Cleansing effects in consumer behavior
Item
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Title
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Cleansing effects in consumer behavior
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Identifier
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d_2009_2013:0b314d4ad016:11339
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identifier
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11694
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Creator
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Mitakakis, Chrissy,
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Contributor
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Lauren G. Block
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Date
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2012
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Language
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English
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Publisher
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City University of New York.
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Subject
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Marketing | Business administration | Attitudes | Cleansing | Consumer behavior | Indulgence | Psychology
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Abstract
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Cleansing can wash away more than the germs on ones' hands. In fact, there is recent research to suggest that the concept of cleansing can serve to metaphorically wash away transgressions. Essay 1 of this research examines how the physical act of cleansing can affect individuals' behavior with regards to indulgence. Across a series of four studies, results demonstrate that embodying a cleansing product makes individuals more likely to subsequently choose an indulgent option from a choice set. However, this effect is not a result of priming, since priming a cleansing product leads individuals to be less likely to choose an indulgent option. Importantly, there is an opposite pattern of results when individuals embody or are primed with a hedonic product. Further evidence suggests that these effects can be explained by a goal fulfillment and activation process. Essay 2 examines how cleansing products can positively affect other products they come in contact with. Specifically, findings indicate that cleansing products can positively increase consumers' perceptions of another product, as well as how much they are willing to pay for the other product. Additionally, there is an opposite pattern of results when consumers themselves come in contact with a cleansing product, as they become more sensitive and critical of other products. The work concludes with a discussion of the conclusions and implications of both essays, and presents several issues for future research to examine.
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Type
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dissertation
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Source
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2009_2013.csv
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degree
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Ph.D.
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Program
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Business
