本論文發現了一個有趣的实证现象。在涉及假设的产品选择和实际的捐赠行为的四个实验中，我們發現從事一項協同的行为可以增加人們在后续的一項无关的消费决策中的趨同性，但是观察協同的行為卻降低了這種趨同性。本研究還闡明了这些效應的两个边界条件，第一，當旁觀者與當事人共享行為的結果時，旁觀者的趨同性傾向會提高 ；第二，與實際參與某項協同性的活動不同，當當事人只是預期一項將要發生的協同行為時，他們在後續無關的消費決策中 趨同性下降。这些結果適用于在认知与动机的相互作用下的某行為對其他、 無關的情况下行为的影响。而且，这项研究發現了一個新的當事人－旁觀者差異的方面，即當事人和旁觀者在進行協同性的行為時注意力的不同并導致後續行為上的不一樣，因此對這方面的文獻也有所貢獻。 / This research documents an intriguing empirical phenomenon. That is, acting synchrony behavior increases individuals’ tendency to conform in subsequent unrelated consumer decisions whereas observing it reduces this tendency. This phenomenon is demonstrated in four experiments involving both hypothetic product choice and real donation behavior measures. The present research also identifies two boundary conditions of these effects. First, when observers’ outcomes are tied to actors’ success in performing synchronous behavior, their conformity tendency increases. Second, anticipated synchrony decreases, whereas actual synchrony increases it. These effects have general implications for the interplay of both cognition and motivation in determining the effects of behavior in one situation on the behavior in other, unrelated situations. Also, this research contributes to the actor-observer difference literature by identifying a new effect of the different focus of actors and observers on consumer decisions. / Detailed summary in vernacular field only. / Dong, Ping. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2012. / Includes bibliographical references (leaves 31-35). / Abstracts also in Chinese. / ABSTRACT (ENGLISH) --- p.i / ABSTRACT (CHINESE) --- p.ii / ACKNOWLEDGEMENT --- p.iii / TABLE OF CONTENTS --- p.iv / Chapter LIST OF TABLES --- p.v / Chapter 1 --- INTRODUCTION --- p.1 / Chapter 2 --- THEORETICAL BACKGROUND --- p.3 / Chapter 2.1 --- Cognitive Responses to Interpersonal Synchrony --- p.3 / Chapter 2.2 --- The Role of Mindset and Production in Information Processing --- p.4 / Chapter 2.3 --- Effects of Psychological Reactance --- p.6 / Chapter 2.4 --- Actor-Observer Differences in Reactions to Behavior --- p.7 / Chapter 2.5 --- Qualifications --- p.9 / Chapter 2.6 --- Overview of Experiments --- p.10 / Chapter 3 --- EXPERIMENT 1 --- p.11 / Chapter 3.1 --- Method --- p.12 / Chapter 3.2 --- Results and Discussion --- p.13 / Chapter 4 --- EXPERIMENT 2 --- p.15 / Chapter 4.1 --- Method --- p.15 / Chapter 4.2 --- Results and Discussion --- p.16 / Chapter 5 --- EXPERIMENT 3 --- p.19 / Chapter 5.1 --- Method --- p.20 / Chapter 5.2 --- Results and Discussion --- p.22 / Chapter 6 --- EXPERIMENT 4 --- p.24 / Chapter 6.1 --- Method --- p.25 / Chapter 6.2 --- Results and Discussion --- p.26 / Chapter 7 --- GENERAL DISCUSSION --- p.27 / REFERENCES --- p.31 / BIBLIOGRAPHY --- p.40

Li, Yanjie. / "July 2011." / Thesis (M.Phil.)--Chinese University of Hong Kong, 2011. / Includes bibliographical references (p. 48-53). / Abstracts in English and Chinese. / LIST OF FIGURES --- p.VII / INTRODUCTION --- p.1 / THEORETICAL BACKGROUND --- p.3 / THE SELF-CONTROL DILEMMA AND SELF-CONTROL STRATEGES --- p.3 / JUSTIFICATION AND SELF-CONTROL --- p.5 / THE LESS ATTRACTIVE = LESS HARMFUL INTUITION --- p.7 / PR0P0SM0N DEVELOPMENT --- p.9 / OVERVIEW OF STUDIES --- p.13 / EXPERIMENT 1 --- p.14 / OBJECTIVE --- p.14 / METHOD --- p.14 / RESULTS --- p.I5 / MANIPULATION CHECK. --- p.15 / CHOCOLATE CHOICE --- p.16 / CHOCOLATE PREFERENCE --- p.17 / DISCUSSION --- p.17 / EXPERIMENT 2 --- p.19 / OBJECTIVES --- p.19 / METHOD --- p.19 / RESULTS --- p.20 / CHOICE TASK --- p.20 / DISCUSSION --- p.22 / EXPERIMENT 3 --- p.23 / OBJECTIVES --- p.23 / METHOD --- p.23 / RESULTS --- p.25 / MANIPULATION CHECK. --- p.25 / DESSERT CHOICE --- p.25 / DESSERT PREFERENCE --- p.27 / DISCUSSION --- p.29 / EXPERIMENT 4 --- p.31 / OBJECTIVES --- p.31 / METHOD --- p.31 / RESULTS --- p.33 / MANIPULATION CHECK. --- p.33 / DESSERT CHOICE --- p.33 / DESSERT PREFERENCE --- p.35 / DISCUSSION --- p.37 / GENERAL DISCUSSION --- p.40 / SUMMARY OF FINDINGS --- p.40 / THEORETICAL CONTRIBUTIONS --- p.41 / PRACTICAL IMPLICATIONS --- p.44 / LIMITATIONS AND FUTURE RESEARCH --- p.45 / REFERENCES --- p.48 / APPENDIX A --- p.54 / EXPERIMENT 1 STIMULI USED IN THE CHOCOLATE TRUFFLE CHOICE TASK --- p.54 / APPENDIX B --- p.55 / EXPERIMENT 2 STIMULI USED IN TOE CHOICE TASK --- p.55 / APPENDIX C --- p.56 / EXPERIMENT 3&4 STIMULI USED IN THE DESSERT CHOICE TASK --- p.56 / APPENDIX D --- p.57 / EXPERIMENT 3 BRIEF SELF-CONTROL MEASURE --- p.57 / APPENDIX E --- p.58 / EXPERIMENT 4 STIMULI USED IN THE LAY THEORY MANIPULATION TASK --- p.58

Huang, Xun. / Thesis (Ph.D.)--Chinese University of Hong Kong, 2013. / Includes bibliographical references (leaves 73-87). / Electronic reproduction. Hong Kong : Chinese University of Hong Kong, [2012] System requirements: Adobe Acrobat Reader. Available via World Wide Web. / Abstract also in Chinese.

In this dissertation, I explore determinants, and some consequences, of persistence in consumer search. Many prominent thinkers have considered the problem of search in terms of optimal solutions, or their heuristic approximations. In the following research, I explore persistence in search not merely as a function of economic calibration, but rather as an outcome determined by both cognitive and motivational processes. I provide evidence that normative models of search are insufficient to explain the behavior of those whom I study. Instead, I show cases in which search persistence is a function of prior behavior (Chapter 1) and prior beliefs (Chapter 2). I further propose a cognitive model of price search behavior (Chapter 3) that can predict many of the observed behaviors that would be considered mistakes in normative price search frameworks (e.g., variance neglect, reference point effects, local contrast effects).

We live in an experience economy where a lot of value creation rests on the consumption of hedonic experiences. Today, such experiences are at the crux of many consumption choices. Hence, setting up an environment to foster positive hedonic consumption experiences is of high relevance and importance to consumers and marketers alike. To contribute to our understanding of how such experiences interact with the marketplace, this doctoral dissertation presents two essays on how consumption experiences can be elevated. The first essay proposes a novel theory of a particular mindset, the Consummatory Mindset, which contributes to the elevation of consumers’ enjoyment of hedonic experiences. In this essay, taking a grounded theory approach, I phenomenologically describe and conceptualize three fundamental pillars of the consummatory mindset: acceptance of the experience, mental readiness, and a felt permission to enjoy the experience. Subsequently, across three empirical studies, I experimentally manipulate two of these pillars and provide preliminary evidence in support of the mindset, demonstrating that this mindset may lead to an enhanced enjoyment of consumption experiences. In a second essay that complements the first, I investigate the psychological factors that elevate a hedonic consumption experience into one that is “special.” Given that all else being equal, marketplace experiences that consumers deem special are likely to be seen as more valuable, thereby creating greater customer value, it is in marketers’ interest to make certain consumption experiences special. In my second essay, across five studies, I synthesize insights from an analysis of numerous consumer informant narratives and depth interviews, a field survey, natural language processing of more than four million Yelp reviews, a pre-registered experimental test of the major pillars of special consumption experiences, and an experimental analysis of Instagram posts. The findings converge in identifying three main psychological pillars of what makes consumption experiences special, each with multiple facets: (a) uniqueness (defined by the rarity, novelty, personalization, exclusivity, surpassing of expectations, and ephemerality facets of the experience); (b) meaningfulness (based on the significance of the experience in relation to symbolic importance, relationships, identities, and personal transformations); and (c) authenticity (regarding perceived genuineness and realness, in light of the source, presentation, and prototypicality of the experience). The findings have substantive business implications for the engineering of hedonic consumption experiences.

M.Comm. (Industrial Psychology) / The current study investigated, by means of an experiment, the influence of nonconscious incidental haptic sensation, encountered when completing self-report questionnaires, on formal ratings of a consumer brand. In total, 178 university students (mean age = 19.82 years, males = 31.5%, females = 68.5%) participated in the study. Participants were allocated to one of two groups with Group 1 (n=88) completing a questionnaire printed on rigid paper while Group 2 (n=90) completed the same questionnaire printed on flimsy paper. The questionnaire scale was constructed using 28 sets of biploar pairs of adjectives related to the language association of rigidity and strength. An independent t-test revealed no differences between groups (t = 0.67, p = 0.50), but differences of distribution and polarisation of scores, evidenced by differences in kurtosis across groups (Group 1: kurtosis = 1.49, Group 2: kurtosis = 0.11), were apparent. In conclusion it appeared that a physically grounded mental framework, consistent with an embodied cognition approach to mental processes, had led to participants forming stronger product judgments when encountering an incidental, nonconscious, tactile experience of strength in a consumer context.

This dissertation examines the power of similar brand preferences to bring individuals together to have a conversation about social issues. Results across eleven studies reveal that people are more willing to discuss social issues with a stranger who shares (vs. does not share) their brand preferences. This is because they think those with similar brand preferences—but not those with other types of similarities—also hold similar personal values, and thus opinions on social issues, as them. This perception of shared opinions makes people more willing to engage in conversations with this stranger, because it overcomes the barrier of potential disagreement. The effect of brand preference similarity on willingness to discuss overcomes the effect of demographic dissimilarity and topic controversiality. This effect also persists when individuals learn that their conversation partner disagrees with them on a social issue, as long as the inference of generally shared values can hold. It attenuates when the inference on shared values is negated. After people engage in a real conversation, their opinions on the social issue converge with those of their conversation partner, especially if they believe their conversation partner shares their brand preferences. How does strangers connecting through shared brand preferences affect the brand? First, consumers have higher purchase intentions for their favorite brand after discussing a social issue with someone who shares (vs. does not share) their brand preferences. In addition, online brand communities, where people with shared brand preferences gather, demonstrate a more receptive and positive conversational tone than other communities. These propositions and findings are new to the literature on branding and interpersonal communication. Practically, the findings suggest both a powerful intervention that can tackle the issue of polarization, and a strategy for brands to engage in social issues in an inclusive way.

The research was undertaken to quantify the power of selected extrinsic (price and country of origin) and intrinsic cues (acid in chardonnay and fat in brie) on consumer evaluations of both experienced and expected product quality, and further, to measure the respective influences of objective knowledge, subjective knowledge and self-confidence on these quality assessments. The study also seeks to determine if a survey conducted measuring expectations of quality would yield comparable results with quality assessments based on actual product experience. The study was comprised of sensory experiments using full profile conjoint analysis experimental design to measure quality perception, followed by a survey where only product description profiles were provided. The analysis from both stages show findings that are remarkably similar in most respects. Results of the sensory experiment for chardonnay show both extrinsic cues tested to be more important than acid levels, while results for the survey show price maintained the strongest influence, with comparable expectations regarding the importance of country of origin and acid. For brie (both stages) consumer opinions were consistent; with price found the most influential; and while country of origin was considered relatively important, fat levels were more influential for both groups. Whilst for chardonnay (both stages) respondents held consistent beliefs regarding each acid level tested, for brie respondents experiencing the highest level of fat held an opposite view to respondents assessing quality based on their expected liking for this type of product. The influence of knowledge (objective and subjective) and self-confidence was found to be sporadic and weak, likely due to respondents’ general lack of objective knowledge in both stages of the survey. In the case of self-confidence, results are surprising given that respondents in both studies exhibited reasonably healthy degrees of self-confidence. The research provides important information to marketers seeking to exploit the most attractive aspects of their products and platform for a number of subsequent studies. / Thesis(PhD)-- School of Commerce, 2007

by Ko Kit-ling Kitty, Li Kit-yee Karen. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1991. / Bibliography: leaves 63-65. / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.ii / LIST OF TABLES --- p.iv / LIST OF APPENDICES --- p.v / PREFACE --- p.vi / ACKNOWLEDGEMENT --- p.vii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter 1.1 --- Rationale of Study --- p.1 / Chapter 1.2 --- Research Objectives --- p.2 / Chapter 1.3 --- Method --- p.2 / Chapter II. --- psychographics --- p.7 / Chapter 2.1 --- Introduction --- p.7 / Chapter 2.2 --- Definition of Lifestyle --- p.8 / Chapter 2.3 --- Lifestyle Measures --- p.9 / Chapter 2.4 --- Market Segmentation --- p.13 / Chapter 2.5 --- Uses and Problems --- p.16 / Chapter III. --- THE LOCAL COSMETICS MARKET --- p.19 / Chapter 3.1 --- Increasing Local Consumption on Cosmetics --- p.19 / Chapter 3.2 --- Definition of Cosmetics --- p.20 / Chapter 3.3 --- Overview of the Local Cosmetics Market --- p.21 / Chapter IV. --- FINDINGS AND ANALYSES --- p.24 / Chapter 4.1 --- Profile of Respondents --- p.24 / Chapter 4.2 --- Comparison of Frequent and Occasional Cosmetics Users --- p.29 / Chapter 4.3 --- Contrasting Responses of Frequent Cosmetics Users on Product-Specific and General Measures --- p.32 / Chapter V. --- MARKETING IMPLICATIONS AND RECOMMENDATIONS --- p.34 / Chapter 5.1 --- Market Segmentation --- p.34 / Chapter 5.2 --- Product --- p.34 / Chapter 5.3 --- Distribution --- p.35 / Chapter 5.4 --- Advertising --- p.35 / Chapter 5.5 --- Promotion --- p.36 / Chapter VI. --- LIMITATIONS OF THE STUDY --- p.38 / Chapter VII. --- CONCLUSION --- p.40 / Chapter VIII. --- SUGGESTIONS FOR FUTURE RESEARCH --- p.42 / APPENDICES --- p.44 / BIBLIOGRAPHY --- p.63

[Truncated abstract] Against a contextual backdrop of slowing growth in developed mobile service markets, the importance of youth as a growth segment, and youth's tendencies to consume mobile services hedonically, two research streams drove this dissertation. The first stream concerned extending the Theory of Planned Behaviour (TPB) to predict youth's behavioural intentions to stay loyal to mobile service providers. Drawing on selfcategorisation theory, a conceptual model extended TPB by replacing subjective norm with group norm, a social influence from behaviourally relevant peers. With the extended TPB as the theoretical framework, the second stream investigated determinants of mobile loyalty intentions. Common to both streams, a key contribution of this dissertation was how hedonic consumption moderated the relationships among mobile loyalty intentions and their determinants. The dissertation addressed five questions in the two research streams, which to the author's knowledge no published studies have explored. Using a triangulation approach to address the research questions, a qualitative survey and literature review yielded six determinants of mobile loyalty intentions. Next, a pretest led to an improved questionnaire before a large-scale survey gathered data for empirical testing. The survey took place with Singaporean youth and yielded a cleaned sample of n = 415. ... For both low and high hedonic consumptions, customer value was insignificant. This might be due to Singapore's competitive mobile service market; youth perceived little differences in value for money among competing mobile service providers. Testing alternative models offered further insights into youth's mobile loyalty intentions. Youth's mobile loyalty behaviour, operationalised as past switching, was not stochastic, suggesting that mobile loyalty intentions contained underlying determinants. Brand trust, salient in other contexts, did not apply to mobile loyalty intentions perhaps because youth perceived little risk in switching mobile service providers in developed markets. An attitude-group norm interaction also did not relate to mobile loyalty intentions, supporting TPB's construct independence and parsimony. Finally, attitude and customer satisfaction were operationally similar in that they related to mobile loyalty intentions similarly. The dissertation concluded by offering academic and managerial implications and contributions, limitations, and future research areas.