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
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Slide1
Luk WarlopBI Norwegian Business School KU LeuvenSlide2Slide3
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?Slide4Slide5Slide6Slide7Slide8Slide9Slide10Slide11Slide12Slide13Slide14
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 productsSlide24Slide25
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)Slide32Slide33
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 cmSlide38Slide39
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 controlSlide44Slide45
Bladder control increases the present value of future monetary rewards
5
10
15
31
90
180
365
7Slide46
PatienceSlide47Slide48
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