The effect of voice technology on how consumers search for information online is explored. Results from a field survey of consumer experiences with voice-assisted search, three controlled experiments involving dictated (vs. typed) Google searches, and a supplemental experiment (N = 10,385) find that vocalizing (vs. typing) a query leads consumers to provide more specific, detailed descriptions of what they are seeking, which in turn yield search results that they are more satisfied with. This occurs because consumers tend to be more concerned about communicating clearly when engaging with voice technology, which prompts them to think more about how they want to convey their query before saying it out loud (vs. typing it). This increased forethought leads consumers to provide more detailed descriptions of what they are searching for in vocalized queries, such as by including brand names and intended purposes of use. Finally, the increased specificity of vocalized (vs. typed) queries results in search returns that better satisfy consumers’ search goals. Implications for research on consumer–technology interactions, as well as for marketers and consumers, are discussed.
{"title":"Vocalizing Search: How Voice Technologies Alter Consumer Search Processes and Satisfaction","authors":"Shiri Melumad","doi":"10.1093/jcr/ucad009","DOIUrl":"https://doi.org/10.1093/jcr/ucad009","url":null,"abstract":"\u0000 The effect of voice technology on how consumers search for information online is explored. Results from a field survey of consumer experiences with voice-assisted search, three controlled experiments involving dictated (vs. typed) Google searches, and a supplemental experiment (N = 10,385) find that vocalizing (vs. typing) a query leads consumers to provide more specific, detailed descriptions of what they are seeking, which in turn yield search results that they are more satisfied with. This occurs because consumers tend to be more concerned about communicating clearly when engaging with voice technology, which prompts them to think more about how they want to convey their query before saying it out loud (vs. typing it). This increased forethought leads consumers to provide more detailed descriptions of what they are searching for in vocalized queries, such as by including brand names and intended purposes of use. Finally, the increased specificity of vocalized (vs. typed) queries results in search returns that better satisfy consumers’ search goals. Implications for research on consumer–technology interactions, as well as for marketers and consumers, are discussed.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":" ","pages":""},"PeriodicalIF":7.2,"publicationDate":"2023-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46031212","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Abstract Packaging waste makes up more than 10% of the landfilled waste in the United States. While consumers often want to make environmentally friendly product choices, we find that their perceptions of the environmental friendliness of product packaging may systematically deviate from its objective environmental friendliness. Eight studies (N = 4,103) document the perceived environmental friendliness (PEF) bias whereby consumers judge plastic packaging with additional paper to be more environmentally friendly than identical plastic packaging without the paper. The PEF bias is driven by consumers’ “paper = good, plastic = bad” beliefs and by proportional reasoning, wherein packaging with a greater paper-to-plastic proportion is judged as more environmentally friendly. We further show that the PEF bias impacts consumers’ willingness to pay and product choice. Importantly, this bias can be mitigated by a “minimal packaging sticker” intervention, which increases the environmental friendliness perceptions of plastic-only packaging, rendering plastic-packaged products to be preferable to their plastic-plus-paper-packaged counterparts. This research contributes to the packaging literature in marketing and to research on sustainability while offering practical implications for managers and public policy officials.
{"title":"Paper Meets Plastic: The Perceived Environmental Friendliness of Product Packaging","authors":"Tatiana Sokolova, Aradhna Krishna, Tim Döring","doi":"10.1093/jcr/ucad008","DOIUrl":"https://doi.org/10.1093/jcr/ucad008","url":null,"abstract":"Abstract Packaging waste makes up more than 10% of the landfilled waste in the United States. While consumers often want to make environmentally friendly product choices, we find that their perceptions of the environmental friendliness of product packaging may systematically deviate from its objective environmental friendliness. Eight studies (N = 4,103) document the perceived environmental friendliness (PEF) bias whereby consumers judge plastic packaging with additional paper to be more environmentally friendly than identical plastic packaging without the paper. The PEF bias is driven by consumers’ “paper = good, plastic = bad” beliefs and by proportional reasoning, wherein packaging with a greater paper-to-plastic proportion is judged as more environmentally friendly. We further show that the PEF bias impacts consumers’ willingness to pay and product choice. Importantly, this bias can be mitigated by a “minimal packaging sticker” intervention, which increases the environmental friendliness perceptions of plastic-only packaging, rendering plastic-packaged products to be preferable to their plastic-plus-paper-packaged counterparts. This research contributes to the packaging literature in marketing and to research on sustainability while offering practical implications for managers and public policy officials.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":"76 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135655765","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
What motivates consumers to avoid unhealthy behaviors (e.g., consuming sugar, energy drinks, and fast food)? Traditional interventions and lay intuition suggest that to motivate themselves, consumers can consider the negative long-term health consequences of their decisions. Yet, consumers still struggle to avoid unhealthy behaviors. Seven experiments (N = 4,021) offer a different approach. We find that considering short-term costs of unhealthy behaviors (e.g., irritability or indigestion after eating sugar) better curbs these behaviors than considering long-term costs or no costs. We theorize that short-term costs are more effective at reducing unhealthy behavior because they are more strongly associated with the act of consumption, both in terms of immediate timing and perceived likelihood of costs occurring. As such, short-term costs are better at undermining the reason for consuming unhealthily: anticipated enjoyment of the consumption experience. We test this process by (1) demonstrating mediation via increased association strength and subsequent decreased anticipated enjoyment, (2) manipulating the association strength between consumption and costs (i.e., same cost realized sooner vs. later), and (3) demonstrating moderation via consumers’ goal for eating unhealthily. These results identify a powerful, but underutilized self-regulation strategy—emphasizing short-term costs of unhealthy consumption—with implications for consumers and marketers.
{"title":"Undermining Desire: Reducing Unhealthy Choices by Highlighting Short-Term (vs. Long-Term) Costs","authors":"Paul E. Stillman, Kaitlin Woolley","doi":"10.1093/jcr/ucad004","DOIUrl":"https://doi.org/10.1093/jcr/ucad004","url":null,"abstract":"\u0000 What motivates consumers to avoid unhealthy behaviors (e.g., consuming sugar, energy drinks, and fast food)? Traditional interventions and lay intuition suggest that to motivate themselves, consumers can consider the negative long-term health consequences of their decisions. Yet, consumers still struggle to avoid unhealthy behaviors. Seven experiments (N = 4,021) offer a different approach. We find that considering short-term costs of unhealthy behaviors (e.g., irritability or indigestion after eating sugar) better curbs these behaviors than considering long-term costs or no costs. We theorize that short-term costs are more effective at reducing unhealthy behavior because they are more strongly associated with the act of consumption, both in terms of immediate timing and perceived likelihood of costs occurring. As such, short-term costs are better at undermining the reason for consuming unhealthily: anticipated enjoyment of the consumption experience. We test this process by (1) demonstrating mediation via increased association strength and subsequent decreased anticipated enjoyment, (2) manipulating the association strength between consumption and costs (i.e., same cost realized sooner vs. later), and (3) demonstrating moderation via consumers’ goal for eating unhealthily. These results identify a powerful, but underutilized self-regulation strategy—emphasizing short-term costs of unhealthy consumption—with implications for consumers and marketers.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":"1 1","pages":""},"PeriodicalIF":7.2,"publicationDate":"2023-01-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41477455","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
When sharing information and opinions about products, services, and experiences, communicators often use either past or present tense (e.g., “That restaurant was great” or “That restaurant is great”). Might such differences in verb tense shape communication’s impact, and if so, how? A multimethod investigation, including eight studies conducted in the field and lab, demonstrates that using present (vs. past) tense can increase persuasion. Natural language processing of over 500,000 online reviews in multiple product and service domains, for example, illustrates that reviews that use more present tense are seen as more helpful and useful. Follow-up experiments demonstrate that shifting from past to present tense increases persuasion and illustrate the underlying process through both mediation and moderation. When communicators use present (rather than past) tense to express their opinions and experiences, it suggests they are more certain about what they are saying, which increases persuasion. These findings shed light on how language impacts consumer behavior, highlight how a subtle, yet central linguistic feature shapes communication, and have clear implications for persuasion across a range of situations.
{"title":"How Verb Tense Shapes Persuasion","authors":"Grant Packard, Jonah A. Berger, Reihane Boghrati","doi":"10.1093/jcr/ucad006","DOIUrl":"https://doi.org/10.1093/jcr/ucad006","url":null,"abstract":"\u0000 When sharing information and opinions about products, services, and experiences, communicators often use either past or present tense (e.g., “That restaurant was great” or “That restaurant is great”). Might such differences in verb tense shape communication’s impact, and if so, how? A multimethod investigation, including eight studies conducted in the field and lab, demonstrates that using present (vs. past) tense can increase persuasion. Natural language processing of over 500,000 online reviews in multiple product and service domains, for example, illustrates that reviews that use more present tense are seen as more helpful and useful. Follow-up experiments demonstrate that shifting from past to present tense increases persuasion and illustrate the underlying process through both mediation and moderation. When communicators use present (rather than past) tense to express their opinions and experiences, it suggests they are more certain about what they are saying, which increases persuasion. These findings shed light on how language impacts consumer behavior, highlight how a subtle, yet central linguistic feature shapes communication, and have clear implications for persuasion across a range of situations.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":" ","pages":""},"PeriodicalIF":7.2,"publicationDate":"2023-01-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43606343","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Do consumers really read a price from left to right, as assumed in past research? Or does price reading operate like word reading, with a single fixation towards the middle? Three eye-tracking lab studies reject both theories, revealing instead a distinct reading pattern: multiple fixations, with the first located on average between the first third and middle of the price; the first eye movement is usually to the left; and subsequent eye movements are as often to the left as to the right. Overall, consumers pay as much attention to cents as euros, with the cents part influencing how prices are encoded in memory, as evidenced by an in-store price-recall survey. The reading process identifies whether to encode a price verbally as is or replace it with a shorter substitute that is easier to memorize and turns out to be well-correlated with the actual price (r = .952). When consumers compare two prices, whether the prices have identical integer parts affects eye movements and subsequent subjective estimation of the price difference. The combined findings of four studies suggest that consumers have developed a reliable, efficient ability to read and encode prices, despite limitations of their visual span and working memory.
{"title":"How Do Consumers Read and Encode a Price?","authors":"G. Laurent, M. Vanhuele","doi":"10.1093/jcr/ucad005","DOIUrl":"https://doi.org/10.1093/jcr/ucad005","url":null,"abstract":"\u0000 Do consumers really read a price from left to right, as assumed in past research? Or does price reading operate like word reading, with a single fixation towards the middle? Three eye-tracking lab studies reject both theories, revealing instead a distinct reading pattern: multiple fixations, with the first located on average between the first third and middle of the price; the first eye movement is usually to the left; and subsequent eye movements are as often to the left as to the right. Overall, consumers pay as much attention to cents as euros, with the cents part influencing how prices are encoded in memory, as evidenced by an in-store price-recall survey. The reading process identifies whether to encode a price verbally as is or replace it with a shorter substitute that is easier to memorize and turns out to be well-correlated with the actual price (r = .952). When consumers compare two prices, whether the prices have identical integer parts affects eye movements and subsequent subjective estimation of the price difference. The combined findings of four studies suggest that consumers have developed a reliable, efficient ability to read and encode prices, despite limitations of their visual span and working memory.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":" ","pages":""},"PeriodicalIF":7.2,"publicationDate":"2023-01-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45258486","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Correction to: Stars versus Bars: How the Aesthetics of Product Ratings “Shape” Product Preference","authors":"","doi":"10.1093/jcr/ucad001","DOIUrl":"https://doi.org/10.1093/jcr/ucad001","url":null,"abstract":"","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":" ","pages":""},"PeriodicalIF":7.2,"publicationDate":"2023-01-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49428114","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The Peer-to-Peer sector of the sharing economy relies on reputation systems through which consumers and providers review each other. Whereas prior research has examined the effects of reviews by consumers on providers and firms, this research examines, for the first time, a turn of the tables in which consumers are evaluated. Across a pilot and seven studies (five preregistered), using multiple actual behaviors and sharing contexts, results reveal that a negative review of the consumer from the peer provider leads to negative word of mouth (NWOM) about the platform. Drawing from psychological contract theory, the research demonstrates that this effect is mediated by consumers’ perceived betrayal by the platform. Two sets of moderators are identified. The first set establishes that a breach of consumers’ psychological contract with the platform underlies the effect. In the second set, platform policies that may render a breach more or less consequential intensify or mitigate consumer reactions. Specifically, making the review private (vs. public) and providing opportunities for justice restoration (response, revenge, and dispute) attenuate the effect of review valence on betrayal and NWOM. Implications for sharing economy platform managers and consumers are discussed.
{"title":"A Turn of the Tables: Psychological Contracts and Word of Mouth about Sharing Economy Platforms When Consumers Get Reviewed","authors":"L. Rifkin, Colleen P. Kirk, Canan Corus","doi":"10.1093/jcr/ucad002","DOIUrl":"https://doi.org/10.1093/jcr/ucad002","url":null,"abstract":"\u0000 The Peer-to-Peer sector of the sharing economy relies on reputation systems through which consumers and providers review each other. Whereas prior research has examined the effects of reviews by consumers on providers and firms, this research examines, for the first time, a turn of the tables in which consumers are evaluated. Across a pilot and seven studies (five preregistered), using multiple actual behaviors and sharing contexts, results reveal that a negative review of the consumer from the peer provider leads to negative word of mouth (NWOM) about the platform. Drawing from psychological contract theory, the research demonstrates that this effect is mediated by consumers’ perceived betrayal by the platform. Two sets of moderators are identified. The first set establishes that a breach of consumers’ psychological contract with the platform underlies the effect. In the second set, platform policies that may render a breach more or less consequential intensify or mitigate consumer reactions. Specifically, making the review private (vs. public) and providing opportunities for justice restoration (response, revenge, and dispute) attenuate the effect of review valence on betrayal and NWOM. Implications for sharing economy platform managers and consumers are discussed.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":" ","pages":""},"PeriodicalIF":7.2,"publicationDate":"2023-01-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43850579","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Research has documented the emergence of embedded entrepreneurs within consumer collectives. This phenomenon is increasingly prevalent as social media enables ordinary consumers to become social media influencers (SMIs), a distinct form of embedded entrepreneur. Whilst research has considered the implications of embeddedness for embedded entrepreneurs themselves, we lack insight into embedded entrepreneurship’s impact on consumer collectives. To address this gap, we draw from a longitudinal, qualitative study of the YouTube beauty community, where SMIs are pervasive. Informed by interactionist role theory, we document the Polanyian ‘double movement’ prompted by the emergence of SMIs within the community. We demonstrate that the economy within the community was initially highly embedded, constrained by behavioural norms linked to established social roles. SMIs’ attempts to disembed the economy created dysfunctional role dynamics that reduced the benefits of participation for non-entrepreneurial community members. This prompted a countermovement whereby SMIs and their followers attempted to re-embed SMIs’ economic activity via role negotiation strategies. Our analysis sheds new light on the negative implications of embedded entrepreneurship for non-entrepreneurial members of consumer collectives, highlights the role of social media platforms in negotiations of embeddedness, and advances wider conversations surrounding the evolution of consumer collectives and the impact of SMIs.
{"title":"How Social Media Influencers Impact Consumer Collectives: An Embeddedness Perspective","authors":"Rebecca Mardon, Hayley Cocker, Kate L. Daunt","doi":"10.1093/jcr/ucad003","DOIUrl":"https://doi.org/10.1093/jcr/ucad003","url":null,"abstract":"\u0000 Research has documented the emergence of embedded entrepreneurs within consumer collectives. This phenomenon is increasingly prevalent as social media enables ordinary consumers to become social media influencers (SMIs), a distinct form of embedded entrepreneur. Whilst research has considered the implications of embeddedness for embedded entrepreneurs themselves, we lack insight into embedded entrepreneurship’s impact on consumer collectives. To address this gap, we draw from a longitudinal, qualitative study of the YouTube beauty community, where SMIs are pervasive. Informed by interactionist role theory, we document the Polanyian ‘double movement’ prompted by the emergence of SMIs within the community. We demonstrate that the economy within the community was initially highly embedded, constrained by behavioural norms linked to established social roles. SMIs’ attempts to disembed the economy created dysfunctional role dynamics that reduced the benefits of participation for non-entrepreneurial community members. This prompted a countermovement whereby SMIs and their followers attempted to re-embed SMIs’ economic activity via role negotiation strategies. Our analysis sheds new light on the negative implications of embedded entrepreneurship for non-entrepreneurial members of consumer collectives, highlights the role of social media platforms in negotiations of embeddedness, and advances wider conversations surrounding the evolution of consumer collectives and the impact of SMIs.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":" ","pages":""},"PeriodicalIF":7.2,"publicationDate":"2023-01-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44766498","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Jacqueline R. Rifkin, Katherine M. Du, Keisha M. Cutright
Whether watching a movie, sports game, or musical performance, consumers often seek entertainment experiences that are produced by one or more individuals. And although consumers often witness producers acting spontaneously, little is known about the preference for spontaneity in entertainment. Six studies, including real consumer-relevant decisions and a Facebook field experiment, reveal that consumers prefer spontaneity (vs. planned behavior) across several entertainment contexts, as spontaneous producers seem more authentic than planned producers. At the same time, however, spontaneous actions are also believed to beget lower-quality outcomes, suggesting that consumers generally prefer spontaneity even despite the possibility of reduced quality. Subsequent experiments examine characteristics of the entertainment context and producer to provide further insight into how consumers manage the authenticity-quality trade-off: By shaping when and why spontaneity is associated with increased authenticity and decreased quality expectations, as well as the relative importance of these dimensions, higher-stakes contexts (e.g., when consumers’ outcomes are enmeshed with the producer’s), negative inferences about spontaneity (e.g., laziness, lack of concern), and low-competence producers attenuate the effects. Together, this research advances knowledge about spontaneity and authenticity and has implications for those seeking to produce appealing entertainment experiences.
{"title":"The Preference for Spontaneity in Entertainment","authors":"Jacqueline R. Rifkin, Katherine M. Du, Keisha M. Cutright","doi":"10.1093/jcr/ucac060","DOIUrl":"https://doi.org/10.1093/jcr/ucac060","url":null,"abstract":"\u0000 Whether watching a movie, sports game, or musical performance, consumers often seek entertainment experiences that are produced by one or more individuals. And although consumers often witness producers acting spontaneously, little is known about the preference for spontaneity in entertainment. Six studies, including real consumer-relevant decisions and a Facebook field experiment, reveal that consumers prefer spontaneity (vs. planned behavior) across several entertainment contexts, as spontaneous producers seem more authentic than planned producers. At the same time, however, spontaneous actions are also believed to beget lower-quality outcomes, suggesting that consumers generally prefer spontaneity even despite the possibility of reduced quality. Subsequent experiments examine characteristics of the entertainment context and producer to provide further insight into how consumers manage the authenticity-quality trade-off: By shaping when and why spontaneity is associated with increased authenticity and decreased quality expectations, as well as the relative importance of these dimensions, higher-stakes contexts (e.g., when consumers’ outcomes are enmeshed with the producer’s), negative inferences about spontaneity (e.g., laziness, lack of concern), and low-competence producers attenuate the effects. Together, this research advances knowledge about spontaneity and authenticity and has implications for those seeking to produce appealing entertainment experiences.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":" ","pages":""},"PeriodicalIF":7.2,"publicationDate":"2022-12-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44050917","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Ioannis Evangelidis, Jonathan Levav, Itamar Simonson
Purchase decisions typically involve tradeoffs between attributes associated with desirability (e.g., quality) and feasibility (e.g., price). In this paper we examine how the decision context impacts consumers’ preference between a high-desirability (HD) option and a high-feasibility (HF) alternative. Nineteen studies demonstrate a novel context effect, the “upscaling effect,” whereby introducing a symmetrically dominated decoy option to a set (i.e., an option that is inferior compared to all alternatives in the set) leads to an increase in the choice share of the HD option. To account for the upscaling effect, we advance a two-stage model of consumer decision-making for decisions that involve tradeoffs between desirability and feasibility. According to our model, when the decision context provides a reason for choosing either option, such as when a decoy option is added to the set, consumers prioritize reasons that support choice of HD options over HF alternatives. Our model can explain the upscaling effect, as well as other findings reported in the literature, such as asymmetric attraction effects (Heath and Chatterjee 1995) and asymmetric sales promotion effects (Blattberg and Wisniewski 1989). Further, the upscaling effect holds important managerial implications because it provides an effective way to increase sales of high-end products.
购买决策通常涉及与可取性(如质量)和可行性(如价格)相关的属性之间的权衡。在本文中，我们研究了决策环境如何影响消费者在高可取性(HD)和高可行性(HF)选择之间的偏好。19项研究证明了一种新的情境效应，即“升级效应”，即在一个集合中引入一个对称支配的诱饵选项(即，一个比集合中所有选项都差的选项)会导致HD选项的选择份额增加。为了解释升级效应，我们提出了一个涉及可取性和可行性之间权衡的消费者决策的两阶段模型。根据我们的模型，当决策上下文提供了选择任何一个选项的原因时，例如当一个诱饵选项被添加到集合中时，消费者优先考虑支持选择高清选项而不是高频选项的原因。我们的模型可以解释升级效应，以及文献中报道的其他发现，如不对称吸引效应(Heath and Chatterjee 1995)和不对称促销效应(Blattberg and Wisniewski 1989)。此外，升级效应具有重要的管理意义，因为它提供了增加高端产品销售的有效途径。
{"title":"The Upscaling Effect: How the Decision Context Influences Tradeoffs between Desirability and Feasibility","authors":"Ioannis Evangelidis, Jonathan Levav, Itamar Simonson","doi":"10.1093/jcr/ucac059","DOIUrl":"https://doi.org/10.1093/jcr/ucac059","url":null,"abstract":"Purchase decisions typically involve tradeoffs between attributes associated with desirability (e.g., quality) and feasibility (e.g., price). In this paper we examine how the decision context impacts consumers’ preference between a high-desirability (HD) option and a high-feasibility (HF) alternative. Nineteen studies demonstrate a novel context effect, the “upscaling effect,” whereby introducing a symmetrically dominated decoy option to a set (i.e., an option that is inferior compared to all alternatives in the set) leads to an increase in the choice share of the HD option. To account for the upscaling effect, we advance a two-stage model of consumer decision-making for decisions that involve tradeoffs between desirability and feasibility. According to our model, when the decision context provides a reason for choosing either option, such as when a decoy option is added to the set, consumers prioritize reasons that support choice of HD options over HF alternatives. Our model can explain the upscaling effect, as well as other findings reported in the literature, such as asymmetric attraction effects (Heath and Chatterjee 1995) and asymmetric sales promotion effects (Blattberg and Wisniewski 1989). Further, the upscaling effect holds important managerial implications because it provides an effective way to increase sales of high-end products.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":"240 ","pages":""},"PeriodicalIF":7.2,"publicationDate":"2022-12-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138515196","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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