Rom Y Schrift
Biographic Data
| ID | 4101112 |
|---|---|
| NAME | Rom Y Schrift |
| GIVEN NAMES | Rom Y |
| FAMILY NAME | Schrift |
| SIGNATURE | SCHRIFT R Y |
| AFFILIATIONS | Indiana University |
| VERIFIED | No |
| TOTAL WORKS | 4 |
| TOTAL CITATIONS | 1 |
| AUTHOR COUNT | 4 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2015 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 1 |
To Profit or to Assist? How the Interplay Between Product Recommendations and Relative Prices Impacts Consumers’ Inferences and Choice
This article explores the interplay between company-based product recommendation and the product’s relative price. Eight studies demonstrate that consumers are sensitive to the relative price of the recommended option and are more likely to follow the recommendation as its relative price in the choice set decreases. We show that this occurs because consumers use the relative price of the recommended option as a cue for the company’s underlying mo…
On My Own
Previous research in consumer behavior and decision-making has explored many important aspects of social observation. However, the effect of social observation during the specific time wherein consumers construct their preferences remains relatively understudied. The present work seeks to fill this knowledge gap and adds to this literature by studying how consumers react to being observed during the preference-construction stage (i.e., prior to r…
Multistage Decision Processes
With the ever-increasing number of options from which consumers can choose, many decisions are made in stages. Whether using decision tools to sort, screen, and eliminate options, or intuitively trying to reduce the complexity of a choice, consumers often reach a decision by making sequential, attribute-level choices. The current article explores how the order in which attribute-level choices are made in such multistage decisions affects how cons…
Pain and Preferences
Decision making often entails conflict. In many situations, the symptoms of such decisional conflict are conspicuous. This article explores an important and unexamined question: How does observing someone else experiencing decisional conflict impact our own preferences? The authors show that observing others’ emotional conflict and agony over an impending decision makes the observer’s preferences converge to those of the conflicted actor (i.e., c…
On My Own
Previous research in consumer behavior and decision-making has explored many important aspects of social observation. However, the effect of social observation during the specific time wherein consumers construct their preferences remains relatively understudied. The present work seeks to fill this knowledge gap and adds to this literature by studying how consumers react to being observed during the preference-construction stage (i.e., prior to r…
Pain and Preferences
Decision making often entails conflict. In many situations, the symptoms of such decisional conflict are conspicuous. This article explores an important and unexamined question: How does observing someone else experiencing decisional conflict impact our own preferences? The authors show that observing others’ emotional conflict and agony over an impending decision makes the observer’s preferences converge to those of the conflicted actor (i.e., c…
Multistage Decision Processes
With the ever-increasing number of options from which consumers can choose, many decisions are made in stages. Whether using decision tools to sort, screen, and eliminate options, or intuitively trying to reduce the complexity of a choice, consumers often reach a decision by making sequential, attribute-level choices. The current article explores how the order in which attribute-level choices are made in such multistage decisions affects how cons…
On My Own
Previous research in consumer behavior and decision-making has explored many important aspects of social observation. However, the effect of social observation during the specific time wherein consumers construct their preferences remains relatively understudied. The present work seeks to fill this knowledge gap and adds to this literature by studying how consumers react to being observed during the preference-construction stage (i.e., prior to r…
To Profit or to Assist? How the Interplay Between Product Recommendations and Relative Prices Impacts Consumers’ Inferences and Choice
This article explores the interplay between company-based product recommendation and the product’s relative price. Eight studies demonstrate that consumers are sensitive to the relative price of the recommended option and are more likely to follow the recommendation as its relative price in the choice set decreases. We show that this occurs because consumers use the relative price of the recommended option as a cue for the company’s underlying mo…
Consumer Behavior in Brand Consumption and Identification (3 works) · Psychology (3 works) · Behavioral Health and Interventions (2 works) · Business (2 works) · Computer Science (2 works) · Economics (2 works) · Order (exchange) (2 works) · Social and Intergroup Psychology (2 works) · Social Psychology (2 works) · Accountability (1 works)