Chien‐Huang Lin
Biographic Data
| ID | 7126522 |
|---|---|
| NAME | Chien‐Huang Lin |
| GIVEN NAMES | Chien‐Huang |
| FAMILY NAME | Lin |
| SIGNATURE | LIN C H |
| AFFILIATIONS | National Central University |
| ORCID | 0000-0002-0916-8737 |
| VERIFIED | Yes |
| TOTAL WORKS | 12 |
| TOTAL CITATIONS | 8 |
| WORKS AS AUTHOR | 12 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2006 |
| LATEST PUBLICATION YEAR | 2023 |
| H-INDEX | 2 |
Temporal distance and motivation matter
Effect of Attribute Complementarity on Consumers' Willingness to Pay for Bundled Products
In a sales context, a common promotional tactic is to supplement a required purchase (i.e., the focal product) by offering a free product (i.e., the supplementary product). We examined the underlying mechanism driving consumers' evaluation of the supplementary product after such a promotion, with 120 undergraduate student participants at a large public university in Taiwan. Results showed that consumers demonstrated higher (lower) willingness to …
Tell me only what I want to know
Electronic equipment has enabled consumers to track their behavior and better understand themselves. To investigate whether or not the data provided by quantification devices result in enjoyment for the users, we invited 456 Taiwanese students to take part in an experiment. We examined the interrelationship of user enjoyment and congruent or incongruent feedback from a computer program with self-motivation and performance level. The results demon…
Influence of Chopstick Size on Taste Evaluations
This study explored the influence of the length of chopsticks on taste evaluations. Participants (N=78; M age=21.1 yr., SD=3.8) reported a greater liking for their food and higher purchase intentions when using long rather than short chopsticks. Findings also indicated that the long (vs short) chopsticks caused people to slow down when eating, resulting in greater eating duration and a higher number of mouthfuls. The findings of this study provid…
How Confidence and Uncertainty Affect Consumers' Enjoyment of Gambling
In this research we explored the moderators that affect enjoyment when consumers gamble on predictions. We provide evidence that consumers who make predictions with great confidence will have more enjoyment and will increase the amount of their bet in a situation of high uncertainty. The findings have implications for marketing managers in that marketers may be able to create a controllable, yet risky, environment for consumers to increase their …
The effects of regulatory focus and bundle-pricing framing on consumers' perceptions of loss
Regulatory focus theory identifies 2 kinds of orientation: a promotion-focused system in which the emphasis is on getting maximum gains; and a prevention-focused system in which the emphasis is on decreasing loss. These different orientations elicit different responses when bundle-pricing framing is encountered. This study was an investigation of the relationship between regulatory focus and bundle-pricing framing for different need levels. The r…
The Effect of Mood States on Variety-Seeking Behavior
In this study we aimed to explore the effect of price promotion on the relationship between mood states and variety-seeking (VS) behavior. Participants were 133 university students, who were induced to feel either a sad or happy mood to test our hypothesis. Results indicated that price promotion mitigates the effect of affective states on VS. That is, people who are sad demonstrate more VS than those who are happy in the absence of price promotio…
Comparison Conditions, Comparison Patterns and Models of Comparative Behavior
The conditions that cause subjects to make comparisons and the comparison patterns that influence the results of comparisons were investigated. People make social or temporal-past or temporal-future comparisons when facing a condition of decision. The impact of self-esteem on the choices of comparison patterns was also investigated. Unlike past research, three comparison patterns were investigated and three comparative models that lead to self-pe…
What Price Do You Ask for the “Extra One”
The concept of social value orientation was used to explore individuals' decisions in asking price when they had an “extra one” that someone wanted to buy. Results from an experimental study indicated that competitors' asking price was higher than those of individualists, who in turn asked higher prices than did prosocials. Regardless of the social value orientation, participants charged a significantly lower price for the “extra one” if the buye…
The Effect of Variety on Consumer Preferences
The study is based on the two conflicting perspectives of the existing literature: whether large variety will weaken or strengthen consumer preferences. This research identifies need for cognition (NFC) as a key factor moderating the effect of variety on consumer preferences and examines the role that recommended alternatives play. Implications are discussed based on the research results
The role of emotions in the endowment effect
Multiple reference points in investor regret
What Price Do You Ask for the “Extra One”
The concept of social value orientation was used to explore individuals' decisions in asking price when they had an “extra one” that someone wanted to buy. Results from an experimental study indicated that competitors' asking price was higher than those of individualists, who in turn asked higher prices than did prosocials. Regardless of the social value orientation, participants charged a significantly lower price for the “extra one” if the buye…
The Effect of Variety on Consumer Preferences
The study is based on the two conflicting perspectives of the existing literature: whether large variety will weaken or strengthen consumer preferences. This research identifies need for cognition (NFC) as a key factor moderating the effect of variety on consumer preferences and examines the role that recommended alternatives play. Implications are discussed based on the research results
The role of emotions in the endowment effect
Multiple reference points in investor regret
Comparison Conditions, Comparison Patterns and Models of Comparative Behavior
The conditions that cause subjects to make comparisons and the comparison patterns that influence the results of comparisons were investigated. People make social or temporal-past or temporal-future comparisons when facing a condition of decision. The impact of self-esteem on the choices of comparison patterns was also investigated. Unlike past research, three comparison patterns were investigated and three comparative models that lead to self-pe…
The Effect of Mood States on Variety-Seeking Behavior
In this study we aimed to explore the effect of price promotion on the relationship between mood states and variety-seeking (VS) behavior. Participants were 133 university students, who were induced to feel either a sad or happy mood to test our hypothesis. Results indicated that price promotion mitigates the effect of affective states on VS. That is, people who are sad demonstrate more VS than those who are happy in the absence of price promotio…
The effects of regulatory focus and bundle-pricing framing on consumers' perceptions of loss
Regulatory focus theory identifies 2 kinds of orientation: a promotion-focused system in which the emphasis is on getting maximum gains; and a prevention-focused system in which the emphasis is on decreasing loss. These different orientations elicit different responses when bundle-pricing framing is encountered. This study was an investigation of the relationship between regulatory focus and bundle-pricing framing for different need levels. The r…
How Confidence and Uncertainty Affect Consumers' Enjoyment of Gambling
In this research we explored the moderators that affect enjoyment when consumers gamble on predictions. We provide evidence that consumers who make predictions with great confidence will have more enjoyment and will increase the amount of their bet in a situation of high uncertainty. The findings have implications for marketing managers in that marketers may be able to create a controllable, yet risky, environment for consumers to increase their …
Influence of Chopstick Size on Taste Evaluations
This study explored the influence of the length of chopsticks on taste evaluations. Participants (N=78; M age=21.1 yr., SD=3.8) reported a greater liking for their food and higher purchase intentions when using long rather than short chopsticks. Findings also indicated that the long (vs short) chopsticks caused people to slow down when eating, resulting in greater eating duration and a higher number of mouthfuls. The findings of this study provid…
Effect of Attribute Complementarity on Consumers' Willingness to Pay for Bundled Products
In a sales context, a common promotional tactic is to supplement a required purchase (i.e., the focal product) by offering a free product (i.e., the supplementary product). We examined the underlying mechanism driving consumers' evaluation of the supplementary product after such a promotion, with 120 undergraduate student participants at a large public university in Taiwan. Results showed that consumers demonstrated higher (lower) willingness to …
Tell me only what I want to know
Electronic equipment has enabled consumers to track their behavior and better understand themselves. To investigate whether or not the data provided by quantification devices result in enjoyment for the users, we invited 456 Taiwanese students to take part in an experiment. We examined the interrelationship of user enjoyment and congruent or incongruent feedback from a computer program with self-motivation and performance level. The results demon…
Temporal distance and motivation matter
Psychology (12 works) · Social Psychology (11 works) · Social Psychology (10 works) · Economics (6 works) · Business (5 works) · Consumer Behavior in Brand Consumption and Identification (5 works) · Decision-Making and Behavioral Economics (5 works) · Marketing (5 works) · Perception (3 works) · Cognitive psychology (2 works)