QALMRI2 - QALMRI NAME VIRGINIA NOLAN DATE ARTICLE GALINSKY ADAM D RUCKER DEREK D(2008 CONSPICUOUS CONSUMPTION VS UTILITARIAN IDEALS HOW DIFFERENT

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QALMRI N AME : V IRGINIA N OLAN D ATE : 6/28/2011 A RTICLE : G ALINSKY , A DAM UCKER , D EREK D. (2008). C ONSPICUOUS C ONSUMPTION VS . U TILITARIAN I DEALS : H OW D IFFERENT L EVELS OF P OWER S HAPE C ONSUMER B EHAVIOR . J OURNAL OF E XPERIMENTAL S OCIAL P SYCHOLOGY , 45, 549-55. I. Q UESTION 1. “B IG PICTURE QUESTION : D OES HIGH POWER LEAD TO A PREFERENCE FOR UTILITARIAN ASPECTS OF A PRODUCT COMPARED TO LOW POWER WHICH LEADS TO A PREFERENCE FOR ASPECTS THAT SIGNAL HIGH STATUS . 2. T HE SPECIFIC QUESTION ( S ): i. W ILL LOW AND HIGH POWER PRODUCE DIFFERENT RESPONSES DEPENDING ON WHETHER A LUXURY PRODUCT EMPHASIZED A SOFT - SELL STRATEGY ( EMPHASIZING STATUS ) OR A HARD - SELL STRATEGY ( EMPHASIZING UTILITY )? II . W ILL CONSUMERS ATTITUDES TOWARDS A PRODUCT ADVERTISED AS PORTRAYING PERFORMANCE VS . STATUS BE AFFECTED BY HIGH AND LOW POWER PRIMING RELATIVE TO BASELINE CONDITIONS ? 3. T HE CONNECTION BETWEEN THE TWO : H IGH POWER MIGHT LEAD TO PURCHASING DECISIONS BASED ON QUALITY AND PERFORMANCE , WHILE LOW POWER MIGHT LEAD TO PURCHASING DECISIONS BASED ON STATUS . II. A LTERNATIVE H YPOTHESES 1. M AIN HYPOTHESIS : H IGH POWER WILL LEAD TO A PREFERENCE FOR PRODUCTS BASED ON THEIR UTILITY , WHILE LOW POWER WILL LEAD TO A PREFERENCE FOR PRODUCTS BASED ON THEIR MERIT AS STATUS SYMBOLS . 2. O THER ALTERNATIVES : I . H IGH POWER WILL LEAD TO A PREFERENCE FOR PRODUCTS BASED ON THEIR MERIT AS STATUS SYMBOLS , WHILE LOW POWER WILL LEAD TO A PREFERENCE FOR PRODUCTS BASED ON THEIR UTILITY . II . T HE AMOUNT OF POWER ONE HAS WILL HAVE NO IMPACT ON WHETHER A PRODUCT IS PREFERRED FOR ITS UTILITY OR ABILITY TO SIGNAL STATUS . III.L OGIC ESIGN 1. I NDEPENDENT VARIABLE ( S ) i. C ONSTRUCT : E XPERIMENTS 1 &2: T YPE OF SELLING STRATEGY USED , SENSE OF POWER E XPERIMENT SSIGNMENT OF HIGH POWER OR LOW POWER ROLE . ii. O
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This note was uploaded on 10/20/2011 for the course HTM 260 taught by Professor Fernsten during the Fall '08 term at UMass (Amherst).

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QALMRI2 - QALMRI NAME VIRGINIA NOLAN DATE ARTICLE GALINSKY ADAM D RUCKER DEREK D(2008 CONSPICUOUS CONSUMPTION VS UTILITARIAN IDEALS HOW DIFFERENT

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