PSYC2013 Lecture Notes - Lecture 7: Chocolate Chip Cookie, Pole And Polar
27 Dec 2018
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Document Summary
Heuristic: what is rare is valuable, what is in short-supply is desirable. When our freedoms are restricted, we attempt to reassert our free choice by regaining exactly what was limited in the first place. We react against the interference by wanting and trying to possess, the item more than before. Participants in a consumer preference study were given a chocolate chip cookie from a jar and asked to taste the cookie and rate its quality. Condition: the cookie jar was either full or almost empty. When there was only 2 cookies in a jar, participants rated the cookies more favourably than when there were more cookies in the jar. Which do we value more: things that become scarce or things that have always been scarce. In follow up studies: increased the scarcity of the cookies in one condition. Started with a jar of 10 cookies but this was replaced by jar with 2 cookies.
