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Familiar or Risky. How the Asperger syndrome affects exploratory consumer behaviour and impulse buying. Tjerk H. Baas & W. Fred van Raaij. Introduction. Asperger syndrome - PowerPoint PPT Presentation
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FAMILIAR OR RISKYHow the Asperger syndrome affects exploratory consumer behaviour and impulse buying.
Tjerk H. Baas & W. Fred van Raaij
INTRODUCTION
Asperger syndrome
Definition: “Asperger Syndrome is one of several
Autism Spectrum Disorders (ASD) characterized by
difficulties in social interaction and by restricted,
stereotyped patterns of behavior, interests and
activities. AS is distinguished from the other ASDs in
having no general delay in language or cognitive
development” (McPartland & Klin, 2006).
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INTRODUCTION
Exploratory Tendency Behavior
Definition: “behaviour with the goal to change environmental stimuli” (Raju, 1980)
Dependent on the Optimum Level of Stimulation (OLS). “a characteristic of an individual in terms of
his/her general response to environmental stimuli” (Raju, 1980)
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INTRODUCTION
Impulse Buying Tendency
Definition: “the tendency of a person to do unplanned, immediate and thoughtless purchases” (Weun, Jones, and Beatty, 1997).
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HYPOTHESES
H1 : Persons with many autism characteristics show less exploratory behaviour than people with few autism characteristics.
H2 : People with many autism characteristics show a lower tendency for impulsive purchases than people with few autism characteristics.
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FIGURE 1 & 2. EXPECTED RELATIONS BETWEEN AUTISM-SPECTRUM QUOTIENT (AQ) SCORE AND EXPLORATORY
BEHAVIOUR (1) / IMPULSE BUYING TENDENCY (2)
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METHOD
Operationalisation
Explorative Consumer Behavior Exploration Tendency in Consumer Behavior Scales [ETCBS] (Raju, 1980). 39 items.
Impulse Buying Tendency Impulse Behaviour Tendency scale [IBT] (Weun, Jones, Beatty, 1997) 5 items.
Autistic traits Autism-spectrum Quotient [AQ] scale (Baron-Cohen et al., 2001)
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METHOD
Sample 93 participants
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METHOD
Sample
People with AS contacted by advertisements on internet sites of associations for autism and on e-mail circles and newsletters.
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METHOD
Data collection & materials
Survey questionnaire with ETCBS (Raju, 1980), IBT (Weun, Jones, & Beatty, 1997) and AQ (Baron-Cohen et al., 2001), translated into Dutch.
Further socio-demographic items were asked: gender, age and level of education.
Printed and internet versions of the questionnaire.
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RESULTS OF SCALE ANALYSIS
Discriminant Function Coefficients_______________________________________________AQ Total 0.906Gender (male=1) 0.115Age 0.269Education –0.491_______________________________________________Table 1. Explanation of Diagnosis AS with standardized
canonical discriminant function coefficients (two-group multiple discriminant analysis)
Canonical correlation is 0.8112
RESULTS MULTIPLE REGRESSION ANALYSIS
Beta t sig.________________________________________________________
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AQ Total –0.556 –5.20 .000Gender male –0.039 –0.41 .681Age –0.077 –0.73 .468Education 0.090 –0.96 .342________________________________________________________
_ Table 1. Explanation of Exploratory Tendency in
Consumer Behavior Scales (ETCBS) (Raju, 1980) (adjusted R² = 0.328)
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RESULTS MULTIPLE REGRESSION ANALYSIS
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Beta t sig.
____________________________________________________
AQ Total –0.205 –1.92 .059
Gender male –0.161 –1.67.098
Age –0.238 –2.27.026
Education –0.385 –4.03.000
____________________________________________________
Table 2. Explanation of Impulse Behavior Tendency (Weun, Jones, & Beatty, 1997) (adjusted R² = 0.256)
CONCLUSIONS
Results of regression analyses support the first hypothesis (on exploratory behaviour). Marginal significance for the second hypothesis (on impulse buying).
A higher AQ score leads to less exploratory behaviour and less impulse buying behaviour.
Generalisability: There are probably many more people in the population with few autistic characteristics.
Research may be done on the direct relationship between autistic characteristics and OLS.
Available time for the acquisition of information is probably an important factor.
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