Luc Wathieu
Biographic Data
| ID | 170309 |
|---|---|
| NAME | Luc Wathieu |
| GIVEN NAMES | Luc |
| FAMILY NAME | Wathieu |
| SIGNATURE | WATHIEU L |
| AFFILIATIONS | Georgetown University |
| ORCID | 0000-0003-0691-7461 |
| VERIFIED | Yes |
| TOTAL WORKS | 5 |
| TOTAL CITATIONS | 12 |
| AUTHOR COUNT | 5 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2004 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 2 |
When Needs Don’t Translate into Wants: Choosing the Right Tone to Communicate About Healthy Behaviors
Although individuals should benefit from adhering to communication that promotes healthier behaviors, such communication often encounters mixed success. To understand this incongruity, we identify a misconception about the roles of two distinct drivers of health behavior: needs (which are more objective) and wants (which are more subjective). While needs generally translate into wants in ordinary consumption contexts, they sometimes clash with wa…
Not Just about Price: How Benefit Focus Determines Consumers’ Retailer Pricing Strategy Preference
Recent research has highlighted a difference in the way consumers approach choice sets. Some consumers focus on products’ quality benefits (vertical differentiation): their selections are driven by the level of quality obtained relative to the price paid. Other consumers focus on products’ taste benefits (horizontal differentiation): their selections are driven by acquiring personal tastes at favorable prices. This article aims to investigate how…
Enjoy! Hedonic Consumption and Compliance with Assertive Messages
This paper examines the persuasiveness of assertive language (as in Nike’s slogan “Just do it”) as compared to nonassertive language (as in Microsoft’s slogan “Where do you want to go today?”). Previous research implies that assertive language should reduce consumer compliance. Two experiments show that assertiveness is more effective in communications involving hedonic products, as well as hedonically advertised utilitarian products. This predic…
Superfluous Choices and the Persistence of Preference
Superfluous choices are unnecessary choice steps that could be removed without affecting the final choice context and outcome. They are introduced in this article in order to study the mere effects of consumer participation. Superfluous choices have no immediate impact on the chosen option but strongly increase consumers' propensity to persist with the same option on future choice occasions. Four experiments that isolate and investigate this indi…
The Asymmetric Effect of Discount Retraction on Subsequent Choice
Enjoy! Hedonic Consumption and Compliance with Assertive Messages
This paper examines the persuasiveness of assertive language (as in Nike’s slogan “Just do it”) as compared to nonassertive language (as in Microsoft’s slogan “Where do you want to go today?”). Previous research implies that assertive language should reduce consumer compliance. Two experiments show that assertiveness is more effective in communications involving hedonic products, as well as hedonically advertised utilitarian products. This predic…
Superfluous Choices and the Persistence of Preference
Superfluous choices are unnecessary choice steps that could be removed without affecting the final choice context and outcome. They are introduced in this article in order to study the mere effects of consumer participation. Superfluous choices have no immediate impact on the chosen option but strongly increase consumers' propensity to persist with the same option on future choice occasions. Four experiments that isolate and investigate this indi…
The Asymmetric Effect of Discount Retraction on Subsequent Choice
The Asymmetric Effect of Discount Retraction on Subsequent Choice
Superfluous Choices and the Persistence of Preference
Superfluous choices are unnecessary choice steps that could be removed without affecting the final choice context and outcome. They are introduced in this article in order to study the mere effects of consumer participation. Superfluous choices have no immediate impact on the chosen option but strongly increase consumers' propensity to persist with the same option on future choice occasions. Four experiments that isolate and investigate this indi…
Enjoy! Hedonic Consumption and Compliance with Assertive Messages
This paper examines the persuasiveness of assertive language (as in Nike’s slogan “Just do it”) as compared to nonassertive language (as in Microsoft’s slogan “Where do you want to go today?”). Previous research implies that assertive language should reduce consumer compliance. Two experiments show that assertiveness is more effective in communications involving hedonic products, as well as hedonically advertised utilitarian products. This predic…
Not Just about Price: How Benefit Focus Determines Consumers’ Retailer Pricing Strategy Preference
Recent research has highlighted a difference in the way consumers approach choice sets. Some consumers focus on products’ quality benefits (vertical differentiation): their selections are driven by the level of quality obtained relative to the price paid. Other consumers focus on products’ taste benefits (horizontal differentiation): their selections are driven by acquiring personal tastes at favorable prices. This article aims to investigate how…
When Needs Don’t Translate into Wants: Choosing the Right Tone to Communicate About Healthy Behaviors
Although individuals should benefit from adhering to communication that promotes healthier behaviors, such communication often encounters mixed success. To understand this incongruity, we identify a misconception about the roles of two distinct drivers of health behavior: needs (which are more objective) and wants (which are more subjective). While needs generally translate into wants in ordinary consumption contexts, they sometimes clash with wa…
Psychology (4 works) · Business (3 works) · Social Psychology (3 works) · Advertising (2 works) · Assertiveness (2 works) · Behavioral Health and Interventions (2 works) · Consumer choice (2 works) · Economic and Environmental Valuation (2 works) · Economics (2 works) · Marketing (2 works)