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Reaching for the (Product) Stars: Measuring Recognition and Approach Speed to Get Insights Into Consumer Choice

Genschow, Oliver and Florack, Arnd and Chib, Vikram S. and Shimojo, Shinsuke and Scarabis, Martin and Wänke, Michaela (2013) Reaching for the (Product) Stars: Measuring Recognition and Approach Speed to Get Insights Into Consumer Choice. Basic and Applied Social Psychology, 35 (3). pp. 298-315. ISSN 0197-3533.

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In three studies, an easy-to-apply response time task that differentiates between recognition and approach speed was applied. The results indicate that individuals recognized and approached positive stimuli faster than negative stimuli (Pilot Study). But, when the choice options differed less in valence, approach movement time was a better predictor of consumer choice and willingness to pay than recognition time (Study 1) and a better predictor of consumer choice than self-reports when the choice was made with an affective compared to a cognitive focus (Study 2). Moreover, approach movement time, but not recognition time correlated with other implicit measures.

Item Type:Article
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URLURL TypeDescription DOIArticle
Chib, Vikram S.0000-0001-8810-5699
Additional Information:© 2013 Taylor & Francis Group, LLC. Published online: 24 May 2013. The research reported in this article was supported by a grant from the German Research Foundation to the second author (FL 365/3-1), and a grant from the decode Marketingberatung GmbH to the first and second author.
Funding AgencyGrant Number
German Research FoundationFL 365/3-1
decode Marketingberatung GmbHUNSPECIFIED
Issue or Number:3
Record Number:CaltechAUTHORS:20130716-155543987
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Usage Policy:No commercial reproduction, distribution, display or performance rights in this work are provided.
ID Code:39403
Deposited By: Tony Diaz
Deposited On:12 Aug 2013 22:14
Last Modified:09 Mar 2020 13:18

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