Economic and Consumer Psychology Summary
(Lea Kiessling)
Week 1: Mental Effort and Ease
The 2 systems:
System 1: System 2:
Peripheral Route (intuitive) Central Route (effortful)
Dual Processing models
Elaboration Likelihood Model (ELM)
Heuristic Systematic Model (almost the same as ELM)
Strong
arguments
Weak arguments
Which route is taken depends on Elaboration likelihood
Central route: high likelihood
, Economic and Consumer Psychology Summary
(Lea Kiessling)
(Attitude: more stable, stronger and predictive of behavior, quality of argument)
(Motivation: promoted by involvement with topic and responsibility, need for
reduction of uncertainty/ cognition)
(Ability +: Prior knowledge/ expertise and intelligence, Repetition, little distraction
and time pressure)
Peripheral route: low likelihood (mere exposure, attractive source, review consistency)
Pupillometry
When you think deeply about something (system 2) your pupils dilate
Ego Depletion
After a cognitively demanding task (system 2), you need to recover for a while (like a muscle)
But: there is no evidence for this (it`s about the belief – willingness (Ability vs. Motivation))
Associative Networks and Priming
A prime is a stimulus that facilitates the process of memory search, by providing
additional retrieval cues. (e.g. intelligent- professor- university)
subliminal: nonconscious
Supraliminal: conscious
Semantic (subfield): bread- cake; grass- hair
Associative: dream-sleep; key-lock -> stronger
Study: Behavioral priming for walking by using old people words (Bargh et al.,1996, ch.4)
Replication suggest experimenter bias (laserpointer)
Study: low level behavioral priming (Brass et al., 2000) – finger vs. number (slide p.46 f.)
Behavioral primes are most effective when: they most match the target behavior
Priming may influence behavior, but may not always change behavior
(inference of system 2: may speed up or slow down behavior)
Study: higher level priming (Karremans et al., 2006) – drink brand placement
Primes only affect behavior if they are goal- congruent (participant thirsty)
Behavioral primes are most effective when: They activate goal- congruent behavior
(Weingarten et al., 2016)
Brand Placement (Yang et al., 2007): (slide 55)
, Economic and Consumer Psychology Summary
(Lea Kiessling)
Explicit memory: most positive when recognized in background (followed by
when used by character, followed by story connection)
Explicit attitude: more positive after longer exposure and most positive when
used by character (followed by background, followed by story connection)
Embodied cognition:
Primes can influence behavior, but Behavior can also influence cognition and
emotions (e.g. power pose)
Effects on: Internal perception (makes you feel more powerful),
but no proof of effect on Physiology and Performance and Behavior
COGNITIVE EASE:
Mere Exposure
Repeated presentation of a neutral stimulus leads to a more positive evaluation
Repetition as peripheral cue in advertisement (system 1)
Study Chinese character presentation repeatedly
Explanation: Automatic vigilance (more alert to negative stimuli)
-> negativity bias
Classical conditioning -> it is safe! (repeated presentation of stimulus without
negative consequences)
Ease of Processing
Normally: ease of processing is perceived as something good (Familiar and
comfortable and therefore we trust it)
Ease of processing signals that information is frequent/ probable
But: instructions can change the interpretation of ease (Brinol et al, 2006), so the
interpretation of the feeling matters more than the feeling itself - Beliefs
Judgments of Learning: People overestimate how likely they will remember
certain information (when processing is fluent) – short term memory is
overestimated – reduces studying behavior and therefore long term memory
performance
When information processing seems easy, Rehearsing might be more important than
you think
Week 2: Causality and Consistency
(Lea Kiessling)
Week 1: Mental Effort and Ease
The 2 systems:
System 1: System 2:
Peripheral Route (intuitive) Central Route (effortful)
Dual Processing models
Elaboration Likelihood Model (ELM)
Heuristic Systematic Model (almost the same as ELM)
Strong
arguments
Weak arguments
Which route is taken depends on Elaboration likelihood
Central route: high likelihood
, Economic and Consumer Psychology Summary
(Lea Kiessling)
(Attitude: more stable, stronger and predictive of behavior, quality of argument)
(Motivation: promoted by involvement with topic and responsibility, need for
reduction of uncertainty/ cognition)
(Ability +: Prior knowledge/ expertise and intelligence, Repetition, little distraction
and time pressure)
Peripheral route: low likelihood (mere exposure, attractive source, review consistency)
Pupillometry
When you think deeply about something (system 2) your pupils dilate
Ego Depletion
After a cognitively demanding task (system 2), you need to recover for a while (like a muscle)
But: there is no evidence for this (it`s about the belief – willingness (Ability vs. Motivation))
Associative Networks and Priming
A prime is a stimulus that facilitates the process of memory search, by providing
additional retrieval cues. (e.g. intelligent- professor- university)
subliminal: nonconscious
Supraliminal: conscious
Semantic (subfield): bread- cake; grass- hair
Associative: dream-sleep; key-lock -> stronger
Study: Behavioral priming for walking by using old people words (Bargh et al.,1996, ch.4)
Replication suggest experimenter bias (laserpointer)
Study: low level behavioral priming (Brass et al., 2000) – finger vs. number (slide p.46 f.)
Behavioral primes are most effective when: they most match the target behavior
Priming may influence behavior, but may not always change behavior
(inference of system 2: may speed up or slow down behavior)
Study: higher level priming (Karremans et al., 2006) – drink brand placement
Primes only affect behavior if they are goal- congruent (participant thirsty)
Behavioral primes are most effective when: They activate goal- congruent behavior
(Weingarten et al., 2016)
Brand Placement (Yang et al., 2007): (slide 55)
, Economic and Consumer Psychology Summary
(Lea Kiessling)
Explicit memory: most positive when recognized in background (followed by
when used by character, followed by story connection)
Explicit attitude: more positive after longer exposure and most positive when
used by character (followed by background, followed by story connection)
Embodied cognition:
Primes can influence behavior, but Behavior can also influence cognition and
emotions (e.g. power pose)
Effects on: Internal perception (makes you feel more powerful),
but no proof of effect on Physiology and Performance and Behavior
COGNITIVE EASE:
Mere Exposure
Repeated presentation of a neutral stimulus leads to a more positive evaluation
Repetition as peripheral cue in advertisement (system 1)
Study Chinese character presentation repeatedly
Explanation: Automatic vigilance (more alert to negative stimuli)
-> negativity bias
Classical conditioning -> it is safe! (repeated presentation of stimulus without
negative consequences)
Ease of Processing
Normally: ease of processing is perceived as something good (Familiar and
comfortable and therefore we trust it)
Ease of processing signals that information is frequent/ probable
But: instructions can change the interpretation of ease (Brinol et al, 2006), so the
interpretation of the feeling matters more than the feeling itself - Beliefs
Judgments of Learning: People overestimate how likely they will remember
certain information (when processing is fluent) – short term memory is
overestimated – reduces studying behavior and therefore long term memory
performance
When information processing seems easy, Rehearsing might be more important than
you think
Week 2: Causality and Consistency
