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 »
When Hungry People See Leaner Meals: Hunger Reduces Calorie Evaluations
Consumers may approach product choice when hungry, tired, aroused or distracted. Such motivational states have extensive effects on product judgment and choice, including increases in perceived Read More »
Tipping Points In Consumer Choice: The Case Of Collections
The classic account of escalation of commitment suggests that decision makers have a tendency to become locked into courses of action by throwing good money after bad in dealing with losing projects Read More »
Quantity Aversion: Self-Control And Consumers’ Preference For Quality Versus Quantity
Most spending decisions involve conflict in one form or another. Even ordinary decisions like whether to dine out or eat at home can create conflict. Research on self-control typically studies Read More »
Giving Time Vs . Giving Money: Which Is Better For Moral Cleansing?
Time and money are both important but distinct concepts. Spending time allows one to feel personally connected to others (Mogilner and Aaker, 2009), and consider emotional meaning rather than Read More »
Changing “Fate” Through Choices
When do consumers prefer consistency and when will they be more open to change and novel choice options? A large literature has investigated how aspects of the choice context and time horizon can Read More »
Feeling Guilty About Money: How Consumers Prioritize Cleansing Tainted Money Over Redeeming
Consumers can feel guilty about money, for instance, when they receive a product refund by stretching the truth or obtain a pay raise by exaggerating their contribution to a project. Given that Read More »
Temptation’s Itch: Goals, Self-Discourse And Money Management Practices While In A Debt
This study examines long-term consumer temptation. We chose the context of consumers enrolled in a debt management program (DMP) as their history of getting into debt, and relatively constrained Read More »
Author: Mary Wolfinbarger Celsi, Stephanie Dellande, Russel Nelson, Mary C. Gilly
Contributor: eb™ Research Team
Natural Scarcity – What Makes A Product A Suitable Means For Status Signaling
From Stone Age pottery, to Renaissance paintings and modern luxury watches, there is strong evidence that using objects as status symbols is at the core of human behavior. This phenomenon has been Read More »