Stephen J Hoch
Datos Biográficos
| ID | 75453 |
|---|---|
| NOMBRE | Stephen J Hoch |
| NOMBRES | Stephen J |
| APELLIDO | Hoch |
| FIRMA | HOCH S J |
| AFILIACIONES | California University of Pennsylvania |
| VERIFICADO | No |
| TOTAL DE OBRAS | 11 |
| TOTAL DE CITAS | 358 |
| TOTAL COMO AUTOR | 11 |
| TOTAL COMO EDITOR | 0 |
| PRIMER AÑO DE PUBLICACIÓN | 1986 |
| AÑO MÁS RECIENTE DE PUBLICACIÓN | 2009 |
| ÍNDICE H | 9 |
The Presence of Variety Reduces Perceived Quantity
Against common intuition, we find that variety in an assortment reduces its perceived quantity. Two studies show that people provide larger quantity estimates when shown random patterns of identical colored dots or geometric shapes than when those patterns contain variety. The difference in perceived quantity does not grow as the number of different types increases beyond two, and it disappears if the overall area occupied by the set is made sali…
Spending Time versus Spending Money
We find systematic differences in the way that people spend time versus money. Ex post, people are able to more easily accommodate negative outcomes by adjusting the value of their temporal inputs. Ex ante, people are willing to spend more time for higher risk, higher return options whereas when spending money the pattern is reversed and the more standard pattern of increasing risk aversion is observed. Although accurate assessment of the opportu…
Product Experience Is Seductive
Product experience seduces consumers into believing that they learn more than is actually so. There are several reasons for this. First, experience is more engaging than most attempts at education, both more vivid and intentional, and consequently more memorable. Second, experience is viewed as nonpartisan, devoid of the didacticism of formal education and the self-serving interests of advertisers. Third, much of experience is ambiguous, but not …
Consumption Vocabulary and Preference Formation
Consumers' understanding of their own preferences can be aided by a “consumption vocabulary”—a taxonomy or framework that facilitates identifying the relation between a product's features and one's evaluation of the product. In the absence of such a vocabulary, consumers' understanding of their own preferences will require more extensive experience and may never fully develop. The effect of such a vocabulary is tested in two experiments in which …
Low-Involvement Learning
In three learning experiments we examined how subjects' level of involvement during initial exposure to consumer trivia influences what they learn and what they subsequently come to believe. Subjects rated consumer trivia statements as more true when they had been exposed to those statements earlier in the experiment. Simple repetition increased subsequent truth ratings. Moreover, when subjects processed the information during initial exposure in…
Time-inconsistent Preferences and Consumer Self-Control
Why do consumers sometimes act against their own better judgment, engaging in behavior that is often regretted after the fact and that would have been rejected with adequate forethought? More generally, how do consumers attempt to maintain self-control in the face of time-inconsistent preferences? This article addresses consumer impatience by developing a decision-theoretic model based on reference points. The model explains how and why consumers…
Ambiguity, Processing Strategy, and Advertising-Evidence Interactions
Although advertising persuades through overt appeals to reason or emotion, we focus on the indirect process by which advertising influences the interpretation of objective product evidence. We investigate how two factors moderate advertising-evidence interactions: the ambiguity of the evidence and consumer information processing strategies. We provide a theoretical account of ambiguity, identifying structural characteristics that render evidence …
Who Do We Know
Journal Article Who Do We Know: Predicting the Interests and Opinions of the American Consumer Get access Stephen J. Hoch Stephen J. Hoch Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 15, Issue 3, December 1988, Pages 315–324, https://doi.org/10.1086/209169 Published: 01 December 1988 Article history Received: 01 October 1987 Revision received: 01 June 1988 Published: 01 Decem…
Perceived consensus and predictive accuracy
An Anchoring and Adjustment Model of Spousal Predictions
How do we predict the preferences of other people? This article proposes an anchoring and adjustment process where we anchor on our own preferences and attempt to adjust for ways in which we are likely to differ from others. In five experiments, 220 husbands and wives predicted the preferences of their spouses for 20 new product concepts. Both husbands and wives anchored heavily on their own preferences. Moreover, they consistently adjusted for b…
Consumer Learning
This paper examines the influence of advertising on how and what consumers learn from product experience. A hypothesis-testing framework is adopted where consumers treat advertisements as tentative hypotheses that can be tested through product experience. Two experiments were conducted using product categories that provided either ambiguous or unambiguous evidence about product quality. The first experiment showed that when consumers have access …
Time-inconsistent Preferences and Consumer Self-Control
Why do consumers sometimes act against their own better judgment, engaging in behavior that is often regretted after the fact and that would have been rejected with adequate forethought? More generally, how do consumers attempt to maintain self-control in the face of time-inconsistent preferences? This article addresses consumer impatience by developing a decision-theoretic model based on reference points. The model explains how and why consumers…
Consumer Learning
This paper examines the influence of advertising on how and what consumers learn from product experience. A hypothesis-testing framework is adopted where consumers treat advertisements as tentative hypotheses that can be tested through product experience. Two experiments were conducted using product categories that provided either ambiguous or unambiguous evidence about product quality. The first experiment showed that when consumers have access …
Perceived consensus and predictive accuracy
Spending Time versus Spending Money
We find systematic differences in the way that people spend time versus money. Ex post, people are able to more easily accommodate negative outcomes by adjusting the value of their temporal inputs. Ex ante, people are willing to spend more time for higher risk, higher return options whereas when spending money the pattern is reversed and the more standard pattern of increasing risk aversion is observed. Although accurate assessment of the opportu…
Low-Involvement Learning
In three learning experiments we examined how subjects' level of involvement during initial exposure to consumer trivia influences what they learn and what they subsequently come to believe. Subjects rated consumer trivia statements as more true when they had been exposed to those statements earlier in the experiment. Simple repetition increased subsequent truth ratings. Moreover, when subjects processed the information during initial exposure in…
Consumption Vocabulary and Preference Formation
Consumers' understanding of their own preferences can be aided by a “consumption vocabulary”—a taxonomy or framework that facilitates identifying the relation between a product's features and one's evaluation of the product. In the absence of such a vocabulary, consumers' understanding of their own preferences will require more extensive experience and may never fully develop. The effect of such a vocabulary is tested in two experiments in which …
An Anchoring and Adjustment Model of Spousal Predictions
How do we predict the preferences of other people? This article proposes an anchoring and adjustment process where we anchor on our own preferences and attempt to adjust for ways in which we are likely to differ from others. In five experiments, 220 husbands and wives predicted the preferences of their spouses for 20 new product concepts. Both husbands and wives anchored heavily on their own preferences. Moreover, they consistently adjusted for b…
Product Experience Is Seductive
Product experience seduces consumers into believing that they learn more than is actually so. There are several reasons for this. First, experience is more engaging than most attempts at education, both more vivid and intentional, and consequently more memorable. Second, experience is viewed as nonpartisan, devoid of the didacticism of formal education and the self-serving interests of advertisers. Third, much of experience is ambiguous, but not …
Ambiguity, Processing Strategy, and Advertising-Evidence Interactions
Although advertising persuades through overt appeals to reason or emotion, we focus on the indirect process by which advertising influences the interpretation of objective product evidence. We investigate how two factors moderate advertising-evidence interactions: the ambiguity of the evidence and consumer information processing strategies. We provide a theoretical account of ambiguity, identifying structural characteristics that render evidence …
The Presence of Variety Reduces Perceived Quantity
Against common intuition, we find that variety in an assortment reduces its perceived quantity. Two studies show that people provide larger quantity estimates when shown random patterns of identical colored dots or geometric shapes than when those patterns contain variety. The difference in perceived quantity does not grow as the number of different types increases beyond two, and it disappears if the overall area occupied by the set is made sali…
Who Do We Know
Journal Article Who Do We Know: Predicting the Interests and Opinions of the American Consumer Get access Stephen J. Hoch Stephen J. Hoch Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 15, Issue 3, December 1988, Pages 315–324, https://doi.org/10.1086/209169 Published: 01 December 1988 Article history Received: 01 October 1987 Revision received: 01 June 1988 Published: 01 Decem…
An Anchoring and Adjustment Model of Spousal Predictions
How do we predict the preferences of other people? This article proposes an anchoring and adjustment process where we anchor on our own preferences and attempt to adjust for ways in which we are likely to differ from others. In five experiments, 220 husbands and wives predicted the preferences of their spouses for 20 new product concepts. Both husbands and wives anchored heavily on their own preferences. Moreover, they consistently adjusted for b…
Consumer Learning
This paper examines the influence of advertising on how and what consumers learn from product experience. A hypothesis-testing framework is adopted where consumers treat advertisements as tentative hypotheses that can be tested through product experience. Two experiments were conducted using product categories that provided either ambiguous or unambiguous evidence about product quality. The first experiment showed that when consumers have access …
Perceived consensus and predictive accuracy
Who Do We Know
Journal Article Who Do We Know: Predicting the Interests and Opinions of the American Consumer Get access Stephen J. Hoch Stephen J. Hoch Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 15, Issue 3, December 1988, Pages 315–324, https://doi.org/10.1086/209169 Published: 01 December 1988 Article history Received: 01 October 1987 Revision received: 01 June 1988 Published: 01 Decem…
Ambiguity, Processing Strategy, and Advertising-Evidence Interactions
Although advertising persuades through overt appeals to reason or emotion, we focus on the indirect process by which advertising influences the interpretation of objective product evidence. We investigate how two factors moderate advertising-evidence interactions: the ambiguity of the evidence and consumer information processing strategies. We provide a theoretical account of ambiguity, identifying structural characteristics that render evidence …
Time-inconsistent Preferences and Consumer Self-Control
Why do consumers sometimes act against their own better judgment, engaging in behavior that is often regretted after the fact and that would have been rejected with adequate forethought? More generally, how do consumers attempt to maintain self-control in the face of time-inconsistent preferences? This article addresses consumer impatience by developing a decision-theoretic model based on reference points. The model explains how and why consumers…
Low-Involvement Learning
In three learning experiments we examined how subjects' level of involvement during initial exposure to consumer trivia influences what they learn and what they subsequently come to believe. Subjects rated consumer trivia statements as more true when they had been exposed to those statements earlier in the experiment. Simple repetition increased subsequent truth ratings. Moreover, when subjects processed the information during initial exposure in…
Consumption Vocabulary and Preference Formation
Consumers' understanding of their own preferences can be aided by a “consumption vocabulary”—a taxonomy or framework that facilitates identifying the relation between a product's features and one's evaluation of the product. In the absence of such a vocabulary, consumers' understanding of their own preferences will require more extensive experience and may never fully develop. The effect of such a vocabulary is tested in two experiments in which …
Product Experience Is Seductive
Product experience seduces consumers into believing that they learn more than is actually so. There are several reasons for this. First, experience is more engaging than most attempts at education, both more vivid and intentional, and consequently more memorable. Second, experience is viewed as nonpartisan, devoid of the didacticism of formal education and the self-serving interests of advertisers. Third, much of experience is ambiguous, but not …
Spending Time versus Spending Money
We find systematic differences in the way that people spend time versus money. Ex post, people are able to more easily accommodate negative outcomes by adjusting the value of their temporal inputs. Ex ante, people are willing to spend more time for higher risk, higher return options whereas when spending money the pattern is reversed and the more standard pattern of increasing risk aversion is observed. Although accurate assessment of the opportu…
The Presence of Variety Reduces Perceived Quantity
Against common intuition, we find that variety in an assortment reduces its perceived quantity. Two studies show that people provide larger quantity estimates when shown random patterns of identical colored dots or geometric shapes than when those patterns contain variety. The difference in perceived quantity does not grow as the number of different types increases beyond two, and it disappears if the overall area occupied by the set is made sali…
Psychology (10 obras) · Decision-Making and Behavioral Economics (8 obras) · Computer Science (7 obras) · Mathematics (5 obras) · Product (mathematics) (5 obras) · Advertising (4 obras) · Business (4 obras) · Cognitive psychology (4 obras) · Consumer Behavior in Brand Consumption and Identification (4 obras) · Social Psychology (4 obras)