Alex Belli, François A Carrillat, Natalina Zlatevska, Elizabeth Cowley
Abstract Four decades of research into the influences of time pressure on risky decisions have produced widely contrasting findings: 38.5% of the effects indicate that time pressure increases risk preferences, whereas 61.5% show the opposite. A theoretical framework with four conceptual categories of moderators is proposed to explain these heterogeneous findings: nature of the time constraint, negative outcome salience, negative outcome severity, and vulnerability to the outcomes. This framework is tested through a meta-analysis of 213 effect sizes reported in 83 papers, representing 65,574 unique respondents. The four categories of moderators effectively resolve notable conflicts. For example, regarding the nature of the time constraint, an absolute versus relative constraint increases risk preferences, but an ambiguous versus objective constraint decreases risk preferences. In terms of negative outcome salience, risk preferences decrease if the risk is learned about from a description (vs. experience) or the outcome is framed as a loss (vs. gain). Negative outcome severity also exerts an effect, as discrete choices lower risk preferences compared with attitudinal risk. In addition to managerial and public policy implications based on simulations, a comprehensive research agenda that builds on the robust insights of this meta-analysis is offered.
{"title":"How Does Time Pressure Influence Risk Preferences? Answers from a Meta-Analysis","authors":"Alex Belli, François A Carrillat, Natalina Zlatevska, Elizabeth Cowley","doi":"10.1093/jcr/ucad053","DOIUrl":"https://doi.org/10.1093/jcr/ucad053","url":null,"abstract":"Abstract Four decades of research into the influences of time pressure on risky decisions have produced widely contrasting findings: 38.5% of the effects indicate that time pressure increases risk preferences, whereas 61.5% show the opposite. A theoretical framework with four conceptual categories of moderators is proposed to explain these heterogeneous findings: nature of the time constraint, negative outcome salience, negative outcome severity, and vulnerability to the outcomes. This framework is tested through a meta-analysis of 213 effect sizes reported in 83 papers, representing 65,574 unique respondents. The four categories of moderators effectively resolve notable conflicts. For example, regarding the nature of the time constraint, an absolute versus relative constraint increases risk preferences, but an ambiguous versus objective constraint decreases risk preferences. In terms of negative outcome salience, risk preferences decrease if the risk is learned about from a description (vs. experience) or the outcome is framed as a loss (vs. gain). Negative outcome severity also exerts an effect, as discrete choices lower risk preferences compared with attitudinal risk. In addition to managerial and public policy implications based on simulations, a comprehensive research agenda that builds on the robust insights of this meta-analysis is offered.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":"27 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136192597","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 Reward-based crowdfunding has enabled an unprecedented number of consumers to provision capital for commercial and artistic ventures. Each year, consumers use digital platforms to transfer billions of dollars to entrepreneurs and artists to help them develop a wide range of market innovations. Notably, these consumers obtain no financial benefits, no formal guarantee that their money will be used aptly, and no reimbursement options. Under such materially unfavorable conditions, why do consumers transfer their money to these producers? The present research answers this question by introducing the concept of a “market-fostering gift system”: a social contract that entices consumers to fund the creation and enhancement of market offerings by mobilizing the logic and practices of gift-giving. This conceptualization includes the core stakeholders, processes, outcomes, and shortcomings of reward-based crowdfunding, providing theoretical structure to this consequential articulation of platform capitalism. In addition, this conceptualization advances theory about how gift and market economies intersect. Whereas previous research emphasizes the tensions that characterize their interface, this article brings to the fore the complementary, scalable relationship between gift-giving and market exchange.
{"title":"Crowdfunding as a Market-Fostering Gift System","authors":"Andre F Maciel, Michelle F Weinberger","doi":"10.1093/jcr/ucad052","DOIUrl":"https://doi.org/10.1093/jcr/ucad052","url":null,"abstract":"Abstract Reward-based crowdfunding has enabled an unprecedented number of consumers to provision capital for commercial and artistic ventures. Each year, consumers use digital platforms to transfer billions of dollars to entrepreneurs and artists to help them develop a wide range of market innovations. Notably, these consumers obtain no financial benefits, no formal guarantee that their money will be used aptly, and no reimbursement options. Under such materially unfavorable conditions, why do consumers transfer their money to these producers? The present research answers this question by introducing the concept of a “market-fostering gift system”: a social contract that entices consumers to fund the creation and enhancement of market offerings by mobilizing the logic and practices of gift-giving. This conceptualization includes the core stakeholders, processes, outcomes, and shortcomings of reward-based crowdfunding, providing theoretical structure to this consequential articulation of platform capitalism. In addition, this conceptualization advances theory about how gift and market economies intersect. Whereas previous research emphasizes the tensions that characterize their interface, this article brings to the fore the complementary, scalable relationship between gift-giving and market exchange.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":"476 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136108296","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}
Xianchi Dai, Yu (Anna) Lin, Jianping Liang, Chen Yang
Abstract It is common that marketers design and position pretty products more to female consumers than to male consumers, suggesting that they generally believe that females have a stronger preference than males for product form over function and apply this belief to their marketing practices. However, this research demonstrates that this belief is often inconsistent with actual preferences. Across seven studies and four follow-up studies, involving both hypothetical and field settings, we demonstrate that both marketers and consumers hold such a belief about gender difference and overpredict females’ preference for form-superior (vs. function-superior) products relative to males. Specifically, people tend to choose form-superior (vs. function-superior) products for female (vs. male) others, but female consumers do not choose form-superior (vs. function-superior) products for themselves more than male consumers do. We further provide convergent evidence for the underlying mechanism and boundary conditions by showing that (1) people’s choices for others and themselves are more in line with the lay belief about gender difference when they hold a stronger belief and (2) people’s choices for distant (vs. close) others are more in line with this lay belief. We further assess the effectiveness of several debiasing interventions and show that this lay belief is quite robust.
{"title":"Appearance for Females, Functionality for Males? The False Lay Belief about Gender Difference in Product Preference","authors":"Xianchi Dai, Yu (Anna) Lin, Jianping Liang, Chen Yang","doi":"10.1093/jcr/ucad054","DOIUrl":"https://doi.org/10.1093/jcr/ucad054","url":null,"abstract":"Abstract It is common that marketers design and position pretty products more to female consumers than to male consumers, suggesting that they generally believe that females have a stronger preference than males for product form over function and apply this belief to their marketing practices. However, this research demonstrates that this belief is often inconsistent with actual preferences. Across seven studies and four follow-up studies, involving both hypothetical and field settings, we demonstrate that both marketers and consumers hold such a belief about gender difference and overpredict females’ preference for form-superior (vs. function-superior) products relative to males. Specifically, people tend to choose form-superior (vs. function-superior) products for female (vs. male) others, but female consumers do not choose form-superior (vs. function-superior) products for themselves more than male consumers do. We further provide convergent evidence for the underlying mechanism and boundary conditions by showing that (1) people’s choices for others and themselves are more in line with the lay belief about gender difference when they hold a stronger belief and (2) people’s choices for distant (vs. close) others are more in line with this lay belief. We further assess the effectiveness of several debiasing interventions and show that this lay belief is quite robust.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":"46 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135047681","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}
Prior research has investigated global mobility through the lenses of consumer acculturation, identity, and possessions with a focus on consumers’ socialization and identity management in the host consumer culture. It has neglected, however, the ways that globally mobile consumers simultaneously navigate the multiple, cross-border markets in which they are embedded. We adopt the social network perspective to investigate the transnational consumer lifestyles of people who live and consume simultaneously in two or more countries and sustain multiple relationships of a diverse nature (e.g., market, social, financial, professional) across borders. Through a qualitative study, we dimensionalize the transnational social space inhabited by transnational consumers and demonstrate how it shapes their consumption. We introduce the concept of transnational market navigation, defined as the process of strategically and pragmatically selecting and leveraging social networks to engage simultaneously with multiple cross-border markets. We identify three transnational market navigation strategies: clustering consumption, embracing commercial lock-ins, and developing cluster-based competency. By mobilizing a network perspective to examine consumption in global mobility, we show that globally mobile consumers are also motivated by ways of being (the actual social and commercial relationships and consumption practices with which consumers engage), in addition to the identities associated with their consumption.
{"title":"Transnational Market Navigation: Living and Consuming across Borders","authors":"Z. Sharifonnasabi, Laetitia Mimoun, F. Bardhi","doi":"10.1093/jcr/ucad049","DOIUrl":"https://doi.org/10.1093/jcr/ucad049","url":null,"abstract":"\u0000 Prior research has investigated global mobility through the lenses of consumer acculturation, identity, and possessions with a focus on consumers’ socialization and identity management in the host consumer culture. It has neglected, however, the ways that globally mobile consumers simultaneously navigate the multiple, cross-border markets in which they are embedded. We adopt the social network perspective to investigate the transnational consumer lifestyles of people who live and consume simultaneously in two or more countries and sustain multiple relationships of a diverse nature (e.g., market, social, financial, professional) across borders. Through a qualitative study, we dimensionalize the transnational social space inhabited by transnational consumers and demonstrate how it shapes their consumption. We introduce the concept of transnational market navigation, defined as the process of strategically and pragmatically selecting and leveraging social networks to engage simultaneously with multiple cross-border markets. We identify three transnational market navigation strategies: clustering consumption, embracing commercial lock-ins, and developing cluster-based competency. By mobilizing a network perspective to examine consumption in global mobility, we show that globally mobile consumers are also motivated by ways of being (the actual social and commercial relationships and consumption practices with which consumers engage), in addition to the identities associated with their consumption.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":" ","pages":""},"PeriodicalIF":7.2,"publicationDate":"2023-07-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43178739","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}
Childhood obesity is a major problem worldwide and a key contributor to adult obesity. This research explores caregivers’ lay beliefs and food parenting practices, and their long-term, intergenerational effects on their children’s food consumption and physiology. First, a cross-cultural survey reveals the link between parents’ belief that tasty food is unhealthy (Raghunathan, Naylor, and Hoyer 2006) and the use of extrinsic rewards to encourage their children to eat healthily, with adverse downstream consequences for the children’s body mass indices. Next, two studies demonstrate the mechanism by which this strategy backfires, as providing extrinsic rewards ironically increases children’s unhealthy food consumption, which in turn leads to an increase in their body mass indices. The final two studies demonstrate potential solutions for public policy and health practitioners, either by manipulating “unhealthy = tasty” beliefs directly or by breaking the association between these food beliefs and the use of extrinsic rewards through an intervention.
儿童肥胖是世界范围内的一个主要问题，也是成人肥胖的主要原因。本研究探讨了照顾者的世俗信仰和食物育儿实践，以及它们对孩子食物消费和生理的长期代际影响。首先，一项跨文化调查揭示了父母认为美味的食物是不健康的(Raghunathan, Naylor, and Hoyer 2006)和使用外在奖励来鼓励孩子健康饮食之间的联系，这对孩子的体重指数有不利的下游后果。接下来，两项研究证明了这种策略适得其反的机制，因为提供外部奖励会讽刺地增加儿童的不健康食品消费，从而导致他们的体重指数增加。最后两项研究为公共政策和健康从业者展示了潜在的解决方案，要么直接操纵“不健康=美味”的信念，要么通过干预打破这些食物信念与使用外部奖励之间的联系。
{"title":"Intergenerational Effects of Lay Beliefs: How Parents’ Unhealthy = Tasty Intuition Influences Their Children’s Food Consumption and Body Mass Index","authors":"B. Briers, Y. Huh, E. Chan, A. Mukhopadhyay","doi":"10.1093/jcr/ucad048","DOIUrl":"https://doi.org/10.1093/jcr/ucad048","url":null,"abstract":"\u0000 Childhood obesity is a major problem worldwide and a key contributor to adult obesity. This research explores caregivers’ lay beliefs and food parenting practices, and their long-term, intergenerational effects on their children’s food consumption and physiology. First, a cross-cultural survey reveals the link between parents’ belief that tasty food is unhealthy (Raghunathan, Naylor, and Hoyer 2006) and the use of extrinsic rewards to encourage their children to eat healthily, with adverse downstream consequences for the children’s body mass indices. Next, two studies demonstrate the mechanism by which this strategy backfires, as providing extrinsic rewards ironically increases children’s unhealthy food consumption, which in turn leads to an increase in their body mass indices. The final two studies demonstrate potential solutions for public policy and health practitioners, either by manipulating “unhealthy = tasty” beliefs directly or by breaking the association between these food beliefs and the use of extrinsic rewards through an intervention.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":" ","pages":""},"PeriodicalIF":7.2,"publicationDate":"2023-07-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45246831","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}
Aleksandrina Atanasova, Giana M. Eckhardt, Katharina C. Husemann
Systemic risks––pandemics, economic recessions, professional precarity, political volatility, and climate emergencies––increasingly erode previously taken for granted stabilities and consumers’ confidence in the future. How do consumers manage risk and uncertainty when economic and ontological security are on the decline? Traditionally, consumers have built a sense of security through solid consumption (e.g., home ownership, accumulating possessions). A four-year ethnography of digital nomadism, however, demonstrates that looming uncertainty can render solid consumption a source of vulnerability and an unwanted anchor in turbulent times that call for agility and adaptability. We outline the emergence of liquid consumer security, defined as a form of felt security that stems from avoidance of solid consumption and its risks and responsibilities. Liquid consumer security inheres in the absence of ownership, attachments, or rootedness, and is derived from circumventing the temporal demands, financial liabilities, and commitments that solid consumption requires, which emerge as sources of risk. It is achieved through a recursive process of engaging in three strategies: 1. Solid risk minimization; 2. Security reconstruction through the liquid marketplace, and 3. Ideological legitimation. Contributions to consumer risk and security, liquid consumption, social theories of risk, and digital nomadism are discussed.
{"title":"Liquid Consumer Security","authors":"Aleksandrina Atanasova, Giana M. Eckhardt, Katharina C. Husemann","doi":"10.1093/jcr/ucad047","DOIUrl":"https://doi.org/10.1093/jcr/ucad047","url":null,"abstract":"\u0000 Systemic risks––pandemics, economic recessions, professional precarity, political volatility, and climate emergencies––increasingly erode previously taken for granted stabilities and consumers’ confidence in the future. How do consumers manage risk and uncertainty when economic and ontological security are on the decline? Traditionally, consumers have built a sense of security through solid consumption (e.g., home ownership, accumulating possessions). A four-year ethnography of digital nomadism, however, demonstrates that looming uncertainty can render solid consumption a source of vulnerability and an unwanted anchor in turbulent times that call for agility and adaptability. We outline the emergence of liquid consumer security, defined as a form of felt security that stems from avoidance of solid consumption and its risks and responsibilities. Liquid consumer security inheres in the absence of ownership, attachments, or rootedness, and is derived from circumventing the temporal demands, financial liabilities, and commitments that solid consumption requires, which emerge as sources of risk. It is achieved through a recursive process of engaging in three strategies: 1. Solid risk minimization; 2. Security reconstruction through the liquid marketplace, and 3. Ideological legitimation. Contributions to consumer risk and security, liquid consumption, social theories of risk, and digital nomadism are discussed.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":" ","pages":""},"PeriodicalIF":7.2,"publicationDate":"2023-07-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44873942","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}
He Jia, Yunhui Huang, Qiang Zhang, Zhengyu Shi, KEVlN H. Zhang
Price reductions take either an integrated form (e.g., a discount shown directly on the price tag) or a non-integrated form (e.g., a discount contained in a coupon sent to consumers and thus separate from the price tag). This research examines how non-integrated versus integrated promotions influence choices among vertically differentiated products. Under an integrated promotion (e.g., $10) applicable to multiple products (e.g., original list prices: $50 vs. $30), consumers directly compare these products’ post-promotion final prices displayed on their price tags (after a reduction of $10: $40 vs. $20). In contrast, under a non-integrated promotion of the same monetary value, consumers simply compare these products’ original list prices ($50 vs. $30) and neglect their post-promotion final prices, which require calculations. The list prices ($50 vs. $30; relative to the final prices: $40 vs. $20) as a basis for price comparison reduce the perceived price difference between these products. Consequently, a non-integrated promotion (compared to an integrated promotion) increases consumers’ choice of higher-priced products. A series of experiments (N = 5,188) demonstrate this effect and support the final price neglect mechanism. Furthermore, although attenuated, this effect still emerges for price reductions of a smaller magnitude or in a percent-off format.
{"title":"Final Price Neglect in Multi-Product Promotions: How Non-Integrated Price Reductions Promote Higher-Priced Products","authors":"He Jia, Yunhui Huang, Qiang Zhang, Zhengyu Shi, KEVlN H. Zhang","doi":"10.1093/jcr/ucad045","DOIUrl":"https://doi.org/10.1093/jcr/ucad045","url":null,"abstract":"\u0000 Price reductions take either an integrated form (e.g., a discount shown directly on the price tag) or a non-integrated form (e.g., a discount contained in a coupon sent to consumers and thus separate from the price tag). This research examines how non-integrated versus integrated promotions influence choices among vertically differentiated products. Under an integrated promotion (e.g., $10) applicable to multiple products (e.g., original list prices: $50 vs. $30), consumers directly compare these products’ post-promotion final prices displayed on their price tags (after a reduction of $10: $40 vs. $20). In contrast, under a non-integrated promotion of the same monetary value, consumers simply compare these products’ original list prices ($50 vs. $30) and neglect their post-promotion final prices, which require calculations. The list prices ($50 vs. $30; relative to the final prices: $40 vs. $20) as a basis for price comparison reduce the perceived price difference between these products. Consequently, a non-integrated promotion (compared to an integrated promotion) increases consumers’ choice of higher-priced products. A series of experiments (N = 5,188) demonstrate this effect and support the final price neglect mechanism. Furthermore, although attenuated, this effect still emerges for price reductions of a smaller magnitude or in a percent-off format.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":" ","pages":""},"PeriodicalIF":7.2,"publicationDate":"2023-07-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48595151","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}
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 consumers’ benefit focus, a continuum anchored by quality and taste, drives their preferences between retailers differing in pricing strategies. We hypothesize that all else equal, consumers who focus on taste benefits will prefer EDLP stores (infrequent discounters), while consumers who focus on quality benefits will prefer Hi-Lo stores (frequent discounters). Findings from our experiments and an analysis of consumer panel data corroborate this relationship. This work also shows the mediating role of perceived value and the effect of several moderators: the strength of the price-quality relationship, the pattern of discounts, and cherry-picking costs.
{"title":"Not Just about Price: How Benefit Focus Determines Consumers’ Retailer Pricing Strategy Preference","authors":"Chris Hydock, Luc Wathieu","doi":"10.1093/jcr/ucad043","DOIUrl":"https://doi.org/10.1093/jcr/ucad043","url":null,"abstract":"\u0000 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 consumers’ benefit focus, a continuum anchored by quality and taste, drives their preferences between retailers differing in pricing strategies. We hypothesize that all else equal, consumers who focus on taste benefits will prefer EDLP stores (infrequent discounters), while consumers who focus on quality benefits will prefer Hi-Lo stores (frequent discounters). Findings from our experiments and an analysis of consumer panel data corroborate this relationship. This work also shows the mediating role of perceived value and the effect of several moderators: the strength of the price-quality relationship, the pattern of discounts, and cherry-picking costs.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":" ","pages":""},"PeriodicalIF":7.2,"publicationDate":"2023-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42633990","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}
Pursuing a self-regulatory goal, such as weight-loss, motivates consumers to forego pleasure-seeking, typically by selecting virtue over vice. We propose that in the absence of virtuous options, consumers with a self-regulatory goal will instead choose less variety in choice sets of exclusively vice options because the extra pleasure that variety affords seems incompatible with the goal. We find converging evidence for the decrease in variety-seeking in vice categories across five studies (and three supplementary studies in the Web Appendix, N = 6,066), using both scenario-based and actual consumption contexts. We also demonstrate the underlying process: consumers are motivated to curtail pleasure-seeking when pursuing a weight-loss goal and that leads them to choose less variety in vice categories when there is no virtue alternative available.
{"title":"The Effect of Pursuing Self-Regulatory Goals on Variety Seeking","authors":"Hoori Rafieian, Yanliu Huang, B. Kahn","doi":"10.1093/jcr/ucad044","DOIUrl":"https://doi.org/10.1093/jcr/ucad044","url":null,"abstract":"\u0000 Pursuing a self-regulatory goal, such as weight-loss, motivates consumers to forego pleasure-seeking, typically by selecting virtue over vice. We propose that in the absence of virtuous options, consumers with a self-regulatory goal will instead choose less variety in choice sets of exclusively vice options because the extra pleasure that variety affords seems incompatible with the goal. We find converging evidence for the decrease in variety-seeking in vice categories across five studies (and three supplementary studies in the Web Appendix, N = 6,066), using both scenario-based and actual consumption contexts. We also demonstrate the underlying process: consumers are motivated to curtail pleasure-seeking when pursuing a weight-loss goal and that leads them to choose less variety in vice categories when there is no virtue alternative available.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":" ","pages":""},"PeriodicalIF":7.2,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46094357","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}
Kushagra Bhatnagar, Jack S. Tillotson, S. Toyoki, B. Laker
Past research shows that successful consumer learning takes place in environments that support cooperative communities of practice, that enable access to refined didactic resources, and that provide a safe, sympathetic backstage for a controllable and able learning body to durably transition from one repertoire to another. This study complements existing research by investigating a group of lactose-intolerant consumers who must learn to transition to a new consumption repertoire because of socially embarrassing symptoms. Consumers must engage in high-risk, unguided, experiential learning pathways in a less than sympathetic frontstage, without the support of a cooperative community or a well-developed vocabulary, and while grappling with an impaired and unruly body in a dynamic marketplace. The findings demonstrate that consumers adapt to this hostile learning environment by surfing between different consumption repertoires in a fluid, impermanent manner.
{"title":"Learning to Live with an Unruly Consuming Body","authors":"Kushagra Bhatnagar, Jack S. Tillotson, S. Toyoki, B. Laker","doi":"10.1093/jcr/ucad041","DOIUrl":"https://doi.org/10.1093/jcr/ucad041","url":null,"abstract":"\u0000 Past research shows that successful consumer learning takes place in environments that support cooperative communities of practice, that enable access to refined didactic resources, and that provide a safe, sympathetic backstage for a controllable and able learning body to durably transition from one repertoire to another. This study complements existing research by investigating a group of lactose-intolerant consumers who must learn to transition to a new consumption repertoire because of socially embarrassing symptoms. Consumers must engage in high-risk, unguided, experiential learning pathways in a less than sympathetic frontstage, without the support of a cooperative community or a well-developed vocabulary, and while grappling with an impaired and unruly body in a dynamic marketplace. The findings demonstrate that consumers adapt to this hostile learning environment by surfing between different consumption repertoires in a fluid, impermanent manner.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":" ","pages":""},"PeriodicalIF":7.2,"publicationDate":"2023-06-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48479914","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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