Magnitude Representations Underlie Valuations Of Prospects
In his original conception of expected utility, Daniel Bernoulli (1738; 1954) proposed that individuals generally have diminishing marginal utility (DMU). Much in the same way that an additional Read More »
The Bottom Dollar Effect: How Resource Availability Influences Perceived Value And Satisfaction
Mental accounting research suggests that pain of payment attenuates the pleasure of consumption and that consumers with depleted resources think about costs differently. The present research finds Read More »
Author: Robin L. Soster, Andrew D. Gershoff, William O. Bearden
Contributor: eb™ Research Team
The Illusion Of Lie Effect: The Suspicious Fluency Of Round Numbers
Round numbers have been defined as multiples of the powers of the base (e.g., multiples of 10 in the commonly used base 10 number system, see Dehaene and Mehler 1992) or as numbers whose factorial Read More »
Descriptive Norm As A Moderator In Predicting Fundraising Responses From Involvement And Social
With cuts in government funding, a lot of vital societal functions from medical research to disaster relief increasingly rely on charitable giving from individuals. Research has looked into Read More »
When 15% Off Plus 10% Off Is More Than 30% Off: Multiple-Discount Promotions Are Preferred To
In a recent article by Chen and Rao (2007), the authors demonstrated that consumers appear to prefer multiple-discount (MD) promotions over single-discount (SD) promotions. For example, consumers Read More »