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Roman Konopka

Doctor of Philosophy, (Marketing)
Study Completed: 2018
Massey Business School


Thesis Title
If you think about it more, do you want it more? The impact of heuristic and deliberative information processing on consumer preferences for ethically endorsed products

Read article at Massey Research Online: MRO icon

Substantive disagreements about whether or not encouraging deliberative thinking increases consumer preference in low-involvement product categories is an important topic. Mr Konopka's research drew on dual-process theory of human cognition to investigate whether the effect of deliberative thinking increased consumer preferences for endorsing ethical logos that varied in respect to familiarity. The research applied ranking-based conjoint analysis and best-worst scaling experiments and found that consumers had higher preferences in the deliberative treatment conditions and that the impact of deliberation was no greater for the more familiar Fairtrade logo than the fictional Exchange Ethics logo. His research has contributed to branding and consumer behaviour theories by helping arbitrate between divergent theories on how consumers retrieve brands from memory and consequently, choose them.

Professor Malcolm Wright
Dr Mark Avis