Attitude towards the brand when facing an unexpected event: the role of holistic and analytical thinking
DOI:
https://doi.org/10.24215/23143738e030Keywords:
opportunity cost, willingness to pay, pain to pay, holistic thinking, analytical thinkingAbstract
This work aims to understand the role of holistic and analytical thinking as moderators of the attitude towards the brand adopted by an individual when facing an unexpected event that involves the reallocation of resources in different alternatives from those initially considered by the decision maker.For this purpose, the theories that compose this scenario and the effects produced in this situation are addressed. In addition, the present article proposes an integrated framework of analysis that consists of six hypotheses which should be taken to a fieldwork stage in order to confirm or modify notions that, for now, are merely predictive.
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References
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Payne, J.W., Bettman, J.R. y Luce, M,F. (1996). When Time is Money: Decision Behavior under Opportunity – Cost Time Pressure. Organizational Behavior and Human Decision Processes, 66 (2), 131 – 152.
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Sanabria, F., Thrailkill, E. A. y Killeen, P. R. (2009). Timing with opportunity cost: Concurrent schedules of reinforcement improve peak timing. Learning & Behavior, 37 (3), 217 – 229.
Shiroiwa, T., Sung, Y. K., Fukuda, T., Lang, H. C., Bae, S. C. y Tsutani, K. (2010). International Survey on Willingness – to – Pay (WTP). For One Additional QALY Gained: What is the Threshold of Cost Effectiveness? Health Economics, 19, 422 – 437.
Shogren, J. F., Shin, S.Y., Hayes, D.J. y Kliebenstein, J. B. (1994). Resolving Differences in Willingness to Pay and Willingness to Accept. The American Economic Review, 84 (1), 255 – 270.
Spiller, S.A. (2011). Opportunity Cost Consideration. Journal of Consumer Research, 38, 595 – 610.
Thaler, R.H. (1985). Mental Accounting and Consumer Choice. Marketing Science, 4, 199-214.
Thaler, R.H. (1999). Mental Accounting Matters. Journal of Behavioral Decision Making, 12 (3), 183-206.
Wertenbroch, K., y Skiera, B. (2002). Measuring Consumers’ Willingness to Pay at the Point of Purchase. Journal of Marketing Research, XXXIX, 228 – 241.
Zajonc, R.B. (1980). Feeling and Thinking. Preferences Need No Inferences. American Psychologist, 35 (2), 151 – 175.
Zellermayer, O. (1996). The Pain of Paying (Tesis doctoral). Carnegie Mellon University, Estados Unidos.
Zenhausern, R. (1978). Imagery, celebral dominance, and style of thinking: A unified field model. Bulletin of the Psychonomic Society, 12 (5), 381 – 384.
Blumenschein, K., Blomquist, G. C., Johannesson, M., Horn, N. y Freeman, P. (2008). Eliciting Willingness to Pay Without Bias: Evidence from a Field Experiment. The Economic Journal, 118, 114 – 137.
CMA (1979). Tips to Ease the Pain for Paying for United – States Health – Care. Canadian Medical Association Journal, 120 (3), 364 – 368.
Constantino, S.M. y Daw, N.D. (2015). Learning the opportunity cost of the time in a patch – foraging task. Cogn Affect Behav Neurosci, 15, 837 – 853.
Dahl, D.W. y Moreau, P. (2002). The Influence and Value of Analogical Thinking During New Product Ideation. Journal of Marketing Research, XXXIX, 47 – 60.
Dhar, R. (1997). Preference for a No-Choice Option. Journal of Consumer Research, 24 (2), 215 – 231.
Dhar, R. y Simonson, I. (2003). The Effect of Forced Choice on Choice. Journal of Marketing Research, 40, 146-160.
Dogerlioglu-Demir, K. y Kocas, C. (2015). Seemingly incidental anchoring: the effect of incidental environmental anchors on consumers' willingness to pay. Marketing Letters, 26 (4), 607 – 618.
Dost, F. y Wilken, R. (2012). Measuring willingness to pay as a range, revisited: When should we care? International Journal of Research in Marketing, 29 (2), 148 – 166.
Etkin, J y Schvarstein, L. (2005). Identidad de las organizaciones: Invariancia y cambio. Buenos Aires: Editorial Paidós.
Fernández-Ríos, L. y Rodríguez-Díaz, J. (2014). The Impact Factor Style of Thinking: A New Theoretical Framework. International Journal of Clinical and Health Psychology. 14, 154 – 160.
Frederick, S., Novemsky, N., Wang, J., Dhar, R. y Nolwis, S. (2009). Opportunity Cost Neglect. Journal of Consumer Research, 36 (4), 553 – 561.
Hanemann, W.M. (1991). Willingness to Pay and Willingness to Accept: How Much Can They Differ? The American Economic Review, 81 (3), 635 – 647.
Homburg, C,. Koschate, N. y Hoyer, W. (2005). Do Satisfied Customers Really Pay More? A Study of the Relationship Between Customers Satisfaction and Willingness to Pay. Journal of Marketing, 69, 84 – 96.
Kahneman, D. y Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47 (2), 263–291.
Koschate-Fischer, N., Stefan, I. y Hoyer, W. (2012). Willingness to Pay for Cause-Related Marketing: The Impact of Donation Amount and Moderating Effects. Journal of Marketing Research, 49 (6), 910 – 927.
López, P. y Mariño, A. (2010). Hacia una Evolución en el Campo de Conocimiento de la Disciplina Administrativa: de la Administración de Empresas a la Gestión de Organizaciones. Revista Facultad de Ciencias Económicas, XVIII (2), 75 – 93.
Medvedeva, TA. (2012). Developing an Innovative Style of Thinking and Innovative Behavior. Syst Pract Action Res, 25, 261 – 272.
Mogilner, C. y Aaker, J. (2009). “The Time vs. Money Effect”: Shifting Product Attitudes and Decision through Personal Connection. Journal of Consumer Research. 36, 277 – 291.
Monga, A. y Saini, R. (2009). Currency of Search: How Spending Time on Search is not the Same as Spending Money. Journal of Retailing, 85 (3), 245 – 257.
Monga, A. B. y John, D.R. (2007). Cultural Differences in Brand Extension Evaluation: The Influence of Analytic versus Holistic Thinking. Journal of Consumer Research, 33, 529 – 536.
Monga, A. B. y John, D. R. (2008). When Does Negative Brand Publicity Hurt? The Moderating Influence of Analytic Versus Holistic Thinking. Journal of Consumer Psychology, 18 (4), 320 – 332.
Monga, A.B. y John, D. R. (2010). What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation. Journal of Marketing, 74, 80 – 92.
Morin, E. (2011). Introducción al pensamiento complejo. Barcelona: Editorial Gedisa.
Netemeyer, R.G., Krishnan, B., Pulling, C., Wang, G., Yagci, M., Dean, D., Ricks, J. y Wirth, F. (2004). Developing and validating measures of facets of customer – based brand equity. Journal of Business Research, 57, 209 – 224.
Nisbett, R.E., Peng, K., Choi, I. y Norenzayan, A. (2001). Culture and Systems of Thought: Holistic Versus Analytic Cognition. Psychological Review, 108, 291 – 310.
Okada, E.M. y Hoch, S. (2004). Spending Time Versus Spending Money. Journal of Consumer Research, 31, 313 – 323.
Olsen, J.A. y Smith, R.D. (2001). Theory Versus Practice: A Review of `Willingness – To – Pay’ in the Health Care. Health Economics, 10, 39 – 52.
Payne, J.W., Bettman, J.R. y Luce, M,F. (1996). When Time is Money: Decision Behavior under Opportunity – Cost Time Pressure. Organizational Behavior and Human Decision Processes, 66 (2), 131 – 152.
Pelsmacker, P., Driesen, L. y Rayp, G. (2005). Do Consumers Care about Ethics? Willingness to Pay for Fair – Trade Coffe? The Journal of Consumer Affairs, 39 (2), 363 – 385.
Sanabria, F., Thrailkill, E. A. y Killeen, P. R. (2009). Timing with opportunity cost: Concurrent schedules of reinforcement improve peak timing. Learning & Behavior, 37 (3), 217 – 229.
Shiroiwa, T., Sung, Y. K., Fukuda, T., Lang, H. C., Bae, S. C. y Tsutani, K. (2010). International Survey on Willingness – to – Pay (WTP). For One Additional QALY Gained: What is the Threshold of Cost Effectiveness? Health Economics, 19, 422 – 437.
Shogren, J. F., Shin, S.Y., Hayes, D.J. y Kliebenstein, J. B. (1994). Resolving Differences in Willingness to Pay and Willingness to Accept. The American Economic Review, 84 (1), 255 – 270.
Spiller, S.A. (2011). Opportunity Cost Consideration. Journal of Consumer Research, 38, 595 – 610.
Thaler, R.H. (1985). Mental Accounting and Consumer Choice. Marketing Science, 4, 199-214.
Thaler, R.H. (1999). Mental Accounting Matters. Journal of Behavioral Decision Making, 12 (3), 183-206.
Wertenbroch, K., y Skiera, B. (2002). Measuring Consumers’ Willingness to Pay at the Point of Purchase. Journal of Marketing Research, XXXIX, 228 – 241.
Zajonc, R.B. (1980). Feeling and Thinking. Preferences Need No Inferences. American Psychologist, 35 (2), 151 – 175.
Zellermayer, O. (1996). The Pain of Paying (Tesis doctoral). Carnegie Mellon University, Estados Unidos.
Zenhausern, R. (1978). Imagery, celebral dominance, and style of thinking: A unified field model. Bulletin of the Psychonomic Society, 12 (5), 381 – 384.
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Published
2018-03-02
How to Cite
López Hurtado, J. (2018). Attitude towards the brand when facing an unexpected event: the role of holistic and analytical thinking. Ciencias Administrativas, (12), 030. https://doi.org/10.24215/23143738e030
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