Using visualization to alter the balance between desirability and feasibility during choice

Joel B. Cohen · Julia Belyavsky Bayuk

15 citations0/0 files storedJournal of Consumer Psychology

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Decision-Making and Behavioral Economics Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

Abstract We extend Wyer, Hung and Jiang's (2008) analysis of visualization to consider how it could overcome the tendency for consumers to focus much more heavily on end states and goals that products and services are intended to meet and underweight the steps consumers need to take to bring about those outcomes. We summarize related literature on consumers' mental construal of end state desirability in relation to feasibility and apply it to rebate redemption, where there is strong evidence that consumers make suboptimal economic decisions that underweight redemption feasibility. Our data confirm benefits for visualization but only for those who have a propensity to visualize. Both visualization and equivalent thought about rebate redemption steps produce choice reversals and attitude–behavior inconsistency.

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References

2008Social psychology: handbook of basic principles 1998The role of feasibility and desirability considerations in near and distant future decisions: A test of temporal construal theory.2007Construal Levels and Psychological Distance: Effects on Representation, Prediction, Evaluation, and Behavior 1999From Thought to Action: Effects of Process-Versus Outcome-Based Mental Simulations on Performance 2007Construal Level Theory and Consumer Behavior 2005Resource Slack and Propensity to Discount Delayed Investments of Time Versus Money.2005Fluency of Consumption Imagery and the Backfire Effects of Imagery Appeals 1991An Imagery-Processing View of the Role of Pictures in Print Advertisements

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2011Visceral fit: While in a visceral state, associated states of the world seem more likely.2015Should I plan? Planning effects on perceived effort and motivation in goal pursuit 2021When the “Charm of Three” Fades: Mental Imagery Moderates the Impact of the Number of Ad Claims on Persuasion

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