Consumers’ Comparative Evaluative Judgment of Athlete Endorsers

2016 ◽  
Vol 30 (5) ◽  
pp. 553-565 ◽  
Author(s):  
Shintaro Sato ◽  
Yong Jae Ko ◽  
Kyriaki (Kiki) Kaplanidou ◽  
Daniel P. Connaughton
Keyword(s):  
Comparative Judgment ◽  
Category Membership ◽  
Evaluative Judgment ◽  
Contrast Effects ◽  
Consumer Judgment ◽  
The Impact

The purpose of this study was to examine consumers’ comparative judgment of athlete endorsers in back-toback advertisement settings. Drawing on the inclusion/exclusion model (Schwarz & Bless, 2007), the authors argue that (a) a recently observed athlete endorser impacts consumer judgment of subsequently presented endorsers, and (b) the valence of the impact depends on brand category membership of the consecutively presented endorsers. A 2 (representative endorser activation: present vs. absent) × 2 (brand category membership: membership vs. nonmembership) between-subjects design was administered across three experiments. Results demonstrated that the presence of a representative endorser increased a subsequently presented endorser’s perceived expertise when that subsequent endorser represented the same brand category. Results also demonstrated that the presence of a representative endorser decreased a subsequently presented endorser’s perceived expertise when that subsequent endorser did not represent the same brand category. Overall, these findings support both assimilation and contrast effects. The authors argue how this outcome can assist advertising managers to strategically position appropriate endorsers in marketing platforms.

Consumer Trade-Offs and the Evaluation of Services

1995 ◽  
Vol 59 (1) ◽  
pp. 17-28 ◽  
Author(s):  
Amy Ostrom ◽  
Dawn Lacobucci
Keyword(s):  
Conjoint Analysis ◽  
Service Industry ◽  
Price Level ◽  
Theoretical Explanation ◽  
Evaluative Judgment ◽  
Consumer Evaluations ◽  
Mediating Factors ◽  
Trade Offs ◽  
Credence Services ◽  
The Impact

The evaluation of services by consumers in terms of service attributes that should have an impact on judgments as well as the nature of the judgments themselves are investigated. A conjoint analysis is used to examine subjects’ utilities for service alternatives that differ in terms of price, level of quality, friendliness of the service personnel, and the degree of customization of the service. The impact on subjects’ utilities was studied in relation to several factors, including the type of service industry being evaluated (i.e., experience or credence services); the criticality of the service situation (i.e., high or low importance that the service be executed well); and the type of evaluative judgment asked of the respondent (i.e., ratings of subjects’ anticipated satisfaction, value, or likelihood of purchase). The results indicate that all service attributes are important to consumers and that their importance varies with the mediating factors. For example, consumers are price sensitive for less critical purchase situations, whereas quality is more important for credence services. The findings allow for a parsimonious theoretical explanation based on risk and the clarification of some constructs in the area of consumer evaluations.

Hedonic Contrast Effects Are Larger When Comparisons Are Social

2018 ◽  
Vol 46 (2) ◽  
pp. 286-306 ◽  
Author(s):  
Carey K Morewedge ◽  
Meng Zhu ◽  
Eva C Buechel
Keyword(s):  
Social Comparison ◽  
Contrast Effect ◽  
Time Pressure ◽  
Social Comparisons ◽  
Social Attention ◽  
Contrast Effects ◽  
Attentional Resources ◽  
Comparison Standards ◽  
Hedonic Contrast ◽  
The Impact

Abstract A hedonic contrast effect occurs when comparing a stimulus to its alternatives makes it better or worse. We find that counterfactual comparisons induce larger hedonic contrast effects when they are also social comparisons. Hedonic contrast effects influence happiness with a food or wage more when another person receives its counterfactual alternative than when no person receives its counterfactual alternative. Social attention, the propensity to attend to the experiences of other people, underlies the larger hedonic contrast effects induced by social comparisons. People pay more attention to counterfactual alternatives when they are also social comparison standards, and this difference in the allocation of attention mediates the larger hedonic contrast effects that social counterfactual comparisons induce. Reducing attentional resources with cognitive load or time pressure reduces the impact of social counterfactual comparisons, and drawing attention to nonsocial counterfactual comparisons increases their impact. Social attention makes comparisons stronger when they are social.

scholarly journals The Impact of Benchmark Set Composition on Auditors' Level 3 Fair Value Judgments

2019 ◽  
Vol 94 (6) ◽  
pp. 91-108 ◽  
Author(s):  
Sudip Bhattacharjee ◽  
Kimberly K. Moreno ◽  
Nicole S. Wright
Keyword(s):  
Discount Rate ◽  
Fair Value ◽  
Psychology Research ◽  
Contrast Effects ◽  
Value Judgments ◽  
Benchmark Data ◽  
Evaluation Task ◽  
Level 3 ◽  
Investment Experience ◽  
The Impact

ABSTRACT Auditors frequently use benchmarking analysis to evaluate the appropriateness of a client's estimates. Client management may strategically select benchmark data, making an auditor's evaluation task more difficult. Psychology research suggests that the composition of the benchmark set can lead to contrast effects, because evaluations of an option in a choice set can change based on the inclusion of other options in the set. In Experiment 1, we examine and find that auditors' judgments of the reasonableness of a client-preferred discount rate for a Level 3 investment are inappropriately influenced by the set of peer companies provided by the client as justification. In Experiment 2, audit managers performing the same task similarly exhibited contrast effects. However, as managers' investment experience increased, the influence of contrast effects from the benchmark set decreased. Given the widespread use of benchmark data, contrast effects from benchmark set composition have implications for accounting and auditing contexts.

Judicial Decision-Making

2018 ◽  
Author(s):  
Eyal Zamir ◽  
Doron Teichman
Keyword(s):  
Decision Making ◽  
Hindsight Bias ◽  
Moral Judgments ◽  
Contrast Effects ◽  
Judicial Decision ◽  
Judicial Decision Making ◽  
Inadmissible Evidence ◽  
The Rich ◽  
Omission Bias ◽  
The Impact

This chapter discusses the rich behavioral research on judicial decision-making. It opens with general theories of the cognitive process of judicial decision-making, focusing on the story model and coherence-based reasoning. It examines how various heuristics and biases—such as the compromise and contrast effects, hindsight bias, omission bias, and anchoring—are reflected in judicial decision-making. Special attention is given to the limited ability of fact-finders to disregard inadmissible evidence, the interactions between race and judicial decision-making, the role of non-consequentialist moral judgments in judicial decision-making, and the impact of the choice between rules and standards on the predictability of judgments. Finally, the chapter discusses two fundamental questions in the behavioral analysis of judicial decision-making: group decision-making, and decision-making by judges (as opposed to laypersons).

Formation of Lunar Craters and Bright Rays as a Result of Meteorite Impacts

1962 ◽  
Vol 14 ◽  
pp. 415-418
Author(s):  
K. P. Stanyukovich ◽  
V. A. Bronshten
Keyword(s):  
Explosive Charge ◽  
The Moon ◽  
Meteorite Impacts ◽  
The Earth ◽  
Lunar Craters ◽  
The Impact

The phenomena accompanying the impact of large meteorites on the surface of the Moon or of the Earth can be examined on the basis of the theory of explosive phenomena if we assume that, instead of an exploding meteorite moving inside the rock, we have an explosive charge (equivalent in energy), situated at a certain distance under the surface.

The Geosciences Applied to Lunar Exploration

1962 ◽  
Vol 14 ◽  
pp. 169-257 ◽  
Author(s):  
J. Green
Keyword(s):  
Lunar Surface ◽  
Probable Mechanism ◽  
Point Of View ◽  
Lunar Exploration ◽  
Geological Model ◽  
Apply Geophysics ◽  
Surface Features ◽  
The Impact

The term geo-sciences has been used here to include the disciplines geology, geophysics and geochemistry. However, in order to apply geophysics and geochemistry effectively one must begin with a geological model. Therefore, the science of geology should be used as the basis for lunar exploration. From an astronomical point of view, a lunar terrain heavily impacted with meteors appears the more reasonable; although from a geological standpoint, volcanism seems the more probable mechanism. A surface liberally marked with volcanic features has been advocated by such geologists as Bülow, Dana, Suess, von Wolff, Shaler, Spurr, and Kuno. In this paper, both the impact and volcanic hypotheses are considered in the application of the geo-sciences to manned lunar exploration. However, more emphasis is placed on the volcanic, or more correctly the defluidization, hypothesis to account for lunar surface features.

Asteroid and Comet Impact Speeds upon Mars: Significance for Panspermia and the Supply of Organics

1997 ◽  
Vol 161 ◽  
pp. 197-201 ◽  
Author(s):  
Duncan Steel
Keyword(s):  
Probability Distributions ◽  
Regions Of Interest ◽  
Significant Fraction ◽  
Organic Chemicals ◽  
Impact Speed ◽  
The Mean ◽  
The Impact

AbstractWhilst lithopanspermia depends upon massive impacts occurring at a speed above some limit, the intact delivery of organic chemicals or other volatiles to a planet requires the impact speed to be below some other limit such that a significant fraction of that material escapes destruction. Thus the two opposite ends of the impact speed distributions are the regions of interest in the bioastronomical context, whereas much modelling work on impacts delivers, or makes use of, only the mean speed. Here the probability distributions of impact speeds upon Mars are calculated for (i) the orbital distribution of known asteroids; and (ii) the expected distribution of near-parabolic cometary orbits. It is found that cometary impacts are far more likely to eject rocks from Mars (over 99 percent of the cometary impacts are at speeds above 20 km/sec, but at most 5 percent of the asteroidal impacts); paradoxically, the objects impacting at speeds low enough to make organic/volatile survival possible (the asteroids) are those which are depleted in such species.

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