At the core: Metaphors and Preference Consistency E-Book

David Busse

• Herausgeber: GRIN Verlag
• Sprache: Englisch

Veröffentlichungsjahr: 2011

Beschreibung

Master's Thesis from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Otto-von-Guericke-University Magdeburg, language: English, abstract: In 2009 the three academics On Amir, Dan Ariely and Leonard Lee published the article "In Search of Homo Economicus" in the Journal of Consumer Research (JCR). After having conducted five experiments the conclusion of this article was that people who put more trust in their feelings show more consistent preferences than people who base their decisions on analytics and deliberation. Supported was that resulting conclusion of the psychological fundamental that emotions are nothing more than efficient programmes, designed by evolution to ensure species preserving reactions on external influences. The author of the present paper tested the aforementioned tenor critically by setting up two experiments using the previous work by Amir, Ariely and Lee as a basis. In the first experiment 131 probands were tested, in a second slightly modified experiment 26 persons participated in the experiment. After several tests of the collected data material the conclusion of Amir, Ariely and Lee cannot be supported. In fact, data of persons who are assumed to be deliberate thinkers showed lower numbers of errors.

Leseprobe

Table of Content

List Of Tables

1. Introduction

2. Theoretical Basis

2.1 Emotional Versus Cognitive Decision Making

2.2 The Measure Of Inconsistency

2.3 Priming

2.4 The Experimental Setup Of Amir, Ariely And Lee

2.4.1 Experiment 1A by Amir, Ariely and Lee

2.4.2 Experiment 1B by Amir, Ariely and Lee

2.4.3 Experiment 2 by Amir, Ariely and Lee

2.4.4 Experiment 3 by Amir, Ariely and Lee

2.4.5 Experiment 4 by Amir, Ariely and Lee

2.5 Metaphors And Their Influence On Human Behavior

2.6 The Unpaired Sample T-Test

2.7 The Wilcoxon-Mann-Whitney-Test (Also Called Mann-Whitney-U-Test)

3. Research Hypothesis

4. Our Experimental Set Up

5. Proband Recruitment And Proband Pool For Marketing Chair

6. Introduction Into Collected Experimental Data

7. Testing For Differences Between Groups

7.1 Test For Difference Between Full And Sliced Group

7.1.1 Test for difference between full and sliced group without outliers

7.1.2 Test for difference between full and sliced group without super consistent probands

8.1 Set Up Of Modified Experiment.

8.2 Descriptives Of Modified Experiment

8.3 Hypothesis Testing

9. Critique

9.1 Critique Regarding The Experimental Set Up Of Amir, Ariely And Lee

9.2 Critique Regarding The Experimental Set Up Of Lee And Schwarz

9.3 Critique Regarding The Evaluation Methodology Of Amir, Ariely And Lee

10. Conclusion

Page 1

Page 3

7.1.3Test for difference between full and sliced group without outliers and without super

consistent probands.......................................................................................................... 34

7.1.4 Test for difference between full and sliced group considering complete data sets

only.................................................................................................................................... 35

7.2 Test For Difference Between Full And Sliced Group Within Interquartile Ranges....... 35

7.2.1 Test for difference between full and sliced group within interquartile range of

errors................................................................................................................................. 35

7.2.2 Test for difference between full and sliced group within interquartile range of

reading time...................................................................................................................... 36

7.2.3 Test for difference between full and sliced group within interquartile range of age

........................................................................................................................................... 37

7.3 Test For Difference Between Full And Sliced Group Concerning Age.......................... 37

7.3.1 Test for difference between full and sliced group concerning people in the typical

age of students................................................................................................................... 37

7.3.2 Test for difference between full and sliced group concerning people older than

students............................................................................................................................. 39

7.4 Test For Difference Between Full And Sliced Group Regarding Genders.................... 40

7.4.1 Test for difference between full and sliced group regarding women....................... 40

7.4.2 Test for difference between full and sliced group regarding women without super

consisten probands............................................................................................................ 41

7.4.3 Test for difference between full and sliced group regarding men........................... 41

7.4.4 Test for difference between full and sliced group regarding men without super

consistent probands.......................................................................................................... 42

7.5 Test For Difference Between Full And Sliced Group Regarding The Daytime Of Data Recording43

7.5.1 Test for difference between full and sliced group between nine a.m. and twelve a.m.

........................................................................................................................................... 44

7.5.2 Test for difference between full and sliced group between one p.m. and five p.m.. 46

8. Modified Experiment ........................................................................................................... 47

Page 5

Abstract

In 2009 the three academics On Amir, Dan Ariely and Leonard Lee published the article "In Search of Homo Economicus" in the Journal of Consumer Research (JCR). After having conducted five experiments the conclusion of this article was that people who put more trust in their feelings show more consistent preferences than people who base their decisions on analytics and deliberation. Supported was that resulting conclusion of the psychological fundamental that emotions are nothing more than efficient programmes, designed by evolution to ensure species preserving reactions on external influences. The author of the present paper tested the aforementioned tenor critically by setting up two experiments using the previous work by Amir, Ariely and Lee as a basis. In the first experiment 131 probands were tested, in a second slightly modified experiment 26 persons participated in the experiment. After several tests of the collected data material the conclusion of Amir, Ariely and Lee cannot be supported. In fact, data of persons who are assumed to be deliberate thinkers showed lower numbers of errors.

Keywords:preference consistency, emotions, decision making

Page 6

List Of Tables

Table 1: Output Of 30 Paired Comparisons ............................................................................... 5

Table 2: Descriptives Of Proband Pool .................................................................................... 22

Table 3: Descriptives Of All Collected Data ........................................................................... 24

Table 4: Analysis Of Relation Between Errors Of Full-Fruits Group And Sliced-Fruits Group

.................................................................................................................................................. 25

Table 5: SPSS Output Of Test Between Groups ...................................................................... 32

Table 6: SPSS Output Of Test Between Groups Without Outliers .......................................... 33

Table 7: SPSS Output Of Test Between Groups Without Super Consistent Probands............ 33

Table 8: Short Descriptives Of Sliced Group Without Outliers And Without Super Consistent

Probands ................................................................................................................................... 34

Table 9: SPSS Output Of Test Between Groups Without Outliers And Without Super

Consistent Test Persons ............................................................................................................ 34

Table 10: SPSS Output Of Test Between Groups With Complete Data Sets Only ................. 35

Table 11: SPSS Output Of Test Between Groups Within Interquartile Range Of Reading

Time ......................................................................................................................................... 36

Table 12: SPSS Output Test Between Groups Within Interquartile Range Of Reading Time 36

Table 13: SPSS Output Of Test Between Groups Within Interquartile Range Of Reading

Time And With Complete Data Sets Only ............................................................................... 37

Table 14: SPSS Output Of Test Between Groups With Interquartile Range Of Age .............. 37

Table 15: SPSS Output Of Test Between Groups Concerning Age Of Students .................... 38

Table 16: SPSS Output Of Test Between Groups Concerning Age Of Students Without

Outliers ..................................................................................................................................... 38

Table 17: SPSS Output Of Test Between Groups Concerning Age Of People Older Than 29

Years ......................................................................................................................................... 39

Table 18: SPSS Output For Women Of Full And Sliced Group .............................................. 40

Table 19: SPSS Output For Women Of Full And Sliced Group Without Super Consistent