Love Leads to Action: Short‐Term Mating Mindset Mitigates the Status‐Quo Bias by Enhancing Promotion Focus

Abstract

We demonstrate that short-term mating (STM) mindsets lead individuals to a preference for action over inaction, thus violating the status-quo bias. We hypothesize, and provide supporting evidence through five experiments, that STM enhances one's promotion focus, which increases one's approaching tendencies and leads to the preference for actions against the status quo of affairs. This effect emerges independently of intrinsic product characteristics, such as the risk associated with gambling and investment decisions, and the signaling value of fashionable apparel. We also demonstrate that, for the STM mindset's effect on action-against-statusquo behavior to take place, individuals must construe choice sets in the light of default vs. non-default options, rather than mere side-by-side comparisons. Accordingly, upselling tactics and opt-in offers might be effective implementations of the findings of this research.

Minding the consumer mindsets in addressing gambling consumption harms

“…He and Cunha ( 2020 ) argued that individuals under a short-term mating state would make adaptations to collect information on or attract potential mating partners (for later scrutinizing if needed), and would prioritize finding the potential partners' strengths rather than fending off their weaknesses. Further, He and Cunha ( 2020 ) predicted that the short-term mating state would cause individuals to act instead of accepting their default or existing option.…”

“…He and Cunha ( 2020 ) argued that individuals under a short-term mating state would make adaptations to collect information on or attract potential mating partners (for later scrutinizing if needed), and would prioritize finding the potential partners' strengths rather than fending off their weaknesses. Further, He and Cunha ( 2020 ) predicted that the short-term mating state would cause individuals to act instead of accepting their default or existing option. It has been discovered that a short-term mating mindset could be activated among study participants who imagined a scenario about a blind date and answered questions on their dating related preferences, and that those under an activated short-term mating mindset could exhibit increased tendency toward choosing non-default over default options (He and Cunha, 2020 ).…”

“…Further, He and Cunha ( 2020 ) predicted that the short-term mating state would cause individuals to act instead of accepting their default or existing option. It has been discovered that a short-term mating mindset could be activated among study participants who imagined a scenario about a blind date and answered questions on their dating related preferences, and that those under an activated short-term mating mindset could exhibit increased tendency toward choosing non-default over default options (He and Cunha, 2020 ). For instance, when participants in an experiment were given a choice between two investment options (i.e., between less risky bonds and more risky stocks), the participants with (vs. those without) an activated short-term mating mindset, turned out to display a lower likelihood of choosing stocks when stocks were described as the default or existing investment situation, and display a higher likelihood of choosing stocks when stocks were not the default (He and Cunha, 2020 ).…”

“…Based on the consumer psychology literature (Rucker and Galinsky, 2016 ), a consumer mindset can be defined as a psychological orientation that affects consumer information processing, consumer evaluations, and consumer responses. Three specific consumer mindsets will be discussed below as exemplars which can have direct relevance to the pathways to reduce or prevent gambling consumption harms, including the fresh start mindset (Price et al, 2018 ), the busy mindset (Kim et al, 2019 ), and the short-term mating mindset (He and Cunha, 2020 ).…”

Abstrair ganhos e concretizar perdas: quando a representação mental pode alterar o comportamento dos indivíduos

“…A Figura 1 apresenta o modelamento gráfico no qual se traduzem as hipóteses formuladas neste capítulo: Figura 1-Modelamento gráfico do problema de pesquisa.FONTE: Autor 33 3 MÉTODO Os experimentos, portanto, apresentam-se como uma metodologia consistente para a avaliação dos efeitos de moderação de um construto em uma dada relação (HERNANDEZ; BASSO; BRANDÃO, 2014). O método experimental garante também controle de determinadas variáveis externas, tornando possível isolar claramente a relação causal estudada e eliminar possíveis efeitos oriundos de elementos cujo estudo ou efeitos não sejam focais em um dado experimento (CALDER; PHILLIPS; TYBOUT, 1981; FALK; HECKMAN, 2009).O método experimental é tido também como o melhor método para realização de pesquisas de marketing voltadas para a tomada de decisão(MALHOTRA et al, 2005), sendo frequentemente utilizado no campo de comportamento do consumidor e largamente adotado na pesquisa de construtos como foco regulatório e propensão ao risco (ALEXANDER;BLANK, 2018;CHOI et al, 2020;CROWE;HIGGINS, 1997;HIGGINS, 2002;HE;CUNHA, 2020;PENNINGTON;ROESE, 2003;ZOU;SCHOLER;HIGGINS, 2014). promoção x prevenção) x 2 (enquadramento em ganho x perda).…”