Predetermined decision making: Time
constraints intensify LHS related
Course of action
1. Introduction – Research question(s)
2. Literature review – Hypotheses + conceptual model 3. Method – Outline of experiment
4. Results – Comparison of DV outcomes 5. Discussion – Implications
Introduction – Research question(s)
› How does stress in the form of a time constraint affect a consumer‘s variety seeking behaviour?
Literature review – Hypotheses generated
› H1: Consumers facing stress in the form of a time constraint will show reduced variety seeking behaviour
• Consumer‘s mental capacities are restricted
• Only limited resources available for information processing
• Input is simplified by loyal buying behaviour
› H2: In a time constraint
condition, fast LH strategists will show increased variety seeking behaviour while slow LH strategists are expected to do the opposite
• LHS results in personality traits
• Fast LHS are linked to more extensive risk-taking and higher cortisol levels
Results – Comparison of DV findings
2,7 2,75 2,8 2,85 2,9 2,95 3No time constraint Time constraint
O b se rv ed m ea n s 2,2 2,3 2,4 2,5 2,6 2,7 2,8
No time constraint Time constraint
Discussion – Implications
› Stress amplifies LHS related personality characteristics on variety seeking behaviour › Could be used to steer brand loyalty
• Focus on slow LH strategists
• Implement social cues for unhealthy food
Reflection
› Positive development throughout the process › Iteration necessary for literature review
• Decent literature review in the end
› Reason for graphical examination of findings first • Contrary outcomes after inspection, could be
