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Bilgin, Baler

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Baler

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Bilgin

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Bilgin, Baler

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2010 - 20135

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    Preference, projection, and packing: support theory models of judgments of others' preferences
    (Academic Press Inc Elsevier Science, 2011) Brenner, Lyle; Department of Business Administration; Bilgin, Baler; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 108641
    People frequently need to predict the preferences of others. Such intuitive predictions often show social projection, in which one's own preference for an option increases its perceived popularity among others. We use support theory to model social projection in the prediction of preferences, and in particular interactions between social projection and description-dependence. Preferred options are predicted to have consistently high salience, and therefore should be less susceptible to description variations, such as unpacking, which normally affect option salience. This preference salience premise implies an interaction between social projection and option description, with reduced unpacking effects for hypotheses including preferred options, or equivalently, with reduced social projection when less-liked alternatives are unpacked. Support theory models accommodating different preference-dependent unpacking effects are tested. These models distinguish two substantial contributors to social projection effects: (a) greater evidence recruited for preferred options and (b) greater discounting of packed less-preferred options. (C) 2010 Elsevier Inc. All rights reserved.
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    Losses loom more likely than gains: propensity to imagine losses increases their subjective probability
    (Academic Press Inc Elsevier Science, 2012) Department of Business Administration; Bilgin, Baler; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 108641
    Losses loom larger than gains. The typical interpretation of loss aversion involves a subjective value-based asymmetry between gains and losses, with individuals expecting losses to be more painful than gains of equal size to be pleasurable. This paper reveals a novel, subjective probability-based asymmetry between gains and losses that may contribute to loss aversion in risky choice. Results from five experiments suggest that losses may loom not only larger, but also more likely than gains. The propensity of losses to attract attention and to be subsequently imagined appears to underlie the proposed asymmetry. The effect translates into changes in predicted behavior, with subjective probability mediating the impact of imagination on the predicted likelihood to accept to play an equal-probability gamble. The implications of our findings for loss aversion, the negativity bias, and the imagination literature are discussed.
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    The direction of product attribute correlations and consumer ınferences for missing attribute values: the favorable effects of positive correlations
    (Bilgesel Yayincilik San & Tic Ltd, 2013) Gunasti, Kunter; Department of Business Administration; Bilgin, Baler; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 108641
    Consumers are often faced with product choices involving missing attribute information. Based on the finding that consumers often use inter-attribute correlations for making inferences about missing attribute values, we investigated how the direction of correlation between attributes affects such inferences. Results support our prediction that positive correlation between attributes elicits more favorable inferences about missing attribute values than does negative correlation. Findings are consistent with increased fluency associated with processing positive (vs. negative) correlations favorably affecting inferences, and are inconsistent with an alternative explanation of salience. We conclude with a discussion of how our findings contribute to marketing theory and practice./ Öz: Tüketiciler sıklıkla tüm özellik bilgileri bulunmayan ürünler arasında seçim yapmak zorunda kalırlar. Bu gibi durumlarda tüketicilerin eksik özellik değerlerini çıkarımlayarak seçenekler arasında karar verebildikleri bilinmektedir. Tüketicilerin bu çıkarımları yapabilmek için ürün özellikleri arasındaki korelasyonu kullanabildikleri bulgusundan yola çıkarak, bir ürünün eksik olan bir özelliğinin değeri bilinen diğer bir özelliğiyle olan korelasyonun yönünün eksik özellik değeri çıkarımlarını nasıl etkilediğini araştırdık. Deneysel sonuçlarımız iki özellik arasındaki pozitif korelasyonun çıkarımları negatif korelasyona göre daha olumlu etkileyeceği tezimizi destekliyor. Bu etkinin ortaya çıkmasının sebeplerinden birinin pozitif korelasyonun negatif korelasyona göre bilişsel olarak daha kolay işlemlenmesinin çıkarımları olumlu etkilemesi olduğunu ileri sürüyoruz. Sonuçlarımız alternatif bir açıklama olan belirginlik etkisini bertaraf eder nitelikte. Araştırmamızın pazarlama teorisine ve pratiğine olan katkısını tartışarak makalemizi sonlandırıyoruz.
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    Context affects the interpretation of low but not high numerical probabilities: a hypothesis testing account of subjective probability
    (Academic Press Inc Elsevier Science, 2013) Brenner, Lyle; Department of Business Administration; Bilgin, Baler; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 108641
    Low numerical probabilities tend to be directionally ambiguous, meaning they can be interpreted either positively, suggesting the occurrence of the target event, or negatively, suggesting its non-occurrence. High numerical probabilities, however, are typically interpreted positively. We argue that the greater directional ambiguity of low numerical probabilities may make them more susceptible than high probabilities to contextual influences. Results from five experiments supported this premise, with perceived base rate affecting the interpretation of an event's numerical posterior probability more when it was low than high. The effect is consistent with a confirmatory hypothesis testing process, with the relevant perceived base rate suggesting the directional hypothesis which people then test in a confirmatory manner. (c) 2013 Elsevier Inc. All rights reserved.
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    Looming losses in future time perception
    (American Marketing Association (AMA), 2010) LeBoeuf, Robyn A.; Department of Business Administration; Department of Business Administration; Bilgin, Baler; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 108641
    It is proposed that a future time interval's perceived length will be affected by whether the interval ends with a gain or loss. Confirming this, several experiments indicate that consumers perceive intervals ending with losses as shorter than equivalent intervals ending with gains. The authors explore the mechanisms underlying these effects, and they identify several parallels between the current effects and loss aversion. The authors further show that these changes in time perception influence consumption decisions, and they consider the implications of the findings for theories of time perception and intertemporal choice.