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WBS Mentoring Programme- 11 Feb 2011 - Relativity of choice - Professor Nick Chater
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WBS Mentoring Programme- 11 Feb 2011 - Relativity of choice - Professor Nick Chater

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WBS Mentoring Programme 2011- Professor Nick Chater- presentation on Relativity of choice about consumer behaviours

WBS Mentoring Programme 2011- Professor Nick Chater- presentation on Relativity of choice about consumer behaviours

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  • Department of Psychology, University of Warwick 03/01/11 Applied Cognitive Science, Lecture 1
  • Department of Psychology, University of Warwick 03/01/11 Applied Cognitive Science, Lecture 1
  • Department of Psychology, University of Warwick 03/01/11 Applied Cognitive Science, Lecture 1 Nte that the icnetive fro manufactuters is different
  • Transcript

    • 1. RELATIVITY OF CHOICE Nick Chater Behavioural Science Group Warwick Business School
    • 2. OVERVIEW
      • EVERYTHING IS RELATIVE
      • COMPARISON AND CONSUMPTION
    • 3. EVERYTHING IS RELATIVE
    • 4. WHICH IS BRIGHTER, A OR B?
    • 5. WHICH IS BRIGHTER, A OR B?
    • 6. WHICH IS BRIGHTER, A OR B?
    • 7. A UNIFORM GREY STRIP?
    • 8. A UNIFORM GREY STRIP?
    • 9. A UNIFORM GREY STRIP?
    • 10. A UNIFORM GREY STRIP?
    • 11. WHICH ORANGE CIRCLE IS BIGGER?
    • 12. WHICH ORANGE CIRCLE IS BIGGER?
    • 13. COMPARISON AND CONSUMPTION
    • 14. PAYING VERY DIFFERENT AMOUNTS FOR VERY SIMILAR THINGS... £2 per cup 5p per cup
    • 15. EVERYTHING IS RELATIVE... How much would you pay for 1 h of sitting (more) comfortably? Or 4h 50m of sitting (more) comfortably?
    • 16. EVERYTHING IS RELATIVE... 2 nd class: £164.10 Business: £325.10   Second: £108.30 First: £229.90 How much would you pay for 1 h of sitting (more) comfortably? Or 4h 50m of sitting (more) comfortably? London to Edinburgh, return In each case, double the basic price: comparison in action
    • 17. SO RANGE OF OPTIONS IS CRUCIAL Sharpe, K. M., Staelin, R., & Huber, J. (2008). Using extremeness aversion to fight obesity: Policy implications of context dependent demand. Journal of Consumer Research, 35, 406-422.
    • 18. Choice of Drink Affected by Options
    • 19. Some results: “ low” range “ high” range 15% more consumption!
    • 20. IF ALL WE HAVE IS COMPARISON...
      • Perhaps the most powerful source of comparison is other people
      • E.g., how we perceive our own weight
      Wood and Brown (in preparation)
    • 21. WE EVALUATE OURSELVES BY COMPARISON WITH OTHERS
      • People estimate their own weight, BMI etc
      • What predicts their estimates?
      • Not actual BMI
      • But rank BMI measured against friends
    • 22. EVALUATION BY LOCAL COMPARISON
      • Judgements of own alcohol consumption (weight, income) made by:
        • (a) Construct mental sample (mostly friends, colleagues)
        • (b) Count who weighs, drinks earn less than me?
        • (c) Count who weighs, drinks earn more than me?
        • (d) Compare the two numbers
      • This is the “Decision-by-Sampling” model
      • (Stewart, Chater, & Brown, Cognitive Psychology, 2006)
    • 23. IMPLICATION: THE SAMPLE IS CRUCIAL
    • 24. IMPLICATION: THE SAMPLE IS CRUCIAL
    • 25. SUMMARY
      • EVERYTHING IS RELATIVE
        • From perception onwards
      • COMPARISON AND CONSUMPTION
        • Eliciting the right comparison set is crucial
          • Other products
          • Own past experiences
          • Other people
        • And this is a crucial objective of marketing, advertising, and behaviour change

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