Reaching for the (Product) Stars: Measuring Recognition and Approach Speed to Get Insights Into Consumer Choice

Oliver Genschow; Arnd Florack; Vikram S. Chib; Shinsuke Shimojo; Martin Scarabis; Michaela Wänke

doi:10.1080/01973533.2013.785399

Reaching for the (Product) Stars: Measuring Recognition and Approach Speed to Get Insights Into Consumer Choice

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Reaching for the (Product) Stars: Measuring Recognition and Approach Speed to Get Insights Into Consumer Choice. / Genschow, Oliver; Florack, Arnd; Chib, Vikram S. et al.
in: Basic and Applied Social Psychology, Jahrgang 35, Nr. 3, 01.05.2013, S. 298-315.

Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung › begutachtet

Bibtex

@article{8d76edd673f346dfa7e69ff63e274d53,

title = "Reaching for the (Product) Stars: Measuring Recognition and Approach Speed to Get Insights Into Consumer Choice",

abstract = "In three studies, an easy-to-apply response time task that differentiates between recognition and approach speed was applied. The results indicate that individuals recognized and approached positive stimuli faster than negative stimuli (Pilot Study). But, when the choice options differed less in valence, approach movement time was a better predictor of consumer choice and willingness to pay than recognition time (Study 1) and a better predictor of consumer choice than self-reports when the choice was made with an affective compared to a cognitive focus (Study 2). Moreover, approach movement time, but not recognition time correlated with other implicit measures.",

keywords = "Business psychology",

author = "Oliver Genschow and Arnd Florack and Chib, {Vikram S.} and Shinsuke Shimojo and Martin Scarabis and Michaela W{\"a}nke",

note = "Funding Information: The research reported in this article was supported by a grant from the German Research Foundation to the second author (FL 365/3-1), and a grant from the decode Marketingberatung GmbH to the first and second author.",

year = "2013",

month = may,

day = "1",

doi = "10.1080/01973533.2013.785399",

language = "English",

volume = "35",

pages = "298--315",

journal = "Basic and Applied Social Psychology",

issn = "0197-3533",

publisher = "Taylor & Francis",

number = "3",

}

RIS

TY - JOUR

T1 - Reaching for the (Product) Stars

T2 - Measuring Recognition and Approach Speed to Get Insights Into Consumer Choice

AU - Genschow, Oliver

AU - Florack, Arnd

AU - Chib, Vikram S.

AU - Shimojo, Shinsuke

AU - Scarabis, Martin

AU - Wänke, Michaela

N1 - Funding Information: The research reported in this article was supported by a grant from the German Research Foundation to the second author (FL 365/3-1), and a grant from the decode Marketingberatung GmbH to the first and second author.

PY - 2013/5/1

Y1 - 2013/5/1

N2 - In three studies, an easy-to-apply response time task that differentiates between recognition and approach speed was applied. The results indicate that individuals recognized and approached positive stimuli faster than negative stimuli (Pilot Study). But, when the choice options differed less in valence, approach movement time was a better predictor of consumer choice and willingness to pay than recognition time (Study 1) and a better predictor of consumer choice than self-reports when the choice was made with an affective compared to a cognitive focus (Study 2). Moreover, approach movement time, but not recognition time correlated with other implicit measures.

AB - In three studies, an easy-to-apply response time task that differentiates between recognition and approach speed was applied. The results indicate that individuals recognized and approached positive stimuli faster than negative stimuli (Pilot Study). But, when the choice options differed less in valence, approach movement time was a better predictor of consumer choice and willingness to pay than recognition time (Study 1) and a better predictor of consumer choice than self-reports when the choice was made with an affective compared to a cognitive focus (Study 2). Moreover, approach movement time, but not recognition time correlated with other implicit measures.

KW - Business psychology

UR - http://www.scopus.com/inward/record.url?scp=84878626360&partnerID=8YFLogxK

UR - https://www.mendeley.com/catalogue/0a675874-be98-3d9a-8e76-a3b6311cf613/

U2 - 10.1080/01973533.2013.785399

DO - 10.1080/01973533.2013.785399

M3 - Journal articles

AN - SCOPUS:84878626360

VL - 35

SP - 298

EP - 315

JO - Basic and Applied Social Psychology

JF - Basic and Applied Social Psychology

SN - 0197-3533

IS - 3

ER -

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https://doi.org/10.1080/01973533.2013.785399
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Reaching for the (Product) Stars: Measuring Recognition and Approach Speed to Get Insights Into Consumer Choice

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