Hsin‐Hsien Liu
Biographic Data
| ID | 11040106 |
|---|---|
| NAME | Hsin‐Hsien Liu |
| GIVEN NAMES | Hsin‐Hsien |
| FAMILY NAME | Liu |
| SIGNATURE | LIU H H |
| AFFILIATIONS | Department of Asia‐Pacific Industrial and Business Management National University of Kaohsiung Kaohsiung Taiwan |
| VERIFIED | No |
| TOTAL WORKS | 5 |
| TOTAL CITATIONS | 3 |
| WORKS AS AUTHOR | 5 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2007 |
| LATEST PUBLICATION YEAR | 2022 |
| H-INDEX | 1 |
The effect of different quantity promotion discounts on inaction inertia
Inaction inertia is the phenomenon in which people are less likely to accept an opportunity after having previously missed a relatively superior one. Based on previous studies of inaction inertia, psychological distance, and quantity promotions, the current research explores how missing different quantity promotion discounts (multiple discount vs. single large discount vs. single small discount) influences inaction inertia and relevant mediators.…
The Selection of Freebies and the Preference for Freebie Promotions—A Perspective on Item Characteristics
Research on consumer decision making has mainly focused on individual products; however, many products are purchased with other items as part of a promotional package. This paper explores how the characteristics (hedonic versus utilitarian) of the items in freebie promotional packages (e.g., buy one item and get a different item for free) influence consumers' preference for the promotional package. Additionally, the authors examine how the charac…
Impact of regulatory focus on ambiguity aversion
Although prior research has shown that some people prefer a risky to an ambiguous option, this study further proposes that people's regulatory focus (promotion vs. prevention) might influence their ambiguity aversion. Three experiments have tested whether people with promotion focus showed less ambiguity aversion than those with prevention focus: The first experiment revealed that, compared with chronically promotion‐focused individuals, preventi…
Task formats and ambiguity aversion
This paper proposes that task format (choosing or rejecting) moderates the effect of ambiguity aversion. Specifically, an ambiguous option is more attractive in a choosing task than in a rejecting task compared with a risky option. The author performed three experiments to test the propositions. In the first experiment, participants showed less ambiguity aversion when they had to choose a preferred option (risky or ambiguous) compared with when t…
Which is the compromise option? Information format and task format as determinants
When consumers must make a decision but are uncertain of their preferences, they often select a compromise choice. Early studies emphasized the relational properties of choice alternatives and indicated that the middle option, whose attribute values fall between the values of other alternatives, is always the compromise option. More recent studies have suggested that when consumers rate two attributes with the same metrics, the attribute–balance …
Impact of regulatory focus on ambiguity aversion
Although prior research has shown that some people prefer a risky to an ambiguous option, this study further proposes that people's regulatory focus (promotion vs. prevention) might influence their ambiguity aversion. Three experiments have tested whether people with promotion focus showed less ambiguity aversion than those with prevention focus: The first experiment revealed that, compared with chronically promotion‐focused individuals, preventi…
The Selection of Freebies and the Preference for Freebie Promotions—A Perspective on Item Characteristics
Research on consumer decision making has mainly focused on individual products; however, many products are purchased with other items as part of a promotional package. This paper explores how the characteristics (hedonic versus utilitarian) of the items in freebie promotional packages (e.g., buy one item and get a different item for free) influence consumers' preference for the promotional package. Additionally, the authors examine how the charac…
Which is the compromise option? Information format and task format as determinants
When consumers must make a decision but are uncertain of their preferences, they often select a compromise choice. Early studies emphasized the relational properties of choice alternatives and indicated that the middle option, whose attribute values fall between the values of other alternatives, is always the compromise option. More recent studies have suggested that when consumers rate two attributes with the same metrics, the attribute–balance …
Impact of regulatory focus on ambiguity aversion
Although prior research has shown that some people prefer a risky to an ambiguous option, this study further proposes that people's regulatory focus (promotion vs. prevention) might influence their ambiguity aversion. Three experiments have tested whether people with promotion focus showed less ambiguity aversion than those with prevention focus: The first experiment revealed that, compared with chronically promotion‐focused individuals, preventi…
Task formats and ambiguity aversion
This paper proposes that task format (choosing or rejecting) moderates the effect of ambiguity aversion. Specifically, an ambiguous option is more attractive in a choosing task than in a rejecting task compared with a risky option. The author performed three experiments to test the propositions. In the first experiment, participants showed less ambiguity aversion when they had to choose a preferred option (risky or ambiguous) compared with when t…
The Selection of Freebies and the Preference for Freebie Promotions—A Perspective on Item Characteristics
Research on consumer decision making has mainly focused on individual products; however, many products are purchased with other items as part of a promotional package. This paper explores how the characteristics (hedonic versus utilitarian) of the items in freebie promotional packages (e.g., buy one item and get a different item for free) influence consumers' preference for the promotional package. Additionally, the authors examine how the charac…
The effect of different quantity promotion discounts on inaction inertia
Inaction inertia is the phenomenon in which people are less likely to accept an opportunity after having previously missed a relatively superior one. Based on previous studies of inaction inertia, psychological distance, and quantity promotions, the current research explores how missing different quantity promotion discounts (multiple discount vs. single large discount vs. single small discount) influences inaction inertia and relevant mediators.…
Economics (5 works) · Psychology (5 works) · Behavioral Health and Interventions (4 works) · Computer Science (4 works) · Decision-Making and Behavioral Economics (4 works) · Microeconomics (4 works) · Social Psychology (4 works) · Social Psychology (4 works) · Economic and Environmental Valuation (3 works) · Ambiguity (2 works)