Szu-Chi Huang
Datos Biográficos
| ID | 81867 |
|---|---|
| NOMBRE | Szu-Chi Huang |
| NOMBRES | Szu-Chi |
| APELLIDO | Huang |
| FIRMA | HUANG S |
| AFILIACIONES | Associate Professor of Marketing and R. Michael Shanahan Faculty Scholar at the Stanford University Graduate School of Business , 655 Knight Way, Stanford, CA 94305-7298, USA |
| VERIFICADO | No |
| TOTAL DE OBRAS | 19 |
| TOTAL DE CITAS | 67 |
| TOTAL COMO AUTOR | 15 |
| TOTAL COMO EDITOR | 4 |
| PRIMER AÑO DE PUBLICACIÓN | 2010 |
| AÑO MÁS RECIENTE DE PUBLICACIÓN | 2026 |
| ÍNDICE H | 5 |
A Mega-Replication of the Effect of Cash Versus Card Payment on Pain of Paying
We revisit the widely accepted finding that paying with cash is more painful than paying with card by conducting the first systematic mega-replication (including 13 large-scale preregistered replications; a total of 32,371 participants, 65 products, and 57 price points ranging from $1.09 to $400). The aggregate evidence reveals four insights: (1) leveraging a broad set of established paradigms, we replicate the finding that paying with cash is mo…
Consumers Undervalue Multi-Option Alternatives
Initial choices often lead to downstream choices. Initial choices among restaurants lead to downstream choices among entrées, and initial choices among resorts lead to downstream choices among activities. How do the options available for downstream choices (e.g., entrées, activities) affect initial choices among multi-option alternatives (e.g., restaurants, resorts)? Forward-looking consumers should be able to identify their most-preferred downst…
Means-Goal Conflict and Novel Brand Choice
Globalization and technological advancements have spurred a rapid increase in the number of novel brands in the marketplace. When and why consumers choose a novel brand are increasingly important questions for marketers. The present research explores these questions and posits that consumers are more likely to choose a novel brand depending upon the choice context. Specifically, we theorize that consumers are more likely to choose a novel brand u…
Conspiracy Beliefs and Consumption
Conspiracy theories pose risks to consumers, businesses, and society. The present research investigates the role of scientific literacy in a variety of conspiracy beliefs with implications for consumer well-being and sustainability (e.g., regarding coronavirus disease 2019 [COVID-19], genetically modified organisms, and climate change). In contrast to the mixed effects of education in prior work, we find that scientific literacy undermines conspi…
Undermining Desire
What motivates consumers to avoid unhealthy behaviors (e.g., consuming sugar, energy drinks, and fast food)? Traditional interventions and lay intuition suggest that to motivate themselves, consumers can consider the negative long-term health consequences of their decisions. Yet, consumers still struggle to avoid unhealthy behaviors. Seven experiments (N = 4,021) offer a different approach. We find that considering short-term costs of unhealthy b…
The 5S's of Consumer Health
Every day, consumers make decisions that have both direct and indirect impact on their health. The COVID-19 pandemic, and the long-term physical and mental complications that have ensued, underscores the importance of developing a holistic understanding of drivers of consumers’ health and medical decisions. Without this comprehensive approach, health appeals or interventions are destined to fall short of achieving positive and long-lasting outcom…
Having less, giving more? Two preregistered replications of the relationship between social class and prosocial behavior
And the winner is . . . ? Forecasting the outcome of others’ competitive efforts
People frequently forecast the outcomes of competitive events. Some forecasts are about oneself (e.g., forecasting how one will perform in an athletic competition, school or job application, or professional contest), while many other forecasts are about others (e.g., predicting the outcome of another individual's athletic competition, school or job application, or professional contest). In this research, we examine people's forecasts about others…
When individual goal pursuit turns competitive
People working toward individual goals often find themselves surrounded by others who are pursuing similar goals, such as at school, in fitness classes, and through goal-oriented network devices like Fitbit. This research explores when these individual goal pursuits can turn into competitions, why it happens, and the downstream consequences of this pseudocompetition on goal pursuers. We found that people were more likely to treat their goal pursu…
It’s the journey, not the destination
People pursue goals throughout their lives, and many of these attempts end happily-a goal is achieved. However, what facilitates the continuation of behaviors that are aligned with the completed goal, such as continuing to monitor food intake after completing a diet program? The results of 6 studies involving over 1,600 people across cultures and samples (executives in Africa, dieters in a 7-day food diary program, exercisers in a 14-day walking …
How winning changes motivation in multiphase competitions
What drives motivation in multiphase competitions? Adopting a dynamic approach, this research examines how temporary standing-being ahead of (vs. behind) one's opponent-in a multiphase competition shapes subsequent motivation. Six competitions conducted in the lab and in the field demonstrate that the impact of being ahead on contestants' motivation depends on when (i.e., in which phase of the competition) contestants learn they are in the lead. …
From Close to Distant
This research examines how individuals' relationship with others sharing the pursuit of the same individual goal may change from early to later stages of the pursuit. In one qualitative field study, one lab study, and a 7-day field experiment, consumers demonstrated a tendency to view others in shared pursuit as “friends” to seek support from and alleviate uncertainties during the early stage of the pursuit; however, once they reached the advance…
All roads lead to Rome
Individuals have different concerns before and after they become relatively certain about a goal's attainability; hence, we propose that the presence of alternative means of goal attainment will have a distinctive impact on motivation, depending on their stage of goal pursuit. In the initial stage of goal pursuit, people are concerned about whether the goal is attainable. The presence of multiple attainment means (vs. a single means) makes the go…
The Unexpected Positive Impact of Fixed Structures on Goal Completion
The current research explores how the structure of a goal, more specifically whether its completion requires completing a set of actions in a fixed sequence or in a flexible order, influences consumers' decision to adopt the goal and how individuals actually fare once they have initiated the goal pursuit. Four experiments demonstrated that although the requirement to complete all goal-related actions following a fixed sequence discourages consume…
So near and yet so far
In the present article, we explore whether people's mental representation of progress level can function as a self-regulation mechanism that helps motivate continued effort in the pursuit. We propose that when individuals have just started pursuing a goal and have accumulated only limited progress, they exaggerate the achieved progress level in their mental representation to signal a higher chance of eventual goal attainment and thus elicit great…
When others cross psychological distance to help
Been There, Done That
In the present article, we propose that consumers’ initial effort investment in pursuing a goal may increase or decrease the value of the goal and the consumer’s subsequent motivation, depending on whether the pursuit of the goal is perceived to be one’s autonomous choice. When consumers perceive that the goal they pursue is adopted through an autonomous choice, the initial effort investment is experienced as reflecting the value of the goal; the…
How Endowed versus Earned Progress Affects Consumer Goal Commitment and Motivation
Because consumers ask different questions to establish commitment at beginning versus advanced stages of goal pursuit, we propose that progress that they attribute to themselves and to the situation will have a distinctive impact on motivation, depending on their relative position in goal pursuit. When progress on achieving a goal is low, people are concerned about its attainability. Because attributing low progress to self (vs. to the situation)…
Counteractive Construal in Consumer Goal Pursuit
The present research explores a self-control operation, namely, counteractive construal, that helps consumers resolve the conflicts between an important goal and a short-term temptation by altering the construal of the temptation. We propose that when experiencing a self-control conflict, consumers intentionally construe temptation as more damaging to the attainment of a long-term goal and use these distorted construals to help resolve the confli…
How Endowed versus Earned Progress Affects Consumer Goal Commitment and Motivation
Because consumers ask different questions to establish commitment at beginning versus advanced stages of goal pursuit, we propose that progress that they attribute to themselves and to the situation will have a distinctive impact on motivation, depending on their relative position in goal pursuit. When progress on achieving a goal is low, people are concerned about its attainability. Because attributing low progress to self (vs. to the situation)…
Counteractive Construal in Consumer Goal Pursuit
The present research explores a self-control operation, namely, counteractive construal, that helps consumers resolve the conflicts between an important goal and a short-term temptation by altering the construal of the temptation. We propose that when experiencing a self-control conflict, consumers intentionally construe temptation as more damaging to the attainment of a long-term goal and use these distorted construals to help resolve the confli…
So near and yet so far
In the present article, we explore whether people's mental representation of progress level can function as a self-regulation mechanism that helps motivate continued effort in the pursuit. We propose that when individuals have just started pursuing a goal and have accumulated only limited progress, they exaggerate the achieved progress level in their mental representation to signal a higher chance of eventual goal attainment and thus elicit great…
Having less, giving more? Two preregistered replications of the relationship between social class and prosocial behavior
From Close to Distant
This research examines how individuals' relationship with others sharing the pursuit of the same individual goal may change from early to later stages of the pursuit. In one qualitative field study, one lab study, and a 7-day field experiment, consumers demonstrated a tendency to view others in shared pursuit as “friends” to seek support from and alleviate uncertainties during the early stage of the pursuit; however, once they reached the advance…
When others cross psychological distance to help
The Unexpected Positive Impact of Fixed Structures on Goal Completion
The current research explores how the structure of a goal, more specifically whether its completion requires completing a set of actions in a fixed sequence or in a flexible order, influences consumers' decision to adopt the goal and how individuals actually fare once they have initiated the goal pursuit. Four experiments demonstrated that although the requirement to complete all goal-related actions following a fixed sequence discourages consume…
Undermining Desire
What motivates consumers to avoid unhealthy behaviors (e.g., consuming sugar, energy drinks, and fast food)? Traditional interventions and lay intuition suggest that to motivate themselves, consumers can consider the negative long-term health consequences of their decisions. Yet, consumers still struggle to avoid unhealthy behaviors. Seven experiments (N = 4,021) offer a different approach. We find that considering short-term costs of unhealthy b…
It’s the journey, not the destination
People pursue goals throughout their lives, and many of these attempts end happily-a goal is achieved. However, what facilitates the continuation of behaviors that are aligned with the completed goal, such as continuing to monitor food intake after completing a diet program? The results of 6 studies involving over 1,600 people across cultures and samples (executives in Africa, dieters in a 7-day food diary program, exercisers in a 14-day walking …
Been There, Done That
In the present article, we propose that consumers’ initial effort investment in pursuing a goal may increase or decrease the value of the goal and the consumer’s subsequent motivation, depending on whether the pursuit of the goal is perceived to be one’s autonomous choice. When consumers perceive that the goal they pursue is adopted through an autonomous choice, the initial effort investment is experienced as reflecting the value of the goal; the…
How winning changes motivation in multiphase competitions
What drives motivation in multiphase competitions? Adopting a dynamic approach, this research examines how temporary standing-being ahead of (vs. behind) one's opponent-in a multiphase competition shapes subsequent motivation. Six competitions conducted in the lab and in the field demonstrate that the impact of being ahead on contestants' motivation depends on when (i.e., in which phase of the competition) contestants learn they are in the lead. …
Conspiracy Beliefs and Consumption
Conspiracy theories pose risks to consumers, businesses, and society. The present research investigates the role of scientific literacy in a variety of conspiracy beliefs with implications for consumer well-being and sustainability (e.g., regarding coronavirus disease 2019 [COVID-19], genetically modified organisms, and climate change). In contrast to the mixed effects of education in prior work, we find that scientific literacy undermines conspi…
The 5S's of Consumer Health
Every day, consumers make decisions that have both direct and indirect impact on their health. The COVID-19 pandemic, and the long-term physical and mental complications that have ensued, underscores the importance of developing a holistic understanding of drivers of consumers’ health and medical decisions. Without this comprehensive approach, health appeals or interventions are destined to fall short of achieving positive and long-lasting outcom…
When individual goal pursuit turns competitive
People working toward individual goals often find themselves surrounded by others who are pursuing similar goals, such as at school, in fitness classes, and through goal-oriented network devices like Fitbit. This research explores when these individual goal pursuits can turn into competitions, why it happens, and the downstream consequences of this pseudocompetition on goal pursuers. We found that people were more likely to treat their goal pursu…
All roads lead to Rome
Individuals have different concerns before and after they become relatively certain about a goal's attainability; hence, we propose that the presence of alternative means of goal attainment will have a distinctive impact on motivation, depending on their stage of goal pursuit. In the initial stage of goal pursuit, people are concerned about whether the goal is attainable. The presence of multiple attainment means (vs. a single means) makes the go…
How Endowed versus Earned Progress Affects Consumer Goal Commitment and Motivation
Because consumers ask different questions to establish commitment at beginning versus advanced stages of goal pursuit, we propose that progress that they attribute to themselves and to the situation will have a distinctive impact on motivation, depending on their relative position in goal pursuit. When progress on achieving a goal is low, people are concerned about its attainability. Because attributing low progress to self (vs. to the situation)…
Counteractive Construal in Consumer Goal Pursuit
The present research explores a self-control operation, namely, counteractive construal, that helps consumers resolve the conflicts between an important goal and a short-term temptation by altering the construal of the temptation. We propose that when experiencing a self-control conflict, consumers intentionally construe temptation as more damaging to the attainment of a long-term goal and use these distorted construals to help resolve the confli…
When others cross psychological distance to help
Been There, Done That
In the present article, we propose that consumers’ initial effort investment in pursuing a goal may increase or decrease the value of the goal and the consumer’s subsequent motivation, depending on whether the pursuit of the goal is perceived to be one’s autonomous choice. When consumers perceive that the goal they pursue is adopted through an autonomous choice, the initial effort investment is experienced as reflecting the value of the goal; the…
So near and yet so far
In the present article, we explore whether people's mental representation of progress level can function as a self-regulation mechanism that helps motivate continued effort in the pursuit. We propose that when individuals have just started pursuing a goal and have accumulated only limited progress, they exaggerate the achieved progress level in their mental representation to signal a higher chance of eventual goal attainment and thus elicit great…
All roads lead to Rome
Individuals have different concerns before and after they become relatively certain about a goal's attainability; hence, we propose that the presence of alternative means of goal attainment will have a distinctive impact on motivation, depending on their stage of goal pursuit. In the initial stage of goal pursuit, people are concerned about whether the goal is attainable. The presence of multiple attainment means (vs. a single means) makes the go…
The Unexpected Positive Impact of Fixed Structures on Goal Completion
The current research explores how the structure of a goal, more specifically whether its completion requires completing a set of actions in a fixed sequence or in a flexible order, influences consumers' decision to adopt the goal and how individuals actually fare once they have initiated the goal pursuit. Four experiments demonstrated that although the requirement to complete all goal-related actions following a fixed sequence discourages consume…
From Close to Distant
This research examines how individuals' relationship with others sharing the pursuit of the same individual goal may change from early to later stages of the pursuit. In one qualitative field study, one lab study, and a 7-day field experiment, consumers demonstrated a tendency to view others in shared pursuit as “friends” to seek support from and alleviate uncertainties during the early stage of the pursuit; however, once they reached the advance…
How winning changes motivation in multiphase competitions
What drives motivation in multiphase competitions? Adopting a dynamic approach, this research examines how temporary standing-being ahead of (vs. behind) one's opponent-in a multiphase competition shapes subsequent motivation. Six competitions conducted in the lab and in the field demonstrate that the impact of being ahead on contestants' motivation depends on when (i.e., in which phase of the competition) contestants learn they are in the lead. …
And the winner is . . . ? Forecasting the outcome of others’ competitive efforts
People frequently forecast the outcomes of competitive events. Some forecasts are about oneself (e.g., forecasting how one will perform in an athletic competition, school or job application, or professional contest), while many other forecasts are about others (e.g., predicting the outcome of another individual's athletic competition, school or job application, or professional contest). In this research, we examine people's forecasts about others…
When individual goal pursuit turns competitive
People working toward individual goals often find themselves surrounded by others who are pursuing similar goals, such as at school, in fitness classes, and through goal-oriented network devices like Fitbit. This research explores when these individual goal pursuits can turn into competitions, why it happens, and the downstream consequences of this pseudocompetition on goal pursuers. We found that people were more likely to treat their goal pursu…
It’s the journey, not the destination
People pursue goals throughout their lives, and many of these attempts end happily-a goal is achieved. However, what facilitates the continuation of behaviors that are aligned with the completed goal, such as continuing to monitor food intake after completing a diet program? The results of 6 studies involving over 1,600 people across cultures and samples (executives in Africa, dieters in a 7-day food diary program, exercisers in a 14-day walking …
Having less, giving more? Two preregistered replications of the relationship between social class and prosocial behavior
Undermining Desire
What motivates consumers to avoid unhealthy behaviors (e.g., consuming sugar, energy drinks, and fast food)? Traditional interventions and lay intuition suggest that to motivate themselves, consumers can consider the negative long-term health consequences of their decisions. Yet, consumers still struggle to avoid unhealthy behaviors. Seven experiments (N = 4,021) offer a different approach. We find that considering short-term costs of unhealthy b…
The 5S's of Consumer Health
Every day, consumers make decisions that have both direct and indirect impact on their health. The COVID-19 pandemic, and the long-term physical and mental complications that have ensued, underscores the importance of developing a holistic understanding of drivers of consumers’ health and medical decisions. Without this comprehensive approach, health appeals or interventions are destined to fall short of achieving positive and long-lasting outcom…
Conspiracy Beliefs and Consumption
Conspiracy theories pose risks to consumers, businesses, and society. The present research investigates the role of scientific literacy in a variety of conspiracy beliefs with implications for consumer well-being and sustainability (e.g., regarding coronavirus disease 2019 [COVID-19], genetically modified organisms, and climate change). In contrast to the mixed effects of education in prior work, we find that scientific literacy undermines conspi…
Means-Goal Conflict and Novel Brand Choice
Globalization and technological advancements have spurred a rapid increase in the number of novel brands in the marketplace. When and why consumers choose a novel brand are increasingly important questions for marketers. The present research explores these questions and posits that consumers are more likely to choose a novel brand depending upon the choice context. Specifically, we theorize that consumers are more likely to choose a novel brand u…
A Mega-Replication of the Effect of Cash Versus Card Payment on Pain of Paying
We revisit the widely accepted finding that paying with cash is more painful than paying with card by conducting the first systematic mega-replication (including 13 large-scale preregistered replications; a total of 32,371 participants, 65 products, and 57 price points ranging from $1.09 to $400). The aggregate evidence reveals four insights: (1) leveraging a broad set of established paradigms, we replicate the finding that paying with cash is mo…
Consumers Undervalue Multi-Option Alternatives
Initial choices often lead to downstream choices. Initial choices among restaurants lead to downstream choices among entrées, and initial choices among resorts lead to downstream choices among activities. How do the options available for downstream choices (e.g., entrées, activities) affect initial choices among multi-option alternatives (e.g., restaurants, resorts)? Forward-looking consumers should be able to identify their most-preferred downst…
Psychology (16 obras) · Social Psychology (15 obras) · Behavioral Health and Interventions (13 obras) · Social and Intergroup Psychology (10 obras) · Goal Orientation (6 obras) · Goal pursuit (6 obras) · Consumer Behavior in Brand Consumption and Identification (5 obras) · Cultural Differences and Values (5 obras) · Economics (5 obras) · Goal setting (5 obras)