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Related Concept Videos

First Impression01:09

First Impression

First impressions play a crucial role in social perception, shaping how individuals assess others in professional, academic, and interpersonal contexts. Psychological research highlights the significance of cognitive biases, such as the primacy and recency effects, which influence how people interpret and recall information.The Primacy Effect and Cognitive AnchoringThe primacy effect describes the tendency for initial information to impact judgment disproportionately. When individuals encounter...
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In order to make good decisions, we use our knowledge and our reasoning. Often, this knowledge and reasoning is sound and solid. However, sometimes, we are swayed by biases or by others manipulating a situation. For example, let’s say you and three friends wanted to rent a house and had a combined target budget of $1,600. The realtor shows you only very run-down houses for $1,600 and then shows you a very nice house for $2,000. Might you ask each person to pay more in rent to get the $2,000...
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The representative heuristic describes a biased way of thinking, in which you unintentionally stereotype someone or something. For example, you may assume that your professors spend their free time reading books and engaging in intellectual conversation, because the idea of them spending their time playing volleyball or visiting an amusement park does not fit in with your stereotypes of professors.
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Related Experiment Video

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Spotlighting Customers' Visual Attention at the Stock, Shelf and Store Levels with the 3S Model
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Mere exposure and the endowment effect on consumer decision making.

Gail Tom1, Carolyn Nelson, Tamara Srzentic

  • 1College of Business Administration, California State University, Sacramento, CA 95819, USA. tomgk@csus.edu

The Journal of Psychology
|May 8, 2007
PubMed
Summary

Nonconscious processes influence consumer behavior. The mere exposure effect boosts preference, while the endowment effect increases valuation, but these effects operate independently without interaction.

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Area of Science:

  • Consumer Psychology
  • Marketing Science
  • Behavioral Economics

Background:

  • Nonconscious processes significantly impact consumer choice behavior, as established by prior research.
  • Understanding these unconscious influences is crucial for effective advertising strategies.

Purpose of the Study:

  • To investigate the independent and interactive effects of the mere exposure effect and the endowment effect on consumer behavior.
  • To determine how nonconscious processes influence object preference and valuation.

Main Methods:

  • Utilized an advertisement to expose participants to an object.
  • Manipulated nonconscious processes: mere exposure (increased exposure) and endowment (perceived possession).
  • Measured changes in object preference and object valuation.

Main Results:

  • The mere exposure effect significantly increased object preference but did not affect object valuation.
  • The endowment effect significantly increased object valuation but did not affect object preference.
  • No significant interaction was found between the mere exposure effect and the endowment effect.

Conclusions:

  • Object preference and object valuation are distinct constructs at the nonconscious level.
  • Increased preference does not automatically lead to increased valuation, and vice versa, when influenced by nonconscious processes.
  • Highlights the need for developing precise measures of unconscious processes to assess advertising effectiveness.