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Gerri P. Spassova
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Research Interests My research examines the effect of novelty exposure on thought processes and behavior, with emphasis on consumer variety seeking, decision making, and choice. Another area of interest concerns positive affect and its influence on aspects of information processing, decision making, and choice. I am also interested in the neuropsychological bases of novelty and positive affect.
Dissertation Committee
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201F Sage Hall |
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Research · Spassova, Gerri P. and Alice M. Isen, “Positive Affect Counters the Negative Effects of Choice Overload,” under review at Journal of Consumer Research.
Abstract: Results from two studies show that positive affect reduces the negative consequences of choice overload on the consumer choice experience and on satisfaction with the chosen option. In study 1, these effects were observed in an on-line consumer choice setting. Study 2 was conducted in the presence of the actual products and extended these results to measures of post-sampling satisfaction and consideration set for purchase.
· Spassova, Gerri P. and Angela Y. Lee, “Looking into the Future: A Fit between Self-construal and Temporal Distance,” under revision for Journal of Consumer Research.
Abstract: Four studies explore the relationship between self-construal and perceived temporal distance and the implications of this relationship for consumer research. Studies 1 and 2 provide evidence that an independent self-construal is associated with abstract, high-level representations that are more distant in time, and an interdependent self-construal is associated with specific, low-level representations that are temporally proximal. Studies 3 and 4 explore the implications of these findings for persuasion by demonstrating that a fit between one’s self-construal and the temporal frame of an advertising message leads to systematic changes in message effectiveness and product appeal. The psychological processes driving these effects are discussed.
Work in Progress
· Spassova, Gerri P. and Alice M. Isen, “The Influence of Novelty on Choice Overload.” This research explores the possibility that novelty may reduce the negative consequences of choice overload. Data from two studies suggests that prior exposure to novel stimuli leads to higher satisfaction with the chosen option in the context of choice from large assortments. The mechanisms underlying the observed effects are explored.
· Spassova, Gerri P. and Alice M. Isen, “The Beneficial Effect of Positive Affect and Novelty on Self-regulation: Implications for Consumer Research.” This research explores the effect of positive affect and novelty on people’s ability to exercise self-control. We propose that novelty and positive affect enhance people’s regulatory abilities because they both lead to the release of the neurotransmitter dopamine which has been shown to play a critical role in cognitive control. We test our prediction in a general self-regulation context, following the two-task procedure used by Baumeister et al. (1998). Exposing depleted individuals to positive affect or novelty eliminates the depletion effect and allows individuals to perform as accurately as non-depleted individuals on a subsequent cognitive task requiring self-control.
· Spassova, Gerri P., “A Critical Review of the Neuropsychological Literature on the Effects of Positive Affect on Cognition,” (manuscript in preparation).
The manuscript provides a critical analysis of studies that examine issues related to the influence of positive affect on various cognitive processes using correlational neuroimaging methods such as event related potentials (ERP) and functional magnetic resonance imaging (fMRI). The literature reviewed sheds light on questions related to the interplay between affect and cognition, such as how positive affect influences information processing and modulates memory processes, as well as the mechanisms through which positive affect promotes cognitive flexibility and creative problem solving. The neuroimaging data is interpreted in the context of findings from behavioral studies; the consistencies and discrepancies between the neuroimaging and behavioral data are discussed and ideas for further research are suggested. |