Consumer Action: Automaticity, Purposiveness, and Self-Regulation

1. Consumer Action: Automaticity, Purposiveness, and Self-Regulation Richard P. Bagozzi University of Michigan

3. Internal imagination or physiological stimulation Reflective or deliberative processes Reasoned action Consumer action External stimulation Automatic processes Impulsive action Outline of Proposed Dual Process Model of Consumer Action

4. Market-related information Cognitive processes Mental states The Information Processing Legacy

5. “Cognitive Processes” Attention Perception Memory Information search Categorization Cognitive schemas Judgment and evaluation Inference drawing Choice

6. What is Consumer Action? Received view Bodily movements outcomes A new direction Volitional and intentional processes Linkages between volition/intention and (1) antecedent mental states and events and (2) consequent goal-directed behaviors

7. Consumer Action Action is “what an agent does, as opposed to what happens to an agent (or what happens inside an agent’s head)”. Blackburn (1994, p.5)

8. The Concept of Agency An agent is “one who acts. The central problem of agency is to understand the difference between events happening in me or to me, and my taking control of events, or doing things”. Blackburn (1994, p.9)

9. Action deals with what a person does in a self-regulative or willful way.

11. Goal Setting and Goal Pursuit Feedback reactions “How do I feel about achieving/not achieving my goal?” Formationof a goal intention Goalsetting Action planning Action initiationand control Goal attainment/failure “To what degree have I achieved/ failed to achieve my goal?” “How can I achieve my goal?”(“When, where, how, and how long should I act?”) “How well have I enacted my plans?”“Am I making progress toward my goal?”“Are there adjustments that need to be made?”“Is the goal still important to me?” “What is itfor which I strive? “What are the goals I can pursue andwhy do Iwant topursue them?” Bagozzi (1992, Social Psychology Quarterly) Bagozzi & Dholakia (1999, Journal of Marketing)

12. “…to understand people one needs to understand what leads them to act as they do, and to understand what leads them to act as they do one needs to know their goals, and to understand their goals one must understand their overall interpretive system, part of which constitutes and interrelates these goals, and to understand their interpretive system—their schemas—one must understand something about the hierarchical relations among these schemas.” D’Andrade (1992, p. 31)

13. General Representation of Goal Hierarchy Example of Goal Hierarchy (abbreviated) Look and feel good Live longer Superordinate goals “Why do I want to achieve that for which I strive?” Boost self-confidence Focalgoal “What is it for which I strive?” Goal: lose weight Subordinate goals “How can I achieve that for which I strive?” Exercising Dieting The Three-tiered Goal Hierarchy

14. Enjoy life Save money Happiness Live Social Self - longer Achieve - acceptance esteem ment Energy Feel good Health Look good Fit in Clothes Hierarchical Goal Structure for Reasons for Losing or Maintaining Body Weight Bagozzi, Bergami, & Leone (2003, Journal of Applied Psychology) Bagozzi & Edwards (1998, Psychology and Health)

15. Caring, love, empathy Cognitive Social andself-consciousemotions Social identity Affective Evaluative Positive anticipated emotions Moral and self-evaluative standards (second-order desires) Negative anticipated emotions Positive anticipatory emotions Goal desire Planning Goal intention Behavioral desire Behavioral intention Negative anticipatory emotions Perceived behavioral control Subjective norms Trying Group norms Attitude towardact Affect from appraisals of rate of progress Affect towards means Feedback to select cognitive and emotional processes Goal attainment/failure Summary of Key Variables and Processes in Consumer Action as a Deliberative and Reflective Endeavor (note: the effects of habit, past behavior, and automatic processes are omitted for simplicity Bagozzi (2005, Review of Marketing Research)

16. Trying to Consume Acts of consumption are engaged in as either ends in and of themselves (e.g., dancing for its aesthetic and kinesthetic pleasures) or means to other ends (e.g., exercising and dieting for the purpose of losing weight). In either case, consumers initiate acts by attempting or trying to act. Bagozzi and Warshaw (1990, Journal of Consumer Research)

17. Acting Intentionally “When I raise my arm, my arm goes up. And the problem arises: what is left over if I subtract the fact that my arm goes up from the fact that I raise my arm?” Wittgenstein (1997, p. 161e)

18. Try to Act Bagozzi and Warshaw (1990, JCR) answered this question by stating that “trying to act” is the residual.

19. Attitude toward success Expectation of success Intention to try Trying Goal attainment Attitude toward failure Attitude toward process Expectations of failure Trying to Act Singular subjective state summarizing the extent to which a person believes that they have tried or will try to act (Bagozzi & Warshaw, 1990, JCR).

20. Evolution of the Concept of Trying Trying encompasses psychological and physical processes engaged in after forming an intention to act in order to implement the intention (Bagozzi, 1992, SPQ). Following a decision to act, some subset of the following constitute trying: planning, monitoring of progress toward a goal, self-guidance and self-control activities, commitment to a goal or intention or action, and effort put forth.

21. Research on Trying Body weight loss/maintenance (Bagozzi & Edwards, 1998, P&H): trying was operationalized as maintenance of willpower and self-discipline, devotion of time for planning with respect to instrumental acts, and expenditure of physical energy in goal pursuit (see also Bagozzi, Baumgartner, & Pieters, 1998, C&E). Self-regulation of hypertension (Taylor, Bagozzi, & Gaither, 2001, JBM). Four aspects of trying: devotion of time for planning, expenditure of mental/physical energy, maintenance of willpower, and sustaining of self-discipline. Implementation of goal intentions (Bagozzi & Edwards, 2000, P&H).

22. Bagozzi, Baumgartner, & Yi (1992, Psychology & Marketing) Bagozzi & Edwards (2000, Psychology and Health)

23. Caring, love, empathy Cognitive Social andself-consciousemotions Social identity Affective Evaluative Positive anticipated emotions Moral and self-evaluative standards (second-order desires) Negative anticipated emotions Positive anticipatory emotions Goal desire Planning Goal intention Behavioral desire Behavioral intention Negative anticipatory emotions Perceived behavioral control Subjective norms Trying Group norms Attitude towardact Affect from appraisals of rate of progress Affect towards means Feedback to select cognitive and emotional processes Goal attainment/failure Summary of Key Variables and Processes in Consumer Action as a Deliberative and Reflective Endeavor (note: the effects of habit, past behavior, and automatic processes are omitted for simplicity

24. Intentions Ajzen and Fishbein (1980, p. 41) term an intention as “the immediate determinant of behavior”. Allport (1947, p. 186): “Let us define intention simply as what the individual is trying to do”. Heider (1958, pp. 83, 108).

25. Attitude toward the act Subjective norms Intention to act Behavior Perceived behavioral control The Theory of Reasoned Action and The Theory of Planned Behavior Ajzen (1991Organizational Behavior and Human Decision Processes)

26. A Broad Definition and Narrow Measurement Intentions “are indicators of how hard people are willing to try, of much of an effort they are planning to exert” (Ajzen, 1991, OBHDP, p. 181). Ajzen (1991; Ajzen & Fishbein, 1980) measures intentions as self-predictions or expectations that one will act and uses “very unlikely” and “very likely” bipolar items.

27. The Concept of Personal Intentions(I-intentions) A personal intention is a person’s decision or plan to perform an individual act (or achieve a goal) by himself or herself alone. “I intend to finish reading ‘Fast Food Nation’ this evening”. “I intend to lose weight”.

28. Goal versus Implementation Intentions A goalintention is a self-commitment to realize a desired end state and might be expressed linguistically in the form, “I intend to pursue X” (Gollwitzer, 1993, p. 50). “I intend to acquire an HDTV”. An implementationintention is a self-commitment to perform a particular action and might be expressed linguistically in the form, “I intend to initiate behavior X whenever the situational conditions Y are met” (Gollwitzer, 1993, p. 50). “I intend to exercise tomorrow afternoon if my sore calf muscle has healed sufficiently”.

29. Implementation Intentions Mediate the Effects of Goal Intentions on Action Implementation intentions serve two functions (Gollwitzer & Brandstätter, 1997). Cognitively, implementation intentions provide mental representations of the opportunities implied by the intentions. It is believed that these would attract attention, be easily remembered, and effectively recognized in a relevant situation occurring at a future point in time when the intention is to be fulfilled. Volitionally, implementation intentions create strong mental links between intended situations and behaviors. And in the presence of the critical situation, the intended behavior will be elicited automatically.

30. Social Intentions A person in a relationship might speak of “our intention to see Tchaikowski’s Swan Lake”. A football player may mention “the team’s plan to implement a new offensive scheme”. A corporate executive might announce “the firm’s hostile intention to take over another firm”. President Bush mentioned last week that the American People intend to win the war against terrorism.

31. The Concept of Social Intentions(Bagozzi, 2000, Journal of Consumer Research; Bagozzi & Lee, 2002, Social Psychology Quarterly) An intention to perform a group act. 1. An I-intention to do something with a group of people or to contribute to, or do one’s part of, a group activity. “I intend to practice with my rock music group on Saturday afternoon”. “I intend to help collect signatures for referendum X with my compatriots in the local chapter of the Democratic party”. An I-intention, as a social intention, is a person’s decision to act autonomously as part of a group activity.

32. 2. A “we-intention” is a social intention rooted in a person’s self-conception as a member of a particular group or social category, and action is conceived as either the group acting or the person acting as an agent of, or with, the group. a. A shared we-intention. “I intend that our group/we act”. “I intend that our family visit Disneyland Resort, Paris, next August. b. A collective we-intention “We (i.e., I and the group to which I belong) intend to act”. “We intend to implement a doctoral program in management”.

33. Studies Investigating Collective Intentions Small face-to-face friendship groups (Bagozzi & Lee, 2002, SPQ; Bagozzi & Dholakia, 2006). Virtual communities (Bagozzi & Dholakia, 2002, JIM; Bagozzi, Dholakia, & Pearo, 2006, MP; Dholakia, Bagozzi, & Pearo, 2004, IJRM; Bagozzi, Dholakia, & Mookerjee, 2006, MP). Collaborative browsing groups (Bagozzi, Dholakia, & Mookerjee, 2006, MP). Face-to-face tutorial groups (Bagozzi & Christian, 2006). Linux user groups (Bagozzi & Dholakia, 2006, Management Science)

35. Caring, love, empathy Cognitive Social andself-consciousemotions Social identity Affective Evaluative Positive anticipated emotions Moral and self-evaluative standards (second-order desires) Negative anticipated emotions Positive anticipatory emotions Goal desire Planning Goal intention Behavioral desire Behavioral intention Negative anticipatory emotions Perceived behavioral control Subjective norms Trying Group norms Attitude towardact Affect from appraisals of rate of progress Affect towards means Feedback to select cognitive and emotional processes Goal attainment/failure Summary of Key Variables and Processes in Consumer Action as a Deliberative and Reflective Endeavor (note: the effects of habit, past behavior, and automatic processes are omitted for simplicity

36. Relevant goal situation Anticipated emotions Volitional processes Goal outcomes Implementation processes Outcome emotions The Role of Anticipated (“Prefactual”) Emotions in Goal Striving(Bagozzi, Baumgartner, & Pieters, 1998, Cognition & Emotion)

38. The Role of Anticipated (“Prefactual”) Emotions in Goal Striving (adapted from Bagozzi et al., 1998, Cognition & Emotion) Relevant goal situation Anticipated emotions Volitional processes Goal outcomes Implementation processes Imagined goal success Outcome emotions Behavioral intentions Amount of physical and mental energy willing to expend in goal pursuit Planning Activation of instrumental behaviors Monitoring of progress Guidance and control of goal striving Prefactual appraisals of success Positive anticipated emotions + Goal attainment /failure Negative anticipated emotions Prefactual appraisals of failure + +/- Positive and negative emotions Imagined goal failure

39. Bagozzi et al. (1998, Cognition & Emotion) positive anticipated emotions negative anticipated emotions .50(4.8)

40. Growing Body of Research Investigating Anticipated Emotions Bagozzi, Baumgartner, and Pieters (1998, C&E) Brown, Cron, and Slocum (1997, JM) Perugini and Conner (2000, EJSP) Perugini and Bagozzi (2001, BJSP) Bagozzi and Dholakia (2002, JIM) Bagozzi, Dholakia, and Basuroy (2003, JBDM) Dholakia, Bagozzi, and Klein (2004, IJRM) Bagozzi, Dholakia, and Pearo (2006, MP) Bagozzi, Dholakia, and Mookerjee (2006, MP) Taylor, Bagozzi, and Gaither (2005, BJHP) Bagozzi and Dholakia (2006, IJRM; 2006. Management Sci.)

41. Differences and Similarities Between Attitudes and Anticipated Emotions • Target. Attitudes under the TPB refer to actions, while active attitudes (As and Af) and AEs address goals, Ap concerns action. • Dimensionality. Aact is unidimensional, active attitudes are three dimensional (As, Af, Ap), and AEs are two dimensional (PAE and NAE). • Reasons for action. Aact is a passive reaction retrieved from memory. Active attitudes and AEs are dynamic in the sense of arising from thinking and appraisal processes at the time of decision making and concern forward looking judgments and feelings; they change as the contingencies and values of goals and their attainment change. • Evaluative vs. affect. Aact and active attitudes are evaluations; AEs are affective processes. • Measurement. Aact and active attitudes are measured as bipolar semantic differential items, while AEs are measured on unipolar items (see Bagozzi, Wong, & Yi, 1999, C&E). • Intentions. Aact leads to intentions to act, where the behavior is not specified in relations to a goal under the TPB. Active attitudes and AEs specifically apply to the case where a goal intention has been formed, and where the attitudes and emotions function to activate an implementation intention in order to fulfill the goal intention.

47. Anticipated positive emotions Behavioral desire Goal desire Goalintention Implementation intention Instrumental behaviors Anticipated negative emotions Goal achievement Outline of Emerging Decision Making Models Bagozzi, Dholakia, & Basuroy (2003, Journal of Behavioral Decision Making)

50. Desires to Act How do attitudes influence decisions? It has been argued that desires are necessary for converting reasons for action into intentions to act. (Bagozzi, 1992, SPQ) Goal desires and behavioral desires.