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Sex, Retail and Buyer Behavior with a Focus on Temporal Discounting

Sex, Retail and Buyer Behavior with a Focus on Temporal Discounting. A Basic Model of Retail Environment. Retail Environment (Situation). Consumer’s Choice (Behavior). Behavior is a function of the interaction between the person and the situation. B = f (P x S).

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Sex, Retail and Buyer Behavior with a Focus on Temporal Discounting

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  1. Sex, Retail and Buyer Behaviorwith a Focus onTemporal Discounting

  2. A Basic Model of Retail Environment Retail Environment (Situation) Consumer’s Choice (Behavior)

  3. Behavior is a function of the interaction between the person and the situation. B = f (P x S) Kurt Lewin:The Father of Modern Social Psychology

  4. A Basic Model of Retail Environment Retail Environment (Situation) Consumer’s Choice (Behavior) Point of Intersection Represents the “Interaction” Between P x S Consumer’s Values/Personality (Person) An interaction simply means that different people will respond to the same (retail) environment differently, based on their values/personality/attitudes etc.

  5. A Basic Model of Retail Environment Underlying Psychological Reaction or Processes (Represents a “Mediator”)…What is consumer thinking? Retail Environment (Situation) Consumer’s Choice (Behavior) Consumer’s Values/Personality (Person)

  6. In Plain Language… Retail Environment (Situation) Consumer’s Choice (Behavior) Consumer’s Values/Personality (Person) A consumer (person) with a certain set of values/personality traits/attitudes walks into a retail store (situation). The interaction between the person and the situation leads the consumer to have certain psychological reactions (thoughts, feelings), which in turn lead him/her to engage in a certain type of consumer behavior.

  7. Apply the Model to this Picture

  8. Dr. John NofsingerNihoulFaculty Fellow in Finance, WSU “You will face a lifelong struggle between decisions that make the present more enjoyable and those that make the future more enjoyable.” - Psychology of Investing

  9. The Marshmallow Test…

  10. Temporal Dilemmas • Temporal Trap • When a behavior results in short-term positive consequences but long-term negative consequences • Temporal Fence • When a behavior results in short-term negative consequences, but long-term positive consequences

  11. SEX SELLS It’s been said that “sex sells” Retail environments have many sexy stimuli Does this “work”? If so, why? Can we understand it in terms of temporal discounting?

  12. Van den Bergh et al.’s“Bikini” Study Key Questions • Do sexy stimuli (pictures, lingerie) lead men to discount the value of the future? • If so, is this more likely among certain types of men?

  13. A Basic Model of Retail Environment Temporal Discounting (Underlying Psychological Mechanism) Sex Saturated Retail Environment (Situation) Consumer’s ST vs. LT Choice (Behavior) Trait Sensitivity to Reward (Person) (Indulgence)

  14. Van Den Bergh et al. • Heterosexual Male Subjects • Study 1A: • Look at 15 pictures of sexy women or landscapes • Complete “delay discounting task” • Study 1B • Feel t-shirts or feel bras • Complete “delay discounting task” • Study 2 • Men watch sexy commercials or dull ones • Complete “delay discounting task” • Fill out scale assessing “sensitivity to reward” (Do you often do things to get praised?) Delay Discounting Task: Would you prefer… $10 in 2 days or $20 in 10 days? More discounting = Less area under curve = More focused on Immediate gratification

  15. Van Den Bergh et al. – Studies 1A, 1B Men exposed to sex cues (pictures, bras) more likely to discount value of future outcomes In other words, they become more focused on immediate gratification!

  16. Van Den Bergh et al. – Study 2 Effect of sex cues on discounting stronger among men high in sensitivity to reward Subject Is…

  17. A Basic Model of Retail Environment Temporal Discounting (Underlying Psychological Mechanism) Sex Saturated Retail Environment (Situation) Consumer’s ST vs. LT Choice (Behavior) Trait Sensitivity to Reward (Person) (Indulgence)

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