The treadmill study


A relevant framework from psychology distinguishes between more intuitive and more deliberative thought processes (see Kahneman, 2003, System 1 and System 2, respectively). This research investigates how the type of processing consumers engage in, influences their evaluations of new product concepts. 

Goals / research questions of the project

  1. What are circumstances that put someone into intuitive System 1 or deliberative System 2 (e.g., time pressure, physical activity, effortful choice, high involvement product domain…)?
  2. When engaging in one of the two types of processing, what is the effect on product evaluations (e.g., liking, added value, buying interest…)?
  3. What is the role of brands in moderating the effect on product evaluations?

Valentin Gattol