Timothy B Heath
Dados Biográficos
| ID | 163069 |
|---|---|
| NOME | Timothy B Heath |
| PRENOMES | Timothy B |
| SOBRENOME | Heath |
| ASSINATURA | HEATH T B |
| AFILIAÇÕES | Graduate School USA |
| ORCID | 0000-0002-8223-7559 |
| VERIFICADO | Sim |
| TOTAL DE OBRAS | 8 |
| TOTAL DE CITAÇÕES | 39 |
| TOTAL COMO AUTOR | 8 |
| TOTAL COMO EDITOR | 0 |
| PRIMEIRO ANO DE PUBLICAÇÃO | 1987 |
| ANO MAIS RECENTE DE PUBLICAÇÃO | 2008 |
| ÍNDICE H | 4 |
The susceptibility of mental accounting principles to evaluation mode effects
The present research shows that the predictions and outcomes of mental‐accounting tests depend on whether preferences are measured separately (one at a time) or jointly (comparatively). Across five studies, we show that joint evaluation weakens some decision biases (the theater ticket problem, the calculator and jacket problem), but exacerbates others (the basketball game problem). Joint evaluations serve as a check on whether people think the an…
The differential processing of price in gains and losses
Perhaps the most fundamental principle of decision theory is that more money is preferred to less: the principle of desired wealth. Based on this and other principles such as reference dependence and loss aversion, researchers have derived and demonstrated mental accounting (MA) rules for multiple outcome situations. Experiment 1 tested the invariance of the desired wealth principle and two mental accounting rules (mixed gain, e.g. $100 gain and …
Asymmetric Competition in Choice and the Leveraging of Competitive Disadvantages
Studies of grocery sales show that consumers of store brands switch to (price) discounted national brands more than consumers of national brands switch to discounted store brands. Such asymmetric price competition can be explained with numerous mechanisms proposed here and elsewhere. We report a choice experiment that replicates asymmetric price competition favoring higher-quality competitors and demonstrates asymmetric quality competition favori…
Asymmetric Decoy Effects on Lower-Quality Versus Higher-Quality Brands
Prior research demonstrates that adding decoys to choice sets can increase choice shares of brands similar to decoys while reducing shares of brands dissimilar to decoys. Such effects have been dubbed attraction effects and violate the principles of independence of irrelevant alternatives (HA) and regularity. We report a meta-analysis that, in addition to revealing heretofore unsupported range effects, demonstrates an effect of brand quality. Dec…
Mental Accounting and Changes in Price
Mental accounting principles for multiple events were replicated and then extended to pricing situations that were designed to moderate these principles if reference dependence is proportional (i.e., if consumers evaluate events in terms of proportional deviations from reference states rather than raw deviations). Prices were stated with or without popular percentage-based pricing frames such as “33% off.” Mental accounting principles generally p…
Spokesperson Fame and Vividness Effects in the Context of Issue-Relevant Thinking
Primarily on the basis of research from noncompetitive settings, it is generally believed that nonsubstantive advertising features are ineffective when consumers engage in issue-relevant thinking. Experiment 1 of the current study replicated prior research. Neither spokesperson fame nor the vividness of advertising copy influenced attitudes in noncompetitive settings. However, these same features proved effective in the context of balanced compet…
The Logic of Mere Exposure
Journal Article The Logic of Mere Exposure: A Reinterpretation of Anand, Holbrook, and Stephens (1988) Get access Timothy B. Heath Timothy B. Heath Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 17, Issue 2, September 1990, Pages 237–241, https://doi.org/10.1086/208553 Published: 01 September 1990
The Cognitive Processing of Misleading Adversiting in Young and Old Adults
Three experiments evaluated the impact of misleading advertising on old and young adult consumers in terms of: (a) susceptibility to misleading advertising techniques, (b) ability to discriminate between nonmisleading and potentially misleading advertising claims, and (c) responsiveness to training. Although there were no differences when subjects responded from memory (Experiment 1), young adults were less susceptible to misleading techniques wh…
Mental Accounting and Changes in Price
Mental accounting principles for multiple events were replicated and then extended to pricing situations that were designed to moderate these principles if reference dependence is proportional (i.e., if consumers evaluate events in terms of proportional deviations from reference states rather than raw deviations). Prices were stated with or without popular percentage-based pricing frames such as “33% off.” Mental accounting principles generally p…
Asymmetric Decoy Effects on Lower-Quality Versus Higher-Quality Brands
Prior research demonstrates that adding decoys to choice sets can increase choice shares of brands similar to decoys while reducing shares of brands dissimilar to decoys. Such effects have been dubbed attraction effects and violate the principles of independence of irrelevant alternatives (HA) and regularity. We report a meta-analysis that, in addition to revealing heretofore unsupported range effects, demonstrates an effect of brand quality. Dec…
The Cognitive Processing of Misleading Adversiting in Young and Old Adults
Three experiments evaluated the impact of misleading advertising on old and young adult consumers in terms of: (a) susceptibility to misleading advertising techniques, (b) ability to discriminate between nonmisleading and potentially misleading advertising claims, and (c) responsiveness to training. Although there were no differences when subjects responded from memory (Experiment 1), young adults were less susceptible to misleading techniques wh…
Spokesperson Fame and Vividness Effects in the Context of Issue-Relevant Thinking
Primarily on the basis of research from noncompetitive settings, it is generally believed that nonsubstantive advertising features are ineffective when consumers engage in issue-relevant thinking. Experiment 1 of the current study replicated prior research. Neither spokesperson fame nor the vividness of advertising copy influenced attitudes in noncompetitive settings. However, these same features proved effective in the context of balanced compet…
The susceptibility of mental accounting principles to evaluation mode effects
The present research shows that the predictions and outcomes of mental‐accounting tests depend on whether preferences are measured separately (one at a time) or jointly (comparatively). Across five studies, we show that joint evaluation weakens some decision biases (the theater ticket problem, the calculator and jacket problem), but exacerbates others (the basketball game problem). Joint evaluations serve as a check on whether people think the an…
Asymmetric Competition in Choice and the Leveraging of Competitive Disadvantages
Studies of grocery sales show that consumers of store brands switch to (price) discounted national brands more than consumers of national brands switch to discounted store brands. Such asymmetric price competition can be explained with numerous mechanisms proposed here and elsewhere. We report a choice experiment that replicates asymmetric price competition favoring higher-quality competitors and demonstrates asymmetric quality competition favori…
The Cognitive Processing of Misleading Adversiting in Young and Old Adults
Three experiments evaluated the impact of misleading advertising on old and young adult consumers in terms of: (a) susceptibility to misleading advertising techniques, (b) ability to discriminate between nonmisleading and potentially misleading advertising claims, and (c) responsiveness to training. Although there were no differences when subjects responded from memory (Experiment 1), young adults were less susceptible to misleading techniques wh…
The Logic of Mere Exposure
Journal Article The Logic of Mere Exposure: A Reinterpretation of Anand, Holbrook, and Stephens (1988) Get access Timothy B. Heath Timothy B. Heath Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 17, Issue 2, September 1990, Pages 237–241, https://doi.org/10.1086/208553 Published: 01 September 1990
Spokesperson Fame and Vividness Effects in the Context of Issue-Relevant Thinking
Primarily on the basis of research from noncompetitive settings, it is generally believed that nonsubstantive advertising features are ineffective when consumers engage in issue-relevant thinking. Experiment 1 of the current study replicated prior research. Neither spokesperson fame nor the vividness of advertising copy influenced attitudes in noncompetitive settings. However, these same features proved effective in the context of balanced compet…
Asymmetric Decoy Effects on Lower-Quality Versus Higher-Quality Brands
Prior research demonstrates that adding decoys to choice sets can increase choice shares of brands similar to decoys while reducing shares of brands dissimilar to decoys. Such effects have been dubbed attraction effects and violate the principles of independence of irrelevant alternatives (HA) and regularity. We report a meta-analysis that, in addition to revealing heretofore unsupported range effects, demonstrates an effect of brand quality. Dec…
Mental Accounting and Changes in Price
Mental accounting principles for multiple events were replicated and then extended to pricing situations that were designed to moderate these principles if reference dependence is proportional (i.e., if consumers evaluate events in terms of proportional deviations from reference states rather than raw deviations). Prices were stated with or without popular percentage-based pricing frames such as “33% off.” Mental accounting principles generally p…
The differential processing of price in gains and losses
Perhaps the most fundamental principle of decision theory is that more money is preferred to less: the principle of desired wealth. Based on this and other principles such as reference dependence and loss aversion, researchers have derived and demonstrated mental accounting (MA) rules for multiple outcome situations. Experiment 1 tested the invariance of the desired wealth principle and two mental accounting rules (mixed gain, e.g. $100 gain and …
Asymmetric Competition in Choice and the Leveraging of Competitive Disadvantages
Studies of grocery sales show that consumers of store brands switch to (price) discounted national brands more than consumers of national brands switch to discounted store brands. Such asymmetric price competition can be explained with numerous mechanisms proposed here and elsewhere. We report a choice experiment that replicates asymmetric price competition favoring higher-quality competitors and demonstrates asymmetric quality competition favori…
The susceptibility of mental accounting principles to evaluation mode effects
The present research shows that the predictions and outcomes of mental‐accounting tests depend on whether preferences are measured separately (one at a time) or jointly (comparatively). Across five studies, we show that joint evaluation weakens some decision biases (the theater ticket problem, the calculator and jacket problem), but exacerbates others (the basketball game problem). Joint evaluations serve as a check on whether people think the an…
Decision-Making and Behavioral Economics (6 obras) · Psychology (6 obras) · Economics (5 obras) · Consumer Market Behavior and Pricing (4 obras) · Computer Science (3 obras) · Consumer Behavior in Brand Consumption and Identification (3 obras) · Economic and Environmental Valuation (3 obras) · Accounting (2 obras) · Behavioral Health and Interventions (2 obras) · Business (2 obras)