Measuring and Modifying Consumer Impulsiveness : A Cost - Benefit Accessibility Framework  

Oleh:

Puri, Radhika

Jenis: Article from Bulletin/Magazine
Dalam koleksi: JOURNAL OF CONSUMER PSYCHOLOGY vol. 5 no. 2 (1996), page 87-114.
Topik: COST BENEFIT ANALYSIS; cost - benefit; accessibility framework; modifying; consumer impulsiveness

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ42.3 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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This article proposes a 2 - factor cognitive framework to explain consumer impulsiveness and appliers it to predict when and how different appeals will work to control consumer impulsiveness. It is proposed that impulsive behaviour is influenced by the relative accessibility of inputs such as the costs and the beenfits of impulsiveness. Accessibility in turn, depends on 2 factors, individuals' chronic values an appeal's ability to modify impulsiveness depends on the extent to which it makes salient costs that were not previously considered or attenuates benefits that were driving impulsive behaviour. Three experiments manipulated the situational salience of the benefit versus the costs of impulsiveness, measured impulsiveness using a new and validated consumer impulsiveness scale, and assessed how well different appeals modify impulsive behaviour. The experiments substantiated the model's predictions. Experiment I found that when the benefits of impulsiveness were the pleasured of yielding to temptation, hedonic, individuals responded to appeals that reduced this desire. By contrast, experience 2 showed that when the costs of impulsive behaviour were familiar but only probable (versus certain), hwdonics responded to appeals highlighting these costs. However, when the costs of impulsiveness were novela nd unpredictable, appeals highlighting them worked well for prudent individuals. Finally, experiment 3 showed that hedonics and prudents were equally susceptible to arguments justifying impulsive behaviour.

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