סמינר בשיווק

The Medium is (Part) of the Message: The distinct roles of visual and verbal processing in consumer’s decision-making"

26 בדצמבר 2017, 13:00 
חדר 305 

DR. ELINOR AMIT  Guilford Glazer Faculty of Business and Management, Ben-Gurion University

An important goal of marketing research is to understand what affects consumer’s decision-making process. Notably, consumer’s decision-making is a complicated process. According to Google Executive Chairman (2017) Eric Schmidt, “Every two days now we create as much information as we did from the dawn of civilization up until 2003.” Thus, consumers need to translate large and often fragmented information about a product into a coherent narrative, which will ultimately help them make a decision. Research shows that people’s decision-making is the result of the interplay of more basic, domain-general core systems. But what are those core systems and how do they affect the eventual decisions consumers make? My research focuses on two such systems: visual and verbal. Using a combination of laboratory experiments, Internet surveys and neuroimaging, I will provide evidence that the visual system was designed to address psychologically immediate challenges. In contrast, the verbal system was designed to address psychologically remote challenges. Critically, the mapping of modality on egocentric distance has implications to the way consumers perceive, judge, feel, and make decisions about products. This research provides strong evidence that in order to understand consumer’s decision-making, marketing research must consider not only what people think about, but also how they think about it.

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