We leven in een maatschappij waar omvang geassocieerd wordt met waarde, een maatschappij waar mensen een voorkeur zouden hebben voor groter en meer. De meeste studies ondersteunen dit idee en tonen aan dat we in onze beoordelingen en besluitvormingsprocessen volgens een larger/more-is-better strategie redeneren (Tabel ALinks). Deze strategie wordt in de huidige studie geconceptualiseerd als macrofilie. De voorkeur voor een groot huis is hier een voorbeeld van. Voorkeuren voor kleiner en minder mogen echter niet genegeerd worden. Voorgaande studies tonen immers aan dat mensen ook een smaller/less-is-better strategie kunnen volgen (Tabel ARechts). Deze strategie wordt in de huidige studie geconceptualiseerd als microfilie. De voorkeur voor een klein huis is hier een voorbeeld van. Is groter of meer dan toch niet altijd beter? Om een antwoord te geven op deze vraag gingen we na of mensen in hun beoordelingen en besluitvormingsprocessen zowel volgens een larger/more-is-better als een smaller/less-is-better strategie redeneren.
Met behulp van de Macrofilie/Microfilie Schaal werd de neiging tot macrofilie en microfilie bij mensen nagegaan. Op basis van de onderzoeksbevindingen kunnen we stellen dat de meerderheid van de respondenten een matige neiging tot macrofilie óf een matige neiging tot microfilie heeft. Veel mensen volgen dus een larger/more-is-better of een smaller/less-is-better strategie. We bevestigen hiermee de voorgaande onderzoeksbevindingen dat mensen niet louter een larger/more-is-better strategie volgen. Onze respondenten verschillen bijvoorbeeld van elkaar voor wat betreft hun voorkeur voor een groot of een klein huis. Maar waaróm is groter of meer niet altijd beter? Om een antwoord te geven op deze vraag gingen we na waarom mensen in hun beoordelingen en besluitvormingsprocessen volgens een larger/more-is-better of een smaller/less-is-better strategie redeneren.
Vertrekkend van een evolutionair psychologisch kader stellen we dat een neiging tot macrofilie en microfilie ingebakken zit in de menselijke natuur. Het is mogelijk dat zowel een voorkeur voor groot en meer (macrofilie) als een voorkeur voor klein en minder (microfilie) een functioneel nut had in de Environment of Evolutionary Adaptedness – de savanne-omgeving waarin onze voorouders leefden gedurende het Pleistoceen. De voorkeur voor een grote of kleine ruimte wordt met andere worden bepaald door de opportuniteiten die het leverde voor de jager-verzamelaars. Hoewel dit uitgangspunt speculatief van aard is, wordt het door verschillende studies bevestigd (Tabel B). In de huidige studie gingen we de voorkeur voor groot en meer of klein en minder na binnen een marketingcontext. Hoe kunnen adverteerders vandaag de dag inspelen op de menselijke neiging tot macrofilie en microfilie? Om een antwoord te geven op deze laatste vraag gingen we na of mensen zich in hun consumptiegedragingen laten leiden door een larger/more-is-better of een smaller/less-is-better strategie.
We gingen er van uit dat het profiel van een respondent (macrofiel of microfiel) een invloed heeft op zijn of haar ad likeability – of voorkeur – voor reclame-uitingen met macrofilische en microfilische cues. Het experimenteel onderzoek toont aan dat respondenten met een microfiel profiel en respondenten met een macrofiel profiel significant van elkaar verschillen voor wat betreft ad likeability. Een neiging tot macrofilie of microfilie heeft bijgevolg een invloed op de ad likeability van reclame-uitingen. We gingen er bovendien van uit dat consumenten met een macrofiel profiel ook de voorkeur geven aan reclameslogans met macrofilische cue en omgekeerd, dat consumenten met een microfiel profiel de voorkeur geven aan reclameslogans met microfilische cues. Dit uitgangspunt werd slechts deels bevestigd. Het experimenteel onderzoek toont aan dat respondenten met een macrofiel profiel een hogere voorkeur voor reclame-uitingen met macrofilische cues hebben dan respondenten met een microfiel profiel. De veronderstelling dat respondenten met een microfiel profiel een hogere voorkeur voor reclame-uitingen met microfilische cues hebben, werd niet bevestigd.
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