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عنوان فارسی مقاله:
خودارجاعی در انتخاب دانشجویان و مدیران از بخش های بازار هدف
عنوان انگلیسی مقاله:
Self-reference bias in students' and managers' selection of target market segments
سال انتشار : 2017
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بخشی از مقاله انگلیسی:
4. Practical strategy in response to the self-reference bias
As previously noted, self-reference is a critical component in the processing, interpretation and memorisation of information (Klein & Kihlstrom, 1986; Rogers et al., 1977), and the level of efficiency it provides to people trying to encode new information (Symons & Johnson, 1997) makes it very attractive to learners. The self is also a primary reference when an individual is trying to understand and interpret events and how they will affect the individual in question (Rogers et al., 1977). Indeed, Self-Attention Theory emphasises that a focus on the self is actually required in order for individuals to conform their behaviour to salient standards sufficiently for them to operate successfully in any given learning environment and encode the information given to them (Carver & Scheier, 1981); such environments, of course, include both classrooms and businesses. Because of the important role of the self in learning, it was hypothesised that both students and, to a lesser extent, managers working in the marketing department might inadvertently overemphasise their own personal characteristics of gender and age when choosing a target market segment during the development of a marketing plan. The two studies discussed above confirm that a self-reference bias does exist among students, and moreover that this bias can persist and even strengthen among managers when they are choosing the target segment for a product, with negative implications for the effectiveness of their marketing plans. A business-marketing education or qualification therefore does not guarantee that any individual will approach marketing strategies in an empirical way. This is not to suggest that all managers exhibit self-reference bias consistently, or even occasionally; however, educators and managers must be aware that self-reference bias can continue into professional practice and have a detrimental impact on marketing decisions. It is vital to be aware of its existence and the problems it can create, and to ensure that all marketing strategies have a rational basis that is explicitly grounded in marketing models and market research. Educators also need to respond to this issue actively in the classroom. The most obvious practical strategy for doing so is simply to make students aware of the existence of self-reference bias and encourage them to consciously challenge their own decisions when choosing a target segment for any given product. Using ‘developing awareness’ as a strategy to overcome biases in professional practice is also supported in other fields of work. In the medical field, training in the awareness and Table 6 Regression (linear probability model) onto chosen target gendera . Regression No R2 b0 t0 bgender tgender bQMkter tQM bInt tInt 1 Bottle of Milk 0.027 0.141 7.444 0.134 4.909 0.099 1.640 0.058 0.642 2 Phone Service 0.017 0.371 16.019 0.128 3.836 0.049 0.669 0.220 0.195 3 Internet* 0.048 0.768 44.689 0.139 5.618 0.108 1.985 0.175 2.114 4 Gas Utility 0.048 0.678 34.963 0.189 6.777 0.022 0.363 0.047 0.507 5 Rail/Train 0.007 0.896 68.397 0.037 1.973 0.016 0.391 0.056 0.897 6 Clothing Shop 0.013 0.044 3.658 0.060 3.471 0.016 0.414 0.068 1.169 7 Coffee Shop 0.018 0.216 10.644 0.097 3.319 0.116 1.805 0.066 0.676 a The dependant variable in these linear probability models are the ‘chosen gender of the target market’, each row shows the result of a single model for the product category shown. Table 7 Regression onto chosen target age.b Regression No. Product or Service R2 b0 t0 bgender tgender bQMkter tQM bInt tInt 1 Bottle of Milk 0.005 28.530 26.436 0.031 1.026 2.353 0.569 0.120 1.008 2 Phone Service 0.007 31.820 22.359 0.047 1.165 8.271 1.516 0.289 1.842 3 Internet 0.035 24.618 26.595 0.148 5.619 1.017 0.287 0.000 0.000 4 Gas Utility 0.043 33.144 41.662 0.127 5.646 3.395 1.114 0.134 1.522 5 Rail/Train 0.016 33.319 27.993 0.117 3.462 3.511 0.770 0.120 0.910 6 Clothing Shop* 0.082 19.091 23.214 0.172 7.380 8.989 2.852 0.302 3.330 7 Coffee Shop 0.087 18.903 22.642 0.209 8.807 2.901 0.907 0.109 1.179 b The dependant variable in these regression models are the ‘chosen age of the target market’, each row shows the result of a single model for the product category shown. 46 L. Greenacre et al. / The International Journal of Management Education 15 (2017) 39e48 prevention of weight biases is recognised as a debiasing strategy for medical practitioners (Davis-Coelho, Waltz, & DavisCoelho, 2000; Puhl, Wharton, & Heuer, 2009). The success of this strategy (for example, McVey (2013)) shows that such a procedure is effective in correcting biases in professional practice. Therefore, Business/Marketing educators may also discover this same success. Regarding strategy implementation, educators could highlight the consequences of poor target segment choices: sub-optimal business outcomes and even, in particularly egregious cases, business failure.
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PDF]The Self-Reference Effect, Emotion, and Self- Esteem - UCF ... https://www.urj.ucf.edu/docs/mcgreal8-1.pdf Apr 11, 2016 - www.URJ.ucf.edu. INTRODUCTION. The self-reference effect has been a well-known ... the presence of a negative memory bias (more frequent. 8.1: 51-60 ... sophomores (42.9%) and students in the UCF College of Sciences ... Self-reference bias in students' and managers' selection of ... - 首页 en.ahau.findplus.cn/?h=articles&db=edselp&an... Translate this page Abstract: •Self-reference bias exists in students, despite exposure to marketing training.•Self-reference bias even persists among qualified marketing managers. [PDF]Changes in the relationship between self-reference and ... - CiteSeerX citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.525.8334&rep=rep1... by LA Watson - 2008 - Cited by 34 - Related articles reference. These findings are discussed in terms of attributional self-biases ... conducted by Kuiper and Derry were dysphoric university students with a score of. Self-Reference Effect (SOCIAL PSYCHOLOGY) - iResearchNet https://psychology.iresearchnet.com/social-psychology/self/self-reference-effect/ This suggests that the self-reference effect is strongest for traits that people actually endorse about themselves. Follow-up studies confirm this bias in various ... Learning Strategies and Learning Styles https://books.google.com/books?isbn=1489921184 Ronald R. Schmeck - 2013 - Psychology Schmeck (1982) showed that self-reference by a lecturer improved students' ... suggest that one's initial concept of self can bias subsequent perception and ... Searches related to Self-reference bias in students self reference psychology self reference example self reference definition self referential thinking self relevance definition rogers kuiper and kirker (1977) self reference effect ap psychology self relevant definition
