Inside Consumption by David G. Mick

By David G. Mick

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4). Although this prediction has not been tested directly, Brockner et al. (2002) found that individuals who are successful in promotion self-regulation – as evidenced by a congruence between their ideal and actual selves – are more accurate in estimating the probabilities of disjunctive events, whereas individuals who are successful in prevention selfregulation – as evidenced by a congruence between their ought and actual selves – are more accurate in estimating the probabilities of conjunctive events.

Tory Higgins Global versus local search Information can be searched in a global, “big picture” manner or in a more local, detail-oriented manner. A global search tends to proceed in a “top-down” fashion, whereas a local search tends to proceed in a “bottom-level,” serial fashion. 7). , sole meuniere within fish). ). Although this proposition remains to be tested, indirect support for this prediction was recently obtained in a study by Förster and Higgins (2004). Participants were presented with composite stimuli consisting of large letters made up of small letters.

Set composition We also propose that the composition of the consideration set will differ under promotion versus prevention. 2). , Friedman and Förster 2001). This explorative mode of processing should favor the consideration of a more diverse set of options, which increases the chance of positive discovery. In contrast, a concern for minimizing mistakes should favor the consideration of a more homogeneous set of options, which reduces uncertainty. ). More direct support for this proposition comes from a recent study by Chowdhury (2004) who showed that, in gift-giving, consumers with a promotion focus have more heterogeneous consideration sets than consumers with a prevention focus.

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