Luk Warlop BI Norwegian Business School KU Leuven.

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Presentation transcript:

Luk Warlop 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?

Intertemporal choice NOW A YEAR FROM NOW

Intertemporal choice NOW A YEAR FROM NOW

time delay (in days) present value (in €)

Present value is a FEELING time delay (in days) subjective value (in €) greater preference for larger, later rewards greater preference for smaller, earlier rewards

time delay (in days) subjective value (in €) greater preference for smaller, earlier rewards

time delay (in days) subjective value (in €) greater preference for smaller, earlier rewards

time delay (in days) subjective value (in €) greater preference for smaller, earlier rewards

time delay (in days) subjective value (in €) greater preference for smaller, earlier rewards

time delay (in days) subjective value (in €) greater preference for smaller, earlier rewards

Approaching rewards Behavioral activation system FOOD – SURVIVAL SEX - REPRODUCTION Money rewards – consumer products

General reward system?

Impatience is not domain specific Temptation in one domain can spill over to an other domain

Participants specified the amount of money they would require in 1 [week/month] to make them indifferent to receiving €15 now Area under the empirical discounting function = measure of discounting ( Myerson, Green & Warusawitharana 2001 €15 today = € ____ next [week/month] Time delay (in days) Subjective Value (in €) Van den Bergh, Dewitte & Warlop, 2008

Van den Bergh et al, 2008, study1

Briers et al (2007): ‘Give Some Game’

F(1, 53) = 4.8, p =.033 (we controlled for time since last meal) Coins given to the opponent

Nearly all men can stand adversity, but if you want to test a man’s character, give him power” Abraham Lincoln ( )

Clothing evaluation study Skill test: manager or problem solver Drinking task Jazani & Warlop, 2012

Study 3: Results Main effect of Temptation condition (p=0.002), significant interaction (p=0.008)

Hot State Manipulation

Cold State Manipulation

Both Cake and the Cake Pan were located in the Objective Distance of 220 cm

WTP for the Cake Main effect of temptation condition (p=0.039) and significant interaction

Impatience is not domain specific Is patience domain specific?

MARKETING IS POWERFUL ART OF TEMPTATION Counter forces –Generalized Control –Generalized Satiation Generalized temptation

Ego depletion

Generalized control

Bladder control increases the present value of future monetary rewards

Patience

Generalized Satiation

Marketing appeals to our animal nature – a sensitive impulse activation system Control system may not be so general and is limited in capacity Ultimately control may depend on satiation