MARK 551
Introduction to Consumer Psychology

Fall 2008

Prof. Robert S. WYER

Topics and Readings
(Last updated: 3 September 2008)

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I. Introduction
II. Comprehension and Communication -- General
III. Associative Learning and Memory: The Mental Representation of Knowledge
IV. Inference Processes
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I. Introduction

  • Reading 1
    Simonson, I., Carmon, Z., Dhar, R., Drolet, A., & Nowlis, S. M. (2001). Consumer research: In search of identity. Annual Review of Psychology, 52, 249-275.

  • Reading 2
    Wyer, R. S. (2004). A personalized theory of theory construction. Personality and Social Psychology Review, 8, 201-209.

  • Reading 3
    Wyer, R. S., & Adaval, R. (2008). Social psychology and consumer psychology: An unexplored interface. In M. Wänke (Ed.) Frontiers of social psychology: The social psychology of consumer behavior. (pp. 17-59). New York: Psychology Press.

Knowledge Accessibility

  • Reading 1
    Higgins, E. T. (1996). Knowledge activation: Accessibility, applicability, and salience. In E. T. Higgins & A. Kruglanski (Eds.) Social Psychology: Handbook of basic principles (pp. 133-168). New York: Guilford.

  • Reading 2
     Wyer, R. S. (2008). The role of knowledge accessibility in cognition and behavior: Implications for consumer information processing. In C. Haugtvedt, P. Herr, & F. R. Kardes (eds.), Handbook of consumer psychology. (pp. 31-76). Mahwah, NJ: Erlbaum.

  • Reading 3
    F    örster, J., & Liberman, N. (2007). Knowledge activation. In A. Kruglanski & Higgins, E. T., Social psychology: Handbook of basic principles, 2nd ed. (pp. 201-231). New York: Guilford Press.

  • Reading 4
    Bargh, J. A. (1997). The automaticity of everyday life. In R. S. Wyer (Ed.), Advances in social cognition (Vol. 10, pp. 1-62). Mahwah, NJ: Erlbaum.

  • Reading 5
    Roediger, H. L. (1990). Implicit memory: Retention without remembering. American Psychologist, 45, 1043-1056.

  • Reading 6
    Shrum, L. J., Wyer, R. S., & O'Guinn, T. C. (1998). The effects of television consumption on social perceptions: The use of priming procedures to investigate psychological processes. Journal of Consumer Research, 24, 447-458.

  • Reading 7
    Park, J. W., Yoon, S. O., Kim, K. H., & Wyer, R. S. (2001). Effects of priming a bipolar attribute concept on dimension versus concept-specific accessibility of semantic memory. Journal of Personality and Social Psychology, 81, 405-420.

  • Reading 8
     Shen, H., & Wyer, R. S. (2008). Procedural priming and consumer judgments: Effects on the impact of positively and negatively valenced information. Journal of Consumer Research, 34, 727-736.

  • Reading 9
    Dhar, R., Huber, J., & Khan, U. (2007). The shopping momentum effect. Journal of Marketing Research, 44, 370-378.

  • Reading 10
    Xu, A. J., & Wyer, R. S. (2008). The comparative mindset: From animal comparisons to increased purchase intentions. Psychological Science.

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II. Comprehension and Communication -- General

  • Reading 1
    Higgins, E. T. (1981). The "communication game:" Implications for social cognition and persuasion. In E. T. Higgins, C. P. Herman, & M. P. Zanna (Eds.) Social Cognition: The Ontario Symposium (Vol. 1, pp. 342-392). Hillsdale, NJ: Erlbaum.

  • Reading 2
    Schwarz, N. (1994). Judgment in a social context: Biases. shortcomings, and the logic of conversation. In M. P. Zanna (Ed.), Advances in experimental social psychology (Vol. 24, pp. 123-162). San Diego, CA: Academic Press.
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  • Reading 3
    Strack, F. (1994). Response processes in social judgment. In R. S. Wyer & T. K. Srull (Eds.) Handbook of social cognition (2nd ed., Vol. 1, pp. 287-322). Hillsdale, NJ: Lawrence Erlbaum Associates.

  • Reading 4
    Wyer, R. S., & Gruenfeld, D. H. (1995). Information processing in social contexts: Implications for social memory and judgment. In M. P. Zanna (Ed.) Advances in experimental social psychology (Vol. 27, pp. 49-91). San Diego, CA: Academic Press.

  • Reading 5
    Adaval, R., & Monroe, K. B. (2002). Automatic construction and use of contextual information for product and price evaluations. Journal of Consumer Research, 28, 572-588.

  • Reading 6
    Johar, G. V. (1995). Consumer involvement and deception from implied advertising claims. Journal of Marketing Research, 32, 267-279.

  • Reading 7
    Wyer, R. S., & Collins, J. (1992) A theory of humor elicitation. Psychological Review, 99, 663-688.

  • Reading 8
    Luna, D. (2005). Integrating ad information: A text-processing perspective. Journal of Consumer Psychology, 15, 38-51.


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III. Associative Learning and Memory: The Mental Representation of Knowledge

A. Learning

  • Reading 1
    Gorn, G. J. (1982). The effects of music in advertising on choice behavior: A classical conditioning approach. Journal of Marketing, 46, 94-101.
  • Reading 2
    Kim, J., Allen, C., & Kardes, F. (1996). An investigation of the mediational mechanisms underlying attitude conditioning. Journal of Marketing Research, 33, 318-329.

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B. Theoretical Approaches to Mental Representations of Knowledge

  • Reading 1
    Carlston, D. E., & Smith, E. R. (1996). Principles of mental representation. In E. T. Higgins & A. W. Kruglanski (Eds.), Social Psychology: Handbook of basic principles (pp. 187-210). New York: Guilford Press.

  • Reading 2
    Wyer, R. S. (2007). Principles of mental representation. In A. W. Kruglanski & E. T. Higgins (Eds.), Social Psychology: Handbook of basic principles, 2nd ed. (pp. 285-307). New York: Guilford Press.

  • Reading 3
     Kruglanski, A. W. et al. (2002). A theory of goal systems. In M. P. Zanna (ed.). Advances in experimental social psychology, (Vol. 34. pp. 331-378). San Diego: Academic Press.

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C. Semantic vs. Visual Representations

  • Reading 1
    Loken, B., Barsalou, L. W., & Joiner, C. (2008). Categorization theory and research in consumer psychology: Category representation and category-based inference. In C. Haugtvedt et al. (Eds.) Handbook of consumer psychology (pp. 133-164). New York: Psychology Press.

  • Reading 2
    Srull, T. K., & Wyer, R. S. (1989). Person memory and judgment. Psychological Review, 96, 58-83.

  • Reading 3
    Barsalou, L. W. (1999) Perceptual symbol systems. Behavioral and Brain Sciences, 22, 577-609.

  • Reading 4
    Wyer, R. S., Hung, I. W., & Jiang, Y. (2008). Visual and verbal processing strategies in comprehension and judgment. Journal of Consumer Psychology. (In press).

  • Reading 5
    Petrova, P. K., & Cialdini, R. B. (2008). Evoking the imagination as a strategy for influence. In . C. Haugtvedt et al. (Eds.) Handbook of consumer psychology (pp. 505-523). New York: Psychology Press.

  • Reading 6
    Abelson, R. P. (1981). The psychological status of the script concept. American Psychologist, 36, 715-729.

  • Reading 7
    Schank, R. S. & Abelson, R. P. (1995) Knowledge and memory: The real story. In R. S. Wyer (Ed.) Advances in social cognition (vol. 8, pp. 1-85). Hillsdale, NJ: Erlbaum.

  • Reading 8
    Wyer, R. S., Adaval, R., & Colcombe, S. J. (2002). Narrative-based representations of social knowledge: Their construction and use in comprehension, memory and judgment. In M. P. Zanna (Ed.), Advances in experimental social psychology (Vol. 34, pp. 131-197). Elsevier.

  • Reading 9
    McGuire, W. J., & McGuire, C. V. (1991). The content, structure and operation of thought systems. In R. S. Wyer & T. K. Srull (Eds.) Advances in social cognition (Vol. 4, pp. 78). Hillsdale, NJ: Erlbaum.

  • Reading 10
    Park, J. W., & Wyer, R. S. (1994). The cognitive organization of product information: Effects of attribute category set size on information recall. Journal of Consumer Psychology, 2, 329-357.

  • Reading 11
    Srull, T. K., (1984). Methodological techniques for the study of person memory and social cognition. In R. S. Wyer & T. K. Srull (Eds.), Handbook of social cognition (vol. 2, pp. 1-71). Hillsdale, NJ: Erlbaum.
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IV. Inference Processes

A. Evaluative Judgments

  • Reading 1
    Fiske, S. T., & Neuberg, S. L. (1990). A continuum of impression formation from category-based to individuating processes: Influences of information and motivation on attention and interpretation. In M. P. Zanna (Ed.) Advances in experimental social psychology (Vol. 23, pp. 1-74). New York: Academic Press.
  • Reading 2
    Wyer, R. S. (1979) Algebraic inference processes. In R. Wyer & D. Carlston, Social cognition, inference and attribution (chapter 8, pp. 277-333). Hillsdale, NJ: Erlbaum.
  • Reading 3
    Adaval, R., Isbell, L. M., & Wyer, R. S. (2006). The impact of pictures on narrative- and list-based impression formation: A process interference model. Journal of Experimental Social Psychology, 43, 352-364.
  • Reading 4
    Escalas, J. E. (2007). Self-referencing and persuasion: Narrative transportation versus analytical elaboration. Journal of Consumer Research, 33, 421-429.
  • Reading 5
    Schwarz, N., & Clore, G. L. (2007). Feelings and phenomenal experiences. In E. T. Higgins & A. W. Kruglanski (Eds.), Social Psychology: Handbook of basic principles (2nd ed., pp. 385-407). New York: Guilford.
  • Reading 6
    Schwarz, N. (2004). Meta-cognitive experiences in consumer judgment and decision making, Journal of Consumer Psychology, 14, 332-348.

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B. Probabilistic - Prediction and Postdiction

  • Reading 1
    Wyer, R. S., & Hartwick, J. (1980). The role of information retrieval and conditional inference processes in belief formation and change. In L. Berkowitz (Ed.) Advances in experimental social psychology (Vol. 13, pp. 241-284). New York: Academic Press.

  • Reading 2
    Sherman, S. J., & Corty, E. (1984). Cognitive heuristics. In R. S. Wyer & T. K. Srull (Eds.), Handbook of social cognition (Vol. 1 pp. 189-286). Hillsdale, NJ: Erlbaum.

  • Reading 3
    Ross, M. (1989). Relation of implicit theories to the construction of personal histories. Psychological Review, 96, 341-357.

  • Reading 4
    Fischoff, B. (1982). For those condemned to study the past: Heuristics and biases in hindsight. In D. Kahneman, P. Slovic, & A. Tversky (Eds.) Judgment under uncertainty: Heuristics and biases (pp. 332-351). New York: Cambridge University Press.

  • Reading 5
    Kahneman, D., & Miller, D. T. (1986). Norm theory: Comparing reality to its alternatives, Psychological Review, 93, 136-153.
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  • Reading 6
    Kardes, F. R., Posavac, S. S., & Cronley, M. L. (2004). Consumer inference: A review of processes, bases and judgment contexts. Journal of Consumer Psychology, 14, 230-256.

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C. Comparative Judgment

  • Reading 1
    Shafir, E., Simonson, I., & Tversky, A. (1993). Reason-based choice. Cognition, 49, 11-36.

  • Reading 2
    Park, J. W., & Kim, J. K. (2005). The effects of decoys on preference shifts: The role of attractiveness and providing justification. Journal of Consumer Psychology, 15, 93-106.

  • Reading 3
    Briley, D. A., & Wyer, R. S. (2002). The effect of group membership salience on the avoidance of negative outcomes: Implications for social and consumer decisions. Journal of Consumer Research, 29, 400-415.

  • Reading 4
    Kahneman, D., & Tversky, A. (1984). Choices, values and frames. American Psychologist, 39, 341-350.

  • Reading 5
    Kahneman, D. & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47, 263-291.

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All Rights Reserved by Prof. Robert S. WYER, Department of Marketing, HKUST