There's something in the air: effects of congruent or incongruent ambient odor on consumer decision making

Article Abstract:

Pleasant ambient odors are found to affect consumer decision making depending on whether the scents are congruent or incongruent with the target product class. Two different choice contexts are examined. In experiment 1, in a static-choice context, subjects in conditions in which the odor is congruent with the product class are found to spend more time processing the data, are more holistic in their processing, are more likely to go beyond the information given, and are more likely to spread their choices evenly over the whole choice set than are subjects in the incongruent-odor conditions. In experiment 2, in a dynamic-choice context, subjects in the congruent conditions are more likely to exhibit behavior that is consistent with variety seeking than are subjects in the incongruent conditions. (Reprinted by permission of the publisher.)

Decision-making, Decision making, Odors

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The influence of external constraints on brand choice: the lone-alternative effect

Article Abstract:

In an earlier Journal of Consumer Research article, Kahn, Moore, and Glazer examined the phenomenon of constrained choice in experimental settings and found empirical results than ran counter to generally accepted models of hierarchical choice (e.g., preference trees). In this article, we reexamine those findings. Specifically, our main purposes are (1) to provide an explanation for the deviations from accepted theoretical models, (2) to suggest operational measures for the new constructs identified by Kahn, Moore, and Glazer, and (3) to propose a modification of hierarchical models that improves choice by adjusting for bias against lone alternatives. (Reprinted by permission of the publisher.)

Brand choice, Consumer behavior

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Modeling ambiguity in decisions under uncertainty

Article Abstract:

We present a model for predicting consumers' choices under conditions of uncertainty and ambiguity. We use the term ambiguity to distinguish the class of risky decisions for which the odds of an uncertain event are not precisely known. We show that our model predicts different decisions for individuals who are ambiguity averse, ambiguity seeking, or ambiguity indifferent, thus relaxing the constraint imposed on preferences by subjected expected utility theory. (Reprinted by permission of the publisher.)

Ambiguity

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