Event Title
The Role of Extrinsic Contingency Focus in Consumer Product Preferences
Presentation Type
Poster/Portfolio
Presenter Major(s)
Psychology
Mentor Information
Todd Williams
Department
Psychology
Location
Henry Hall Atrium 48
Start Date
10-4-2013 9:00 AM
End Date
10-4-2013 10:00 AM
Keywords
Culture
Abstract
Extrinsic contingency focus (ECF) is a reflection of an individual's tendency to derive self-esteem from meeting socially vs. personally defined standards. Although ECF has already been shown to predict responses to advertising and public service announcements (Arndt et al. 2009; Williams, 2009), the relationship between ECF and preference for consumer products has not been explored. The two studies show that ECF predicts people's preferences for consumer products. Study 1 shows that ECF is related to preferences for image-oriented characteristics of consumer products, but unrelated to preferences for practical characteristics. In Study 2, ECF is shown to relate to a preference for high-status consumer products, but does not predict preferences for low-status consumer products.
The Role of Extrinsic Contingency Focus in Consumer Product Preferences
Henry Hall Atrium 48
Extrinsic contingency focus (ECF) is a reflection of an individual's tendency to derive self-esteem from meeting socially vs. personally defined standards. Although ECF has already been shown to predict responses to advertising and public service announcements (Arndt et al. 2009; Williams, 2009), the relationship between ECF and preference for consumer products has not been explored. The two studies show that ECF predicts people's preferences for consumer products. Study 1 shows that ECF is related to preferences for image-oriented characteristics of consumer products, but unrelated to preferences for practical characteristics. In Study 2, ECF is shown to relate to a preference for high-status consumer products, but does not predict preferences for low-status consumer products.