Luk Warlop BI Norwegian Business School KU Leuven.
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Transcript of Luk Warlop BI Norwegian Business School KU Leuven.
• MARKETING IS POWERFUL ART OF TEMPTATION
• But how does it work?• Why are we so vulnerable
to it?• Is it general or
domain specific• How to counter temptation?
Present value is a FEELING
time delay (in days)
subjective value (in €)
5
10
15
31 90 180 3657
greater preference for larger, later
rewards
greater preference for smaller, earlier
rewards
time delay (in days)
subjective value (in €)
5
10
15
31 90 180 3657
greater preference for smaller, earlier
rewards
time delay (in days)
subjective value (in €)
5
10
15
31 90 180 3657
greater preference for smaller, earlier
rewards
time delay (in days)
subjective value (in €)
5
10
15
31 90 180 3657
greater preference for smaller, earlier
rewards
time delay (in days)
subjective value (in €)
5
10
15
31 90 180 3657
greater preference for smaller, earlier
rewards
time delay (in days)
subjective value (in €)
5
10
15
31 90 180 3657
greater preference for smaller, earlier
rewards
Approaching rewardsBehavioral activation system
FOOD – SURVIVAL
SEX - REPRODUCTION
Money rewards – consumer products
• Participants specified the amount of money they would require in 1 [week/month] to make them indifferent to receiving €15 now
• Area under the empirical discounting function = measure of discounting (
• Myerson, Green & Warusawitharana 2001
€15 today = € ____ next [week/month]
10
11
12
13
14
0 10 20 30
Time delay (in days)
Subj
ectiv
e Va
lue
(in €
)
Van den Bergh, Dewitte & Warlop, 2008
Nearly all men can stand adversity, but if you want to test a man’s character, give him power”Abraham Lincoln (1809-1865)
Study 3: Results
Hot: Bra Cold: T-Shirt0
50
100
150
200
250
300
241
171.94177.84186.2
208.18
169.850000000001
PowerfulPowerlessControl
Temptation Condition
Amou
nt o
f Jui
ce D
runk
(gr)
Main effect of Temptation condition (p=0.002), significant interaction (p=0.008)
Hot: Bra Cold: Tshirt0
50
100
150
200
250
166.92
202.50206.88197.16
Perceived Distance from the Cake (cm)
PowerfulPowerless
Tempation Condition
Perc
eive
d Di
stan
ce in
cm
WTP for the Cake
Main effect of temptation condition (p=0.039) and significant interaction
HOT: Bikinis COLD: Tshirt0
2
4
6
8
10
1210.27
5.625.856.86
PowerfulPowerless
Temptation Condition
WTP
(Eur
o)
• MARKETING IS POWERFUL ART OF TEMPTATION
• Counter forces– Generalized Control– Generalized Satiation
Generalized temptation