Marketing (Brendl)Head of Research Unit Prof. Dr.C. Miguel BrendlOverviewMembersPublicationsProjects & CollaborationsProjects & Collaborations OverviewMembersPublicationsProjects & Collaborations Projects & Collaborations 5 foundShow per page10 10 20 50 FV-86 Reversal of the visual attraction effect Research Project | 1 Project MembersNo Description available FV-77 Visual Attraction Effect Research Project | 1 Project MembersInvestigates the attraction effect with visual stimuli. Predicted pleasure, motivation, and psychological utility Research Project | 2 Project MembersAccording to economics people base their decisions on how valuable they expect the result of the decision to be. Economics assumes that a decision maker can map the value of every outcome of a decision onto a single scale, called utility. This way they can choose between outcomes that are very different. They can trade off the pleasure of eating a desert now with the expected pain of a heart attack later by comparing the expected utilities from eating and suffering from a heart attack. Psychologist focus on how we best describe utility itself, how the mind represents it, and which factors it is influenced by. Historically it has been hypothesized that the mind represents utility in terms of the pleasure and pain of decision outcomes. It has also been hypothesized that pleasure and pain are the ultimate causes of motivation. It would thus follow that the utility a decision maker predicts for an outcome corresponds to the pleasure s/he expects for that outcome, and this in turn drives the degree to which s/he is motivated to pursue the outcome. In this project we seek to provide evidence that motivation to pursue an outcome can be high while predicted pleasure can be relatively low, or more generally, that motivation and predicted pleasure may diverge. This raises the question whether predicted pleasure or motivation underlies utility. We attempt to show that overt behavior that seeks to bring about an outcome can be influenced either by predicted pleasure or by motivation, even if they diverge. This would suggest that the utility of the outcome could be based on either predicted pleasure or motivation, even if the two are not the same. FV-70 Types of Behavior that Fake News Influence Research Project | 2 Project MembersFake news, much of it originating on social media rather than from news organizations, recently became a force that potentially shapes public opinion and attitudes. Public figures and many institutions including businesses are targeted by fake news. In this project we examine whether consequences of fake news depend on the type of behavior one observes. FV-54 Improving Negative Brand Image Research Project | 2 Project MembersThe project investigates how to improve brand image when a brand suffers from negative emotional associations. It is a common problem that even the strongest brands are not immune to. It can arise as a result of fake news, unjustified rumors, product harm crises, ill-behavior of employees, of spokespeople, or of competitors, or from stereotypes toward the country of origin. Our previous research has developed theory as to which types of emotions are the most effective anti-dotes against negative emotional damage. In the current study we seek to strengthen our previous experimental evidence by distinguishing two types of explanations for why these positive counter-emotions are effective 1 1 OverviewMembersPublicationsProjects & Collaborations
Projects & Collaborations 5 foundShow per page10 10 20 50 FV-86 Reversal of the visual attraction effect Research Project | 1 Project MembersNo Description available FV-77 Visual Attraction Effect Research Project | 1 Project MembersInvestigates the attraction effect with visual stimuli. Predicted pleasure, motivation, and psychological utility Research Project | 2 Project MembersAccording to economics people base their decisions on how valuable they expect the result of the decision to be. Economics assumes that a decision maker can map the value of every outcome of a decision onto a single scale, called utility. This way they can choose between outcomes that are very different. They can trade off the pleasure of eating a desert now with the expected pain of a heart attack later by comparing the expected utilities from eating and suffering from a heart attack. Psychologist focus on how we best describe utility itself, how the mind represents it, and which factors it is influenced by. Historically it has been hypothesized that the mind represents utility in terms of the pleasure and pain of decision outcomes. It has also been hypothesized that pleasure and pain are the ultimate causes of motivation. It would thus follow that the utility a decision maker predicts for an outcome corresponds to the pleasure s/he expects for that outcome, and this in turn drives the degree to which s/he is motivated to pursue the outcome. In this project we seek to provide evidence that motivation to pursue an outcome can be high while predicted pleasure can be relatively low, or more generally, that motivation and predicted pleasure may diverge. This raises the question whether predicted pleasure or motivation underlies utility. We attempt to show that overt behavior that seeks to bring about an outcome can be influenced either by predicted pleasure or by motivation, even if they diverge. This would suggest that the utility of the outcome could be based on either predicted pleasure or motivation, even if the two are not the same. FV-70 Types of Behavior that Fake News Influence Research Project | 2 Project MembersFake news, much of it originating on social media rather than from news organizations, recently became a force that potentially shapes public opinion and attitudes. Public figures and many institutions including businesses are targeted by fake news. In this project we examine whether consequences of fake news depend on the type of behavior one observes. FV-54 Improving Negative Brand Image Research Project | 2 Project MembersThe project investigates how to improve brand image when a brand suffers from negative emotional associations. It is a common problem that even the strongest brands are not immune to. It can arise as a result of fake news, unjustified rumors, product harm crises, ill-behavior of employees, of spokespeople, or of competitors, or from stereotypes toward the country of origin. Our previous research has developed theory as to which types of emotions are the most effective anti-dotes against negative emotional damage. In the current study we seek to strengthen our previous experimental evidence by distinguishing two types of explanations for why these positive counter-emotions are effective 1 1
FV-86 Reversal of the visual attraction effect Research Project | 1 Project MembersNo Description available
FV-77 Visual Attraction Effect Research Project | 1 Project MembersInvestigates the attraction effect with visual stimuli.
Predicted pleasure, motivation, and psychological utility Research Project | 2 Project MembersAccording to economics people base their decisions on how valuable they expect the result of the decision to be. Economics assumes that a decision maker can map the value of every outcome of a decision onto a single scale, called utility. This way they can choose between outcomes that are very different. They can trade off the pleasure of eating a desert now with the expected pain of a heart attack later by comparing the expected utilities from eating and suffering from a heart attack. Psychologist focus on how we best describe utility itself, how the mind represents it, and which factors it is influenced by. Historically it has been hypothesized that the mind represents utility in terms of the pleasure and pain of decision outcomes. It has also been hypothesized that pleasure and pain are the ultimate causes of motivation. It would thus follow that the utility a decision maker predicts for an outcome corresponds to the pleasure s/he expects for that outcome, and this in turn drives the degree to which s/he is motivated to pursue the outcome. In this project we seek to provide evidence that motivation to pursue an outcome can be high while predicted pleasure can be relatively low, or more generally, that motivation and predicted pleasure may diverge. This raises the question whether predicted pleasure or motivation underlies utility. We attempt to show that overt behavior that seeks to bring about an outcome can be influenced either by predicted pleasure or by motivation, even if they diverge. This would suggest that the utility of the outcome could be based on either predicted pleasure or motivation, even if the two are not the same.
FV-70 Types of Behavior that Fake News Influence Research Project | 2 Project MembersFake news, much of it originating on social media rather than from news organizations, recently became a force that potentially shapes public opinion and attitudes. Public figures and many institutions including businesses are targeted by fake news. In this project we examine whether consequences of fake news depend on the type of behavior one observes.
FV-54 Improving Negative Brand Image Research Project | 2 Project MembersThe project investigates how to improve brand image when a brand suffers from negative emotional associations. It is a common problem that even the strongest brands are not immune to. It can arise as a result of fake news, unjustified rumors, product harm crises, ill-behavior of employees, of spokespeople, or of competitors, or from stereotypes toward the country of origin. Our previous research has developed theory as to which types of emotions are the most effective anti-dotes against negative emotional damage. In the current study we seek to strengthen our previous experimental evidence by distinguishing two types of explanations for why these positive counter-emotions are effective
