Question

I need summary of this article

Biking Motives

The previous studies focus on how choices by weak and strong identifiers differ, without exploring the potential role of situational variability in determining the motivations of high identifiers. However, as highlighted in the theory section, strong identifiers may consume for non-identity reasons, in which case they may display less resistance to automation. Study 5 examines this possibility using a bike purchase scenario that manipulates the motive for buying the bike.

Method

Two hundred U.S. residents on MTurk (99 women, Mage ¼ 33.0 years, SD ¼ 11.69) were randomly assigned to either an identity motive or a non-identity motive condition in a between-participants design. All participants first read: “Imagine you are a keen bike rider. Although your skills are far from professional, you are very serious about biking. You are proud of yourself as a bike rider. You spend most of your free time biking and you enjoy biking. You often visit a bicycle forum to exchange information on different types of bicycles with other members on the forum.” Participants in the identity motive condition then read: “Lately you are considering buying a new bicycle for weekend excursions. These excursions feature a few different courses of approximately 10 miles. During these activities, you can enjoy the cycling activities and enhance your skills as a cyclist. You want to minimize your cycling time that is not part of the excursion (e.g., getting to the start).” In the non-identity motive condition, participants instead read: “Lately you are considering buying a new bicycle for commuting to work. The distance between your office and your apartment is approximately 10 miles. You live in a city with congested traffic and riding a bicycle would save you a lot of time to get to the office. You want to minimize the time of the ride to facilitate your commute.” Then participants read the same bike purchase scenario as in Study 2 and indicated whether they would like to have the free automated feature on their bike. We predict that participants in the identity motive condition are less likely to choose the free automated feature than those in the non-identity motive condition.

Results and Discussion

Participants choose the free automated feature more in the nonidentity motive condition than in the identity motive condition (80% vs. 57%; w2 (1) ¼ 12.94, p < .001). These results are consistent with our prediction that strong identifiers are less likely to prefer automation when the primary motive of consumption relates to their identity. Moreover, the intrinsic enjoyment of a task is should not change much across situations, so these findings join Studies 2 and 4 in suggesting that greater task enjoyment among high identifiers is not necessary for the key predicted effect to occur.

Answer 1

Hey, I have gone for a brief explanation so that you could understand it better. Please leave a like if you find this answer helpful, it really helps me a lot and motivates me in providing better answers in future. If you have any doubts please let me know before leaving a dislike, I would surely assist you. Thank you!

Biking Motives

The previous studies focus on how choices by weak and strong identifiers differ, without exploring the potential role of situational variability in determining the motivations of high identifiers.However, as highlighted in the theory section, strong identifiers may consume for non-identity reasons, in which case they may display less resistance to automation.

Method

You want to minimize your cycling time that is not part of the excursion (e.g., getting to the start).” In the non-identity motive condition, participants instead read: “Lately you are considering buying a new bicycle for commuting to work.You often visit a bicycle forum to exchange information on different types of bicycles with other members on the forum.” Participants in the identity motive condition then read: “Lately you are considering buying a new bicycle for weekend excursions.You want to minimize the time of the ride to facilitate your commute.”

Then participants read the same bike purchase scenario as in Study 2 and indicated whether they would like to have the free automated feature on their bike.We predict that participants in the identity motive condition are less likely to choose the free automated feature than those in the non-identity motive condition.Two hundred U.S. residents on MTurk (99 women, Mage ¼ 33.0 years, SD ¼ 11.69) were randomly assigned to either an identity motive or a non-identity motive condition in a between-participants design.

Results and Discussion

Moreover, the intrinsic enjoyment of a task is should not change much across situations, so these findings join Studies 2 and 4 in suggesting that greater task enjoyment among high identifiers is not necessary for the key predicted effect to occur.These results are consistent with our prediction that strong identifiers are less likely to prefer automation when the primary motive of consumption relates to their identity.Participants choose the free automated feature more in the nonidentity motive condition than in the identity motive condition.

*****Please please please LIKE THIS ANSWER, so that I can get a small benefit, Please*****