03 - Capable of making informed choices? Flashcards
(32 cards)
Three main pillars that lead to consumers whom are not able to make complete informed choices
1) mindless consumers
2) environmental factors
3) psychological factors
Mindless consumers
- on average 225 decisions a day
- for decions we rely on simple rules of thumb and heuristics
- limited cognitive capacity
- we make decions everywhere: school, work, stores etc.
Environmental factors
How/where the products are place/presented highly influences behavior.
- Suppose a buffet. Where the unhealthy or healthy lays at the front vs. in the back.
- Or riding a bike in a big city in the VS
Psychological factors (underlying phenomena)
1) Construal level
2) Literacy
3) Computational ability
4) Perceptions
5) Inferences & negatively correlated attributes
Construal level theory
People use concrete, low-level constructs to represent the near things and abstract, high-level constructs to represent distant events.
- or simpler -> things look different from up close compared to up far.
The categories of distance (within construal theory)
1) Temporal distance -> now or in the future
2) Spatial distance -> locational distance
3) Social distance -> friend/family or complete stranger
4) Hypothetical distance -> unlikely to happen to me or friend/family vs. likely to happen
Psychological distance
A subjective experience that something is close or far away from the self / here or now
Low psychological distance -> aspects
- low-level construal
- concrete
- contextual
- pragmatic
- FEASIBILITY
High psychological distance -> aspects
- high-level construal
- abstract
- integrated
- idealistic
- DESIRABILITY
Temporal distance
You think in now with your pragmatic self and in future with your idealistic self:
- cake eating example…
- energy saving example…
Spatial distance
- refugee example
People want to help refugees as long as it is far away in their country. Not enthousiast to let them into their streets/cities or country.
Social distance
- example of earthquackes in Groningen
rEdUcInG gAs ExTrAcTiOn MeAnS hIgHeR TaXeS
Hypothetical distance
- Mac Donalds example…
Advertising & construal level theory -> effectiviness
Processing is most efficient if distance and presentation of the medium are congruent
Advertising & construal level theory -> low vs. high construal level
- low level -> very concrete (kid doesn’t eat, without my help). But it will cost me money…
- high level -> Africa needs our support. But is not a sustainable solution.
One not better than the other, be aware of the effect of using different levels.
Construal level -> costs & benefits
- Costs -> immediate and certain
- Benefits -> often delayed and potential
Solutions to construal level theory
1) pre-commitment
2) adapt a mental construct before decision making: desirable vs. feasible features
3) reduce immediate costs: e.g. offer a service to clean out the attic increased home insulation
Health literacy
the degree to which individuals have the capacity to obtain, process and understand basic health information and services needed to make appropriate health decisions.
Energy literacy
an understanding of the nature and role of energy in the world and daily lives accompanied by the ability to apply this understanding to answer and solve
Computational ability
Computational skills are the selection and application of arithmetic operations to calculate solutions to mathematical problems
Perceptions
- consider the experiment of people playing basketball
- bowl sizes: bigger bowls means serving more
- spoon sizes: same effect
Inferences
Conclusions reached on the basis of evidence and reasoning
Example inferences
High price -> high quality
Healthy -> less tasty
Healthy -> expensive
Vice food
“wants” -> food that provides immediate pleasure experiences but contribute to negative long-term outcomes. Such as weight gain & alcoholism
