作為行銷的主要推廣工具之一，優惠券可同時使商家和消費者獲益，可謂是一個雙贏的行銷手法。然而在實務上，優惠券的總體發放數量巨大，但整體兌換率卻極低，如何提昇優惠券的兌換率成為企業的重要課題。為了吸引消費者，市面上林林總總的優惠券層出不窮，例如「好友分享券」與「買一送一券」；使用效期的表述亦有多種方式，例如「僅限1月1日可使用」與「1月1日任何時間可使用」。本文由此思考，優惠券上這些看似可隨意混用的文字訊息，也許在不知不覺中影響著消費者的思維模式，並對消費者的優惠券評價、兌換意願及兌換行爲產生作用。 本文結合解釋水平理論與框架效應理論，意圖釐清看似相同的優惠券文字訊息對消費者思維模式解釋水平的影響（實驗一），接著探討思維模式解釋水平與效期框架之適配對優惠券吸引力與兌換意願（實驗二子實驗a、b）及兌換行為（實驗三）的影響，並試圖以處理流暢性解釋此影響過程的心理機制（實驗二子實驗a、b）。 研究主要有兩點發現：（一）「好友分享券」與「買一送一券」文字訊息在影響消費者思維模式解釋水平上具有顯著差異，「好友分享券」文字訊息影響消費者處於高水平解釋思維模式；「買一送一券」文字訊息影響消費者處於低水平解釋思維模式。（二）「好友分享券」（高水平解釋）與「僅限」（限制性效期框架）、「買一送一券」（低水平解釋）與「任何時間」（開闊性效期框架）分別存在適配效果，比不適配的思維模式解釋水平與效期框架更能提升優惠券吸引力及增加消費者兌換意願。最後，本研究探討研究發現的意涵，並對未來研究方向提出建議。 / As one of the major promotional tools for marketing, coupons can benefit both consumers and retailers. Therefore, coupon marketing is considered to be a so-called win-win marketing approach. However, in practice, despite the massive number of coupons distributed, overall redemption rates remain extremely low. The question of how to raise redemption rates has become an important issue for corporations. In order to attract consumers, various coupons keep emerging in the market, such as “share with friends” coupons and “buy one, get one free” coupons. Moreover, the same redemption window can be expressed in different ways, for example, “the coupon can be used only on January 1” and “the coupon can be used anytime on January 1”. This research is interested in whether the seemingly interchangeable coupon messages exert an influence without people's realizing it on consumers’ mind-sets, coupon attractiveness, redemption intention and behavior. By combining Construal Level Theory with Framing Effect, this research attempts to explore the impact of the seemingly equivalent coupon messages on the construal level of consumers’ mind-sets (Study 1), and examine the effect of the congruency between the construal level of mind-sets and redemption window frames on coupon attractiveness, redemption intention (Study 2a & 2b) and behavior (Study 3). In addition, this research tries to draw on processing fluency to explain the mechanism underlying the effect (Study 2a & 2b). The main findings are as follows. First, “share with friends” and “buy one, get one free” influence consumers to construe their mind-sets at a high and low level, respectively. Second, the congruency between “share with friends” coupon (high-level construal) and the restrictive frame “only”, “buy one, get one free” coupon (low-level construal) and the expansive frame “anytime”, enhances coupon attractiveness and consumers’ intention to redeem. The research concludes with the implications of the findings and suggestions for future research.

Submitted by JOSIANE SANTOS DE OLIVEIRA (josianeso) on 2017-08-07T16:53:43Z No. of bitstreams: 1 Fernanda Teixeira da Rosa_.pdf: 1605905 bytes, checksum: 5cb877c9b680cc4ddb29a75154a95f95 (MD5) / Made available in DSpace on 2017-08-07T16:53:43Z (GMT). No. of bitstreams: 1 Fernanda Teixeira da Rosa_.pdf: 1605905 bytes, checksum: 5cb877c9b680cc4ddb29a75154a95f95 (MD5) Previous issue date: 2017-05-04 / Nenhuma / Não existe um processo claro de como as pessoas tomam decisões, além das particularidades no que tange à percepções, julgamentos e representações, a sensação de possuir energia disponível e a ativação de uma informação no momento da escolha pode impactar o processo decisório. Com o objetivo de preencher essa lacuna, o presente estudo buscou verificar se o distanciamento psicológico (temporal) afeta a tomada de decisão, bem como se a vitalidade subjetiva e o ego depletion podem alterar essas respostas. Para comprovar empiricamente esses argumentos, foram realizados três estudos experimentais. O Estudo 1 validou a hipótese de que a informação ativa (autocontrole e indulgência) tem influência nas decisões de um futuro próximo, não acontecendo o mesmo em um futuro distante. O segundo experimento buscou verificar se o modelo do Estudo 1 se altera quando o indivíduo está em um estado de ego depletion, a conclusão foi de que na condição de autocontrole o processo se modifica; quando a pessoa está com a informação ativa de autocontrole e logo após estiver em um estado de baixa energia (ego depletion) as decisões de um futuro próximo serão indulgentes e de um futuro distante as decisões serão controladas, logo, pode-se perceber que no Estudo 2 ocorreu o inverso do Estudo 1. Entretanto, no Estudo 2 não foi possível comprovar que as decisões de um futuro próximo e distante são diferentes quando a informação ativa é de indulgência. Por fim, no Estudo 3, os resultados encontrados demonstram que quando a informação ativa for de autocontrole ela irá se potencializar no futuro próximo, concluindo-se que quando a informação ativa for de autocontrole e após de vitalidade subjetiva as decisões de um futuro próximo serão mais conservadoras e de um futuro distante mais indulgentes, de maneira significativa. / There is no clear process to know how people take decisions despite the particularities regarding perceptions, judgments and representations, the sensation of having available energy and the information activation when choosing something can impact the decision process. Aiming to fulfill this gap, the present study sought to verify if the psychological distance (temporal) affects the decision making as if the subjective vitality and the ego depletion can modify those answers. It was made three experimental studies to empirically prove the arguments. The study number 1 confirmed the hypothesis that the active information (self-control and indulgence) has influence in a near future decisions but not happening the same in a distant future. The second experiment sought to check if the model of study 1 modifies when the person is in an ego depletion moment, being concluded that the process modifies when in the self-control condition. When the individual is with active information of self-control and if in the sequence falls in a state of low energy (ego depletion), the decisions in a near future will be indulgent while those of a distant future will be controlled, it can be perceived that the study number 2 demonstrated the opposite of what happened in the study number 1. Nevertheless in the study number 2 it was not possible to prove that the decisions of a near and a distant future are different when the active information is of indulgence. Finally, in the study number 3, the achieved results showed that when the active information is of self-control, it is going to be maximized in a near future, concluding that when the active information is of self-control and later of subjective vitality the near future decisions will be more conservative and of a distant future more indulgent in a significant way.

La distance psychologique est omniprésente dans l’esprit du consommateur et influence ses attitudes et son comportement envers les produits hédoniques. Cependant, des contradictions sont présentes dans la littérature quant à la direction (positive ou négative) des effets de la distance psychologique sur les réponses du consommateur envers les produits hédoniques. En effet, certaines recherches avancent que l’augmentation de la distance psychologique influence positivement les réponses du consommateur envers les produits hédoniques. Alors que d’autres suggèrent l’effet inverse. L’objectif de cette recherche est de réconcilier ces contradictions en examinant sous quelles conditions la distance peut avoir un effet positif ou négatif. Nous proposons que le degré de proéminence du besoin de justification (non saillant vs saillant) du consommateur au moment où il évalue le produit hédonique modère ses effets et constitue une condition sous laquelle la distance psychologique peut avoir un effet positif ou négatif sur les réponses du consommateur envers les produits hédoniques. Trois expérimentations ont été conduites pour le test de nos hypothèses. Les deux premières suggèrent qu’en condition de besoin de justification non saillant, l’augmentation de la distance psychologique a une influence négative sur les réponses attitudinales et comportementales du consommateur envers les produits hédoniques. La troisième expérimentation, quant à elle, propose qu’en condition de besoin de justification saillant, l’augmentation de la distance psychologique a un effet positif sur la réponse comportementale du consommateur envers le produit hédonique. / Psychological distance is pervasive in the consumer’s mind and impacts their attitude and behavior toward hedonic products. However, the literature is inconsistent regarding the direction of the effects of psychological distance on consumer’s responses toward hedonic products. In fact, one part of the research suggests that increasing psychological distance positively impacts consumer’s responses toward hedonic products. Whereas another part of the literature proposes the opposite effect. The aim of this research is to reconcile this inconsistency by examining under which conditions psychological distance can have positive or negative effect. We suggest that the degree of prominence of need to justify (non-salient vs salient), which a consumer experiments during the evaluation of hedonic products, moderates the effect of psychological distance and constitutes the condition under which psychological distance can have a positive or a negative impact on consumer’s responses toward hedonic products. In order to test our research hypotheses, we carried out three experiments. The first two experiments show that in the condition of a non-salient need to justify, the increase of psychological distance has a negative impact on consumer’s responses toward hedonic products. The third experiment suggests that in the condition of a salient need to justify, the increase of psychological distance has a positive impact on consumer’s response toward hedonic products.

This thesis was interested in exploring the questions of why individuals typically do not respond strongly to climate change, and how individual motivations to do so might be strengthened. More specifically, this thesis explored two widely cited barriers to climate change action and the solutions commonly suggested to overcome them. The first barrier is the lack of personal experience with climate change, which is believed to inhibit relevant emotional processes. The second, not unrelated, barrier is that people typically perceive climate change as a distant threat, one that is not relevant to them personally, where they live, and in the present time. To test these explanations, two public surveys of residents of both the UK (n = 616) and Switzerland (n = 316) explored the relationships among negative emotions, perceptions of geographically proximal and distant climate change risks, and variables that capture people’s willingness to address climate change. The findings supported the idea that stronger negative emotions were positively related to more readiness to act against climate change. The relationship between spatially close versus distant risk perceptions and measures of different forms of action was, however, more complex. Specifically, the findings revealed a strong association between global risk perceptions and policy support and a strong association between local risk perceptions and personal intentions. One explanation for these (unexpected) associations is that they are due to spontaneous matches with regard to psychological distance: Local risk perceptions are psychologically proximal on the spatial dimension and personal intentions can be regarded as proximal on the social dimension. Likewise, the spatially remote global risk perceptions can be matched to support for policies, which can be regarded as distant on the social dimension. Studies 3 and 4 tried to experimentally untangle the complex relationships between psychological distance and people’s perceptions and actions that were 2 observed in the survey research. Specifically, in both studies participants were manipulated to adopt either a spatially proximal or distant perspective on climate change. Study 3 (n = 80) measured participants emotional responses to climate change and looked at how these predicted different attitudinal and behavioural responses under a proximal or distant framework, whereas Study 4 (n = 330) more directly explored the possible effects of activating negative emotions (i.e., fear) in combination with different distance frames as part of attempts to promote action on climate change. The findings of Studies 3 and 4 suggest that decreasing the psychological distance of climate change and inducing fear can both be potentially useful strategies to promote action on climate change. However, the operation of both these strategies is more complex than is often assumed and these complexities have implications for the effectiveness of each strategy. For one thing, both attempts to reduce distance and increase fear can initiate multiple psychological processes that simultaneously increase and decrease the likelihood of acting on climate change. Because these processes work in opposition, reduced distance and increased fear can have positive effects, negative effects, or no effect at all. Together, the findings across studies highlight that psychological distance is neither an insurmountable obstacle to action against climate change – it depends on what kind of action is being considered (Studies 1 & 2) – and nor is decreasing psychological distance a panacea to motivate action – this can trigger the same kind of defensiveness that have been observed in response to other strategies, such as the use of emotion (Studies 3 & 4). In the general discussion, the theoretical implications of these insights for different theoretical models of distance, emotion, and action are considered, as are the implications for the practice of promoting public engagement with and action on climate change.

L’objectif de cette thèse est de concevoir une démarche d’intervention pour promouvoir la réduction du gaspillage alimentaire reposant sur l’hypocrisie induite semble. Cette procédure d’induction de dissonance articule une phase de saillance normative et une phase de rappel des transgressions. Si l’hypocrisie induite est interprétée à la lumière de la théorie de la consistance de Soi, nous reprenons à notre compte les propos de Vallacher (1992), selon lesquelles la nature de l’action, c’est-à-dire les significations qu’un individu attribue à ces comportements, est susceptible d’influencer le processus de dissonance. La théorie des niveaux de construit, incluant l’identification de l’action, a été mobilisée pour appréhender les significations accordées à des conduites pro-sociales. Plus précisément, nous avons examiné l’influence des niveaux de construit, sur les comportements de soumission obtenus, selon que la phase de saillance normative sera suivie ou non d’un rappel des transgressions. Dans une première expérience, nous avons testé l’applicabilité de l’hypocrisie induite pour promouvoir la réduction du gaspillage alimentaire. Les deux expériences suivantes examinent l’influence des niveaux de construits dans l’hypocrisie induite. Enfin, une recherche-action reposant sur des interventions de type face-à-face auprès des ménages a été mise en œuvre et integre des mesures comportementales effectives. Nos résultats suggèrent que l’hypocrisie induite est à même de promouvoir des changements de comportements effectifs de réduction du gaspillage, mais que ces changements dépendent des significations accordées à cette conduite pro-sociale / Our research aims at conceiving an intervention process to promote food waste reduction in households. Considering the characteristics of food waste, induced hypocrisy appeared adapted to lead to behavioural changes. This sequential procedure of dissonance induction articulates two steps: preaching publicly a socially desirable behaviour (normative salience) and remembering one’s counter-normative behaviours (mindfulness). Though induced hyprocrisy is interpreted in the light of self-consistency theory, we make ours Vallacher’s propositions (1992), according to which the nature of the action, that is the meanings attributed to these behaviours by an individual, is likely to influence arousal and dissonance reduction. This research relies on construal level theory, including action identification, to understand the meanings given to pro-social behaviours. More specifically, we tested the influence of construal levels, manipulated during the stage of normative salience, on the compliance behaviours thus obtained, whether the normative salience stage be or not followed by mindfulness. In a first study, we applied induced hypocrisy to a previously unstudied behavioural area: the encouragement of food waste reduction. The next two experiments, conducted in a laboratory, examined the influence of construal levels in induced hypocrisy. Relying on these studies, we conducted a field experiment, which used effective behavioural measures, based on face-to-face interventions in the households. Our results suggest that induced hypocrisy may encourage individuals to actually reduce food waste, but that these changes depend on the meanings they grant to this pro-social behaviour

<p>This research is based on Construal Level Theory (CLT) and explores the impact of inducing high-level vs low-level construals through various message content on health behavior intentions in the context of medication taking in depression and anxiety. In addition to the direct effects on intentions, the research also explored the mediating roles of perceived psychological distance and risk perception on these intentions and the moderating effects of age and mental health stigma.</p><p>Previous work in CLT suggests that concrete low-level construals, or mental representations, are likely to dominate thinking near decision times, but those who remain focused on more abstract high-level construals are more likely to follow through with good intentions and that a person can be induced to focus on these abstract benefits and goals through messaging. However, evidence that a person’s construal level mindset can be maintained over time to support ongoing intended behavior in the face of daily cognitive demands is lacking.</p><p>Messages were sent via secure text service to a mobile device twice weekly for 4-weeks. Results of within and between-subjects analysis showed that low-level construal messages have the greatest direct effect on behavioral intentions (BI) (<i>Wilks’ λ F</i>=11.591, <i>p</i><.001, <i>η</i>^<em>2</em>=.056) and actual medication taking behavior (<i>Wilks’ λ</i> <i>F</i>=2.979, <i>p</i>=.051, <i>η</i>^<em>2</em>=.271) as compared to controls. Significant changes were also seen in perceived social distance to a future risk (SD) (<i>Wilks’ λ F</i>=61.654, <i>p</i><.001, <i>η</i>^<em>2</em>=.240) and overall risk perception (RP) (<i>Wilks’ λ</i> <i>F</i>=3.393, <i>p</i>=.019, <i>η</i>^<em>2</em>=.058) over the 4-week study vs controls, but no mediation effect was detected between messaging, SD, or RP and BI. Finally, mental health stigma (MHS) was seen to moderate the direct effect of the messaging on BI (<i>F</i>=2.701, <i>p</i>=.048, <i>R</i>^<em>2</em><i>chng</i>=.043).</p><p>Results suggest text messages delivered over time can positively impact treatment adherence intention, behavior, and health attitudes in patients with depression and anxiety. In addition, the construal level focus of the messages is likely to impact those outcomes differentially in various patient groups.</p>

No description available.

No description available.

Le rôle de l’attraction des éléments extérieurs du point de vente physique demeure une problématique complexe pour les commerçants. De plus, l’expérience en point de vente physique est en pleine évolution, due en partie à une présence accrue des nouvelles technologies. Cette thèse répond à la problématique suivante : comment la vitrine du point de vente influence-t-elle l’expérience de magasinage anticipée ? Nous nous focalisons sur l’influence de la technologie interactive et du niveau de représentation (construal level) en vitrine sur la perception de l’atmosphère, les réponses attentionnelles, les réponses affectives, la valeur de magasinage anticipée et les intentions comportementales. Nous testons les effets modérateurs de la motivation de magasinage et de la tendance exploratoire du consommateur. Nous adoptons une approche hypothético-déductive et nous procédons à deux expérimentations afin de répondre à notre problématique.Les résultats de la première expérimentation in situ (n=251) révèlent un effet stimulant et hédonique de l’utilisation de la technologie interactive en vitrine. La deuxième expérimentation, en laboratoire (n=144), a mobilisé une méthode d’eye-tracking pour collecter les données sur l’influence du niveau de représentation des éléments en vitrine. Les résultats montrent une influence significative du niveau de représentation sur l’atmosphère globale perçue et sur les intentions comportementales. Les résultats des cartes de chaleur montrent que la motivation de magasinage utilitaire renforce l’attention visuelle sur les produits en vitrine. Aucun effet modérateur de la tendance exploratoire n’a été détecté dans les deux expérimentations. / One of the relevant issues for retailers in this dissertation is the role of marketing mix elements outside the physical store in attracting customers. Another relevant issue is the evolution of the physical retailing experience which is partly due to the ever increasing presence of new retail technology. The aim of this dissertation is to answer the following question: how do store windows influence anticipated shopping experience? We focus on the influence of interactive technology and construal level in store windows on perceived global atmosphere, visual attention, affective response, anticipated shopping value and patronage intentions. Shopping motivation and exploratory buying behavior tendency were tested for moderating effects. Two experiments were conducted for this doctoral research. The results from the in situ field experiment (n=251) reveal a hedonic and arousing effect from usage of the interactive window display. The second experiment on store window construal level (n=144) was conducted using eyeLtracking equipment in a controlled laboratory setting. The results show a significant influence of store window construal level on perceived global atmosphere and on patronage intentions. The results from the heat map analysis show that utilitarian shopping motivation reinforces visual attention to products in the window display. No moderating effect was found in either study for exploratory buying behavior tendency.

Cette thèse étudie les représentations du passé par les marques et leur effet sur les consommateurs dans le cadre théorique de la distance temporelle. Que se passe-t-il lorsqu’une marque indique sa date de fondation sur un packaging, présente son histoire en page d’accueil du site internet ou fait de son fondateur le personnage central de ses créations publicitaires ? L’objectif de cette thèse est de qualifier ce phénomène, de mieux le comprendre et d’en mesurer les effets cognitifs et affectifs sur les consommateurs. La première partie de la thèse situe ce phénomène par rapport aux recherches sur le rôle du temps en marketing, et plus particulièrement à celles liées au passé comme le marketing rétrospectif, la nostalgie, l’authenticité et la consommation du passé. La seconde partie présente deux études qualitatives et cinq études quantitatives (chapitres 4 à 6) dont les résultats permettent de 1) proposer une nouvelle échelle pour mesurer la perception du patrimoine de marque, 2) démontrer que la mobilisation du patrimoine de marque augmente la distance temporelle entre le consommateur et la marque, 3) montrer que le patrimoine de marque est associé à des bénéfices cognitifs même si la causalité n’est pas vérifiée, et 4) prouver que le patrimoine de marque a un effet sur l’attachement à la marque, uniquement si les consommateurs en sont familiers. Ces résultats contribuent à la recherche sur la gestion de la temporalité de la marque, aux travaux sur le concept de patrimoine de marque, sur les effets cognitifs et affectifs des représentations du passé par les marques, et sur les effets de la distance temporelle dans le passé / This doctoral thesis explores brands’ representations of the past and their effect on consumers in the theoretical framework of temporal distance. What happens when a brand indicates its founding date on a packaging ? Or puts forward its history on its website ? Or uses its founder as the central character in an advertising campaign ? This thesis aims to qualify this phenomenon, to better understand it, and to measure its cognitive and affective effects on consumers. The first part of the dissertation situates this phenomenon with regards to existing research on the role of time in marketing, and most particularly, to the research relating to the past such as retrospective branding, nostalgia, authenticity and the commodification of the past. The second part details two qualitative and five quantitative empirical studies whose results : 1) suggested a new scale to measure the perception of brand heritage, 2) demonstrated that brand heritage increases temporal distance between the brand and its consumers, 3) showed that brand heritage is associated with cognitive benefits although causality is not assessed, and 4) proved the effect of brand heritage on brand attachment for familiar brands. Those results contribute to the research on temporality in brand management, on the concept of brand heritage and its measurement, on the cognitive and affective consequences of brands’ representations of the past, and on the temporal distance on the past