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Essays on consumer behavior

Author: Lajos, Joseph INSEAD Area: MarketingPublisher: Fontainebleau : INSEAD, 2009.Language: EnglishDescription: 144 p. : Ill. ; 30 cm.Type of document: INSEAD ThesisThesis Note: For the degree of Ph.D. in management, INSEAD, May 2009Bibliography/Index: Includes bibliographical referencesAbstract: This dissertation is a compilation of four essays within the domain of consumer behavior. Essay 1 develops a spreading activation model to predict where within a category structure consumers are likely to position a subcategory that they have created to accommodate a new, hybrid product, and shows that the probability that an individual will position a new category subordinate to a particular category i is proportional to the relative number of categories that are already subordinate to i. Essay 2 examines the effects of moods elicited by broadcast and print media content on people's responses to embedded advertisements that elicit positive or negative moods, and shows that people have more favorable attitudes toward advertisements that elicit a mood that matches (vs. mismatches) the mood elicited by the media content in which they are embedded, thereby leading to the novel discovery that while engaged in consuming sad editorial content, people like sad ads more than happy ads. Essays 3 shows that use of an electronic recommendation agent leads consumers to overweight functional product attributes relative to hedonic cues when selecting a product, thereby leading consumers in some circumstances to be less satisfied with products selected with the aid of a recommendation agent than without. Essays 4 combines research indicating that packages that attract more attention are perceived to have a greater volume with research suggesting that high wavelength colors (e.g., red) attract more attention than the low wavelength colors (e.g., purple) to show that consumers judge products to have greater volumes when their packages have a high wavelength color than when they have low wavelength color. List(s) this item appears in: Ph.D. Thesis
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For the degree of Ph.D. in management, INSEAD, May 2009

Includes bibliographical references

This dissertation is a compilation of four essays within the domain of consumer behavior.
Essay 1 develops a spreading activation model to predict where within a category structure consumers are likely to position a subcategory that they have created to accommodate a new, hybrid product, and shows that the probability that an individual will position a new category subordinate to a particular category i is proportional to the relative number of categories that are already subordinate to i.
Essay 2 examines the effects of moods elicited by broadcast and print media content on people's responses to embedded advertisements that elicit positive or negative moods, and shows that people have more favorable attitudes toward advertisements that elicit a mood that matches (vs. mismatches) the mood elicited by the media content in which they are embedded, thereby leading to the novel discovery that while engaged in consuming sad editorial content, people like sad ads more than happy ads.
Essays 3 shows that use of an electronic recommendation agent leads consumers to overweight functional product attributes relative to hedonic cues when selecting a product, thereby leading consumers in some circumstances to be less satisfied with products selected with the aid of a recommendation agent than without.
Essays 4 combines research indicating that packages that attract more attention are perceived to have a greater volume with research suggesting that high wavelength colors (e.g., red) attract more attention than the low wavelength colors (e.g., purple) to show that consumers judge products to have greater volumes when their packages have a high wavelength color than when they have low wavelength color.

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