Effects of Interpersonal Influences on Innovation Evaluation

but not knowing the particular prize won) would lead to prolonged happiness depends on the amount of imagery thought elicited by the event. Positive moods would be sustained only when people can generate sufficient imagery thought about the various possibilities involved in the event. Results from three experiments lend support to the proposed mechanism underlying happiness prolongation following uncertain positive events. In the present economic environment, where technological advances happen very quickly and a product’s life cycle is cut short, companies need a strategy for innovations development to accomplish the objectives. In this paper, we analyze how the addition of innovations affect product evaluation, and how this influence is affected by the type of innovation, but also by the individual’s interpersonal influences. The preliminary analyses confirm that the impact of the interpersonal influences on innovation evaluation depends on innovation type. Abstract Guilt is a negative state that an individual experiences in reaction to either a positive but undeserved event or a negative but deserved event (Roseman, 1984). Despite its negative valence, guilt is considered a functional emotion, because it informs individuals that they have violated personal or social standards and motivates reparative action (Tangney, Miller, Flicker, & Barlow, 1996). In a consumption context, guilt has been linked to impulsive buying (Rook, 1987), compulsive consumption (O’Guinn & Faber, 1989), and overspending (Pirisi, 1995). This guilt about consumption is usually named “Consumer Guilt. ” Furthermore, Burnett and Lunsford (1994) defined consumer guilt as “a violation of one’s internal standard and subsequently a lowering of self esteem”; they also suggested four dimensions of consumer guilt: financial guilt, health guilt, moral guilt, and social responsibility guilt. Although previous research has defined consumer guilt, the difference between consumer guilt versus guilt in a general term is not clear. Beyond the several categories of consumer guilt, the construct and measurement of consumer guilt are still not available Abstract This research develops a conceptual framework which incorporates both the motivational and the interference effects of scarcity on information processing. The results from two studies show that scarcity influences consumers’ perceptions of price information for a travel package with the pattern of results being dependent on price levels and consumers’ motivation to process information. Analyses of thought measures provided further support for the underlying processes. Abstract Deception—intentionally misleading others about the truth—is a fundamental human behavior, commonly practiced in the marketplace by both buyers and sellers. Building upon the Persuasion Knowledge Model (Friestad & Wright, 1994), we propose that consumers develop sensitivity and coping strategies in response to marketers’ deceptive attempts. In particular, consumers’ deception knowledge functions as a sensor in the formation of a valid attitude towards an advertisement or an influence agent. This process is described as associative decision making in psychology literature (e.g. Massaro, 1994). The basic notion is that consumers are able to recognize similar misleading patterns based on what they learn about marketers’ practices. Therefore, they are more likely to perceive advertisement as deceptive and are less likely to be misled. The Persuasion Knowledge Model (PKM) is a useful framework for organizing knowledge that is relevant to marketplace deception since knowledge of deception can be viewed as a subset of knowledge about persuasion. The PKM argues that from early childhood through early adulthood and beyond, an individual develops knowledge relevant for the two persuasion-related tasks of everyday life: coping effectively with others’ persuasion attempts and effectively executing one’s own persuasion attempts. In this study, we aim to investigate the functions and limits of deception knowledge when consumers cope with deceptive ads. Both situational factors and individual differences are examined: knowledge or salience of the potentially deceptive tactics used, high and low stake situation (whether the expected consequence of being misled is serious), Massaro, D. W. (1994). A pattern recognition account of decision making. Memory and Cognition, 22, 616-627. Brands that have increased memory accessibility have an advantage to less accessible brands (Nedungadi, 1990). The present work focuses on the effects of prior experiences on consumer memory for brands in choice situations. Previous research suggests that only minor (i.e., relatively low share) brands within a product category will benefit from advertising effects of competitors (Nedungadi, 1990). For example, advertising for Sprite would be more beneficial to a minor brand such as 7-Up than to a major brand within that category, such as Coke. consists if suggesting that the is created by the encoding