Emotional decisions: tradeoff difficulty and coping in consumer choice
In: Monographs of the journal of consumer research 1
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In: Monographs of the journal of consumer research 1
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 24, Heft 4, S. 409-433
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 31, Heft 2, S. 274-285
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 26, Heft 3, S. 242-259
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 39, Heft 5, S. iii-iii
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 39, Heft 3, S. iii-viii
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 38, Heft 1, S. ii-viii
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 36, Heft 1, S. 137-147
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 40, Heft 6, S. v-viii
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 30, Heft 3, S. 464-472
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 34, Heft 5, S. 635-648
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 33, Heft 1, S. 131-138
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 25, Heft 3, S. 187-217
ISSN: 1537-5277
Abstract
Consumer decision making has been a focal interest in consumer research, and consideration of current marketplace trends (e.g., technological change, an information explosion) indicates that this topic will continue to be critically important. We argue that consumer choice is inherently constructive. Due to limited processing capacity, consumers often do not have well-defined existing preferences, but construct them using a variety of strategies contingent on task demands. After describing constructive choice, consumer decision tasks, and decision strategies, we provide an integrative framework for understanding constructive choice, review evidence for constructive consumer choice in light of that framework, and identify knowledge gaps that suggest opportunities for additional research.
SSRN
Working paper
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 45, Heft 1, S. 49-67
ISSN: 1537-5277
Abstract
The authors conduct four controlled lab experiments and one field study in a brick-and-mortar grocery store to demonstrate that relative spending—the price of the purchased item relative to the mean price of the product category—evolves nonlinearly and distinctly for budget and nonbudget shoppers. While the relative spending of budget shoppers evolves in a concave manner, the relative spending of nonbudget shoppers evolves inversely in a convex manner. Thus, budget (nonbudget) shoppers spend relatively more (less) in the middle than at the beginning and toward the end of their shopping trip. Mediation analyses confirm that the pain of paying experienced while shopping drives price salience, which then drives relative spending. Moreover, manipulating shoppers' pain of paying, by altering the opportunity costs associated with their spending or drawing shoppers' attention to their spending via real-time spending feedback, is shown to influence these spending patterns. The research offers theoretical contributions to the in-store decision-making, budgeting, and pain-of-paying literature and has important implications for marketing and promotion strategies in retail and mobile technology environments, as it suggests when a shopper may be more sensitive to price-related factors.