TY - THES A1 - Zürn, Michael T1 - The Dual Nature of Utility - Categorical and Comparative Evaluations in Economic Decisions T1 - Die Dualität des Nutzens - kategoriale und komparative Bewertungen in ökonomischen Entscheidungen N2 - Utility is perhaps the most central concept in modern economic theorizing. However, the behaviorist reduction to Revealed Preference not only removed the psychological content of utility but experimental investigations also exposed numerous anomalies in this theory. This program of research focused on the psychological processes by which utility judgments are generated. For this purpose, the standard assumption of a homogeneous concept is substituted by the Utilitarian Duality Hypothesis. In particular, judgments concerning categorical utility (uCat) infer an object's category based on its attributes which may subsequently allow the transfer of evaluative information like feelings or attitudes. In contrast, comparative utility (uCom) depends on the distance to a reference value on a specific dimension of comparison. Importantly, dimensions of comparison are manifold and context dependent. In a series of experiments, we show that the resulting Dual Utility Model is able to explain several known anomalies in a parsimonious fashion. Moreover, we identify central factors determining the relative weight assigned to both utility components. Finally, we discuss the implications of the Utilitarian Duality for both, the experimental practice in economics as well as the consequences for economic theorizing. In sum, we propose that the Dual Utility Model can serve as an integrative framework for both the rational model and its anomalies. N2 - Der Nutzen ist wohl eines der meist beachteten Konzepte der ökonomischen Theorie. Allerdings entfernte die behavioristische Reduktion auf offenbarte Präferenzen nicht nur den psychologischen Inhalt des Nutzens, sondern zeigte darüber hinaus in experimentellen Untersuchungen auch zahlreiche Anomalien der Theorie auf. Das vorliegende Forschungsprogramm stellt die psychologischen Prozesse in den Vordergrund, mittels derer Nutzen beurteilt wird. Zu diesem Zweck wird die verbreitete Annahme eines homogenen Konzepts durch die Zwei-Nutzen-Hypothese ersetzt. Im Besonderen bestimmen Urteile über den kategorialen Nutzen (uCat) anhand der Attribute eines Objekts zunächst dessen Kategorie, wodurch daraufhin bewertende Informationen, wie z.B. Gefühle oder Einstellungen, auf das Objekt übertragen werden können. Demgegenüber bestimmt sich der komparative Nutzen (uCom) über die Abweichung von einem Referenzwert in einer bestimmten Vergleichsdimension, welche generell zahlreich und kontextabhängig sein können. In einer Serie von Experimenten wird gezeigt, dass das resultierende Zwei-Nutzen-Modell eine Reihe von bekannten Anomalien in einer sparsamen Weise erklären kann. Darüber hinaus werden zentrale Faktoren identifiziert, welche die relative Gewichtung beider Nutzenkomponenten bestimmen. Schließlich werden die Implikationen der Zwei-Nutzen-Hypothese für die experimentelle Praxis und die ökonomische Theorie diskutiert. Zusammenfassend wird ausgeführt, dass das entwickelte Zwei-Nutzen-Modell als integrativer Rahmen für sowohl das rationale Modell als auch für seine Anomalien dienen kann. KW - Nutzen KW - Psychologie KW - Ultimatum Game KW - transaction utility KW - preference construction KW - utility KW - revealed preference KW - Wert KW - Preisvergleich KW - Nutzenvergleich Y1 - 2015 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:bvb:20-opus-120141 ER - TY - JOUR A1 - Topolinski, Sascha A1 - Zürn, Michael A1 - Schneider, Iris K. T1 - What's in and what's out in branding? A novel articulation effect for brand names JF - Frontiers in Psychology N2 - The present approach exploits the biomechanical connection between articulation and ingestion-related mouth movements to introduce a novel psychological principle of brand name design. We constructed brand names for diverse products with consonantal stricture spots either from the front to the rear of the mouth, thus inwards (e.g., BODIKA), or from the rear to the front, thus outwards (e.g., KODIBA). These muscle dynamics resemble the oral kinematics during either ingestion (inwards), which feels positive, or expectoration (outwards), which feels negative. In 7 experiments (total N = 1261), participants liked products with inward names more than products with outward names (Experiment 1), reported higher purchase intentions (Experiment 2), and higher willingness-to-pay (Experiments 3a-3c, 4, 5), with the price gain amounting to 4-13% of the average estimated product value. These effects occurred across English and German language, under silent reading, for both edible and non-edible products, and even in the presence of a much stronger price determinant, namely fair-trade production (Experiment 5). KW - phonetic symbolism KW - moderating role KW - judgements KW - behavior KW - phonation KW - branding KW - articulation KW - sound symbolism KW - embodiment KW - phasic affective modulation KW - processing fluency KW - semantic coherence KW - affective consequences KW - consumers KW - intuition Y1 - 2015 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:bvb:20-opus-143036 VL - 6 IS - 585 ER - TY - JOUR A1 - Zürn, Michael A1 - Strack, Fritz T1 - When More Is Better – Consumption Priming Decreases Responders’ Rejections in the Ultimatum Game JF - Frontiers in Psychology N2 - During the past decades, economic theories of rational choice have been exposed to outcomes that were severe challenges to their claim of universal validity. For example, traditional theories cannot account for refusals to cooperate if cooperation would result in higher payoffs. A prominent illustration are responders’ rejections of positive but unequal payoffs in the Ultimatum Game. To accommodate this anomaly in a rational framework one needs to assume both a preference for higher payoffs and a preference for equal payoffs. The current set of studies shows that the relative weight of these preference components depends on external conditions and that consumption priming may decrease responders’ rejections of unequal payoffs. Specifically, we demonstrate that increasing the accessibility of consumption-related information accentuates the preference for higher payoffs. Furthermore, consumption priming increased responders’ reaction times for unequal payoffs which suggests an increased conflict between both preference components. While these results may also be integrated into existing social preference models, we try to identify some basic psychological processes underlying economic decision making. Going beyond the Ultimatum Game, we propose that a distinction between comparative and deductive evaluations may provide a more general framework to account for various anomalies in behavioral economics. KW - Ultimatum Game KW - comparison KW - consumption priming KW - evaluation KW - cognitive processes Y1 - 2017 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:bvb:20-opus-189989 SN - 1664-1078 VL - 8 IS - 2226 ER -