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Luk Warlop Luk Warlop

Luk Warlop - PowerPoint Presentation

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Luk Warlop - PPT Presentation

BI Norwegian Business School KU Leuven MARKETING IS POWERFUL ART OF TEMPTATION But how does it work Why are we so vulnerable to it Is it general or domain specific How to counter temptation ID: 224945

rewards time days delay time rewards delay days 180 365 preference greater subjective smaller earlier domain temptation control amp

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Slide1

Luk WarlopBI Norwegian Business School KU LeuvenSlide2
Slide3

MARKETING IS POWERFUL ART OF TEMPTATIONBut how does it work?Why are we so vulnerable

to it?

Is it general or

domain specific

How to counter temptation?Slide4
Slide5
Slide6
Slide7
Slide8
Slide9
Slide10
Slide11
Slide12
Slide13
Slide14

Intertemporal choice

NOW

A YEAR FROM NOWSlide15

Intertemporal choice

NOW

A YEAR FROM NOWSlide16

time delay (in days)

present

value (in €)

5

10

15

31

90

180

365

7Slide17

Present value is a FEELING

time delay (in days)

subjective value (in €)

5

10

15

31

90

180

365

7

greater

preference

for

larger

, later

rewards

greater

preference

for

smaller,

earlier

rewards

Slide18

time delay (in days)

subjective value (in €)

5

10

15

31

90

180

365

7

greater

preference

for

smaller,

earlier

rewards

Slide19

time delay (in days)

subjective value (in €)

5

10

15

31

90

180

365

7

greater

preference

for

smaller,

earlier

rewards

Slide20

time delay (in days)

subjective value (in €)

5

10

15

31

90

180

365

7

greater

preference

for

smaller,

earlier

rewards

Slide21

time delay (in days)

subjective value (in €)

5

10

15

31

90

180

365

7

greater

preference

for

smaller,

earlier

rewards

Slide22

time delay (in days)

subjective value (in €)

5

10

15

31

90

180

365

7

greater

preference

for

smaller,

earlier

rewards

Slide23

Approaching rewardsBehavioral activation system

FOOD – SURVIVAL

SEX - REPRODUCTION

Money rewards – consumer productsSlide24
Slide25

General

reward

system?Slide26

Impatience is not domain specificTemptation in one domain can spill over to an other domainSlide27

Participants specified the amount of money they would require in 1 [week/month] to make them indifferent to receiving €15 nowArea under the empirical discounting function = measure of discounting

(

Myerson

, Green &

Warusawitharana

2001

€15

today

= € ____ next [week/

month

]

10

11

12

13

14

0

10

20

30

Time delay (in days)

Subjective Value (in €)

V

an den Bergh,

Dewitte

&

Warlop

, 2008Slide28

Van den Bergh et al, 2008, study1Slide29

Briers et al (2007): ‘Give Some Game’Slide30

F

(1, 53) = 4.8 ,

p =

.033 (we controlled for time since last meal)

Coins given to the opponent

3.1

4.4Slide31

Nearly

all men can stand adversity,

but

if you want to test a man’s

character

, give him

power”

Abraham

Lincoln (1809-1865)Slide32
Slide33

Clothing evaluation study

Skill test: manager or problem solver

Drinking task

Jazani

& Warlop, 2012Slide34

Study 3: Results

Main effect of Temptation condition (p=0.002), significant

i

nteraction (p=0.008)Slide35

Hot State ManipulationSlide36

Cold State ManipulationSlide37

Both Cake and the Cake Pan were located in the Objective Distance of

220 cmSlide38
Slide39

WTP for the Cake

Main effect of temptation condition (p=0.039) and significant interaction Slide40

Impatience is not domain specificIs patience domain specific?Slide41

MARKETING IS POWERFUL ART OF TEMPTATIONCounter forcesGeneralized ControlGeneralized Satiation

Generalized temptationSlide42

Ego depletionSlide43

Generalized controlSlide44
Slide45

Bladder control increases the present value of future monetary rewards

5

10

15

31

90

180

365

7Slide46

PatienceSlide47
Slide48

Generalized SatiationSlide49

Marketing appeals to our animal nature – a sensitive impulse activation systemControl system may not be so general and is limited in capacity

Ultimately control may depend

on satiation

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