Rajesh Bagchi
Dados Biográficos
| ID | 91328 |
|---|---|
| NOME | Rajesh Bagchi |
| PRENOMES | Rajesh |
| SOBRENOME | Bagchi |
| ASSINATURA | BAGCHI R |
| AFILIAÇÕES | Virginia Tech |
| VERIFICADO | Não |
| TOTAL DE OBRAS | 27 |
| TOTAL DE CITAÇÕES | 116 |
| TOTAL COMO AUTOR | 11 |
| TOTAL COMO EDITOR | 16 |
| PRIMEIRO ANO DE PUBLICAÇÃO | 2011 |
| ANO MAIS RECENTE DE PUBLICAÇÃO | 2025 |
| ÍNDICE H | 7 |
Optimizing Animation Speed
Incidental waits are an unavoidable element of the consumer experience on any digital platform. Firms typically utilize no animation or single-speed, repeated animations during these waits. How might the use of such animations and their visual qualities influence perceived waiting time? Can simple design changes by managers influence the customer experience? Although prior research suggests a linear relationship in which faster animations reduce …
This Article Is Not for Everyone
Conventional wisdom and past research converge on the notion that product messages are more effective when they use a persuasive frame that directly addresses the product’s target customers to indicate a preference match (e.g., “If you like dark coffee, this is the coffee for you!”). In contrast, the current research identifies scenarios where consumers respond more favorably to dissuasive frames—that is, to messages that address the consumers no…
Price Partitioning of Socio-Moral Surcharges
Many companies are levying mandatory surcharges on products to raise funds for socio-moral causes (e.g., carbon-offset, living-wage, fair-trade, and sustainability surcharges). Should these surcharges be presented separately from the product price (i.e., partitioned pricing) or combined with the product price (i.e., all-inclusive pricing)? This research argues that partitioned pricing for socio-moral surcharges can backfire. When socio-moral surc…
Back to the Present
Many consumers say they want to save for the future yet struggle to do so. This research examines this saving behavior problem from a persuasive messaging standpoint. With the goal of helping people take better care of their future selves, we build on a stream of research that has found that the way people view their identities over time affects the saving decisions they make. Although past research on similarity judgments across time almost excl…
When Is Hilo Low? Price Image Formation Based on Frequency versus Depth Pricing Strategies
One of the prominent pricing decisions a retailer can make is its choice of pricing strategy. Previous research investigating consumers’ responses to stores with frequent, shallow price advantages relative to competitors (a frequency strategy) versus stores with infrequent, deep price advantages (a depth strategy) was all conducted by allowing people to simultaneously view prices from multiple stores, a setting that emphasized across-store compar…
In the Eye of the Beholder
Across three laboratory studies, a biometric eye tracking and facial recognition experiment, and a secondary data analysis, we reveal the unique interaction of consumer numeracy and numerical processing fluency as a significant determinant of consumer response to 99-ending prices. We argue that less numerate individuals create mental analog representations around 99-ending prices’ left digits, whereas highly numerate individuals encode 99-ending …
Experiential and Analytical Price Evaluations
Quantity can be described using perceptual units (e.g., bags, pieces) or standardized units (e.g., ounces, grams). Merely making perceptual units more salient in quantity description can increase perceived economic value. Even when the objective information and numerosity are kept constant, merely presenting the perceptual unit first (e.g., Lay's Chips 14 snack bags, 14 oz. of chips in snack bags of 1 oz. each) increases willingness to pay compar…
A Dragging-Down Effect
Four studies, across a range of domains, find a dragging-down effect in which consumers purchase fewer units of a product when a discount applies to more units. For example, consumers buy fewer peaches when each customer can buy up to three peaches at a discount than when each customer can buy only one peach at a discount or when there is no discount at all. In contrast to basic economic principles, this dragging-down effect implies that consumer…
Promotional Games Increase Consumer Conversion Rates and Spending
Promotional games are used frequently in retail stores and online. While prior literature has focused on antecedents of promotional games, such as how individual differences induce game participation, little is known about post-winning decision making or its underlying processes. This study offers findings from seven studies to provide a detailed perspective on how promotional games increase consumer conversion rates and spending. The effect of w…
Slider Scale or Text Box
Consumer payments elicited on slider scales can be systematically different from those elicited through text boxes because of the end point assimilation effect. When people use text boxes to make payments, they evaluate monetary values relative to the starting point of the response range. In contrast, when people use slider scales, they evaluate monetary values relative to the starting point as well as the end point of the response range. Consequ…
Restraint That Blinds
A significant amount of research on numerosity demonstrates that product perceptions are often influenced by the scale on which numerical attribute information is presented. However, fewer studies have examined how self-control is influenced by the numerosity of cost information (e.g., price, nutritional content) in situations that may violate a personal goal. The present research demonstrates that, in such situations, the numerosity of cost info…
Subtraction or Division
Specifications of many product attributes (prices, review scores, fuel efficiency, calories, computer processor speed, etc.) are numerical. When comparing alternatives, consumers often need to judge how much larger or smaller one value is than another (say x and y). How do they make such a judgment? The literature suggests that people can rely on either the absolute difference (x – y) or relative difference (x / y). Importantly, relying on the ab…
Room for Opportunity
Although marketing offers with flexible price options within a range of two endpoints (i.e., range offers) have been frequently used in various contexts, such as discount ranges, flexible pricing, and deal quotations, our understanding of how consumers react to this pricing strategy is rather limited. The current research suggests that consumers’ reaction to range marketing offers may depend on their general sense of scarcity. Eight studies show …
Making Each Unit Count
Consumers typically infer greater quantity from larger numbers. For instance, a 500 gram box of chocolates appears heavier than a .5 kilogram box. By expressing quantities in alternative units or attribute dimensions, one can represent an otherwise identical quantity in a more versus less discretized manner (e.g., a box containing 25 chocolates vs. a box weighing 500 grams). Seven experimental studies show that a difference between more discretiz…
The Mere Deadline Effect
Contrary to the common belief that having more time facilitates goal pursuit by allowing for more flexibility and fewer restrictions, the current work argues that long deadlines may produce unintended detrimental consequences on goal pursuit. In particular, this research identifies a mere deadline effect, showing that longer versus shorter deadlines, once imposed, lead consumers to infer that the focal goal is more difficult, even when the deadli…
How Cognitive Style Influences the Mental Accounting System
Goods Donations Increase Charitable Credit for Low-Warmth Donors
Low-warmth actors are often assumed to lack communal (or other-oriented) intentions, even when acting generously. Low-warmth donors must therefore send stronger signals of their communal intent when donating to receive the same amount of charitable credit as high-warmth donors. Because goods are linked with communal norms, we find that donating goods allows low-warmth donors to signal communal intent and increase charitable credit received. Study…
The Impact of Crowding on Calorie Consumption
Consumer behavior is often influenced by subtle environmental cues, such as temperature, color, lighting, scent, or sound. We explore the effects of a not-so-subtle cue-human crowding-on calorie consumption. Although crowding is an omnipresent factor, it has received little attention in the marketing literature. We present six studies showing that crowding increases calorie consumption. These effects occur because crowding increases distraction, …
How Goal Specificity Shapes Motivation
Consumers often pursue goals that lack specific end states, such as goals to lose as much weight as possible or to pay off as much debt as possible. Yet despite considerable interest in the consequences of setting nonspecific (vs. specific) goals, how goal specificity affects motivation throughout goal pursuit is less well understood. The current research explores the role of reference points in shaping goal specificity's effects. We propose that…
Eliciting Time versus Money
Marketing strategies are often tied to how consumers spend time (e.g., waiting in lines, searching across stores) in return for money (e.g., receiving a discount). Viewing such time-money tradeoffs in terms of a reservation wage rate for consumers, we identify a wage-rate asymmetry between two elicitation procedures: (a) Money-Elicit (MEL): state the minimum amount of money, M, that you would accept in return for spending a given number of hours,…
A Field Guide for the Review Process
The peer review process––both writing reviews for academic journals and responding to reviews of one’s own work––is fundamental to building scientific knowledge. In this article, we explain why you should invest time reviewing, how to write a constructive review, and how to respond effectively to reviews of your own work
Risk (Mis)Perception
The authors show that the value of a risky option decreases upon addition of risky prospects of the same valence. For instance, a medical drug with a potential side effect of seizures is viewed as less threatening when it also has smaller potential side effects, such as congestion and fatigue; travel insurance covering serious injury is viewed as less attractive when it also covers minor ailments; a lottery offering a chance to win an iPad is vie…
Boomerang Effects of Low Price Discounts
We show that providing a low (vs. no) price discount can lower purchase propensity of low-priced products under certain conditions-when purchases are nonessential and purchase volume is small. Based on the theory of purchase value (Grewal, Monroe, and Krishnan 1998; Thaler 1983), we argue that offering a low price discount for nonessential purchases decreases perceived transaction value that in turn lowers consumers' purchase propensity. However,…
Numerosity and Consumer Behavior How to Make a 29% Increase Look Bigger
Psychologists have long been intrigued by how humans and nonhuman primates process magnitudes such as “how far, how fast, how much, how long, and how many.” This fascination perhaps stems from the fact that magnitude estimations of space, time, and number form the bedrock of most of the decisions that we make in daily life. Decisions about how many cookies to eat, how many payments to make, how many days to wait for a product, all have one thing …
The Effect of Red Background Color on Willingness-to-Pay
The authors investigate the effect of red backgrounds on willingness-to-pay in auctions and negotiations. Data from eBay auctions and the lab show that a red (vs. blue) background elicits higher bid jumps. By contrast, red (vs. blue) backgrounds decrease price offers in negotiations. An investigation of the underlying process reveals that red color induces aggression through arousal. In addition, the selling mechanism—auction or negotiation—alter…
Years, Months, and Days versus 1, 12, and 365
Quantitative changes may be conveyed to consumers using small units (e.g., change in delivery time from 7 to 21 days) or large units (1-3 weeks). Numerosity research suggests that changes are magnified by small (vs. large) units because a change from 7 to 21 (vs. 1-3) seems larger. We introduce a reverse effect that we term unitosity: changes are magnified by large (vs. small) units because a change of weeks (vs. days) seems larger. We show that …
Illusionary Progress in Loyalty Programs
Loyalty programs offer rewards via mediums of different magnitudes (e.g., "$6 off when you accumulate 1,000 [100] points. Earn 10 [1] points/dollar"). The program medium presents two key pieces of information: reward distance (points required to redeem reward) and step size (points earned per dollar). In higher-magnitude (vs. lower-magnitude) programs, both reward distances (1,000 vs. 100) and step sizes (10 vs. 1 point[s]/dollar) are larger. How…
Slider Scale or Text Box
Consumer payments elicited on slider scales can be systematically different from those elicited through text boxes because of the end point assimilation effect. When people use text boxes to make payments, they evaluate monetary values relative to the starting point of the response range. In contrast, when people use slider scales, they evaluate monetary values relative to the starting point as well as the end point of the response range. Consequ…
Eliciting Time versus Money
Marketing strategies are often tied to how consumers spend time (e.g., waiting in lines, searching across stores) in return for money (e.g., receiving a discount). Viewing such time-money tradeoffs in terms of a reservation wage rate for consumers, we identify a wage-rate asymmetry between two elicitation procedures: (a) Money-Elicit (MEL): state the minimum amount of money, M, that you would accept in return for spending a given number of hours,…
Making Each Unit Count
Consumers typically infer greater quantity from larger numbers. For instance, a 500 gram box of chocolates appears heavier than a .5 kilogram box. By expressing quantities in alternative units or attribute dimensions, one can represent an otherwise identical quantity in a more versus less discretized manner (e.g., a box containing 25 chocolates vs. a box weighing 500 grams). Seven experimental studies show that a difference between more discretiz…
How Goal Specificity Shapes Motivation
Consumers often pursue goals that lack specific end states, such as goals to lose as much weight as possible or to pay off as much debt as possible. Yet despite considerable interest in the consequences of setting nonspecific (vs. specific) goals, how goal specificity affects motivation throughout goal pursuit is less well understood. The current research explores the role of reference points in shaping goal specificity's effects. We propose that…
Boomerang Effects of Low Price Discounts
We show that providing a low (vs. no) price discount can lower purchase propensity of low-priced products under certain conditions-when purchases are nonessential and purchase volume is small. Based on the theory of purchase value (Grewal, Monroe, and Krishnan 1998; Thaler 1983), we argue that offering a low price discount for nonessential purchases decreases perceived transaction value that in turn lowers consumers' purchase propensity. However,…
The Effect of Red Background Color on Willingness-to-Pay
The authors investigate the effect of red backgrounds on willingness-to-pay in auctions and negotiations. Data from eBay auctions and the lab show that a red (vs. blue) background elicits higher bid jumps. By contrast, red (vs. blue) backgrounds decrease price offers in negotiations. An investigation of the underlying process reveals that red color induces aggression through arousal. In addition, the selling mechanism—auction or negotiation—alter…
In the Eye of the Beholder
Across three laboratory studies, a biometric eye tracking and facial recognition experiment, and a secondary data analysis, we reveal the unique interaction of consumer numeracy and numerical processing fluency as a significant determinant of consumer response to 99-ending prices. We argue that less numerate individuals create mental analog representations around 99-ending prices’ left digits, whereas highly numerate individuals encode 99-ending …
Promotional Games Increase Consumer Conversion Rates and Spending
Promotional games are used frequently in retail stores and online. While prior literature has focused on antecedents of promotional games, such as how individual differences induce game participation, little is known about post-winning decision making or its underlying processes. This study offers findings from seven studies to provide a detailed perspective on how promotional games increase consumer conversion rates and spending. The effect of w…
Goods Donations Increase Charitable Credit for Low-Warmth Donors
Low-warmth actors are often assumed to lack communal (or other-oriented) intentions, even when acting generously. Low-warmth donors must therefore send stronger signals of their communal intent when donating to receive the same amount of charitable credit as high-warmth donors. Because goods are linked with communal norms, we find that donating goods allows low-warmth donors to signal communal intent and increase charitable credit received. Study…
The Impact of Crowding on Calorie Consumption
Consumer behavior is often influenced by subtle environmental cues, such as temperature, color, lighting, scent, or sound. We explore the effects of a not-so-subtle cue-human crowding-on calorie consumption. Although crowding is an omnipresent factor, it has received little attention in the marketing literature. We present six studies showing that crowding increases calorie consumption. These effects occur because crowding increases distraction, …
Numerosity and Consumer Behavior How to Make a 29% Increase Look Bigger
Psychologists have long been intrigued by how humans and nonhuman primates process magnitudes such as “how far, how fast, how much, how long, and how many.” This fascination perhaps stems from the fact that magnitude estimations of space, time, and number form the bedrock of most of the decisions that we make in daily life. Decisions about how many cookies to eat, how many payments to make, how many days to wait for a product, all have one thing …
Room for Opportunity
Although marketing offers with flexible price options within a range of two endpoints (i.e., range offers) have been frequently used in various contexts, such as discount ranges, flexible pricing, and deal quotations, our understanding of how consumers react to this pricing strategy is rather limited. The current research suggests that consumers’ reaction to range marketing offers may depend on their general sense of scarcity. Eight studies show …
Experiential and Analytical Price Evaluations
Quantity can be described using perceptual units (e.g., bags, pieces) or standardized units (e.g., ounces, grams). Merely making perceptual units more salient in quantity description can increase perceived economic value. Even when the objective information and numerosity are kept constant, merely presenting the perceptual unit first (e.g., Lay's Chips 14 snack bags, 14 oz. of chips in snack bags of 1 oz. each) increases willingness to pay compar…
A Dragging-Down Effect
Four studies, across a range of domains, find a dragging-down effect in which consumers purchase fewer units of a product when a discount applies to more units. For example, consumers buy fewer peaches when each customer can buy up to three peaches at a discount than when each customer can buy only one peach at a discount or when there is no discount at all. In contrast to basic economic principles, this dragging-down effect implies that consumer…
Restraint That Blinds
A significant amount of research on numerosity demonstrates that product perceptions are often influenced by the scale on which numerical attribute information is presented. However, fewer studies have examined how self-control is influenced by the numerosity of cost information (e.g., price, nutritional content) in situations that may violate a personal goal. The present research demonstrates that, in such situations, the numerosity of cost info…
Subtraction or Division
Specifications of many product attributes (prices, review scores, fuel efficiency, calories, computer processor speed, etc.) are numerical. When comparing alternatives, consumers often need to judge how much larger or smaller one value is than another (say x and y). How do they make such a judgment? The literature suggests that people can rely on either the absolute difference (x – y) or relative difference (x / y). Importantly, relying on the ab…
The Mere Deadline Effect
Contrary to the common belief that having more time facilitates goal pursuit by allowing for more flexibility and fewer restrictions, the current work argues that long deadlines may produce unintended detrimental consequences on goal pursuit. In particular, this research identifies a mere deadline effect, showing that longer versus shorter deadlines, once imposed, lead consumers to infer that the focal goal is more difficult, even when the deadli…
Risk (Mis)Perception
The authors show that the value of a risky option decreases upon addition of risky prospects of the same valence. For instance, a medical drug with a potential side effect of seizures is viewed as less threatening when it also has smaller potential side effects, such as congestion and fatigue; travel insurance covering serious injury is viewed as less attractive when it also covers minor ailments; a lottery offering a chance to win an iPad is vie…
Back to the Present
Many consumers say they want to save for the future yet struggle to do so. This research examines this saving behavior problem from a persuasive messaging standpoint. With the goal of helping people take better care of their future selves, we build on a stream of research that has found that the way people view their identities over time affects the saving decisions they make. Although past research on similarity judgments across time almost excl…
A Field Guide for the Review Process
The peer review process––both writing reviews for academic journals and responding to reviews of one’s own work––is fundamental to building scientific knowledge. In this article, we explain why you should invest time reviewing, how to write a constructive review, and how to respond effectively to reviews of your own work
Illusionary Progress in Loyalty Programs
Loyalty programs offer rewards via mediums of different magnitudes (e.g., "$6 off when you accumulate 1,000 [100] points. Earn 10 [1] points/dollar"). The program medium presents two key pieces of information: reward distance (points required to redeem reward) and step size (points earned per dollar). In higher-magnitude (vs. lower-magnitude) programs, both reward distances (1,000 vs. 100) and step sizes (10 vs. 1 point[s]/dollar) are larger. How…
Years, Months, and Days versus 1, 12, and 365
Quantitative changes may be conveyed to consumers using small units (e.g., change in delivery time from 7 to 21 days) or large units (1-3 weeks). Numerosity research suggests that changes are magnified by small (vs. large) units because a change from 7 to 21 (vs. 1-3) seems larger. We introduce a reverse effect that we term unitosity: changes are magnified by large (vs. small) units because a change of weeks (vs. days) seems larger. We show that …
Numerosity and Consumer Behavior How to Make a 29% Increase Look Bigger
Psychologists have long been intrigued by how humans and nonhuman primates process magnitudes such as “how far, how fast, how much, how long, and how many.” This fascination perhaps stems from the fact that magnitude estimations of space, time, and number form the bedrock of most of the decisions that we make in daily life. Decisions about how many cookies to eat, how many payments to make, how many days to wait for a product, all have one thing …
The Effect of Red Background Color on Willingness-to-Pay
The authors investigate the effect of red backgrounds on willingness-to-pay in auctions and negotiations. Data from eBay auctions and the lab show that a red (vs. blue) background elicits higher bid jumps. By contrast, red (vs. blue) backgrounds decrease price offers in negotiations. An investigation of the underlying process reveals that red color induces aggression through arousal. In addition, the selling mechanism—auction or negotiation—alter…
A Field Guide for the Review Process
The peer review process––both writing reviews for academic journals and responding to reviews of one’s own work––is fundamental to building scientific knowledge. In this article, we explain why you should invest time reviewing, how to write a constructive review, and how to respond effectively to reviews of your own work
Risk (Mis)Perception
The authors show that the value of a risky option decreases upon addition of risky prospects of the same valence. For instance, a medical drug with a potential side effect of seizures is viewed as less threatening when it also has smaller potential side effects, such as congestion and fatigue; travel insurance covering serious injury is viewed as less attractive when it also covers minor ailments; a lottery offering a chance to win an iPad is vie…
Boomerang Effects of Low Price Discounts
We show that providing a low (vs. no) price discount can lower purchase propensity of low-priced products under certain conditions-when purchases are nonessential and purchase volume is small. Based on the theory of purchase value (Grewal, Monroe, and Krishnan 1998; Thaler 1983), we argue that offering a low price discount for nonessential purchases decreases perceived transaction value that in turn lowers consumers' purchase propensity. However,…
Eliciting Time versus Money
Marketing strategies are often tied to how consumers spend time (e.g., waiting in lines, searching across stores) in return for money (e.g., receiving a discount). Viewing such time-money tradeoffs in terms of a reservation wage rate for consumers, we identify a wage-rate asymmetry between two elicitation procedures: (a) Money-Elicit (MEL): state the minimum amount of money, M, that you would accept in return for spending a given number of hours,…
How Cognitive Style Influences the Mental Accounting System
Goods Donations Increase Charitable Credit for Low-Warmth Donors
Low-warmth actors are often assumed to lack communal (or other-oriented) intentions, even when acting generously. Low-warmth donors must therefore send stronger signals of their communal intent when donating to receive the same amount of charitable credit as high-warmth donors. Because goods are linked with communal norms, we find that donating goods allows low-warmth donors to signal communal intent and increase charitable credit received. Study…
The Impact of Crowding on Calorie Consumption
Consumer behavior is often influenced by subtle environmental cues, such as temperature, color, lighting, scent, or sound. We explore the effects of a not-so-subtle cue-human crowding-on calorie consumption. Although crowding is an omnipresent factor, it has received little attention in the marketing literature. We present six studies showing that crowding increases calorie consumption. These effects occur because crowding increases distraction, …
How Goal Specificity Shapes Motivation
Consumers often pursue goals that lack specific end states, such as goals to lose as much weight as possible or to pay off as much debt as possible. Yet despite considerable interest in the consequences of setting nonspecific (vs. specific) goals, how goal specificity affects motivation throughout goal pursuit is less well understood. The current research explores the role of reference points in shaping goal specificity's effects. We propose that…
Slider Scale or Text Box
Consumer payments elicited on slider scales can be systematically different from those elicited through text boxes because of the end point assimilation effect. When people use text boxes to make payments, they evaluate monetary values relative to the starting point of the response range. In contrast, when people use slider scales, they evaluate monetary values relative to the starting point as well as the end point of the response range. Consequ…
Restraint That Blinds
A significant amount of research on numerosity demonstrates that product perceptions are often influenced by the scale on which numerical attribute information is presented. However, fewer studies have examined how self-control is influenced by the numerosity of cost information (e.g., price, nutritional content) in situations that may violate a personal goal. The present research demonstrates that, in such situations, the numerosity of cost info…
Subtraction or Division
Specifications of many product attributes (prices, review scores, fuel efficiency, calories, computer processor speed, etc.) are numerical. When comparing alternatives, consumers often need to judge how much larger or smaller one value is than another (say x and y). How do they make such a judgment? The literature suggests that people can rely on either the absolute difference (x – y) or relative difference (x / y). Importantly, relying on the ab…
Room for Opportunity
Although marketing offers with flexible price options within a range of two endpoints (i.e., range offers) have been frequently used in various contexts, such as discount ranges, flexible pricing, and deal quotations, our understanding of how consumers react to this pricing strategy is rather limited. The current research suggests that consumers’ reaction to range marketing offers may depend on their general sense of scarcity. Eight studies show …
Making Each Unit Count
Consumers typically infer greater quantity from larger numbers. For instance, a 500 gram box of chocolates appears heavier than a .5 kilogram box. By expressing quantities in alternative units or attribute dimensions, one can represent an otherwise identical quantity in a more versus less discretized manner (e.g., a box containing 25 chocolates vs. a box weighing 500 grams). Seven experimental studies show that a difference between more discretiz…
The Mere Deadline Effect
Contrary to the common belief that having more time facilitates goal pursuit by allowing for more flexibility and fewer restrictions, the current work argues that long deadlines may produce unintended detrimental consequences on goal pursuit. In particular, this research identifies a mere deadline effect, showing that longer versus shorter deadlines, once imposed, lead consumers to infer that the focal goal is more difficult, even when the deadli…
Promotional Games Increase Consumer Conversion Rates and Spending
Promotional games are used frequently in retail stores and online. While prior literature has focused on antecedents of promotional games, such as how individual differences induce game participation, little is known about post-winning decision making or its underlying processes. This study offers findings from seven studies to provide a detailed perspective on how promotional games increase consumer conversion rates and spending. The effect of w…
A Dragging-Down Effect
Four studies, across a range of domains, find a dragging-down effect in which consumers purchase fewer units of a product when a discount applies to more units. For example, consumers buy fewer peaches when each customer can buy up to three peaches at a discount than when each customer can buy only one peach at a discount or when there is no discount at all. In contrast to basic economic principles, this dragging-down effect implies that consumer…
When Is Hilo Low? Price Image Formation Based on Frequency versus Depth Pricing Strategies
One of the prominent pricing decisions a retailer can make is its choice of pricing strategy. Previous research investigating consumers’ responses to stores with frequent, shallow price advantages relative to competitors (a frequency strategy) versus stores with infrequent, deep price advantages (a depth strategy) was all conducted by allowing people to simultaneously view prices from multiple stores, a setting that emphasized across-store compar…
In the Eye of the Beholder
Across three laboratory studies, a biometric eye tracking and facial recognition experiment, and a secondary data analysis, we reveal the unique interaction of consumer numeracy and numerical processing fluency as a significant determinant of consumer response to 99-ending prices. We argue that less numerate individuals create mental analog representations around 99-ending prices’ left digits, whereas highly numerate individuals encode 99-ending …
Experiential and Analytical Price Evaluations
Quantity can be described using perceptual units (e.g., bags, pieces) or standardized units (e.g., ounces, grams). Merely making perceptual units more salient in quantity description can increase perceived economic value. Even when the objective information and numerosity are kept constant, merely presenting the perceptual unit first (e.g., Lay's Chips 14 snack bags, 14 oz. of chips in snack bags of 1 oz. each) increases willingness to pay compar…
Back to the Present
Many consumers say they want to save for the future yet struggle to do so. This research examines this saving behavior problem from a persuasive messaging standpoint. With the goal of helping people take better care of their future selves, we build on a stream of research that has found that the way people view their identities over time affects the saving decisions they make. Although past research on similarity judgments across time almost excl…
Optimizing Animation Speed
Incidental waits are an unavoidable element of the consumer experience on any digital platform. Firms typically utilize no animation or single-speed, repeated animations during these waits. How might the use of such animations and their visual qualities influence perceived waiting time? Can simple design changes by managers influence the customer experience? Although prior research suggests a linear relationship in which faster animations reduce …
Psychology (20 obras) · Computer Science (18 obras) · Business (17 obras) · Decision-Making and Behavioral Economics (16 obras) · Social Psychology (14 obras) · Economics (13 obras) · Advertising (10 obras) · Cognitive psychology (9 obras) · Consumer Market Behavior and Pricing (9 obras) · Marketing (9 obras)