There is a close link between decision making and action. By making a decision a person commits herself to act in a certain way. – Henry Montgomery
Sorting by a product attribute can diminish the importance weight of that attribute. When choosing is difficult, consumers may treat sorting as screening. Once options are sorted, consumers may form a consideration set comprising the options at the top. Because these options are more homogeneous with respect to the sorted attribute, consumers pay less attention to the sorted attribute in favor of a second attribute. This attentional shift emerges in a subsequent conjoint analysis, with less weight placed on the sorted attribute and more weight on a second attribute.
Shlomo Benartzi and Jonah Lehrer have a new book on consumer behavior specifically on screens titled The Smarter Screen: Surprising Ways to Influence and Improve Online Behavior. This is a rich, understudied area, and I’m excited they wrote this. While I don’t agree with all of their conjectures (for example, decision tournaments), there are some really good sections on topics such as fluency and customization.
People need to shop like passionate Italian chefs. They need to care a lot about flavor, spend a lot of time on food — finding cucumbers that taste like cucumbers, tomatoes that taste like tomato — and the food is more satisfying. It’s also a lot easier to cook. – Mark Schatzker
This post describes a method to ask future questions using the responses from a rank-order type question in Qualtrics. For example, if you wanted to have a respondent state relative preference between the second and third highest ranks obtained from the rank order.
Adam Alter and Hal Hershfield have a study in the Proceedings of the National Academy of Sciences showing people search for meaning when they approach a new decade in chronological age.
- A.L. Alter, and H.E. Hershfield, "People search for meaning when they approach a new decade in chronological age: Table 1.", Proceedings of the National Academy of Sciences, vol. 111, pp. 17066-17070, 2014. http://dx.doi.org/10.1073/pnas.1415086111
European telecommunications company Orange partnered with Paris-based advertising agency Publicis Conseil and Toronto-based digital design agency Jam3 to create a surreal digital experience that allows users to speak with a simulated version of themselves 20 years in the future. The result, which is part of Orange’s 20th anniversary #futureself campaign, uses a combination of aging simulation and 3D rendering technologies to essentially allow folks to question their future selves.