Author: Christian J. WagnerPublisher:
ISBN:
Category :
Languages : en
Pages :
Book Description
Three Essays on the Role of Affect in Consumer Behavior
Author: Christian J. WagnerThe Role of Affect in Consumer Behavior
Author: Robert Allen PetersonPublisher: Free Press
ISBN:
Category : Business & Economics
Languages : en
Pages : 216
Book Description
Three Essays in Consumer Behavior
Author: Yisong LiEmotion and Reason in Consumer Behavior
Author: Arjun ChaudhuriPublisher: Routledge
ISBN: 075067976X
Category : Business & Economics
Languages : en
Pages : 184
Book Description
Publisher Description
Three Essays on Consumer Behavior Under Uncertainty
Author: Koichi YonezawaPublisher:
ISBN:
Category : Consumer behavior
Languages : en
Pages : 191
Book Description
It is well understood that decisions made under uncertainty differ from those made without risk in important and significant ways. Yet, there is very little research into how uncertainty manifests itself in the most ubiquitous of decision-making environments: Consumers' day-to-day decisions over where to shop, and what to buy for their daily grocery needs. Facing a choice between stores that either offer relatively stable "everyday low prices" (EDLP) or variable prices that reflect aggressive promotion strategies (HILO), consumers have to choose stores under price-uncertainty. I find that consumers' attitudes toward risk are critically important in determining store-choice, and that heterogeneity in risk attitudes explains the co-existence of EDLP and HILO stores - an equilibrium that was previously explained in somewhat unsatisfying ways. After choosing a store, consumers face another source of risk. While knowing the quality or taste of established brands, consumers have very little information about new products. Consequently, consumers tend to choose smaller package sizes for new products, which limits their exposure to the risk that the product does not meet their prior expectations. While the observation that consumers purchase small amounts of new products is not new, I show how this practice is fully consistent with optimal purchase decision-making by utility-maximizing consumers. I then use this insight to explain how manufacturers of consumer packaged goods (CPGs) respond to higher production costs. Because consumers base their purchase decisions in part on package size, manufacturers can use package size as a competitive tool in order to raise margins in the face of higher production costs. While others have argued that manufacturers reduce package sizes as a means of raising unit-prices (prices per unit of volume) in a hidden way, I show that the more important effect is a competitive one: Changes in package size can soften price competition, so manufacturers need not rely on fooling consumers in order to pass-through cost increases through changes in package size. The broader implications of consumer behavior under risk are dramatic. First, risk perceptions affect consumers' store choice and product choice patterns in ways that can be exploited by both retailers and manufacturers. Second, strategic considerations prevent manufacturers from manipulating package size in ways that seem designed to trick consumers. Third, many services are also offered as packages, and also involve uncertainty, so the effects identified here are likely to be pervasive throughout the consumer economy.
The Role of Emotions in Consumer Behavior
Author: Aysu SenyuzPublisher:
ISBN:
Category :
Languages : en
Pages : 116
Book Description
Feelings and thoughts are inseparable in decision making process. As social beings, individuals frequently integrate their emotions in relation to other people in their consumption choices. In my two dissertation essays, I seek to examine the role of emotions on consumption decisions. In the first essay, I explore the impact of self-transcendent emotion of awe on preferences for limited edition products. Findings across seven studies indicate that awe-eliciting appeals commonly used in the promotion of limited edition products decrease consumer preferences towards those products. This effect is due to reduced feelings of connection for individuals feeling awe in response to the promotion of limited edition products. Furthermore, I demonstrate that the promotion of limited edition products can benefit from awe elicitation, but these effects depend on characteristics of the consumer segment (need for uniqueness) and promotion (presence of cause-related marketing cues) related to the experience of connection. My second essay investigates how romantic maintenance motives affect preferences for utilitarian consumption. Across six studies, including secondary data from the United States Department of Transportation, individuals with a romantic relationship maintenance motive were more likely to engage in utilitarian consumption relative to individuals without such motive. This effect emerges from the temporal focus towards the future for individuals with a romantic maintenance motive. Furthermore, positioning the product for short-term use or highlighting additional services that provide immediate benefits mitigates this effect. In the two essays, I use both lab and field experiments to test my hypotheses, employ both mediation and moderation methods to test the psychological processes, and explore several boundary conditions. I conclude the two essays by outlining their contributions to both theory and marketing practice.
Three Essays Identifying Consumer Behavior by Groups
Author: Mark Andrew HolmgrenPublisher:
ISBN:
Category : Consumer behavior
Languages : en
Pages : 142
Book Description
This dissertation examines consumer behavior in different markets. Six different types of Utah snow skiers, namely, half day, local, multiday, college and k-12 students, and season ticket holders, are analyzed in the first paper to determine their demand response to changes in prices, income, weather, transportation costs, and particular days. A quadratic term for temperature, and interaction terms between temperature, snowfall, and snow density are included to allow for nonlinear impacts of these factors. The point price elasticity of demand and the point cross price elasticity of demand are computed. Skiers purchasing daily tickets are more price sensitive than season ticket holders except for college student season ticket holders. The second essay analyzes season ticket consumption behavior for different groups of skiers. This study uses three different approaches to model the decision process for the season ticket holder, for four different groups of skiers. The first approach shows how different prices affect the number of season tickets sold. The second compares the pay-per-use price of the season ticket to the daily price. The effects of price and different seasons on the average number of visits are analyzed in the third approach. For each of the groups of skiers, on average season ticket holders use the season ticket enough to be cheaper than the daily price. The third essay uses two models to identify the effect students' background characteristics have on first year cumulative gpa, and whether students with the same high school gpa from different high schools have the same level of success in college. The first model estimates the effect of different background characteristics on first year cumulative gpa and is used to identify high schools having a large number of outliers. The second model includes a dummy variable for each high school having a significant number of students attending wsu, as an intercept and slope shifter with high school gpa. The interaction term is the interaction between hsgpa and the high school dummy variable. Results show predicted first year success at college is not consistent for students with the same gpa from different high schools. [The dissertation citations contained here are published with the permission of ProQuest llc. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com/en-US/products/dissertations/individuals.shtml.].
Three Essays on Current Topics in Consumer Behavior: Perceived Authenticity in Service Interactions, the Sharing Economy, and Consumer-generated Reviews
Author: Essays on the Effects of Personality and Fit on Consumer Behavior
Author: The role of affect and packaging in consumer behavior
Author: Paul Douglas ShoemakerPublisher:
ISBN:
Category : Consumers
Languages : en
Pages : 182
Book Description