Transcript Document

Consumer Action: Automaticity,
Purposiveness, and Self-Regulation
Richard P. Bagozzi
University of Michigan
Internal
imagination or
physiological
stimulation
Reflective or
deliberative
processes
Reasoned
action
Consumer
action
External
stimulation
Automatic
processes
Impulsive
action
Outline of Proposed Dual Process Model of Consumer Action
The Information Processing Legacy
Marketrelated
information
Cognitive
processes
Mental states
“Cognitive Processes”
Attention
Perception
Memory
Information search
Categorization
Cognitive schemas
Judgment and evaluation
Inference drawing
Choice
What is Consumer Action?
Received view
Bodily movements
outcomes
A new direction
Volitional and intentional processes
Linkages between volition/intention and
(1) antecedent mental states and events and
(2) consequent goal-directed behaviors
Consumer Action
Action is “what an agent does, as opposed to
what happens to an agent (or what happens
inside an agent’s head)”.
Blackburn (1994, p.5)
The Concept of Agency
An agent is “one who acts. The central problem
of agency is to understand the difference
between events happening in me or to me,
and my taking control of events, or doing
things”.
Blackburn (1994, p.9)
Action deals with what a person does in a selfregulative or willful way.
Goal Setting and Goal Pursuit
Feedback
reactions
“How do I feel about
achieving/not achieving
my goal?”
Goal
setting
“What are the
goals I can
pursue and
why do I
want to
pursue them?”
Formation
of a goal
intention
“What is it
for which I
strive?
Bagozzi (1992, Social Psychology Quarterly)
Action
planning
“How can I
achieve my
goal?”
(“When, where,
how, and how
long should I
act?”)
Action
initiation
and control
“How well have
I enacted my
plans?”
“Am I making
progress toward
my goal?”
“Are there
adjustments that
need to be
made?”
“Is the goal still
important to
me?”
Goal
attainment/
failure
“To what degree
have I achieved/
failed to achieve
my goal?”
Bagozzi & Dholakia (1999, Journal of Marketing)
“…to understand people one needs to understand what leads
them to act as they do, and to understand what leads them to
act as they do one needs to know their goals, and to
understand their goals one must understand their overall
interpretive system, part of which constitutes and interrelates
these goals, and to understand their interpretive system—their
schemas—one must understand something about the
hierarchical relations among these schemas.”
D’Andrade (1992, p. 31)
General Representation
of Goal Hierarchy
Superordinat
e goals
Focal
goal
Example of Goal Hierarchy
(abbreviated)
“Why do I want to
achieve that for
which I strive?”
Look and
feel good
Live
longer
Boost
selfconfidenc
e
“What is it for
which I strive?”
Goal: lose
weight
Subordinate
goals
“How can I achieve
that for which I
strive?”
Exercising
The Three-tiered Goal Hierarchy
Dieting
Enjoy
life
Live
longer
Save money
Social
acceptance
Happiness
Selfesteem Energy
Achievement
Feel good
Health
Look good
Fit in
Clothes
Hierarchical Goal Structure for Reasons for Losing or Maintaining Body Weight
Bagozzi, Bergami, & Leone (2003, Journal of Applied Psychology) Bagozzi & Edwards (1998, Psychology and Health)
Caring, love,
empathy
Social and
self-conscious
emotions
Cognitive
Social
identity
Affective
Evaluative
Positive
anticipated
emotions
Moral and selfevaluative
standards (secondorder desires)
Negative
anticipated
emotions
Positive
anticipatory
emotions
Negative
anticipatory
emotions
Goal
desire
Goal
intention
Attitude
toward
act
Subjectiv
e norms
Behavior
al desire
Group
norms
Affect
towards
means
Summary of Key Variables and Processes in Consumer Action as a Deliberative and
Reflective Endeavor (note: the effects of habit, past behavior, and automatic processes are
omitted for simplicity
Behavior
al
intention
Perceive
d
behaviora
l control
Planning
Trying
Affect from
appraisals of
rate of progress
Feedback to select
cognitive and
emotional
processes
Goal
attainmen
t/failure
Bagozzi (2005, Review of Marketing Research)
Trying to Consume
Acts of consumption are engaged in as either
ends in and of themselves (e.g., dancing for its
aesthetic and kinesthetic pleasures) or means
to other ends (e.g., exercising and dieting for
the purpose of losing weight). In either case,
consumers initiate acts by attempting or trying
to act.
Bagozzi and Warshaw (1990, Journal of Consumer Research)
Acting Intentionally
“When I raise my arm, my arm goes up. And the
problem arises: what is left over if I subtract the fact
that my arm goes up from the fact that I raise my
arm?”
Wittgenstein (1997, p. 161e)
Try to Act
Bagozzi and Warshaw (1990, JCR) answered this
question by stating that “trying to act” is the residual.
Trying to Act
Singular subjective state summarizing the extent to which a person believes
that they have tried or will try to act (Bagozzi & Warshaw, 1990, JCR).
Attitude
toward
success
Expectation
of success
Attitude
toward
failure
Expectations
of failure
Intention
to try
Attitude
toward
process
Trying
Goal
attainment
Evolution of the Concept of Trying
Trying encompasses psychological and physical processes
engaged in after forming an intention to act in order to
implement the intention (Bagozzi, 1992, SPQ).
Following a decision to act, some subset of the following
constitute trying: planning, monitoring of progress
toward a goal, self-guidance and self-control activities,
commitment to a goal or intention or action, and effort
put forth.
Research on Trying
Body weight loss/maintenance (Bagozzi & Edwards, 1998,
P&H): trying was operationalized as maintenance of
willpower and self-discipline, devotion of time for planning with
respect to instrumental acts, and expenditure of physical
energy in goal pursuit (see also Bagozzi, Baumgartner, &
Pieters, 1998, C&E).
Self-regulation of hypertension (Taylor, Bagozzi, & Gaither, 2001,
JBM). Four aspects of trying: devotion of time for planning,
expenditure of mental/physical energy, maintenance of
willpower, and sustaining of self-discipline.
Implementation of goal intentions (Bagozzi & Edwards, 2000,
P&H).
Bagozzi, Baumgartner, & Yi (1992, Psychology & Marketing)
Bagozzi & Edwards (2000, Psychology and Health)
Caring, love,
empathy
Social and
self-conscious
emotions
Cognitive
Social
identity
Affective
Evaluative
Positive
anticipated
emotions
Moral and selfevaluative
standards (secondorder desires)
Negative
anticipated
emotions
Positive
anticipatory
emotions
Negative
anticipatory
emotions
Goal
desire
Goal
intention
Attitude
toward
act
Subjectiv
e norms
Behavior
al desire
Group
norms
Affect
towards
means
Summary of Key Variables and Processes in Consumer Action as a Deliberative and
Reflective Endeavor (note: the effects of habit, past behavior, and automatic processes are
omitted for simplicity
Behavior
al
intention
Perceive
d
behaviora
l control
Planning
Trying
Affect from
appraisals of
rate of progress
Feedback to select
cognitive and
emotional
processes
Goal
attainmen
t/failure
Intentions
Ajzen and Fishbein (1980, p. 41) term an intention as “the
immediate determinant of behavior”.
Allport (1947, p. 186): “Let us define intention simply as
what the individual is trying to do”.
Heider (1958, pp. 83, 108).
The Theory of Reasoned Action and
The Theory of Planned Behavior
Attitude
toward
the act
Subjective
norms
Intention
to act
Behavior
Perceived
behavioral
control
Ajzen (1991Organizational Behavior and Human Decision Processes)
A Broad Definition and Narrow
Measurement
Intentions “are indicators of how hard people are willing to
try, of much of an effort they are planning to exert”
(Ajzen, 1991, OBHDP, p. 181).
Ajzen (1991; Ajzen & Fishbein, 1980) measures intentions
as self-predictions or expectations that one will act and
uses “very unlikely” and “very likely” bipolar items.
The Concept of Personal Intentions
(I-intentions)
A personal intention is a person’s decision or plan to
perform an individual act (or achieve a goal) by himself
or herself alone.
“I intend to finish reading ‘Fast Food Nation’ this evening”.
“I intend to lose weight”.
Goal versus Implementation Intentions
A goal intention is a self-commitment to realize a desired end state
and might be expressed linguistically in the form, “I intend to
pursue X” (Gollwitzer, 1993, p. 50).
“I intend to acquire an HDTV”.
An implementation intention is a self-commitment to perform a
particular action and might be expressed linguistically in the form,
“I intend to initiate behavior X whenever the situational conditions
Y are met” (Gollwitzer, 1993, p. 50).
“I intend to exercise tomorrow afternoon if my sore calf muscle has
healed sufficiently”.
Implementation Intentions Mediate the
Effects of Goal Intentions on Action
Implementation intentions serve two functions (Gollwitzer &
Brandstätter, 1997).
Cognitively, implementation intentions provide mental representations
of the opportunities implied by the intentions. It is believed that
these would attract attention, be easily remembered, and effectively
recognized in a relevant situation occurring at a future point in time
when the intention is to be fulfilled.
Volitionally, implementation intentions create strong mental links
between intended situations and behaviors. And in the presence of
the critical situation, the intended behavior will be elicited
automatically.
Social Intentions
A person in a relationship might speak of “our intention to see
Tchaikowski’s Swan Lake”.
A football player may mention “the team’s plan to implement a
new offensive scheme”.
A corporate executive might announce “the firm’s hostile
intention to take over another firm”.
President Bush mentioned last week that the American People
intend to win the war against terrorism.
The Concept of Social Intentions
(Bagozzi, 2000, Journal of Consumer Research; Bagozzi & Lee, 2002, Social Psychology
Quarterly)
An intention to perform a group act.
1. An I-intention to do something with a group of people or to
contribute to, or do one’s part of, a group activity.
“I intend to practice with my rock music group on Saturday
afternoon”.
“I intend to help collect signatures for referendum X with
my compatriots in the local chapter of the Democratic
party”.
An I-intention, as a social intention, is a person’s decision
to act autonomously as part of a group activity.
2. A “we-intention” is a social intention rooted in a person’s selfconception as a member of a particular group or social category,
and action is conceived as either the group acting or the person
acting as an agent of, or with, the group.
a.
A shared we-intention.
“I intend that our group/we act”.
“I intend that our family visit Disneyland Resort, Paris, next
August.
b.
A collective we-intention
“We (i.e., I and the group to which I belong) intend to act”.
“We intend to implement a doctoral program in
management”.
Studies Investigating Collective
Intentions
Small face-to-face friendship groups (Bagozzi & Lee, 2002, SPQ;
Bagozzi & Dholakia, 2006).
Virtual communities (Bagozzi & Dholakia, 2002, JIM; Bagozzi,
Dholakia, & Pearo, 2006, MP; Dholakia, Bagozzi, & Pearo, 2004,
IJRM; Bagozzi, Dholakia, & Mookerjee, 2006, MP).
Collaborative browsing groups (Bagozzi, Dholakia, & Mookerjee, 2006,
MP).
Face-to-face tutorial groups (Bagozzi & Christian, 2006).
Linux user groups (Bagozzi & Dholakia, 2006, Management Science)
Caring, love,
empathy
Social and
self-conscious
emotions
Cognitive
Social
identity
Affective
Evaluative
Positive
anticipated
emotions
Moral and selfevaluative
standards (secondorder desires)
Negative
anticipated
emotions
Positive
anticipatory
emotions
Negative
anticipatory
emotions
Goal
desire
Goal
intention
Attitude
toward
act
Subjectiv
e norms
Behavior
al desire
Group
norms
Affect
towards
means
Summary of Key Variables and Processes in Consumer Action as a Deliberative and
Reflective Endeavor (note: the effects of habit, past behavior, and automatic processes are
omitted for simplicity
Behavior
al
intention
Perceive
d
behaviora
l control
Planning
Trying
Affect from
appraisals of
rate of progress
Feedback to select
cognitive and
emotional
processes
Goal
attainmen
t/failure
The Role of Anticipated (“Prefactual”) Emotions in Goal
Striving (Bagozzi, Baumgartner, & Pieters, 1998, Cognition & Emotion)
Relevant
goal situation
Anticipated
emotions
Volitional
processes
Implementation
processes
Goal
outcomes
Outcome
emotions
The Role of Anticipated (“Prefactual”) Emotions in Goal
Striving (adapted from Bagozzi et al., 1998, Cognition & Emotion)
Relevant
goal situation
Anticipated
emotions
Volitional
processes
Implementation
processes
Imagined
goal
success
Prefactual
appraisals
of success
Prefactual
appraisals
of failure
Outcome
emotions
Positive
anticipated
emotions
Negative
anticipated
emotions
+
+
Behavioral
intentions
Amount of physical
and mental energy
willing to expend in
goal pursuit
Planning
Imagined
goal failure
Goal
outcomes
Activation of
instrumental
behaviors
Monitoring of
progress
Guidance and
control of goal
striving
Goal
attainment
/failure
+/Positive
and
negative
emotions
Bagozzi et al. (1998, Cognition & Emotion)
positive
anticipated
emotions
.50
(4.8)
negative
anticipated
emotions
Growing Body of Research
Investigating Anticipated Emotions
Bagozzi, Baumgartner, and Pieters (1998, C&E)
Brown, Cron, and Slocum (1997, JM)
Perugini and Conner (2000, EJSP)
Perugini and Bagozzi (2001, BJSP)
Bagozzi and Dholakia (2002, JIM)
Bagozzi, Dholakia, and Basuroy (2003, JBDM)
Dholakia, Bagozzi, and Klein (2004, IJRM)
Bagozzi, Dholakia, and Pearo (2006, MP)
Bagozzi, Dholakia, and Mookerjee (2006, MP)
Taylor, Bagozzi, and Gaither (2005, BJHP)
Bagozzi and Dholakia (2006, IJRM; 2006. Management Sci.)
Differences and Similarities Between
Attitudes and Anticipated Emotions
1.
Target. Attitudes under the TPB refer to actions, while active attitudes (As and Af)
and AEs address goals, Ap concerns action.
2.
Dimensionality. Aact is unidimensional, active attitudes are three dimensional (As,
Af, Ap), and AEs are two dimensional (PAE and NAE).
3.
Reasons for action. Aact is a passive reaction retrieved from memory. Active
attitudes and AEs are dynamic in the sense of arising from thinking and appraisal
processes at the time of decision making and concern forward looking judgments
and feelings; they change as the contingencies and values of goals and their
attainment change.
4.
Evaluative vs. affect. Aact and active attitudes are evaluations; AEs are affective
processes.
5.
Measurement. Aact and active attitudes are measured as bipolar semantic
differential items, while AEs are measured on unipolar items (see Bagozzi, Wong, &
Yi, 1999, C&E).
6.
Intentions. Aact leads to intentions to act, where the behavior is not specified in
relations to a goal under the TPB. Active attitudes and AEs specifically apply to the
case where a goal intention has been formed, and where the attitudes and emotions
function to activate an implementation intention in order to fulfill the goal intention.
Outline of Emerging Decision Making
Models
Anticipated
positive
emotions
Goal
desire
Goal
intention
Behavioral
desire
Anticipated
negative
emotions
Implementation
intention
Instrumental
behaviors
Goal
achievement
Bagozzi, Dholakia, & Basuroy (2003, Journal of Behavioral Decision Making)
Desires to Act
How do attitudes influence decisions?
It has been argued that desires are necessary for
converting reasons for action into intentions to
act. (Bagozzi, 1992, SPQ)
Goal desires and behavioral desires.
Volitive and Appetitive Desires
A volitive desire is “synonymous with want, wish, and would like, and
appears as a transitive verb in sentences like ‘I desire to…’ and ‘I
desire…’”. (Davis, 1997, p. 136).
“John would like to exercise”; “Mary wants intellectual stimulation”.
An appetitive desire has “the near synonyms appetite, hungering,
craving, yearning, longing, and urge, and appears as a noun in
sentences like ‘I have a desire to…’ and ‘I have a desire for…’
[and]…objects of appetitive desire appealing, things we view with
pleasure”. (Davis, 1997, p. 136).
“Silvia has a longing to visit her birthplace”; “Paul has a craving for
sushi”.
Volitive and appetitive desires are logically independent and
can empirically exist in distinct ways:
“We often want to eat, for social or nutritional reasons, when we
have no appetite and view the prospect of eating without
pleasure. We desire to eat, but have no desire to. On the other
hand, we may have a ravenous appetite and find the prospect
terribly appealing and yet not want to eat because we are on a
diet”. (Davis, 1997, p. 136).
Three Functions of Desires
Automatic, unconscious processes
Damasio’s (1994, 1994) somatic marker hypothesis
Bechara et al. (1997)
Integrate or resolve multiple reasons for action
Incites goal intentions, evoke implementation intentions
(Perugini & Bagozzi, 2001, British Journal of Social Psychology)
(Perugini & Bagozzi, 2001, British Journal of Social Psychology)
Studies Investigating Desires
Bagozzi and Kimmel (1995, British Journal of Social Psychology)
Bagozzi and Edwards (1998, Psychology and Health)
Perigini and Bagozzi (2001, British Journal of Social Psychology)
Taylor, Bagozzi, and Gaither (2001, Journal of Behavioral Medicine)
Bagozzi and Dholakia (2002, Journal of Interactive Marketing)
Bagozzi, Dholakia, and Basuroy (2003, Journal of Behavioral Decision Making)
Dholakia, Bagozzi, and Pearo (2004, International Journal of Research in
Marketing)
Perigini and Bagozzi (2004, European Journal of Social Psychology)
Taylor, Bagozzi, and Gaither (2005, British Journal of Health Psychology)
Bagozzi, Dholakia, and Pearo (2006, Media Psychology)
Bagozzi and Dholakia (2006 International Journal of Research in Marketing)
Bagozzi and Dholakia (2006, Management Science)
Outline of Emerging Decision Making
Models
Anticipated
positive
emotions
Goal
desire
Goal
intention
Behavioral
desire
Anticipated
negative
emotions
Implementation
intention
Instrumental
behaviors
Goal
achievement
Bagozzi, Dholakia, & Basuroy (2003, Journal of Behavioral Decision Making)
Kelman’s Typology of Social Influence
Compliance
Adoption of a decision in accordance with a request or command and
based upon the need for approval.
Similar to normative influence and reward and coercive power.
Internalization
Adoption of a decision based on the congruence of one’s values with the
values of another person.
Similar to the effect of group norms.
Identification
Adoption of a decision in order to maintain a positive self-defining
relationship with another person.
Similar to normative and informational influence and referent power.
Social identity
Cognitive
component
(self-awareness
of group
membership)
Emotional
component
(affective
commitment)
Bergami & Bagozzi (2000, British Journal of Social Psychology)
Evaluative
component
(collective selfesteem
Bagozzi & Lee (2002, Social Psychology Quarterly)
Bagozzi & Dholakia (2002, Journal of Interactive Marketing)
Group Norms
.12 (.13)
-.02 (.02)
Past Behavior
Attitudes
.02a (.13)b
.02 (.00)
Positive
Anticipated
Emotions
.33 (.04**)
.06 (.01)
.81 (.63***)
Desire
R2 = .77
.10 (.02)
Negative
Anticipated
Emotions
We-Intentions
R2 = .69
.03 (.08)
.11 (.18)
.09 (.07)
.37 (.42***)
Subjective
Norm
Perceived
Behavioral
Control
.02 (.02)
Social Identity
Group-based
Self-Esteem
SelfCategorization
Affective
Commitment
aStandardized
parameter
parameter
*p < .05, **p < .01, ***p < .001
bunstandardized
Path coefficients and R2-values for the extended Model of Goal-directed Behavior (factor loadings, error variances, and
correlations among exogenous variables omitted for ease of interpretation)
Dholakia, Bagozzi, & Pearo (2004, IJRM)
Offline
interactions
with friends
Attitudes
Offline
interactions
with family
Perceived
Behavioral
Control
-
-
Positive
Anticipated
Emotions
+
+
+
Participation
Desires
+
+
Participation
We-Intentions
Engagement in
Hobby Groups
+
Group
Norms
+
Reading
of Books
Cognitive
identity
Participation
Behavior
-
Social
identity
Affective
identity
-
+
+
Subjective
Norms
-
Engagement in
Neighborhood
Activities
+
+
Negative
Anticipated
Emotions
Telephone
Conversations
Evaluative
identity
Bagozzi, Dholakia, & Pearo (2005, MP)
Television
Use
Radio
Use
Print Media
Use
Bagozzi and Dholakia (2006, IJRM)
Where Does Self-Regulation Occur in
Consumer Decision Making?
Goal
desire
Goal
intention
Behavioral
desire
Implementation
intention
Second-order moral
values and self-evaluative
standards
Social/selfconscious
emotions
Social
identity
Evaluative
Cognitive
Affective
Caring, love,
empathy
Social and
self-conscious
emotions
Cognitive
Social
identity
Affective
Evaluative
Positive
anticipated
emotions
Moral and selfevaluative
standards (secondorder desires)
Negative
anticipated
emotions
Positive
anticipatory
emotions
Negative
anticipatory
emotions
Goal
desire
Goal
intention
Attitude
toward
act
Subjectiv
e norms
Behavior
al desire
Group
norms
Affect
towards
means
Summary of Key Variables and Processes in Consumer Action as a Deliberative and
Reflective Endeavor (note: the effects of habit, past behavior, and automatic processes are
omitted for simplicity
Behavior
al
intention
Perceive
d
behaviora
l control
Planning
Trying
Affect from
appraisals of
rate of progress
Feedback to select
cognitive and
emotional
processes
Goal
attainmen
t/failure
Conclusions
Much important work has been done in information processing to
date.
The study of consumer action has been neglected, however.
Consumer action is often goal-directed.
Goal setting and goal striving are two key processes in goal-directed
consumer action.
In addition to classic attitudinal variables, we need to incorporate
anticipated emotions, desires, and social processes in our models.
The social processes encompass compliance, identification, and
internalization processes.
Inquiry should include collective intentions.
Social or self-conscious emotions are additional areas for
investigation.
Self-regulation also is in need of examination.
Need for Studying Group Behavior with Multiple
People from Each Group
“Socializing Marketing”
(Bagozzi, 2000, Journal of Consumer Research)
(Bagozzi, 2005, Marketing – Journal of Management Research)