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University of South Florida

1. Szocs, Courtney. Muscling Consumers to Optimal Option Differentiation: The Influence of Incidental Muscular Sensations on Option Differentiation.

Degree: 2014, University of South Florida

Marketers often extend product lines by introducing slight variations of existing products (e.g., there are 53 varieties of Crest toothpaste, 15 varieties of Cheerios). As a result, consumers select from assortments containing relatively similar options. Unfortunately, consumers sometimes fail to differentiate among options, and instead consider the different options as similar and choose. Consequently, prior research shows that selecting from choice sets containing relatively similar options can sometimes lead to negative consequences such as decreased satisfaction. In light of these negative consequences, and given the frequency with which consumers choose from sets of similar options, it becomes important to identify interventions that can be used to optimize option differentiation (i.e., to optimize the perceived difference between two similar options or the perceived variety in an assortment). This dissertation proposes that incidental muscular sensations that consumers encounter while performing regular marketplace activities can serve as one such sensory based intervention. Drawing on theories related to learned associations and classical conditioning, it is proposed that because individuals experience high intensity muscular contractions concurrently with threat/danger, these muscular contractions and the responses they facilitate (i.e., self-protective reflexes) become linked. Through classical conditioning, high (vs. low) intensity incidental muscular sensations eventually activate self-protective reflexes in the absence of any threat or danger. Once activated, self-protective reflexes lead to increased perceptual sensitivity and discriminatory ability, and a sense of unconscious vigilance. Six studies show that the enhanced perceptual sensitivity and unconscious vigilance that result from high (vs. low) intensity muscular sensations optimize option differentiation, and can help to offset the decreased satisfaction that is sometimes associated with choosing from relatively similar options. Theoretical and managerial implications are discussed.

Subjects/Keywords: Sensory Marketing; Muscular Sense; Perceived Differences; Similar Options; Business; Marketing

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Szocs, C. (2014). Muscling Consumers to Optimal Option Differentiation: The Influence of Incidental Muscular Sensations on Option Differentiation. (Thesis). University of South Florida. Retrieved from https://scholarcommons.usf.edu/etd/5395

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16th Edition):

Szocs, Courtney. “Muscling Consumers to Optimal Option Differentiation: The Influence of Incidental Muscular Sensations on Option Differentiation.” 2014. Thesis, University of South Florida. Accessed October 16, 2019. https://scholarcommons.usf.edu/etd/5395.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7th Edition):

Szocs, Courtney. “Muscling Consumers to Optimal Option Differentiation: The Influence of Incidental Muscular Sensations on Option Differentiation.” 2014. Web. 16 Oct 2019.

Vancouver:

Szocs C. Muscling Consumers to Optimal Option Differentiation: The Influence of Incidental Muscular Sensations on Option Differentiation. [Internet] [Thesis]. University of South Florida; 2014. [cited 2019 Oct 16]. Available from: https://scholarcommons.usf.edu/etd/5395.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Szocs C. Muscling Consumers to Optimal Option Differentiation: The Influence of Incidental Muscular Sensations on Option Differentiation. [Thesis]. University of South Florida; 2014. Available from: https://scholarcommons.usf.edu/etd/5395

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation


Pontifícia Universidade Católica de São Paulo

2. Fabio Parucker. O controle do comportamento de escolha: um modelo experimental do merchandising no ponto de venda.

Degree: 2006, Pontifícia Universidade Católica de São Paulo

One of the most used Marketing tools for the influence of the consumers` choice is the point-of-purchase merchandising, whith which one attempts to dettach the product in an universe of very similar options. From the behavioral analytical point of view the point-of-purchase merchandising could be seen as a stimulus control in which subjects (consumers) respond (choose varied goods) diferentially in the presence or absence of the exteroceptive stimulus. To test this set of contingencies six experimental subjects were used, all of them adult, male, Wistar rats, experimentally naive at the beggining of the experiment. The bar pressure response was first modeled in all subjects. They were distributed into three groups. During the first part of the experiment, each group was trainned to respond in one bar and was exposed to multiple or mixed schedule of reinforcement in which VI were alternated with CRF as a function of an amount of reinforces obtained. Groups VsCn and VnCs were exposed to multiple schedules in which the stimulus (light) was associated with VI and CRF respectively, whilst group VnCn was exposed to a mixed schedule of reinforcement with no presentation of the stimulus. During second part of the experiment, all subjects were exposed to a reinforcement schedule conc VI VI to determine the base line of responding when two identical options of operanda were available to the subject. During this part of the experiment, the stimulus was not presented. During the third part of the experiment the reinforcement concurrent schedule was maintained and the stimululs were presented randomically over one of the bars to evaluate the control exerted over the pressing bar response. The results of groups VsCn and VnCs show that the stimulus has acquired certain control over the responding. Subject 85 responded more in the bar over which the stimulus was presented. This fact was not repeated by subject 86, whose responding was rather controlled by the position of the bar. The analysis of the control group (VnCn) data show that there has been a development of control by the stimulus only when it was presented over the bar which the subject demonstrated preference to during part 2 of the experiment. Group VnCs responded more on the Bar 1 in the post-presentation periods of the stimulus, suggesting that the control by past history with the stimulus was stablished, i.e., it was determining on the present responding of the subjects having been exposed to multiple schedules with the stimulus paired with CRF condition. The analysis of control group data (VnCn) shown that there has been a development of control by the stimulus during part 3 only when it was presented over the bar with which the subject developed a preference during part 2

Uma das ferramentas mais utilizadas pelo Marketing para influenciar a escolha do consumidor é o merchandising no ponto de venda, em que se busca destacar o produto em um universo de escolhas muito parecidas entre si devido a um processo de populariazação das tecnologias produtivas. Do ponto de…

Advisors/Committee Members: Roberto Alves Banaco.

Subjects/Keywords: controle de estímulos; choice between similar options; Ciências Humanas; point-of-purchase merchandising; escolha em situação de opções similares; merchandising no ponto de venda; Avaliacao do comportamento; Estimulos sensoriais; Consumidores  – Comportamento; stimulus control; Escolha (Psicologia)

Record DetailsSimilar RecordsGoogle PlusoneFacebookTwitterCiteULikeMendeleyreddit

APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Parucker, F. (2006). O controle do comportamento de escolha: um modelo experimental do merchandising no ponto de venda. (Thesis). Pontifícia Universidade Católica de São Paulo. Retrieved from http://www.sapientia.pucsp.br//tde_busca/arquivo.php?codArquivo=2718

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16th Edition):

Parucker, Fabio. “O controle do comportamento de escolha: um modelo experimental do merchandising no ponto de venda.” 2006. Thesis, Pontifícia Universidade Católica de São Paulo. Accessed October 16, 2019. http://www.sapientia.pucsp.br//tde_busca/arquivo.php?codArquivo=2718.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7th Edition):

Parucker, Fabio. “O controle do comportamento de escolha: um modelo experimental do merchandising no ponto de venda.” 2006. Web. 16 Oct 2019.

Vancouver:

Parucker F. O controle do comportamento de escolha: um modelo experimental do merchandising no ponto de venda. [Internet] [Thesis]. Pontifícia Universidade Católica de São Paulo; 2006. [cited 2019 Oct 16]. Available from: http://www.sapientia.pucsp.br//tde_busca/arquivo.php?codArquivo=2718.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Parucker F. O controle do comportamento de escolha: um modelo experimental do merchandising no ponto de venda. [Thesis]. Pontifícia Universidade Católica de São Paulo; 2006. Available from: http://www.sapientia.pucsp.br//tde_busca/arquivo.php?codArquivo=2718

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

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