Things about consumers that make firms act badly ITSP关于消费者使企业行为严重的ITSP的事情.pptVIP

Things about consumers that make firms act badly December 8, 2010 Overview Why don’t consumers behave perfectly? What gets in the way? How can we help people with good intentions act according to them? How can we help other people develop good intentions, too? Talking and walking… 30% of consumer say they would purchase ethical products How many actually do? 3% Futerra, 2005 Why? Some of the mismatch between intentions and behavior is overoptimistic intentions Not much we can do about that… How do we get those with good intentions to follow up on them? How do we get those without good intentions to follow through too? Getting good people to stay good We’ve already seen some ways that help: Make sure they know what opportunities exist, and how they can find them Make sure they have gentle guidance, to help them make the choice they want to make Etc. What else can they do? Implementation intentions Calculated ignorance Ehrich Irwin, 2005 What do they focus on? Ask about money, morals don’t matter Ask about other qualities, they do Irwin Baron, 2001 Context matters Paharia et al., 2009 Positive cueing Many things people do are good for the environment, but they do them for other reasons For example, turning the lights out, or not littering Or they do them so often they don’t register Recycling, riding the bus What if we remind people that those behaviors are environmentally friendly? Positive cueing Reminding people that they often perform environmentally friendly behaviors… Makes them think that they are more environmentally conscious… Which makes them more inclined to perform less common environmentally friendly behaviors Cornelisson et al., 2008 Self-control is a resource Experiment on “taste perception” conducted in lab where cookies were baking Participant presented with plate of radishes and plate of cookies; assigned to taste only radishes (self-control) or only cookies (no self-control); given 5 minutes to do so DM: subsequent persistence on an unsolv