Why Do People Suggest What They Do Not Want? Using Context Effects to Influence Others' Choices
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 29, Heft 4, S. 492-506
ISSN: 1537-5277
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In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 29, Heft 4, S. 492-506
ISSN: 1537-5277
In: Marketing intelligence review. [Englische Ausgabe], Band 1, Heft 2, S. 24-31
Abstract
Firms often use a pricing strategy in which they partition the total price of a product and/or service into two or more mandatory components, such as parts and shipping. In this research, we examine how dividing the same total price differently across the components affects customers' reactions. In a series of studies, we show that customers systematically prefer partitions of the same total price in which the price of low benefit components (e.g., shipping) is lower and the price of high benefit components (e.g., parts) is higher. Thus, for effective pricing, markups on components that consumers believe provide a high degree of benefit should be higher than markups on components that consumers believe provide less benefit
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 43, Heft 3, S. 448-459
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, S. ucv012
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 34, Heft 4, S. 546-555
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 32, Heft 4, S. 530-540
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 32, Heft 2, S. 277-283
ISSN: 1537-5277
In: Decision sciences, Band 53, Heft 6, S. 1048-1067
ISSN: 1540-5915
AbstractBecause decision makers tend to dislike ambiguity, the uncertainty surrounding new products can act as a barrier to retailer acceptance. We propose that by changing the structure of cash flows in the contract offered to a retailer (keeping net payments constant), a manufacturer can shift a retailer from making ambiguity‐averse to ambiguity‐neutral choices, thereby increasing the retailer's willingness to stock new products. In a series of studies, we demonstrate that contracts structured to provide positive cash flows after ambiguity has been resolved can increase the retailer's willingness to choose products with an unknown demand distribution. Thus, contracts with positive postdemand payments to the retailer have the potential to increase acceptance of new products.
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 37, Heft 6, S. 1079-1094
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 36, Heft 4, S. 562-574
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 45, Heft 6, S. 1294-1314
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 43, Heft 5, S. 860-872
ISSN: 1537-5277
Abstract
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.