Journal of Consumer Psychology最新文献

We hypothesize that the physical characteristics of cash lead to differences in “pain of holding” which influences spending. In one field study (rural India) and two controlled experiments (N = 1710), we tested that hypothesis by endowing people with coins or equivalently valued banknotes and measuring their pain of holding and spending. Holding denomination constant (e.g., $1 coins vs. $1 banknotes), participants reported a greater pain of holding for coins (vs banknotes) which in turn increased spending. These findings were consistent across three incentive-compatible experiments using a range of contexts (spending/donation), populations (Americans/Indians), and currencies (USD/INR). There was no evidence that coins were spent more than banknotes because of lower perceived purchasing power. Our findings suggest that the pain of holding contributes to under-saving, which may be especially problematic among vulnerable populations who rely on cash. Conceptually, we shed new insight on the denomination effect (greater spending of smaller than larger denominations) and the pain of paying (the aversive experience of spending money). Practically, we provide recommendations for practitioners who wish to encourage donations, spending, or saving.

Chatbots are now able to engage in sophisticated conversations with consumers. Due to the “black box” nature of the algorithms, it is impossible to predict in advance how these conversations will unfold. Behavioral research provides little insight into potential safety issues emerging from the current rapid deployment of this technology at scale. We begin to address this urgent question by focusing on the context of mental health and “companion AI”: Applications designed to provide consumers with synthetic interaction partners. Studies 1a and 1b present field evidence: Actual consumer interactions with two different companion AIs. Study 2 reports an extensive performance test of several commercially available companion AIs. Study 3 is an experiment testing consumer reaction to risky and unhelpful chatbot responses. The findings show that (1) mental health crises are apparent in a nonnegligible minority of conversations with users; (2) companion AIs are often unable to recognize, and respond appropriately to, signs of distress; and (3) consumers display negative reactions to unhelpful and risky chatbot responses, highlighting emerging reputational risks for generative AI companies.

This study investigates how people's tendency to avoid action, known as “omission bias,” influences their financial decisions, specifically in the context of debt repayment to the UK government. Using a randomized controlled trial, we communicated with individuals who owed money, employing two distinct message framings. The omission-framed message suggested that nonresponse was seen as inadvertent, while the commission-framed message treated nonresponse as a deliberate choice. Analyses of nearly 40,000 responses revealed that repayment rates almost doubled with commission framing, reaching 23.2%, as opposed to 12% under omission framing. This reframing strategy generated over $1.4 million in additional revenue, underscoring the considerable real-world impact of understanding and leveraging the omission bias in shaping financial behaviors.

We examined how different ways of presenting time-series data affect consumer judgments and behaviors. Specifically, we compared the use of absolute terms (e.g., actual dollar change) versus relative terms (e.g., annual percentage change) in charts. Our findings revealed that absolute charts tend to have a more positive visual slope than relative charts, leading consumers to extrapolate these trends and expect faster growth in quantities. In Study 1, participants who viewed COVID-19 data in absolute charts, as opposed to relative charts, donated more money to a COVID-19-related charity and were less inclined to challenge quarantine advisories throughout the day. In Study 2, we observed that participants preferred investing in a country when its GDP was presented in an absolute chart, and visual trends were found to drive this effect. Study 3 demonstrated that individuals placed greater emphasis on absolute charts depicting population growth, particularly when the unit of measurement was more meaningful. Overall, the choice to represent data in absolute versus relative terms has a far reaching impact on judgments and choices.

Research suggests that mystery products can be appealing to consumers and can motivate interest and purchase. In this paper, we examine a different benefit of these offerings—their effect on driving conversation. We propose that such products can prompt a conversation due to their ability to motivate joint speculation, or the process of thinking about possible resolutions of the uncertainty with others. We define this novel driver of conversation, delineate it from related constructs, and situate it in the literature. We then provide initial evidence for the proposed theory in seven studies (n = 2835), demonstrating that mystery products increase the desire for conversation (Studies 1, 3–4, Supplemental Studies A–C) and generate joint speculation (Studies 2–4, Supplemental Study B–C). We also rule out alternative explanations (such as information acquisition and savouring, Study 3; novelty, Supplemental Study B). These effects, however, are attenuated for closed-minded consumers (Study 4), who are less open to considering multiple perspectives and thereby less interested in joint speculation. We conclude with directions for future research and implications for marketers.

We investigate how duration of storage affects food waste behavior. We propose and demonstrate a negative impact of duration of storage: even when two packaged food products are otherwise identical (i.e., same manufacturing/expiration dates, not expired, and unopened), the product that has been stored for a longer duration under current ownership is more likely to be wasted and is likely to be wasted in greater quantities. This occurs because duration of storage lowers consumers' perceptions of food freshness, even when normative justification is not possible. The duration of storage has an independent effect over and above those due to manufacturing and expiration dates, and the effect persists in both single and joint evaluations. We draw from research in several areas, including ownership, mental accounting, food science, and waste management to develop our theory. We report findings from six pre-registered studies, provide process evidence, and identify interventions to lower food waste.

Would highlighting that a customer review can be completed in 3 min influence a customer's decision to either promptly submit their review or delay it, with the potential risk of forgetting it altogether? Despite the popular approach of using task duration to mitigate task delay, the empirical support for this method is scant. This study investigates the effect of considering task duration (i.e., how long a task may take) on task delay (i.e., postponing the task until later). Across four studies, we demonstrate that making task duration salient decreases the likelihood of postponing a short task that can be achieved in one sitting. This effect occurs because considering task duration strengthens the implemental mindset, but only when task duration information is more evaluable. The findings of this paper suggest an easily implementable method that could customer engagement. Finally, we propose a set of promising avenues for future research.

Some retailers round up price discounts, such as displaying a 7.7% discount as an 8% discount. In such instances, lay beliefs would suggest that displaying an 8% discount (vs. a 7.7% discount) would increase purchase intentions. In this research report, however, we show that displaying a rounded-up, higher-value discount (8%) versus a more precise but lower-value discount (7.7%) reduces purchase intentions. Specifically, we show that using a more precise discount framing increases perceptions that the discount duration is shorter, in turn increasing purchase intentions. This research report presents a relevant and counterintuitive effect, and we propose contributions to work on both behavioral pricing and numerical information processing. Furthermore, this work has implications for practice, showing how to optimally display price discounts.

Our research develops a framework that explores how to fuel the climate movement by accelerating grassroots, community-based climate action. Drawing on insights from consumer psychology, our framework identifies the psychological mechanisms that encourage and motivate people, both individually and collectively, to take climate action, thereby contributing to our understanding of how to advance social action and propel a social movement. Our climate action framework builds on: (1) individuals we describe as climate upstanders who rise up to take climate action with like-minded others, and (2) communities of climate upstanders who engage in collective action aimed at addressing the climate crisis. Our framework expands the field of consumer psychology by redefining the role of consumers to include the practice of social action and broadening the study of consumers to include collective, community-based action. We call on consumer psychologists to research individual and collective consumer practices related to social action and contribute to making social good central to the study of consumer psychology.