on the affective dimension but inferior on the cognitive dimension (e.g., chocolate cake). In contrast, when the availability of processing resources is high, cognitions related to the consequences of choosing the alternatives tend to have a bigger impact on choice compared to when the availability of these resources is low. As a result, the consumer is more likely to choose the alternative that is inferior on the affective dimension but superior on the cognitive dimension (e.g., fruit salad). The moderating roles of the mode of presentation of the alternatives and of a personality variable related to impulsivity are also reported.Men, as well as women, are much oftener led by their hearts than by their understandings. (LORD CHESTERFIELD) With all its cleverness, however, decision theory is somewhat crippled emotionally, and thus detached from the emotional and visceral richness of life. (GEORGE LOEWENSTEIN 1996, p. 289)

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“…It extends multiattribute models of consumer decision-making in economics (8-10), psychology (11)(12)(13), and marketing (14,15) to both charitable giving and motivation crowding-out contexts. In addition, the proposed role of donor mindsets extends previous literature in psychology (16,17) by suggesting that these mindset effects may be mediated by saliency and attention.…”

Section: Literature Reviewmentioning

confidence: 99%

“…One commonly cited theory (6,7) suggests that gifts reduce the donation's ability to act as a self-signal of altruism, thus reducing motivation to donate. Alternatively, attention-based multiattribute choice models (8)(9)(10)(11)(12)(13)(14)(15) predict that individuals overweight salient attributes and underweight shrouded attributes when making choices. If the thankyou gift is a particularly salient attribute, this may cause the donor to underweight less salient intrinsic motives such as altruism, potentially leading to lower motivation to donate.…”

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confidence: 99%

Demotivating incentives and motivation crowding out in charitable giving

Chao

2017

Proc. Natl. Acad. Sci. U.S.A.

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Research has shown that extrinsic incentives can crowd out intrinsic motivation in many contexts. Despite this, many nonprofits offer conditional thank-you gifts, such as mugs or tote bags, in exchange for donations. In collaboration with a nonprofit, this study implements a direct mail field experiment and demonstrates that thank-you gifts reduced donation rates in a fundraising campaign. Attention-based multiattribute choice models suggest that this is because prospective donors shift attention to the salient gift offer, causing them to underweight less salient intrinsic motives. Attention to the gift may also cause individuals to adopt a more cost-benefit mindset, further de-emphasizing intrinsic motives. Consistent with these hypotheses, crowding out was driven by those who donated higher amounts in the previous year (i.e., those who likely had higher intrinsic motivation). In a complementary online experiment, thank-you gifts also reduced donation rates but only when the gift was visually salient. This corroborates the mediating role of attention in crowding out. Taken together, the laboratory and field results demonstrate that this fundraising technique can be demotivating in some contexts and that this may occur through an attention-based mechanism.motivation crowding out | charitable giving | multiattribute choice | attention | saliency

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The Effect of Vivid Attributes on the Evaluation of Alternatives: The Role of Differential Attention and Cognitive Elaboration

Cited by 147 publications

References 18 publications

A strategy to communicate corporate social responsibility: cause related marketing and its dark side

A strategy to communicate corporate social responsibility: cause related marketing and its dark side

Heart and Mind in Conflict: the Interplay of Affect and Cognition in Consumer Decision Making

Demotivating incentives and motivation crowding out in charitable giving

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