The Skeptical Shopper: A Metacognitive Account for the Effects of Default Options on Choice

Brown, Christina L.; Krishna, Aradhna

doi:10.1086/425087

Cited by 282 publications

(249 citation statements)

References 15 publications

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“…En este sentido, el mencionado Modelo del Conocimiento de la Persuasión (Friestad y Wright, 1994;1995) sugiere que las creencias que las personas tienen sobre el funcionamiento de la persuasión en la publicidad y en el marketing pueden jugar un papel importante en cómo esas personas responden a los intentos persuasivos. Específicamente, uno de los motivos por los cuales las personas tienden a resistirse a un mensaje publicitario es que su sola presentación en términos de publicidad comercial advierte al receptor por adelantado de que se le está intentado persuadir (e.g., Brown y Krishna, 2004;Campbell y Kirmani, 2000;Kirmani y Zhu, 2007;Quinn y Woods, 2004;Zuwerink y Devine, 1996). Esta intención persuasiva manifiesta de la publicidad contribuye a que el público, en general, desarrolle actitudes que van desde ambivalentes hasta negativas hacia la propia publicidad (e.g., considerarla como algo falso y engañoso, Calfee y Ringold, 1994).…”

Section: Introductionunclassified

La advertencia del intento persuasivo en contextos publicitarios

et al. 2015

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Resumen: Cuando las personas saben que se las está intentando convencer, tienden a resistirse puesto que en general no desean ser manipuladas. Asimismo, los mensajes ambiguos son menos persuasivos que los mensajes claros y ordenados, entre otras razones, porque las personas prefieren los estímulos fáciles de procesar. En la presente investigación se propone que estas dos variables (advertencia del intento persuasivo y ambigüedad del mensaje) pueden resultar paradójicamente más persuasivas cuando se utilizan conjuntamente. Los participantes del estudio recibieron un mensaje ordenado (baja ambigüedad) o desordenado (alta ambigüedad) que fue presentado como un anuncio publicitario (intento persuasivo) o una narración no comercial. Tal y como se esperaba, se encontró que el mensaje ambiguo resultó más persuasivo cuando fue presentado como un anuncio (contexto publicitario) que cuando fue presentado en un contexto meramente narrativo. Saber que un anuncio publicitario constituye un intento por convencer puede hacer que los pensamientos que se generen para interpretarlo sean de valencia positiva (como los argumentos que supuestamente contiene el mensaje), dando lugar a un mayor cambio de actitudes. Palabras clave: Persuasión; actitudes; publicidad; ambigüedad; reactancia; contra-argumentar.Title: Forewarning of the Persuasive Attempt in Advertising Contexts. Abstract: Forewarning of a persuasive attempt has been found to reduce persuasion because people tend to resist being manipulated. Likewise, messages that are high in ambiguity tend to be less persuasive than messages that are clear, among other reasons, because people prefer information that is easy to be processed. The present research postulates that these two variables (persuasive attempt forewarning and message ambiguity) can result paradoxically persuasive when combined together. Participants of the present experiment received a message composed by images that were presented in a logic (low ambiguity) or in a random order (high ambiguity). Furthermore, the message was said to be a commercial advertisement (with persuasive attempt) or a neutral narrative (without persuasive attempt). As predicted, it was found that the highly ambiguous message was more persuasive when it was presented as an advertisement (with persuasive attempt) rather than as a narrative context (without persuasive attempt). Knowing that the message constitutes a persuasive attempt (ad) could bias the generation of thoughts to interpret that information in a positive manner (consonant with the direction of the arguments supposedly contained in the ad), leading to more attitude change. Key words: Persuasion; attitudes; advertising; ambiguity; reactance; counter-argument. IntroducciónLa publicidad tiene como uno de sus objetivos primordiales crear mensajes que generen en el público actitudes más favorables hacia un producto, un servicio, una marca o una compañía. La investigación en comunicación persuasiva ha mostrado que el cambio de actitudes depende fundamentalmente de cómo el receptor int...

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Section: Introductionunclassified

La advertencia del intento persuasivo en contextos publicitarios

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“…For instance, smart thermostats may arrive with temperature and/or schedule pre-sets, and electric vehicle chargers may arrive with scheduling pre-sets. These pre-sets represent default options, or the choice alternative that someone is taking if they do not make a different choice [13]. Where such defaults are involved, an individual may not make an active choice, nor realize there is a choice to be made in the first place.…”

Section: The Default Effectmentioning

confidence: 99%

“…For example, when companies offer a 'standard product' [13] as a default option, consumers may interpret this product as the one that fits most consumers [10]. Non-default choices imply a departure from the norm and, thereby, the possibility of social rejection [33].…”

Section: Why Do Defaults Work?mentioning

confidence: 99%

Adjustable Green Defaults Can Help Make Smart Homes More Sustainable

Sintov

Schultz

2017

Sustainability

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Smart home technologies offer exciting opportunities to promote more efficient uses of energy. For instance, programmable thermostats, centralized lighting controls, and rooftop solar panels all have potential for energy conservation and efficiency. However, these technologies alone will not guarantee energy savings. Whereas previous research on smart homes has focused on the technologies themselves, relatively little work has addressed the factors that shape the human-technology interface. In this review paper, we argue that in order to ensure any savings, smart home technologies must first be adopted by end-users, and once adopted, they must be used in ways that promote energy efficiency. We focus on three areas of behavioral research with implications for smart home technologies: (1) defaults; (2) perceived adjustability or control; and (3) trust in automation. Linking these areas, we propose a new concept for improving the efficiency gains of smart homes. First, although smart device controls can help save energy, considerably larger energy efficiency gains can be realized through smart automation. But importantly, the default settings of systems should be "green", to maximize energy savings. Second, many people have concerns around relinquishing decision-making to technologies, which can reduce the likelihood of adoption. People want to be, or at least to feel, in control of their homes, even if they do not adjust settings post-installation. Further, consumer trust in technologies encourages adoption in the first place; trust also impacts consumer interactions with installed devices and can impact default acceptance. Combining these concepts, we recommend that smart home technologies build consumer trust and come pre-programmed with adjustable green defaults, which permit consumers to change initial green settings.

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“…Research and practice show that it is possible to significantly impact people's behaviour by carefully setting the default. For example, when asking for consent to store personal data online for marketing purposes, consent rates are higher when consent is the default (i.e., a "presumed consent" model) compared to a situation where the default is no consent (i.e., an explicit consent model) [17,18,19].…”

Section: This Subject Has Ben Investigated From a Computational Pointmentioning

confidence: 99%