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VIETNAM NATIONAL UNIVERSITY HO CHI MINH CITY
INTERNATIONAL UNIVERSITY
SCHOOL OF BUSINESS
THE INFLUENCE OF CONSUMER CAUSAL BELIEFS ON ESTIMATES OF TIME
TO
ONSET
THE CASE OF VIET NAM
In Partial Fulfillment of the Requirements of the Degree of
BACHELOR OF ARTS in BUSINESS ADMINISTRATION
Students name: NGUYEN LE THANH TUAN (BABAIU10127)
Advisor: Dr. BUI QUANG THONG
Ho Chi Minh City, Vietnam
2014
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THE INFLUENCE OF CONSUMER CAUSAL BELIEFS ON ESTIMATES OF TIME
TO
ONSET
THE CASE OF VIET NAM
APPROVED BY: Advisor APPROVED BY: Committee,
________________________ ______________________________
Dr. Bui Quang Thong Ho Thi Bich Van, Ph.D., Chair
__________________________________
Nguyen Huu Dang Khoa, MBA., Secretary
___________________________________
Le Thanh Long, Ph.D.
__________________________________
Albert Low, M.A.
THESIS COMMITTEE
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ACKNOWLEDGMENTS
At this page, I would like to express my gratitude to teachers,
friends, participants and my
family. For those who had supported me during the thesis
period.
First and foremost, I want to give an appreciativeness to my
advisor, Dr. Bui Quang
Thong. The one who gave me useful advices, encouragements
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TABLE OF CONTENTS
LIST OF TABLES
........................................................................................................
vii
LIST OF FIGURES
.......................................................................................................
ix
ABSTRACT
.......................................................................................................................x
CHAPTER I: INTRODUCTION
....................................................................................1
I. Background
.............................................................................................................1
II. Problem statement
.................................................................................................3
III. Research questions and objevtives
......................................................................6
IV. Research scope and limitations
............................................................................6
V. Structure of the thesis
............................................................................................7
CHAPTER II: LITERATURE REVIEW
......................................................................8
I. Placebo effect
...........................................................................................................8
1. Theory of placebo mechanism
..........................................................................9
1.1. Expectancy theory
...................................................................................9
1.2. Classical conditioning
..............................................................................9
2. Placebo effect in marketing
...........................................................................10
II. Theory of
causality...............................................................................................13
III. Cognitive load theory
........................................................................................15
IV. Effect of causality on time judgment
...............................................................16
V. Insight in the study of Faro (2010)
....................................................................18
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VI. Conceptual framework
......................................................................................20
CHAPTER III: RESEARCH METHODOLOGY
........................................................20
I. Experiment method
................................................................................................21
1. Evaluation of the experiment
..........................................................................21
2. Experiment terminologies
...............................................................................23
3. Experimental research designs
.....................................................................
27
3.1. Pre-experimental designs
.....................................................................28
3.2. True experiment
...................................................................................
29
3.2.1. Single factor
design....................................................................
29
3.2.2. Block design
...............................................................................30
3.2.3. Latin square design
....................................................................31
3.2.4. Factorial design
.........................................................................32
3.3. Field and Laboratory Experiments
.....................................................33
4. Sampling
.........................................................................................................35
4.1. Definition
.............................................................................................
35
4.2. Types of sampling
................................................................................36
4.2.1. Probability sampling (representative samples)
........................ 36
4.2.2. Non-probability sampling (non-representative samples)
.......... 36
4.3. Sampling in experiment
.....................................................................
36
4.3.1. Random sampling in experiment
...............................................36
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4.3.2. Matching sampling in experiment
..............................................37
4.6.2. Convenience sampling in experiment
.........................................37
5. Data analysis
...................................................................................................38
5.1. t-test definition
.....................................................................................38
5.2. ANOVA definition
...............................................................................39
5.2. ANCOVA
definition............................................................................
40
5.4. Effect size
.............................................................................................41
6. Validity in experiment
.................................................................................42
6.1 Internal validity
..................................................................................
42
6.1.1. Maturation
..............................................................................42
6.1.2. Testing
......................................................................................43
6.1.3. Instrumentation
.......................................................................43
6.1.4. Selection
...................................................................................43
6.1.5. Statistical regression
...............................................................44
6.1.6. Experiment Morality
................................................................44
6.1.7. Diffusion or imitation of treatment
...........................................44
6.1.8. Compensatory rivalry
.............................................................45
6.2 External validity
.................................................................................
45
6.2.1. The reactivity of testing on X
....................................................45
6.2.2. Interaction of selection and X
..................................................45
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6.2.3. Other reactive factors
...............................................................46
7. Generalization in
experiment...................................................................46
II. Description of the two studies
..............................................................................47
1. Study
1............................................................................................................47
2. Study
2............................................................................................................49
CHAPTER IV: DATA ANALYSIS & DISCUSSION
..................................................52
I. Implementing pretest study
...................................................................................52
II. Implementing the two official experiments
........................................................53
1. The official experiment 1
..............................................................................54
1.1. Data analysis
........................................................................................
56
1.2.
Discussion.............................................................................................
58
2. The official experiment 2
..............................................................................59
2.1. Data analysis
........................................................................................
61
2.2.
Discussion.............................................................................................
67
CHAPTER V: GENERAL DISCUSSION & IMPLICATIONS
.................................69
I. General discussion
..................................................................................................69
II. Implications for firms & consumers
...................................................................69
III. Implications for marketers
.................................................................................72
IV. Limitations and recommendations for further research
.................................72
V. Advices for future experiments
............................................................................73
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LIST OF REFERENCES
...............................................................................................
75
APPENDIX
......................................................................................................................80
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LIST OF TABLES
Table 2.1. Previous Researches Synthesis: Placebo effect in
medicine and marketing
actions
..............................................................................................................................
10
Table 2.2. Summary of some studies showing an effect of
causality on time judgments .17
Table 3.1. Key to design symbols
......................................................................................27
Table 3.2. An example of blocking design
........................................................................31
Table 3.3. An example of Latin Square Design
................................................................
31
Table 3.4. An example of Factorial Design
......................................................................
32
Table 3.5. A brief description about the difference between
Field and Laboratory
experiment
.......................................................................................................................
33
Table 3.6. Single-factor design in study 1
......................................................................
34
Table 3.7. Single-factor design in study 2
.........................................................................34
Table 4.1. Descriptive statistics of Causal and Non-causal group
.....................................56
Table 4.2. ANOVA statistics of estimates of time-to-onset
between two groups .............56
Table 4.3. Descriptive statistics of line measurement between
two groups ..................... 57
Table 4.4. ANOVA statistics of line measurement between two
groups ......................... 57
Table 4.5. ANOVA statistics of mood measurement in causal
condition during the
interval
..........................................................................................................................
57
Table 4.6. ANOVA statistics of mood measurement in causal
condition during the whole
study
..................................................................................................................................
58
Table 4.7. ANOVA statistics of mood measurement in non-causal
condition during the
interval
...............................................................................................................................58
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Table 4.8. ANOVA statistics of mood measurement in non-causal
condition during the
whole study
........................................................................................................................58
Table 4.9. ANOVA statistics of causal belief between
alternative-cause-absent vs
alternative-cause-present group
.........................................................................................61
Table 4.10. ANOVA statistics of causal belief between
alternative-cause-absent vs strong
alternative-cause-present group vs weak
alternative-cause-present ................................. 62
Table 4.11. Descriptive statistics of three conditions
....................................................... 62
Table 4.12. ANOVA statistics of estimates of time-to-onset
between 3 conditions ........ 62
Table 4.13. ANOVA statistics of estimates of time-to-onset
between alternative-cause-
absent vs strong alternative-cause-present condition
........................................................ 63
Table 4.14. ANOVA statistics of estimates of time-to-onset
between strong alternative-
cause-present vs weak alternative-cause-present condition
...............................................63
Table 4.15. ANOVA statistics of estimates of time-to-onset
between strong alternative-
cause-absent vs weak alternative-cause-present condition
................................................64
Table 4.16. ANOVA statistics of mood measurement of participants
in the whole study 64
Table 4.17. ANOVA statistics of the likelihood of using an
energy bar between 3
conditions
..........................................................................................................................
65
Table 4.18. ANOVA statistics of the likelihood of using an
energy bar between
alternative-cause-absent vs strong alternative-cause-present
condition ........................... 65
Table 4.19. ANOVA statistics of the likelihood of using an
energy bar between strong
alternative-cause-present vs weak alternative-cause-present
condition ........................... 66
Table 4.20. ANOVA statistics of the likelihood of using an
energy bar between
alternative-cause-absent vs weak alternative-cause-present
condition ............................. 66
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Table 4.21. The first model regressed the ratings of causal
belief on the likelihood of
using an energy bar
............................................................................................................67
Table 4.22. The second model regressed the ratings of causal
belief on the estimates of
time to onset for the gum
...................................................................................................67
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LIST OF FIGURES
Figure 2. Summary of the findings of Faro (2010)
........................................................... 18
Figure 3. The relationship between IV and DV in the study
............................................ 25
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ABSTRACT
People sometimes feel the effect of product consumption almost
instantaneously within an unrealistically short time after
consumption. Such placebo-like effects are typically
attributed to conditioning, motivation, or expectations about
product efficacy. The
present research shows such effects can also occur because,
under some conditions,
people are more prone to underestimate the time to onset of
products they have used in
the past. These recollections of too short a time to onset alter
peoples experience of products and cause them to report more rapid
effects. Participants who were led to
believe there was a strong causal link between having consumed a
product and improved
performance on a task recalled that less time elapsed before
they experienced an effect. In
subsequent consumption, they felt comfortable using the product
later in time, started
working on a similar task earlier upon use, experienced the
products effect sooner, and were less inclined to switch to
competing products.
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CHAPTER I
INTRODUCTION
Changing the Future by reshaping the Past: Our memory of time
are shortened when we
believe products and events are related (Faro, 2010).
I. BACKGROUND
Nowadays, more and more advertisement activities are using
misleading adjectives and
adverbs, intended to make people believe that a product has an
effect that cannot
objectively have, however, that the company risks a lawsuit for
false advertising. So, they
use terms as feelings, impressions, hair visibly healthier which
only means
that you get the impression that they are, but they are not
necessarily so. For example, an
advertising clip on TV shows: a wet cloth with a magic detergent
that, without any
apparent effort, removes grease and fouling from a pan
(Judicibus, 2011). Although
people believe that these advertisements are not totally true
but they can still be
impressed and willing to buy that product. To explain for these
kinds of effects, scientists
use a term called placebo effect.
The placebo effect is a fascinating yet puzzling phenomenon,
which has challenged
investigators over the past 50 years (Franklin G Miller, David
Wendler, Leora C
Swartzman , 2006). In terms of scientific, it is a series of
positive reactions against a
therapy which does not derives so much from its active
ingredients but from the patients
expectations about it (Judicibus, 2011). In practice, if a
patient believes that a certain
therapy is working, he will psychologically place himself in a
very positive way against
that therapy, regardless of its effectiveness. The result could
be a psychosomatic effect
that leads the body itself to react to the disease, sometimes
with positive results (Decher,
2013).
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Advocates of alternative medicine have begun using the placebo
effect as a way of
marketing their products by stressing that the mind can heal the
body in way that medical
science cannot understand (Vitelli, 2012). In medicine,
therefore, to assess the
effectiveness of a drug, the placebo effect becomes a very
important benchmark. This is
true in medicine (Judicibus, 2011). But if it works in the
medical field, why should not it
work in other sectors?
People often feel better simply because they believe they have
been treated (Ingraham,
2013). The placebo effect shows that to be convinced of
something relative to our body
leads to a specific response by the nervous system that, in some
cases, produces precisely
the intended effect. If this is true for a therapy may also be
true in other respects.
Realizing the power of this effect, many marketers have used the
placebo effect for
several products like: toothpaste, energy drink, cosmetic to win
customer in a
unfamiliar way. For instance, an advertisement for toothpaste:
is intended to bring home
the sensation of cleanliness of the dentist is likely to make
customer experience that
feeling after using toothpaste (Judicibus, 2011).
II. PROBLEM STATEMENT
The placebo effect makes people sometimes feel the effect of
product consumption
almost immediately within an unrealistically short time after
consumption (Faro, 2010).
In the past, many researches had built up to examine the impact
of placebo effect on
consumer behavior, such as a study of Stewart-Williams, Steve
and John Podd (2004)
suggested that classical conditioning procedures are a factor
that shapes the placebo
effects on consumer belief. A study of Shiv, Baba, Ziv Carmon,
and Dan Ariely (2005)
suggested that belief and expectation of consumer can be evoked
by the placebo effect.
Or a study of Irmak, Caglar, Lauren G. Block, and Gavan J.
Fitzsimons (2005) showed
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the importance of motivation as a driver of marketing placebo
effects. Truly, these
researches give a great support for marketers in case of
changing and forming consumer
perception and behavior.
Recently, in a noticeable study with the same common concerns,
has showed a different
reason for the rapid effect of products, called assessment of
time to onset after
consumption. Highlighting the need for renewed research focus in
this area, Faro (2010)
suggested that there is an influence of consumer casual belief
on estimates of time-to-
onset, and the casual belief is a cause for the placebo effect
happens quickly or slowly.
To examine for his hypothesis, Faro has implemented three
experiments which were
established in his university. In the first one, participants
first listened to music and later
took part in a creativity task. Half of the participants were
then told the music they had
listened to earlier enhanced creativity; the rest were not given
that information. "When
asked to recollect the amount of time that elapsed between
listening to music and the
creativity task, the first group thought that the time was
significantly shorter," Faro
writes. "Hence, even though both groups had (on average) the
same experience with the
music and with the creativity task, believing that the two
things were related made
participants connect them more closely in time." In a second
study, participants first
chewed a stick of gum and then took part in an attention-related
task. Later in the study
they were told that chewing gum increases attention. In that
case, participants who
considered only the gum as a cause for increased attention gave
shorter estimates of time-
to-onset than other participants who also considered another
contributing cause: practice
with the task. On a later occasion, the participants said they
experienced the gum's effect
earlier and they were less interested in trying a competing
product. In the last study, as in
study 2, participants first chewed a cube of gum then took part
in an attention/ memory
task. After that, they were told that the study was established
to examine the effect of
guarana, an ingredient that contains in the gum. Half of the
participants were told that
guarana can enhance attention and memory; the others were not
given that information.
At the end, the result showed that participants who were given
the information, judged
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the amount of time that elapsed between starting to chew the gum
and the improvement
in the task to be shorter than the others.
In overall, the first two studies show that causal beliefs about
products can shape
consumers perceptions of time-to-onset for past consumption, and
these perceptions can
have an independent effect on future consumption. The first
study suggests that shortened
perceptions of time-to-onset may give the target product an
added advantage. Participants
who held shorter perceptions of time experienced the gums effect
earlier on a future
consumption occasion, and were less interested in trying other
products. The second
study suggests some possibly negative consequences for the
product and for consumers.
Participants who held shorter perceptions of time were more
likely to use the product too
late, and more likely to begin an activity which depends on the
effect of the product too
early. (Gal Zauberman 2010). The last study provides some
evidence for the process
through which causal beliefs affect estimates of time to onset
by identifying cognitive
load as a moderator of the effect. The paper concludes with a
discussion of the
implications of the findings for consumers and marketers.
This study has published on the Journal of Consumer Research
which is one of the well-
known journals about consumer behavior in the world, it has
ranked 6th position based on
Center of Journal Ranking in 2013. The study has been widely
cited, and received a
honorable mention prize in the Robert Ferber Award competition
which is held annually
to honor the best interdisciplinary dissertation article, in the
year 2011.
The present research proposes a replication of the original Faro
(2010) research. The
reason why the author wants to replicate Faro (2010) research
can be explained in two
purposes.
First, reviewing past researches about how people estimates
about past consumption such
as: in a study of Chandon, Pierre; Brian Wansink (2007) in food
industry, they metioned
that consumer will tends to underestimate the caloric content of
main food and to choose
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another higher-calorie food when restaurants claim to be healthy
compared to when they
do not. Or in a study of Menon (1993) about exaiming a process
by which behavior
frequency judgments are generated in consumer survey. In
addition, in researches about
time judgment, such as a study of LeBoeuf (2010) showed that
future time intervals that
end with losses seem shorter than equivalent intervals that end
with gains, or a study
demonstrated that people discount delayed task outcomes due to
perceived changes over
time in supplies of slack (Zauberman, Gal, John G. Lynch Jr.,
2005, see also Yeung;
Catherine W. M; Dilip Soman, 2007). These researches above
provide various useful
information for markerters about frequency and recency of use,
or time jugdment. But,
the point is there is no research works on estimates of time to
onset. At the year 2010,
Faro study was considered as the first paper that works on
estimates of time to onset.
Any time a result is surprising, researchers will try to
replicate it, to see if the
phenomenon is dependable or just a fluke (a one-time occurrence)
(Dewey, 2007).
Therefore, reexamine a new result is quite necessary, it can
provides more evidence or
suggests some changes for the initial result.
Second, the author desires to replicate the study of Faro (2010)
but in a new context
which is conducted for Vietnamese consumers. When replicating
the obtained results,
one can use different manipulations, materials, or ways of
measuring the dependent
variable. This may also lead to new interesting results, which
could provide more insight
into the content under investigation (Stel and Vonk 2005).
Actually, because of
investigating in the new sample, the research can generates some
suggestions about
whether it have any difference in the consumer perception
between Eastern and Western.
Replication, a re-study repeats the findings of an initial study
(Seale, 2004), is divided in
various forms: external, internal, operational (Drotar, 2010).
The present research will
applied the form of external replication, which refers to data
gathered from new samples
collected in different settings and/or at different times than
an original sample (Drotar,
2010), to examine the initial findings in the sample of
Vietnamese consumer.
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III. RESEARCH QUESTIONS AND OBJECTIVES
The research aims to answering these following questions:
How can the causal beliefs of Vietnamese people impact on
estimates of time-to-
onset in a product?
Is there any difference between Western and Asia people in the
assessment of
time-to-onset for past consumption?
Therefore, the objectives of study are follows:
To investigate whether the casual beliefs of people can impact
on estimates of
time-to-onset, in the case of Vietnamese people.
To analyze any difference between Western and Asian consumers in
the
assessment of time to onset for past consumption.
To recommend several suggestions for consumers and
marketers.
IV. RESEARCH SCOPE AND LIMITATIONS
The present research is conducted from Feb 2014 to May 2014, in
Ho Chi Minh City.
Due to time constraint and level of an undergraduate student,
the author only
implemented two first hypotheses which were also two first
experiments of Faro (2010)
research. Therefore, the findings cannot generalize for the
whole results of the authentic
paper.
Participants who take part in two studies are students studying
the International
University Vietnam National University. They will receive bonus
mark in their course
after participating the study.
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V. STRUCTURE OF THE THESIS
The thesis is divided into five chapters which focus on
different contexts
Chapter I: Introduction
Giving a brief background about the thesis topic, followed by
the research problem
statement, research questions and objectives, research scope and
limitations.
Chapter II: Literature Review
Synthesizing all theories relating to the topic and conducting a
theoretical framework that
will be applied in the research.
Chapter III: Research Methodology
Explaining all terminologies of experiment then giving a deep
description about two
upcoming studies.
Chapter IV: Data Analysis & Discussion
Describing two studies and a discusssion about the findings from
the collected data.
Chapter V: General Discussion & Implications
Giving general discussions and implications for firms and
consumers.
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CHAPTER 2
LITERATURE REVIEW
I. PLACEBO EFFECT
In terms of medical literature, the placebo effect is defined as
a genuine psychological or
physiological effect produced by a substance or a procedure that
has no inherent power to
create that effect (Stewart-Williams and Podd, 2004). In more
colloquial terms, the
placebo is essentially a sugar pill. The study of
Stewart-Williams and Podd (2004)
show a general example in a medical setting as follows: a doctor
gives a his patient a pill
which, unbeknownst to the patient, is merely a sugar pill. They
called this pill is the
placebo. Lately, the patients health improves, apparently
because of the belief that the
pill was a real medicine, effective for the condition. The
effect after consumption of
patient is called placebo effect.
The definition is even simpler than understanding process of
placebo effect. Indeed,
scientists had spent a long time to examine on the nature of
placebo effect and applied it
in a large number of medical settings, from relatively benign
maladies, such as warts and
the common cold, to more serious diseases, such as diabetes,
angina, and cancer (Kirsch,
1997). Applications about placebo effect have strongly spread in
pharmaceutical science,
like pain reduction (Montgomery, Guy and Irving Kirsch, 1996),
cardiovascular disease
(Bienenfeld, Frishman and Glasser, 1996) and depression (Kirsch,
Guy Sapirstein, 1999).
1. Theories of placebo mechanism
According to a numerous past researches, there are two main
concepts that belong to the
basis placebo effect are: expectancy theory and classical
conditioning (Shiv, Carmon and
Ariely, 2005).
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9
1.1 Expectancy theory
Expectancy theory is a cognitive process theory of motivation
that is based on the idea
that people believe there are relationships between the effort
they put forth at work, the
performance they achieve from that effort, and the rewards they
receive from their effort
and performance (Lunenburg, 2011). In other words, people will
be motivated if they
believe that strong effort will lead to good performance and
good performance will lead
to desired rewards.
Based on the expectancy theory, placebo effects arise because
beliefs about a substance,
procedure serving as a placebo activate expectations that a
particular effect will occur,
which then affect the subsequent effectiveness of the substance
procedure (Shiv, Carmon
and Ariely, 2005). In a simple way, the substance of placebo
will produces an effect if
people expect it to have the effect.
1.2 Classical conditioning
Classical conditioning is defined as a particular form of
learning when an organism is
being exposed to conditioned and unconditioned stimuli which
results in relevant change
in organism state or behavior (Stewart-Williams and Podd,
2004).
For some past researches, these two theories have been
contrasted and debated. For
instance, Kirsch (1991) argues that expectancy theory can
explain the process of placebo
response whereas classical conditioning is unable to fully
account for placebo effect. On
the other hand, Voudouris et al. (1990) try to examine that
classical conditioning
processes are superior when explaining the framework of placebo
effect. However,
classical conditioning and expectancy theory can support each
other when creating
placebo effect. Stewart-Williams and Podd (2004), they explains
that the increase
acceptance of expectations as the basic mechanism for placebo
effects has led to an
increased interest in how beliefs lead to placebo effects and
the role of expectancies in
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10
mediating this effect. In other words, classical conditioning
processes shape placebo
effect and expectancies help to mediate it.
2. Placebo effect in marketing
In economics, it is universally acknowledged that the more
quality of product, the more
expensive to produce. In case of consumers who have inadequate
information about the
quality of alternative products, they may evaluate the quality
of product based on the
price of this product. Then, a belief and expectation about
higher priced goods are of
higher quality or more effective will come to their mind. If the
beliefs and expectations
derived from the price of a product are strong enough, it will
be conceivable that the price
of the product could trigger a placebo effect and actually
influence how effective the
product is.
In a series of experiments, Shiv, Carmon and Ariely (2005)
suggest that the price of the
product affects performance through the commonly known placebo
effect. Shiv and his
coauthors express that consumer beliefs and expectations, shaped
by experiences in their
daily lives, often influence their judgments of products and
services and affect their
subjective experiences. Besides price, they also point out other
researches about placebo
effect applied in marketing such as: a drink may taste better if
it has a favorite brands
label than if it is unlabeled (McClure et al. 2004), meat that
is labeled 75% fat free tastes
better than the same meat that is labeled as containing 25% fat
(Levin and Gaeth, 1988).
Table 2.1. Previous Researches Synthesis: Placebo effect in
medicine and marketing
actions
Topic Tittle Author Journal Content
Theoretical
background
of placebo
effect
The placebo effect:
dissolving the
expectancy versus
conditioning debate
Stewart-
Williams and
Podd
Psychological
bulletin, (2004),
130(2), 324340
The authors provide an
extensive overview of the
literature regarding the
placebo effect. They define
and separate such notions
as placebo, placebo effect,
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11
nocebo. The main focus of
Stewart-Williams and Podd
(2005) is to understand
which of two main theories
that are believed to
contribute to the placebo
effect classical conditioning and
expectancy theory is the basis of placebo processes.
The main conclusion is that
one shouldnt separate these two theories when
finding the basis of placebo
effect. On the contrary, the
relationship of two theories
gives rise to placebo effect
Placebo
effect in
medicine
The importance of
placebo effects in
pain treatment and
research.
Turner et al
J.A.M.A.,
(1994), 271(20),
16091614
The article provides an
overview of the relevant
literature with an objective
to identify the importance
of placebo effects in the
treatment of pain. The
authors examine placebo
effects of medical
treatments and sham
surgeries. The factors
influencing the placebo
responses both form the
patient and provider sides
are examined and assessed.
Placebo
effect in
Placebo Effects of
Marketing Actions:
Consumers May Get
Shiv, Carmon
and Ariely
Journal of
Marketing
Research, 2005,
The authors conducted a
series of experiments to
prove the influence of
marketing actions (in
particular, price
promotions) on the actual
efficacy of products.
Moreover the research
focuses on the role of
expectations in mediating
placebo effect (higher
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12
marketing
actions
What They Pay For
XLII
(November),
383393.
expectancy level lead to
greater placebo effect). One
of the main findings is that
non-conscious expectations
about the price-quality
relation can influence
consumers and encourage
placebo effect.
The authors also revealed a
number of important
statements regarding the
placebo effect in
marketing:
- buying product with a
discount produces greater
placebo effect than paying
more for a product
-favorable ads can
reinforce negative price-
quality perceptions
-drawing attention to
positive marketing claims
(encouraging expectations)
stimulates the amplitude of
the placebo effect.
Placebo
effect in
marketing
actions
The Placebo Effect
in Marketing:
Sometimes You Just
Have to Want It to
Work
Irmak, Block
and Fitzsimons
Journal of
Marketing
Research,
(2005), XLII
(November),
406409
Authors conducted an
experiment with energy
drink revealing the
importance of motivation
as an important factor
contributing to placebo
effect in marketing
Influence of
Marketing
Actions
The Effect of Price,
Brand Name, and
Store Name on
Buyers Perception of Product Quality:
an Integrative
Review
Rao and
Monroe
Journal of
Marketing,
(1989), 26(3),
351357
Authors investigate the
influence on highlighting
the effectiveness of a
product using various
marketing tools. On the one
hand, it stimulates initial
purchase but might have a
negative post-purchase
experience that would hurt
pong-term sales. However
Rao and Monroe (1989)
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13
Source: (Chigirinova, 2012)
II. THEORY OF CAUSALITY
David Hume (1711 1776), one of the British empiricists of the
early modern period, is
famous for the theory of casual relation which has become the
starting point for most
modern treatments of causation. According to Hume, causality is
a regular succession of
event-types: A and B, we say that A causes B when the two always
occurs together, that
is, are constantly conjoined. Whenever we find A, we also find
B, and we have a
certainty that this conjunction will continue to happen
(Lorkowski, 2010). In other words,
argue that this happens
only if the effectiveness
cues are salient in the
consumption context and
are removed in the
consumption context
Influence of
Marketing
Actions
Influence of Beer
Brand Identification
on Taste Perception
Allison, R. I., &
Uhl, K. P.
Journal of
Marketing
Research,
(1964), 1(3), 36-
39.
The authors conducted an
experiment aimed at
identifying the influence of
brand name on taste
perception. The market of
beer has been chosen as an
example. The results
suggest that taste
perception arise primarily
with the help of marketing
actions rather than from
physical product
differences. From a
managerial point of view it
means that physical
product differences had
little to do with the various
brands' relative success or
failure in the market
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14
if we believe a causal relationship exists between two events,
then one of these events,
the cause, will readily recall the other, the effect (Shanks,
1985). For example, one ball
colliding and causing the movement with a second ball.
The concepts of "cause" and "effect" are used both for defining
simultaneous events,
events that are contiguous in time, and events whose effect is
born with the cause
(Spirkin, 1983). Borrowing from his example, a solar flare
causes magnetic storms on the
earth and a consequent temporary interruption of radio
communication. Spirkin (1983)
proposes a formula for the mediate connection between cause and
effect: if A is the cause
of B and B is the cause of C, then A may also be regarded as the
cause of C. Though it
may change, the cause of a phenomenon survives in its result. An
effect may have several
causes, some of which are necessary and others accidental.
More specifically, Woo-kyoung and Charles (2002) explain the
definition of causality by
stating two simple questions: how people think about causal
relations and how people
indentify causes. Based on two questions, Woo-kyong and his
coauthor propose the
explanation of causality in two views: mechanism view and
regularity view .
In mechanism view, they suggest that people beliefs about causal
relations include 3
factors: a notion of force or necessity, a belief in a causal
process that takes place
between a cause and an effect, and a set of more or less
elaborated beliefs about the
nature of that mechanism, described in theoretical terms. In
regularity view, they also
suggest that an associationist approach characterizes the belief
that A caused B to be
primarily an expectation about a general pattern of co-variation
between A and B. By
showing through some examples, they propose that people may have
strong intuitions
about causes even in the absence of good evidence or
expectations about patterns of co-
variation about general cases. Therefore, Woo-kyoung and Charles
(2002) conclude that
to believe that A caused B is to believe that there is a
consistent relation between events
of type A and events of type B.
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15
III. COGNITIVE LOAD THEORY
The idea of cognitive load is first published by Sweller et al.
in 1998, a theory relating
working memory characteristics and the design of instructional
systems. In fact, theories
of structure of human memory give a distinction between long
term memory and short
term memory (Jong, 2010). Long term memory is defined as a part
of memory that store
large amount of information, whereas short term memory is the
memory system where
small amount of information are stored (Cowan, 2001). In recent
papers, the term short
term memory has been replaced by working memory, because this
part of memory has
responsible for the processing of information.
According to Van Gerven et al., (2003), cognitive load theory is
an instructional theory
that comes from the idea that people working memory is
overloaded with respesct to the
amount of information it can hold, and also the number of
operations it can perform on
that information. Van Gerven suggests that learners should be
encouraged to use his or
her limited working memory efficiently when learning a difficult
task. Learning is
hampered when working memory capacity is exceeded in a learning
task (Jong, 2010).
Moreover, the main trait of this theory is the relation between
long term memory and
working memory, and how instructional materials interact with
this cognitive system
(Ayres, 2006).
Categorization of cognitive load theory
Based on cognitive load theory, there are three different types
of cognitive load can be
distinguished:
Intrinsic cognitive load: refers to the number of elements that
must be processed
simultaneously in working memory for schema construction (i.e.,
element
interactivity) (Artino, 2008).
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16
Extraneous cognitive load: (or ineffective cognitive load) is
the result of
instructional techniques that require learners to engage in
working memory
activities that are not directly related to schema construction
or automation
(Artino, 2008).
Germane cognitive load: (or effective cognitive load) is the
result of beneficial
cognitive processes such as abstractions and elaborations that
are promoted by the
instructional presentation (Artino, 2008)
IV. EFFECT OF CAUSALITY ON TIME JUDGMENT
The perception and estimation of elapsed time, and temporal
information more
generally, is a complex process subject to various conscious and
unconscious
influences (Faro, 2010). Faro proposes that consumers
assessments of the time-to-
onset of an effect refer to the amount of time they believe it
takes for a product to
show its effect after consumption. For instance, in several
products such as
pharmaceuticals sold by prescription and over-the-counter
medications, consumers
care not only about whether the product has an effect, but also
how quickly it begins.
Moreover, consumers must often assess the time-to-onset to
decide future
consumption because they may need to experience the effect of a
product before
starting another activity. Borrowing his examples, caffeine
before an exam, digestion
aids before food consumption, relaxation drugs before a flight,
and erectile
dysfunction drugs before a sexual encounter. In such cases,
assessments of time-to-
onset can affect the timing of consumption, the timing of
subsequent activity, and,
consequently, both the perceived and real effectiveness of the
product.
The relationship between time and causality is bidirectional
(Faro et al., 2013), the
perception of causality can affect peoples judgments of time in
such a way that they
perceive events that they know to be causally related to have
occurred closer in time
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17
to each other. For example, a series of researches focused on
intentionality of action
and showed that perceived time between a voluntary movement
(e.g., pressing a key)
and its effect (e.g., an auditory tone) was shorter compared to
a baseline condition in
which the action and its effect occurred within the same amount
of time but without
any causal link (the intentional binding effect; Haggard et al.,
2002; see also Moore et
al., 2009; Ebert and Wegner, 2010). Faro et al. (2013) also
point out several
researches about estimates of time elapsed between pairs of
historical events that
were causally related with estimates of time between historical
events that were not
causally related (see more in Faro et al., 2013) to conclude
that perceived causality
shortened estimates of elapsed time.
Table 2.2. Summary of some studies showing an effect of
causality on time
judgments (David Faro, Ann L. McGill, Reid Hastie, 2013)
References Experimental task
(operationalization
of cause and effect)
Method of
interval
assessment
Range of
studied time
intervals Proposed process Implications
Buehner and
Humphrey,
2009;
Press keyhear auditory tone
Numeric
estimates, event
synchronization 150 ms4s
Priming of general
causality-time
relationship
Anticipated action
timing
Ebert and
Wegner, 2010
Pull/push joysticksee object move on
Numeric
estimates 100700 ms
Retrospective
inference
Binding associated
with explicit sense of
authorship
Engbert and
Wohlschlger,
2007
Press keyhear auditory tone
Libet clock
method 250 ms
Predictive motor
process based on
expectations and
perceptual
associative process
Privileged
representation of
intentional actions
Faro, 2010
Take energy
productfeel enhanced alertness
Numeric
estimates,
reproduction
38 s6.5 min
Retrospective
inference based on
general causality-
time relationship
Delayed
consumption, early
experience of effect,
reluctance to switch
to alternative
actions
Faro et al.,
2005, 2010
Sputnik launch Apollo 11 landing
(historical events)
Numeric
estimates 3184 years
Retrospective
inference based on
physical-
mechanical
Evaluation of actions
undertaken by others
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18
causality
Haggard et al.,
2002
Press keyhear auditory tone
Libet clock
method 250600 ms
Predictive motor
control process
linking intentional
actions and their
outcomes
Coherent experience
of agency, early
experience of effect
Moore and
Haggard,
2008; Moore
et al., 2009
Press keyhear auditory tone
Libet clock
method, numeric
estimates
100700 ms
Predictive motor
control process and
retrospective
inference
Coherent experience
of agency, early
experience of effect
V. INSIGHT IN THE STUDY OF FARO (2010)
Faro (2010) claims that altered perceptions of customer about
time to onset may affect to
their future consumption decisions and experience. Experience in
the past consumptions
plays an important role in generating the future expectations
(Bettman, 1979). According
to Faro (2010), in case of strong causal belief, consumers hold
perceptions that the time
to onset is shorter in the past consumptions, then, they might
feel the effect of the product
earlier in the future. This influence is more noticeable when
the effect of product is quite
ambiguous (Hoch and Ha, 1986). The result of the study of Faro
(2010) sumarized as
follows:
Figure 2. Summary of the findings of Faro (2010)
Target Products
Consumers believe that its effect
have a short time to start because
of stronger causal belief
for the subsequent consumption
The effect of alternatives
might starts slower
are products have used in the past
(especially products have ambiguous
effect)
compare to alternative products
They might tend to believe that
the effect of product starts sooner
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19
In Faro (2010) study, he manipulated the causality after the
consumption of a product;
however, Faro mentions that the same result might be occurred if
the causality was
manipulated before the consumption of the product. Based on the
results of Haggard et al.
(2002), the stronger causal beliefs result in estimates of
shorter time if causality were
manupulated before consumption might happens. Nevertheless,
causal intervals were
judged to be shorter, proposing that the effect on estimates of
time to onset can extend to
situations in which causal beliefs differ before product
consumption. Furthermore, the
judged causal intervals in study of Haggard et al. (2002) were
of milliseconds, whereas
Faro claims that product consumptions normally requires longer
durations. In several
cases, a previous changes to causal beliefs may trigger factors
unrelated to causality (e.g.,
mood, arousal, attention to time) that can alter the subjective
experience of the interval
and affect time estimates as a result (Faro, 2010).
The effects of causal belief on future consumptions and
experience are assumed to be
motivated by recollections of time to onset. However, if we
ignore the appearance of
time-to-onset, does the causal belief about product will
directly affect to future
consumptions and experience? For instance, similar to
expectations of performance of
efficacy, strong causal belief about a product may leads to a
quicker experience of its
effect (Faro, 2010; see also Baba Shiv, Ziv Carmon, Dan Ariely,
2005). Faro proposes
that recollection of time to onset can have an effect above and
beyond any such direct
effects of causal beliefs. That is. Recollections of time to
onset have a life of their own;
they are an independent piece of information on which future
decisions and experiences
are based (Faro, 2010)
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20
VI. CONCEPTUAL FRAMEWORK
As mentioned, the present research only replicates the two first
hypotheses of Faro (2001)
as follows:
Previous researches showed a stronger perceived causal
relationship between two events
results in estimates of shorter time (Haggard et al., 2002; see
also David Faro, Ann L.
McGill, Reid Hastie, 2013). Stated another way, in case of
strong causal belief,
consumers hold perceptions that the time to onset is shorter in
the past consumptions,
then they might feel the effect of the product earlier in the
future (Faro, 2010). Based on
the following previous researches as well as Faro (2010)
hypothesis, I propose the first
hypothesis as follows:
H1: Altered by stronger causal beliefs, estimates of shorter
time to onset for past
consumption will lead to earlier experience of the effect in
future consumption.
Furthermore, Faro claims that if these consumers compare the
product to another
alternative products in the aspect of time to onset, the
alternatives may appear slower
than if stronger causal beliefs had not previously shortened the
consumers estimates of
time to onset for the target. This tendency may bring an
advantage for the product
because if consumers want to change to alternative products for
any motivation, they
might less likely to do so. The second hypothesis is established
as follows:
H2: Altered by stronger causal beliefs, estimates of shorter
time to onset for past
consumption will reduce the inclination to switch to competing
products when fast action
is desired
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21
CHAPTER III
RESEARCH METHODOLOGY
I. EXPERIMENT METHOD
Experiments are studies involving intervention by the researcher
beyond that required for
measurement. The usual intervention is to manipulate some
variable in a setting and
observe how it affects the subjects being studied (e.g. people
or physical entities). The
researcher manipulates the independent or explanatory variable
and then observes
whether the hypothesized dependent variable is affected by the
intervention (Copper and
Schindler, 2011).
1. Evaluations of the experiment
Copper and Schindler (2011) proposes that there are four reasons
that bring advantage to
the experiment as follows:
Due to the main ability of researchers is to manipulate the
independent variable
then the probability that changes in the dependent variable are
a function of that
manipulation increases.
Contamination from extraneous variables can be controlled more
effectively than
in order designs. By this way, researchers may find it easy to
isolate experiment
variables and evaluate their impact over time.
Because of the convenience and cost of experimentation are
higher than other
methods, it allows the experimenter opportunistic scheduling of
data collection
and the flexibility to adjust variables and conditions that
evoke extremes not
observed under routine circumstances. In addition, the
researcher can collect
combinations of variables for testing rather than having to
search for their random
appearance in the study environment.
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22
One of popular methods in experiment called replication which is
replicating an
experiment with different subject groups and conditions, leading
to the discovery
of an average effect of the independent variable across people,
situations and
times. If a treatment is truly effective, the long-term
averaging effect of
replication will reflect its experimental worth. If it is not
effective, then the few
members of the experimental population who may have reacted to
the treatment
will be negated by the large numbers of subjects who were
unaffected by it.
Replication reduces variability in experimental results,
increasing their
significance and the confidence level with which a researcher
can draw
conclusions about an experimental factor.
Experimenters can use naturally occurring events and, to some
extent, field
experiments (a study of the dependent variable in actual
environment conditions)
to reduce subject perceptions of the researcher as a source of
intervention or
deviation in their daily lives.
By contrast, there are several limitations that experiment
cannot deter:
The artificiality of the laboratory is accidental the major
disadvantage of the
experimental method.
Almost nonprobability samples can pose problems despite random
assignment.
The extent to which a study can be generalized from college
students to managers
or executives is open to question. And when an experiment is
unsuccessful
disguise, volunteer subjects are often those with the most
interest in the topic.
Despite the low costs of experimentation, many applications of
experimentation
far outrun the budgets for other primary data collection
methods.
Experimental studies of the past are not feasible, and studies
about intentions or
predictions are difficult.
Management research is often concerned with the study of people.
There are
limits to the types of manipulation and controls that are
ethical.
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23
2. Experiment terminologies
Independent variable (IV): variable that the experimenter
manipulates (i.e. changes)
assumed to have a direct effect on the dependent variable
(McLeod, 2012)
Dependent variable (DV): variable that the experimenter measures
(McLeod, 2012)
In a causal relationship must have at least two variables are:
independent variable (IV)
and dependent variable (DV), in some way the IV causes the DV to
occur. Copper and
his coauthor mention that there are three types of evidence form
the basis that
experimenter must complete before going to conclude the
result:
Firstly, there must be an agreement between independent and
dependent variables. The
presence or absence of one is associated with the presence or
absence of the other.
Secondly, beyond the correlation of independent and dependent
variables, the time order
of the occurrence of the variables must be considered. The
dependent variable should not
precede the independent variable. Both of them may occur almost
immediately, or the
independent variable should appear before the dependent
variable.
Thirdly, to ensure that experimenters are confident that other
extraneous variables did not
influence the dependent variable, they control their ability to
confound the planned
comparison. Under laboratory conditions, standardized conditions
for control can be
arranged.
Extraneous variables (EV): all variables which are not the
independent variable, but
could affect the results (DV) of the experiment (McLeod,
2012)
Treatment: are the different procedures we want to compare.
These could be different
kinds or amounts of fertilizer in agronomy, different long
distance rate structures in
-
24
marketing, or different temperatures in a reactor vessel in
chemical engineering (Oehlert,
2010).
Control group: A control group in a scientific experiment is a
group separated from the
rest of the experiment where the independent variable being
tested cannot influence the
results. This isolates the independent variable's effects on the
experiment and can help
rule out alternate explanations of the experimental results
(Helmenstine, 2014).
Blinding: occurs when the evaluators of a response do not know
which treatment was
given to which unit. Blinding helps prevent bias in the
evaluation, even unconscious bias
from well-intentioned evaluators. Double blinding occurs when
both the evaluators of the
response and the (human subject) experimental units do not know
the assignment of
treatments to units. Blinding the subjects can also prevent
bias, because subject responses
can change when subjects have expectations for certain
treatments (Oehlert, 2010).
Informed Consent: being designed to ensure that participants who
take part in the
experiment are completely voluntary, also, this form must states
clearly about the nature
of the experiment and the rights of the participant. Before the
start of the experiment,
participants should be asked to read this form, and sign it to
indicate that they have read
and understood their rights. The experimenter must promise that
there is no personal data
is collected, or if it collected, that it will not be published,
and will be destroyed. If a
participant appears to be experiencing any stress (for example
due to task difficulty, or
perhaps through factors unrelated to the experiment), it is
important to remind them that
they are free to withdraw at any time. If a participant is
experiencing physical pain (e.g.
because of extensive use of the mouse for the task) then abort
the experiment
immediately and consult a senior colleague or the appropriate
university ethics committee
for advice on whether to proceed with the experimental procedure
(Kristensson, 2012)
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25
Participant briefing: for the purposes of experimental control,
every participant should
be given the same instructions before they commence the
experimental task. Briefing
instructions are normally written out in full, in order to
ensure that this is done. The
instructions can either be read from a script by the
experimenter, or given to the
participant to read, after which they are asked if they have
understood everything, and are
ready to start. If an experimenter script is used, it is a good
idea for this to include all
instructions and actions that the experimenter must carry out
throughout the experimental
session (Kristensson, 2012)
Debriefing: at the end of an experimental session, participants
should normally be
debriefed. Debriefing involves a short interview, often
semi-structured, with some
prepared questions that you ask every participant and follow-up
questions in the event
that interesting points are raised. This provides a valuable
data collection opportunity,
especially as participants' subjective experience of the
experiment could be of value in
interpreting either their individual performance, or behavior
observed more broadly
across the sample group (Kristensson, 2012).
Pointing out experiment terminologies in the present
research
In this research, independent variables are considered as causal
belief of participants
when they take part in two experiments. The first one is try to
make participants believe
that listening to music will enhance creativity and the second
one is about chewing gum
will increases attention. Dependent variable is considered as
shortening estimates of
time to onset of participant when they attend attention
tasks.
Figure 3.1. The relationship between IV and DV in the study
Based on the evaluation of experiments, the author realized
several benefits when
choosing the experiment as the main method in the present
research. Firstly, the abilities
Stronger causal belief
(IV)
Shortened estimates
of time to onset (DV)
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26
when manipulate the independent variables which are the causal
belief of participants. In
fact, the author finds this easy to control and detect the
causal belief of a group of people
in a small room instead of observing its fortuitous appearance
in the outside environment.
For example, I give them a piece of music and then saying that
music increases creativity
of people, by this way, it may somewhat affects to the belief of
participants because of
environment, limited knowledge will increase persuasiveness of
participants. Secondly,
the author can controls extraneous variables in an effective
way. In a first study of the
research, when participants arrive to the setting room, they
will receive a consent form
informing them that the study would involve various consumer
experiences, such as
listening to music. However, interestingly, to prevent
participants from looking at their
watches when estimating time to onset, they will be asked to put
away mobile phones,
watches, and any other devices that could cause distraction or
make noise (the procedure
of removing watches was similar in all subsequent studies). Last
but not least, the recent
research is the replication of the authentic study of Faro
(2010), therefore, it may
discovers more average effect of the causal belief across region
(Western and Asia),
people (different universities) and time.
Stating about experiment terminologies, in the present research,
participants after
listening to the music and taking to the creativity task, haft
of them will be told that the
music they had listened to earlier enhance creativity, and the
rest wont be given that
information. In this case, the two groups are considered as the
treatment group. In the
second experiment, participants first chew a stick of gum and
then take part in an
attention-related task. Later in the study they are told that
chewing gum increases
attention. Likewise, we also have 2 treatment groups are
participants who considered
only the gum as a cause for increased attention and other
participants who also
considered another contributing cause. This experiment also
gives the participants the
blinding condition, because they cannot determine which group
they belong to (strong
causal belief or weak causal belief).
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27
Furthermore, in the first study, participants will receive a
consent form (read more in the
appendix) informing them that the study would involve various
consumer experiences,
such as listening to music. In the second study, another consent
form will be design to
inform that participants will would take part in consumer
experiences, including trying
chewing gum and completing various other evaluation tasks. Those
who have food
allergies can withdraw from the study and take part in other
available studies. At the end
of two studies, participants will be debriefed about the actual
purpose of the experiment
and thanks for their contribution.
3. Experimental research designs
Researchers design the experiment to control infection of the
relationship between
independent and dependent variables. According to Cooper and
Schindler (2011), there
are three popular accepted designs including pre-experiments,
true experiments and filed
experiments.
Table 3.1. Key to design symbols (Cooper and Schindler,
2011)
The Xs and Os in the diagram are read from left to right in
temporal order.
When multiple Xs and Os appear vertical to each other, this
indicates that the stimuli
and/or the observations take place stimultaneously
X An X represents the introduction of an experimental stimulus
to a group. The effects
of this independent variable(s) are of major interest.
O An O indentifies a measurement or observation activity
R An R indicates that the group members have been randomly
assigned to a group
E An E represents the effect of the experiment and is presented
as an equation
O X O O
Time
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28
Parallel rows that are not separated by dashed lines indicate
that comparison groups have
been equalized by the randomization process
Those separated with a dashed line have not been so
equalized
3.1 Pre-experimental designs
All three pre-experimental designs are weak in their scientific
measurement power that
is, they fail to control adequately the various threats to
internal validity. This is especially
true of the after-only study.
After-only study
This may be diagram as follows:
X O O
Time q
X O O
O X O
O
X
Treatment or manipulation
of independent variable
O Observation or measurement
of dependent variable
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29
One-Group Pretest-Posttest Design
This design meets the various threats to internal validity
better than the after-only study,
but it is still a weak design
Static Group Comparison
This design provides for two groups, one of which receives the
experimental stimulus
while the order serves as a control.
3.2 True experiment
3.2.1 Single factor design
According to Hoshmand (2006), in this design, a single factor
varies while order factors
are held constant. For example, when the experimenter is
interest in finding whether one
variable is superior to another, he or she will use a
single-factor experiment in which the
single variable factor is the variety, and the treatments or
factor levels are different
variables.
Single-factor experiment can be grouped under two distinct
experimental designs. The
first design involves a small number of treatments and is called
complete block design.
As the name implies, complete block designs are characterized by
blocks, each of which
contains at least one complete set of treatments. The second
group of design is
incomplete block designs. These designs contain a large number
of treatments and are
also characterized by blocks. However, each block contains only
a fraction of the number
of treatments.
O Pretest
X Manipulation
O Posttest
X
O2
O1
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30
Figure 3.2. An example of single factor design (Creswell,
2009)
Baseline A Treatment B Baseline A
O-O-O-O-O-O-X-X-X-X-X-X-X-O-O-O-O-O
This design involves multiple observations of a single
individual. The target behavior of a
single individual is established over time and is referred to as
a baseline behavior. The
baseline behavior is assessed, the treatment provided, and then
the treatment is
withdrawn.
3.2.2 Block Design
If there is a single major extraneous variable, the randomized
block design is used.
Random assignment is still the basic way to produce equivalence
among treatment
groups, but the researcher may need additional assurances.
First, if the sample being
studied is very small, it is risky to depend on random
assignment along to graduate
equivalence. Second, block design can help experimenter learns
whether treatment bring
different results among various groups of participants.
In this design, one can measure both main effects and
interaction effects. The main effect
is the average direct influence that a particular treatment of
the independent variable has
on the dependent variable, independent of other factors. The
interaction effect is the
influence of one factor or variable on the effect of another.
Whether the randomized
block design improves the precision of the experimental
measurement depends on how
successfully the design minimizes the variation within blocks
and maximizes the
variation between blocks. If the response patterns are about the
same in each block, there
is little value to the more complex design. Blocking may be
counterproductive.
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Table 3.2. An example of blocking design (Cooper and Schindler,
2011)
Active Factor
Price Difference
Blocking Factor
Customer Income
High Medium Low
7 cents R X1 X1 X1 12 cents R X2 X2 X2 17 cents R X3 X3 X3
3.2.3 Latin Square Design
The Latin square design may be used when there are two major
extraneous factors.
Treatments are then randomly assigned to these cells so that a
given treatment appears
only once in each row and column (Cooper and Schindler, 2011).
Because of this
restriction, a Latin Square must have the same number of rows,
columns, and treatments.
Table 3.3. An example of Latin Square Design (Cooper and
Schindler, 2011)
Store Size Customer Income
High Medium Low
Large X3 X1 X2 Medium X2 X3 X1 Small X1 X2 X3
Treatments can be assigned by using a table of random numbers to
set the order of
treatment in the first row. For example, the pattern may be
3,2,1 as shown above.
Following this, the other two cells of the first column are
filled similarly, and the
remaining treatments are assigned to meet the restriction that
there can be no more than
one treatment type in each row and column. The experiment takes
place, sales results are
gathered, and the average treatment effect is calculated. From
this, we can determine the
main effect of various price spreads on the sales of company and
national brands. The
cost information allows us to discover which price differential
produces the greatest
margin.
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A limitation of the Latin square is that we must assume there is
no interaction between
treatments and blocking factors. Therefore, we cannot determine
the interrelationships
among store size, customer income and price spreads. This
limitation exists because there
is not an exposure of all combinations of treatments, store
sizes and customer income
groups. Such an exposure would require a table of 27 cells,
while this one has only 9. If
one is not especially interested in interaction, the Latin
square is much more economical.
3.2.4 Factorial Design
One commonly held misconception about experiment is that the
researcher can
manipulate only one variable at a time. This is not true, with
factorial designs, you can
deal with more than one treatment simultaneously (Cooper and
Schindler, 2011).
Table 3.4. An example of Factorial Design
Unit price
Information?
- Price spread - 7 cents 12 cents 17 cents
Yes X1Y1 X1Y2 X1Y3 No X2Y1 X2Y2 X2Y3
The illustration is known as a 2x3 factorial design in which we
use two factors: one with
two levels and one with three level of intensity. The version
shown here is completely
randomized, with the stores being randomly assigned to one of
six treatment
combinations. With such a design, it is possible to estimate the
main effects of each of the
two independent variables and the interactions between them. The
result can help to
answer the following questions:
1. What are the sales effects of the different price spreads
between company and
national brands?
2. What are the sales effects of using unit-price marking on the
shelves?
3. What are the sales effect interrelations between price spread
and the presence of
unit-price information?
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3.3 Field and Laboratory Experiments
Table 3.5. A brief description about the difference between
Field and
Laboratory experiment (McLeod, 2012)
Laboratory experiment Field experiment
Definition A study is conducted in a well-
controlled environment and accurate
measurements are possible. The
researcher decides where the
experiment will take place, at what
time, with which participants, in
what circumstances and using a
standardized procedure. Participants
are randomly allocated to each
independent variable group.
Although the name is laboratory but
experiment can set up in another
place which has well-designed and
well-controlled
A study conducted outside the
laboratory, in a natural setting. Field experiments are
conducted
in open, natural settings. The
experimenter still manipulates
the independent variable, but in a
real-life setting (so cannot really
control extraneous variables)
Advantages It is easier to replicate a laboratory
experiment. Because of a
standardized procedure is used.
Also, researcher can easily control
of extraneous and independent
variables precisely.
Behavior in a field experiment is
more likely to reflect life real
because of its natural setting (i.e.
higher ecological validity than a
lab experiment). In addition,
there is less likelihood of
demand characteristics affecting
the results, as participants may
not know they are being studied.
Disadvantages The artificiality of the setting may
produce unnatural behavior that
does not reflect real life (i.e. low
ecological validity). This means it
would not be possible to generalize
the findings to a real life setting.
Another one is demand
characteristics or experimenter
effects may bias the results and
become confounding variables.
There is less control over
extraneous variables that might
bias the results. This makes it
difficult for another researcher to
replicate the study in exactly the
same way.
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Applied experimental design in the present research
Because of the current research is replicating from the origin
study of Faro (2010), so the
author desires to use the same experimental designs of Faro
study in this research. The
research is laboratory experiment which is set up in a
well-designed room in the
university. There are a total of two primary experiments in the
study and both of them are
applied the single-factor experimental design. In the first
study, the single factor is
considered as causality as well as the only one factor that
varies while others are kept
constant. The 2-level designs of causality are casual condition
and non-causal condition.
More specific about the unchanged factors like: time all
participants are received the
same amount of time when taking part in the study; creativity
task all participants also
receive the same positive feedback from the experimenter after
finishing the task.
Therefore these factors are seemed constant in the study.
Table 3.6. Single-factor design in study 1
2-level Causality
causal non-causal
In the study 2, the single factor is also the changing of
causality between alternative cause
absent and alternative cause present. All unchanged factors are
the same as study 1.
Table 3.7. Single-factor design in study 2
2-level
Causality
Alternative cause
absent
Alternative cause
present
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4. Sampling
4.1 Definition
Cooper and Schindler (2011) proposes the basic idea of sampling
is that collecting some
of the elements in a population, we may draw conclusion about
the whole population. In
other words, sampling is a process of taking any portion of the
population or universe as
representative of that population or universe. The main
objective of drawing a sample is
to make inferences about the larger population from the smaller
sample.
General terminologies relating to sampling:
Population element: is the individual participant or object on
which the measurement is
taken. The element which is considered as unit of study may be a
person or easily
something else (ibid).
Population: is the total collection of elements about which we
wish to make some
inferences (ibid).
Sampling frame: is simply a list of the study population, or the
actual list of sampling
units from which the sample, or some stage of the sample, is
selected (ibid).
Sampling error: is the degree of error to be expected for a
given sample design or the
difference between the sample mean and the population mean
(ibid).
Sampling bias: refers to the notion that those selected are not
"typical" or
"representative" of the larger populations that have been chosen
from (ibid).
Sample size: the number of elements in the obtained sample
(ibid).
Margin of error: refers to the precision needed by the
researcher. A margin of error of 5
percent means that the actual findings could vary by as much as
5 points either positively
or negatively (ibid).
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4.2 Types of sampling
4.2.1 Probability sampling (representative samples)
Probability samples are selected in such a way as to be
representative of the population.
They provide the most credible results because they reflect the
characteristics of the
population from which they are selected (e.g., residents of a
particular community,
students at an elementary school, etc.).
4.2.2 Non-probability sampling (non-representative samples)
Non-probability samples are chosen subjectively. Each member of
the population does
not have a known chance of being included. Although these kinds
of sample are less
desirable than probability samples, however, a researcher may
not care about
generalizing to a larger population. The validity of
non-probability samples can be
increased by trying to approximate random selection, and by
eliminating as many sources
of bias as possible. The limitation of these samples is
generalization; they do not truly
represent a population, so the experimenter cannot make valid
inferences about the larger
group from which they are drawn.
4.3 Sampling in experiment
4.3.1 Random sampling in experiment
In this technique, each population element is given an equal
chance of being selected as
subject. The entire process of sampling is done in a single step
with each subject selected
independently of the other members of the population. The key to
random selection is
that there is no bias involved in the selection of the sample.
Any variation between the
sample characteristics and the population characteristics is
only a matter of chance
(Sommer, 2011).
There are many methods to proceed with simple random sampling.
The most primitive
and mechanical would be the lottery method. Each member of the
population is assigned
a unique number. Each number is placed in a bowl or a hat and
mixed thoroughly. The
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blind-folded researcher then picks numbered tags from the hat.
All the individuals
bearing the numbers picked by the researcher are the subjects
for the study. Another way
would be to let a computer do a random selection from your
population. For populations
with a small number of members, it is advisable to use the first
method but if the
population has many members, a computer-aided random selection
is preferred
(Explorable.com, 2009)
4.3.2 Matching sampling in experiment
Matching is useful when randomization cannot assign participants
to groups due to
recruit a nonprobability quota sampling approach (Cooper and
Schindler, 2011).
Matching sampling tends to allocate each experimental and
control subject accorded on
every feature applied in the study. As a result, the
experimenter might face complex
because of the raise of groups and variables amount. However, if
the experiments
features only relate to treatment or the dependent variable,
investigator can define, match
and manipulate (ibid.).
4.3.3 Convenience sampling in experiment
Convenience sample is nonprobability samples that are
unrestricted area. They are the
least reliable design but normally the cheapest and easiest to
conduct. Saying another
way, a convenience sample is simply one in which the researcher
use