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 s s in g re s o u rce s availability
Proce

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 POINT: Presenting the real snacks to one group
and photographs of snacks to another.

OBJECTIVE : Manipulate the vividness of the

options and hence the intensity of positive
affects experienced by respondents.

CONCLUSIONS: Real snacks as being more vivid

than the photographs of the snacks (p ‹ .0003).

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 Results/Discussion: Actual Subject’s Choice

Choice of chocolate cake is influenced by:

H1√
- Level of processing-resources available as a main effect
- Presentation-Mode as a moderator the choice on the “Real” condition

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Results/Discussion: Decision Basis Subject’s Responses

Affective vs. Cognitive decisions where influenced by:

H1√
- Level of processing-resources available as a main effect
- Presentation-Mode as a moderator the choice on the “Real” condition

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Results/Discussion: Actual Subject’s Choice

2 alternatives (cake/fruit) -
choices influenced by:

- level of processing-resources
available
- consumer impulsivity

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Results/Discussion: Decision Basis Subject’s
Responses

Consistent with H2:

- Levels of consumer
impulsivity do affect choice

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1. The presentation mode is real, as opposed to symbolic;
2. When the consumer is more impulsive in making his/her
decision

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 - The effect of constraining the processing
resources related to the choice of “affect-
laden alternatives” within the consumers’
purchasing environment, which will lead to a
higher level of impulse buying from their part.

- The Internet shopping trend has increased

tremendously throughout recent years and
therefore so has the symbolic mode of
presentation. This translates to the fact that
the decision making process will be
increasingly based on cognitions, rather than
on affect.
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• Used real alternatives rather than scenarios;

• The propositions were tested in a context that was devoid of

much of the richness that surrounds real-world brand choices.

• Decision Basis – The basic assumption underlying this

variable is that consumers can access their mental processes
leading to a decision, which has been called to question by
several researchers

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