sacred versus pseudo sacred values how people cope with taboo trade offs psychologists have documented widespread public deference to sacred values that communities formally or informally exempt from tradeoffs with secular limits like money this work has however been largely confined to low stakes settings as the stakes rise deference must decline because people can t write blank checks for every sacred cause shadow pricing is inevitable which sets the stage for political blame games of varying sophistication in a rational world citizens would accept the necessity of such tradeoffs but the attraction to moral absolutes is strong perhaps even essential for social cohesion

a resource exchange theory analysis of consumer behavior marketing has been described as an exchange between two or more social units a psychological exchange theory developed by foa and foa 1974 was used to examine a the structure underlying six different resource categories i e love status information money goods and services and b the functional relations among these six resource categories i e the patterns of exchange the economic concept of resource constraint scarcity was also incorporated into the exchange process the results were basically consistent with both the structural and functional relations derived from foa s theory moreover resource scarcity was found to affect the types of resources an individual was likely to give in an exchange

paper or plastic how we pay influences post transaction connection does the way that individuals pay for a good or service influence the amount of connection they feel after the purchase has occurred employing a multi method approach across four studies individuals who pay using a relatively more painful form of payment e g cash or check increase their post transaction connection to the product they purchased and or the organization their purchase supports in comparison to those who pay with less painful forms of payment e g debit or credit card specifically individuals who pay with more painful forms of payment increase their emotional attachment to a product decrease their commitment to nonchosen alternatives are more likely to publicly signal their commitment to an organization and are more likely to make a repeat transaction moreover the form of payment influences post transaction connection even when the objective monetary cost remains constant and when the psychological cost is indirect i e donating someone else s money increasing the psychological pain of payment appears to have beneficial consequences with respect to increasing downstream product and brand connection

unfixed resources perceived costs consumption and the accessible account effect consumption depletes one s available resources but consumers may be unaware of the total resources available for consumption and therefore be influenced by the temporary accessibility of resource accounts consistent with this possibility consumers in four experiments perceived a unit of consumption to be smaller and consequently consumed more when large resource accounts of money calories or time e g the money in their savings account were made temporarily accessible compared with when small resource accounts were made temporarily accessible e g the money in their wallet manipulating the cognitive accessibility of resources available for consumption influences both subjective judgment and behavior

time preferences and mortgage choice abstractmortgage decisions have important consequences for consumers lenders and the state of the economy more generally mortgage decisions are also prototypical of consumer financial choices that involve a stream of expenditures and consumption occurring across time the authors use heterogeneity in time preferences for both immediate present bias and long term outcomes to explain a sequence of mortgage decisions including mortgage choice and the decision to abandon a mortgage the authors employ an analytic model and a survey of mortgaged households augmented by zip code level house price and foreclosure data the model suggests and data confirm that consumers with greater present bias and long term discounting tend to choose mortgages that minimize up front costs however greater present bias decreases homeowners willingness to abandon a mortgage locking them into the contract long term patience increases mortgage abandonment this reversal across mortgage decisions is difficult for alternati

can self control explain avoiding free money evidence from interest free student loans abstract this paper uses insights from behavioral economics to explain a particularly surprising borrowing phenomenon one in six undergraduate students offered interest free loans turns them down models of impulse control predict that students may optimally reject subsidized loans to avoid excessive consumption during school using the national postsecondary student aid study we investigate students take up decisions and identify a group of students for whom the loans create an especially tempting liquidity increase students who would receive the loan in cash are significantly more likely to turn it down suggesting that consumers choose to limit their liquidity in economically meaningful situations

the effects of policy incentives in the adoption of willow short rotation coppice for bioenergy in sweden abstract the effect of policy incentives in the development of short rotation willow plantations for bioenergy is studied by using an aggregate adoption model based on sigmoidal curves for the swedish municipalities a total of 56 municipalities were studied with 891 farmers that planted willow during the period 1986 1996 the model included variables related to the subsidies applied the taxation on fossil fuels the development of the wood fuel consumption by the district heating systems and the geographical and socio economic characteristics of the municipality results of the simulations using the model show an increment of almost 70 of farmers planting willow during the period studied when the subsidy and tax incentives and the increments of the wood fuel capacity by the district heating system took place this study gives tools for future policy implementations in order to achieve the goals of the energy strategies

trade offs and depletion in choice abstract four experiments examine why choices deplete executive resources the authors show that the resolution of trade offs is a driver of depletion effects arising from choice and the larger the trade offs the greater is the depletion effect the authors also find that choice difficulty not related to trade offs does not influence the depleting effect of the choices finally the authors find that though people can intuit some depletion effects they do not intuit that choices or trade offs within choices might be depleting and therefore fail to predict that larger trade offs are more depleting

choose to lose health plan choices from a menu with dominated option we examine the health plan choices that 23 894 employees at a u s firm made from a large menu of options that differed only in financial cost sharing and premium these decisions provide a clear test of the predictions of the standard economic model of insurance choice in the absence of choice frictions because plans were priced so that nearly every plan with a lower deductible was financially dominated by an otherwise identical plan with a high deductible we document that the majority of employees chose dominated plans which resulted in excess spending equivalent to 24 of chosen plan premiums low income employees were significantly more likely to choose dominated plans and most employees did not switch into more financially efficient plans in the subsequent year we show that the choice of dominated plans cannot be rationalized by standard risk preference or any expectations about health risk testing alternative explanations with a series of hypothetical choice experiments we find that the popularity of dominated plans was not primarily driven by the size and complexity of the plan menu nor informed preferences for avoiding high deductibles but by employees lack of understanding of health insurance our findings challenge the standard practice of inferring risk preferences from insurance choices and raise doubts about the welfare benefits of health reforms that expand consumer choice

the development of nominal wage rigidity in the late 19th century wage price and output indexes suitable for comparing cyclical movements across decades show a decrease in nominal wage flexibility the change in wage inflation associated with output fluctuations after the 1880s following an increase in strike frequency linked to the spread of large scale manufacturing cross sectional data show that firms in industries experiencing more strikes in the 1880s were less likely to cut nominal wages in the depression of 1893 this and other evidence suggests that the nineteenth century decrease in wage flexibility was caused by an increase in workers bargaining power in the absence of binding wage contracts copyright 1993 by american economic association

the denomination effect labeled the denomination effect study 1 shows in three field studies that the likelihood of spending is lower when an equivalent sum of money is represented by a single large denomination e g one 20 bill relative to many smaller denominations e g 20 1 bills in two of the three field studies individuals spent more once the decision to spend had been made study 2 then shows that consumers deliberately choose to receive money in a large denomination relative to small denominations when there is a need to exert self control in spending study 3 further shows that the denomination effect is contingent on individual differences in people s desire to reduce the pain of paying associated with spending the results suggest that the denomination effect occurs because large denominations are psychologically less fungible than smaller ones allowing them to be used as a strategic device to control and regulate spending

cultural differences in consumer impatience abstract in this article the authors examine cross cultural variations in how people discount the future specifically they predict that people from western cultures are relatively less patient and therefore discount the future to a greater degree than do people from eastern cultures and thus westerners value immediate consumption relatively more furthermore on the basis of regulatory focus theory the authors predict that when easterners are faced with the threat of a delay in receiving a product i e a prevention loss they are more impatient whereas when westerners are faced with the threat of not being able to enjoy a product early i e a promotion loss their impatience increases this enhanced impatience manifests in preference for expedited consumption of a product purchased online in two studies in both studies the authors used a priming methodology on bicultural singaporean participants the results support the predictions in the second study they also found evidence in support

anticipation of future variety reduces satiation from current experiences abstractsatiation frequently occurs from repeated consumption of the same items over time however results from five experiments show that when people anticipate consuming something different in the future they satiate at a slower rate in the present the authors find the effect in both food and nonfood consumption settings using different approaches to measure satiation this effect is cognitive specifically anticipating variety in future consumption generates positive thoughts about that future experience the authors find two boundary conditions the future consumption outcome must be 1 in a related product category and 2 at least as attractive as the present consumption outcome the authors rule out potential alternative explanations such as mere exposure to variety the possibility that the future experience is more attractive rather than just different than the current one and perceptions of scarcity associated with the item consumed in the present

the effects of effort and intrinsic motivation on risky choice people often need to trade off between the probability and magnitude of the rewards that they could earn for investing effort the present paper proposes that the conjunction of two simple assumptions relating effort induced reward expectations to prospect theory s value function provides a parsimonious theory that predicts that the nature of the required effort will have a systematic effect on such trade offs using the case of frequency or loyalty programs a series of five studies involving both real and hypothetical choices demonstrated that a the presence as opposed to absence of effort requirements enhances the preference for sure small rewards over large uncertain rewards b the preference for reward certainty is attenuated when the effort activity is intrinsically motivating and c continuously increasing the effort level leads to an inverted u effect on the preference for sure small over largeuncertain rewards the studies also employ process measures and examine the mechanisms underlying the impact of the effort stream on the trade off between the certainty and magnitude of rewards the final section discusses the theoretical implications of this research as well as the practical implications with respect to frequency programs and other types of incentive systems

paying too much and being happy about it existence causes and consequences of tariff choice biases abstract a common assumption underlying the analysis of consumers choices among optional tariffs is that consumers choose the tariff that maximizes their surplus and thus the tariff that leads to the lowest billing rate for a given amount of usage yet there is evidence that many users prefer a flat rate even though their billing rate would be lower with a pay per use tariff flat rate bias and some users prefer a pay per use tariff even though they would save money with a flat rate pay per use bias the authors conduct four empirical analyses based on three different data sets they show that the flat rate bias is more important and has a greater regularity and time persistence than the pay per use bias they classify potential causes of the flat rate bias as insurance effect taxi meter effect convenience effect and overestimation effect and show that the insurance the taxi meter and the overestimation effects lead to a flat rate bias they provide evidence that underestimation of usag

health shocks and human capital accumulation the case of spanish flu in italian regions percoco m health shocks and human capital accumulation the case of spanish flu in italian regions regional studies the impact of health on economic development is a hotly debated issue in the economics literature with most scholars supporting the idea that the diffusion of diseases is detrimental to development in this context pandemics are an important case study given their exogenous nature which makes identification of the impact of diseases on development clearer than in other cases such as malaria or smallpox this paper focuses on spanish flu in italy one of the countries with the highest mortality rate due to the pandemic by exploiting the regional variation in mortality and focusing on the hypothesis of the foetal origins of cognitive abilities the long run consequences of influenza exposure in terms of human capital accumulation are estimated an average reduction of 0 3 0 4 years of schooling for the cohort born in 1918 20 is found this result points to a small but persisting effect

changes in the cyclical sensitivity of wages in the united states 1891 1987 the conventional wisdom that nominal wages became less sensitive to the business cycle and more autocorrelated after world war ii is reexamined here by considering whether these properties are artifacts of the methods used to construct prewar wage series a replication based on these methods is more cyclically sensitive and exhibits less autocorrelation than the postwar data aggregation using variable instead of fixed employment weights also greatly exaggerates the cyclicality of prewar wages these biases imply that wages are just as sensitive to the cycle today as one hundred years ago perhaps even more so copyright 1992 by american economic association

bioenergy policy and market development in finland and sweden abstract the use of biomass in finland and sweden has steadily increased over the past 25 years up to approximately 20 of the primary energy supply in 2001 in both countries most biomass originates from forests forest biomass is now an integral part of modern energy systems although primarily in industry and in the heating sector for example biomass accounts for 7 9 and 53 of the fuel mix in district heating in finland and sweden respectively the general energy policy of both countries has supported biomass for energy over the entire period although specific policies have changed with time research development and demonstration has been continuously supported and some subsidy schemes have been applied in particular for district heating systems dhs and combined heat and power heavy taxation of competing fossil fuels seems to have been the most effective policy instrument although this has been directed mainly at the heat and transportation fuel markets electricity taxes are imposed on consumption industry is largely exempt and do not discriminate significantly between the sources of electricity starting in 2003 sweden will have a quota based system a renewable portfolio standard which is expected to increase biomass based electricity production both countries possess vast and not fully exploited biomass resources in the form of forests and have a history of rational and large scale forestry strong actors exist both with regard to forest ownership and the industrial processing of forest products the user side in particular represented by dhs can also be characterised by strong and professional management over time structures have developed that facilitate an increased use of biomass for energy for example the forest industry infrastructure and extensive district heating actors within these structures have had the ability to react to policies resulting in a stable growth in biomass use

zero as a special price the true value of free products when faced with a choice of selecting one of several available products or possibly buying nothing according to standard theoretical perspectives people will choose the option with the highest cost benefit difference however we propose that decisions about free zero price products differ in that people do not simply subtract costs from benefits but instead they perceive the benefits associated with free products as higher we test this proposal by contrasting demand for two products across conditions that maintain the price difference between the goods but vary the prices such that the cheaper good in the set is priced at either a low positive or zero price in contrast with a standard cost benefit perspective in the zero price condition dramatically more participants choose the cheaper option whereas dramatically fewer participants choose the more expensive option thus people appear to act as if zero pricing of a good not only decreases its cost but also adds to its benefits after documenting this basic effect we propose and test several psychological antecedents of the effect including social norms mapping difficulty and affect affect emerges as the most likely account for the effect

war and pestilence as labor market shocks u s manufacturing wage growth 1914 1919 there is not a single expert machinist in the labor market today if such a one exists he will be able to command his own wages the arkansas gazette october 22 1918 1 i introduction the possibility of a worldwide influenza pandemic in the near future is of growing concern for many countries around the globe the world bank estimates that a global influenza pandemic would cost the world economy 800 kill tens of millions of people 2 researchers at the u s centers for disease control and prevention calculate that deaths in the united states could reach 207 000 and the initial cost to the economy could approach 166 billion or roughly 1 5 of gdp 3 the u s department of health and human services paints a more dire picture up to 1 9 million dead in the united states and initial economic costs near 200 billion 4 while researchers and public officials can only speculate on the likelihood of a global influenza pandemic many of the worst case scenario predictions for a current pandemic are based on the global influenza pandemic of 1918 this global pandemic often termed the spanish flu killed 675 000 people in the united states nearly 0 8 of the 1910 population and nearly 40 million people worldwide 5 only the black death of 13481351 is estimated to have killed more people roughly 60 million over a similar time period 6 the global magnitude and spread of the 1918 influenza pandemic was exacerbated by world war i which itself is estimated to have killed roughly 10 million civilians and 9 million troops nicolson 1980 not only did the mass movement of troops from around the world lead to the spread of the disease tens of thousands of allied and central power troops died as a result of the influenza rather than combat although combat deaths in world war i did increase the mortality rates for participating countries civilian mortality rates from the 1918 influenza were typically much higher for the united states estimates of combat related troop mortalities are about one tenth that of civilian mortalities from the 1918 influenza given the magnitudes and the concurrence of both the 1918 influenza pandemic and world war i one would expect volumes of research on the economic effects of each event although there does exist a significant literature on the economic consequences of world war i rockoff 2004 the scope of published research on the economic effects of the 1918 influenza pandemic is scant 8 most research that has been done has focused on the health and economic outcomes of decedents of pandemic survivors almond 2006 keyfits and flieger 1968 and mortality differences across socioeconomic classes mamelund 2006 noymer and garenne 2000 this paper contributes to the literature on the economic effects of the 1918 influenza pandemic and world war i by exploring the influence of mortalities from these concurrent events on the growth of manufacturing wages in u s states and cities over the period 1914 1919 9 the general conceptual foundation for the paper is that ceteris paribus both of these events resulted in a large number of deaths which constituted a significant negative shock to manufacturing labor supply and thereby would have increased wages in the manufacturing sector immediately following both events a similar conceptual framework has been used in studies that explored the economic effects of the black death campbell 1997 karakacili 2004 and the effects of immigration on labor markets borjas 1987 card 1990 greenwood and mcdowell 1986 the analysis presented here is the first to separate the potential manufacturing labor market effects of world war i and the 1918 influenza this is an interesting exercise given that mortalities from the 1918 influenza were nearly ten times greater than world war i combat mortalities but world war i combat mortalities were more likely men aged roughly 18 44 prime ages for manufacturing workers

trade ins mental accounting and product replacement decisions when a consumer who already owns a durable type product in a category faces the opportunity to upgrade to a new higher quality product the replacement purchase decision is driven by both normative economic factors and psychological factors as a normative decision maker s he considers the purchase price of the new alternative but s he additionally considers the mental cost of retiring the old product before s he has gotten his her money s worth out of it during ownership of a product a consumer mentally depreciates the initial purchase price thus creating a mental book value for the product the write off of this mental book value is felt as the mental cost of a replacement purchase based on the principles of mental accounting and mental depreciation i provide a theoretical explanation for this mental cost and why an individual s replacement purchase decision may be more sensitive to the mental cost than the marginal cost when applied appropriately mental accounting can serve a useful purpose

do consumers need more protection from small dollar lenders historical evidence and a roadmap for future research we summarize the current debate surrounding four small dollar credit products pawn loans vehicle title loans payday loans and cash installment loans from finance companies we review the contributions of scholars that inform this debate we underscore that users of these products fit the description of those whom consumer credit models predict benefit from these products many studies find that on average consumer use of small dollar credit products is at worst innocuous there are however findings of heterogeneity in borrowers experiences the disagreements surrounding these credit products and the difficulty in crafting the proper policy response stems from this heterogeneity jel d18 g23

consumers use of debit cards patterns preferences and price response debit card use at the point of sale has grown dramatically in recent years in the united states and now exceeds the number of credit card transactions however many questions remain regarding patterns of debit card use consumer preferences when using debit and how consumers might respond to explicit pricing of card transactions using a new nationally representative consumer survey this paper describes the current use of debit cards by u s consumers including how demographics affect use in addition consumers stated reasons for using debit cards are used to analyze how consumers substitute between debit and other payment instruments we also examine the relationship between household financial conditions and payment choice finally we use a key variable on bank imposed transaction fees to analyze price sensitivity of card use and find a 12 decline in overall use in reaction to a mean 1 8 fee charged on certain debit card transactions we believe this represents the first microeconomic evidence in the united states on price sensitivity for a card payment at the point of sale

a conceptual framework of adoption of an agricultural innovation abstract in this paper we present a conceptual framework of individual farmers decisions on adoption of a new innovation using the example of a new crop species this framework overcomes the shortcomings of a number of previous studies it represents the adoption of an innovation as a dynamic decision problem spanning at least several years the model allows for generation of potentially valuable information from trialing the innovation the value of such trials is due to development of skills e g in agronomic management of a crop as well as reduction in uncertainty about the innovation s long term profitability the framework also includes the farmer s personal perceptions managerial abilities and risk preferences in order to properly represent the adoption decision process the influences of socio demographic factors within the framework are discussed

consumption self control by rationing purchase quantities of virtue and vice consumers attempts to control their unwanted consumption impulses influence many everyday purchases with broad implications for marketers pricing policies addressing theoreticians and practitioners alike this paper uses multiple empirical methods to show that consumers voluntarily and strategically ration their purchase quantities of goods that are likely to be consumed on impulse and that therefore may pose self control problems for example many regular smokers buy their cigarettes by the pack although they could easily afford to buy 10 pack cartons these smokers knowingly forgo sizable per unit savings from quantity discounts which they could realize if they bought cartons by rationing their purchase quantities they also self impose additional transactions costs on marginal consumption which makes excessive smoking overly difficult and costly such strategic self imposition of constraints is intuitively appealing yet theoretically problematic the marketing literature lacks operationalizations and empirical tests of such consumption self control strategies and of their managerial implications this paper provides experimental evidence of the operation of consumer self control and empirically illustrates its direct implications for the pricing of consumer goods moreover the paper develops a conceptual framework for the design of empirical tests of such self imposed constraints on consumption in consumer goods markets within matched pairs of products we distinguish relative virtue and vice goods whose preference ordering changes with whet her consumers evaluate immediate or delayed consumption consequences for example ignoring long term health effects many smokers prefer regular relative vice to light relative virtue cigarettes because they prefer the taste of the former however ignoring these short term taste differences the same smokers prefer light to regular cigarettes when they consider the long term health effects of smoking these preference orders can lead to dynamically inconsistent consumption choices by consumers whose tradeoffs between the immediate and delayed consequences of consumption depend on the time lag between purchase and consumption this creates a potential self control problem because these consumers will be tempted to over consume the vices they have in stock at home purchase quantity rationing helps them solve the self control problem by limiting their stock and hence their consumption opportunities such rationing implies that per purchase occasion vice consumers will be less likely than virtue consumers to buy larger quantities in response to unit price reductions such as quantity discounts we first test this prediction in two laboratory experiments we then examine the external validity of the results at the retail level with a field survey of quantity discounts and with a scanner data analysis of chain wide store level demand across a variety of different pairs of matched vice regular and virtue reduced fat calorie or caffeine etc product categories the analyses of these experimental field and scanner data provide strong convergent evidence of a characteristic crossover in demand schedules for relative vices and virtues for categories as diverse as among others potato chips chocolate chip cookies cream cheese beer soft drinks ice cream and frozen yogurt chewing gum coffee and beef andturkey bologna vice consumers demand increases less in response to price reductions than virtue consumers demand although their preferences are not generally weaker for vices than for virtues constraints on vice purchases are self imposed and strategic rather than driven by simple preferences we suggest that rationing their vice inventories at the point of purchase allows consumers to limit subsequent consumption as a result of purchase quantity rationing however vice buyers forgo savings from price reductions through quantity discounts effectively paying price premiums for the opportunity to engage in self control thus purchase quantity rationing vice consumers are relatively price in sensitive from a managerial and public policy perspective our findings should offer marketing practitioners in many consumer goods industries new opportunities to increase profits through segmentation and price discrimination based on consumer self control they can charge premium prices for small sizes of vices relative to the corresponding quantity discounts for virtues virtue consumers on the other hand will buy larger amounts even when quantity discounts are relatively shallow a key conceptual contribution of this paper lies in showing how marketing researchers can investigate a whole class of strategic self constraining consumer behaviors empirically moreover this research is the first to extend previous theoretical work on impulse control by empirically demonstrating its broader implications for marketing decision making

decision making in electrical appliance use in the home this paper presents the results of a survey as well as an argument from the viewpoint of behavioral economics with the aim of clarifying how consumers make decisions about electrical appliance use in the home a survey of consumers showed that most have little awareness of the energy efficiency of appliances the price of the services produced by electrical appliances or electricity rates these findings indicate that price does not function as a signal in electricity consumption through electrical appliance use rather we found that consumer decision making in electricity consumption is dependent on the characteristics of the particular electrical appliances they use additionally we argue that the payment system for home electricity consumption plays an important role in decision making causing biases due to aspects of human psychology discussed here in terms of satisficing and heuristics payment decoupling and budgeting we conclude that decision making about electrical appliance use and electricity consumption in the home is not always rational and is affected both by the particular characteristics of appliances and the payment system for electricity consumption along with human psychology

the effect of payment schemes on inventory decisions the role of mental accounting does the payment scheme have an effect on inventory decisions in the newsvendor problem keeping the net profit structure constant we examine three payment schemes that can be interpreted as the newsvendor s order being financed by the newsvendor herself scheme o by the supplier through delayed order payment scheme s and by the customer through advanced revenue scheme c in a laboratory study we find that inventory quantities exhibit a consistent decreasing pattern in the order of schemes o s and c with the order quantities of scheme s being close to the expected profit maximizing solution these observations are inconsistent with the expected profit maximizing model contradict what a regular or hyperbolic time discounting model would predict and cannot be explained by the loss aversion model instead they are consistent with a model that underweights the order time payments which can be explained by the prospective accounting theory in the mental accounting literature a second study shows that the results hold even if all physical payments are conducted at the same time suggesting that the framing of the payment scheme is sufficient to induce the prospective accounting behavior we further validate the robustness of our model under different profit conditions our findings contribute to the understanding of the psychological processes involved in newsvendor decisions and have implications for supply chain financing and contract design this paper was accepted by christian terwiesch operations management

implications of hyperbolic discounting for optimal pricing and scheduling of unpleasant services that generate future benefits people tend to lack the self control to undergo an unpleasant service that would generate future benefits this paper derives a tractable quasi hyperbolic discounting model of that behavioral tendency for a queueing system in which service time is short relative to the time horizon for its benefits planning in advance people may naively overestimate their self control this paper shows how customers lack of self control and naivete affect optimal pricing and scheduling the welfare maximizing usage fee and the revenue maximizing usage fee decrease with customers lack of self control charging for subscription in addition to or instead of per use increases revenue especially when subscribers are naive if the manager can charge for subscription or per use subscription is optimal for revenue maximization whereas usage based pricing is optimal for welfare maximization if customers are heterogeneous in their self control and naivete priority scheduling can dramatically increase welfare and revenu

opportunity cost consideration normatively consumers should incorporate opportunity costs into every decision they make yet behavioral research suggests that consumers consider them rarely if at all this research addresses when consumers consider opportunity costs who considers opportunity costs which opportunity costs spontaneously spring to mind and what the consequences of considering opportunity costs are perceived constraints cue consumers to consider opportunity costs and consumers high in propensity to plan consider opportunity costs even when not cued by immediate constraints the specific alternatives retrieved and the likelihood of retrieval are functions of category structures in memory for a given resource some uses are more typical of the category of possible uses and so are more likely to be considered as opportunity costs consumers who consider opportunity costs are less likely to buy focal options than those who do not when opportunity costs are appealing but no less likely when opportunity costs are unappe

corporate entrepreneurship strategy extending the integrative framework through the lens of complexity science whereas our understanding of corporate entrepreneurship ce and corporate entrepreneurship strategy ces continues to expand there has been little theoretical development to support the most extensive framework to date the integrative model of ces as proposed by ireland et al entrep theory pract 33 1 19 46 2009 according to the model ces is built upon the three foundational elements of an entrepreneurial strategic vision a pro entrepreneurship organizational architecture and entrepreneurial processes and behaviors as exhibited throughout the organization ireland et al 2009 p 38 the purpose of this study is to present a broad overarching theory complexity science to examine the key elements and propositions of the ces model complexity science founded on assumptions of interdependent heterogeneous agents and nonlinear interactions as well as non deterministic and potentially extreme outcomes offers established multi level concepts theoretical boundary conditions and methodological guidance for scholars to build and test future studies on ce and ces though our complexity perspective draws extensively from conceptual work on complex adaptive systems and agent based models we ground our arguments on the empirical ubiquity of power law distributions in all constructs and levels of analysis within the ces model we conclude with a detailed research agenda as well as a prescriptive discussion related to theory development quantitative analysis and practical applications to guide future studies on ce

the fewer the better number of goals and savings behavior abstract this article examines the effect of the number of goals on consumers savings behavior drawing from research on implementation intention the authors show that under certain conditions presenting a single savings goal leads to greater savings intention and actual savings than presenting multiple savings goals multiple goals typically evoke trade offs among competing goals and thus increase the likelihood that people will remain in a deliberative mind set and defer actions in contrast the authors propose and demonstrate that a single goal evokes a stronger implementation intention which in turn has a greater effect on behavior change they also show that the advantage of a single goal over multiple goals on saving is attenuated when saving is easier to implement or when the multiple savings goals are integrated rather than competing among themselves theoretical and practical implications are discussed

immigrants minorities and labor market competition this paper investigates the extent of labor market competition among immigrants minorities and the native population an analysis of 1980 u s census data reveals that immigrants tend to be substitutes for some labor market groups and complements for others the effects of shifts in immigrant supply on the earnings of native born men are however very small on the other hand increases in the supply of immigrants do have a sizable impact on the earnings of immigrants themselves an increase of 10 percent in the supply of immigrants for example reduces the immigrant wage by about 10 percent

mental budgeting and consumer decisions consumers often set budgets for categories of expenses e g entertainment and track expenses against their budget because budgets cannot perfectly anticipate consumption opportunities people may earmark too much or too little money for a particular category this leads them to overconsume or underconsume goods in that category the results of three studies suggest that consumers do indeed set budgets and that budgeting may lead to underconsumption to show that consumers track expenses the studies demonstrate that budgeting effects are larger for purchases that are highly typical of their category such purchases reduce the amount people spend in a category and block the purchase of other typical items the studies control for satiation and income effects thus budgeting adds predictive power to standard economic consumer theory

wage growth and sectoral shifts abstract nominal wages grew faster over the seventies than predicted from standard phillips curve analyses this paper argues that sectoral disturbances cause higher unemployment but do not lead to higher nominal wage growth upward wage pressures in some industries are tempered by downward adjustments in others only that portion of unemployment that is net of the effects of compositional shifts in the structure of labor demand influence nominal wage growth once unemployment has been purged of the effects of sectoral shifts the apparent instability of the phillips curve is resolved this result holds for various measures of sectoral shifts

toward a theory of affordable loss although dozens of empirical studies have been published on effectuation as a whole much work remains to be done on elaborating each principle in more depth based on an exploratory study of seven ventures from the caribbean island of curacao this paper develops an elaborated process model of the affordable loss heuristic in effectuation the model breaks affordable loss into two components ability and willingness and connects these to the concept of loss aversion from prospect theory furthermore these components are encapsulated in a process involving identity affect and resourcefulness leading to the entry stage entrepreneurial investment decision

valuing money and things why a 20 item can be worth more and less than 20 the study of risky decision making has long used monetary gambles to study choice but many everyday decisions do not involve the prospect of winning or losing money monetary gambles as it turns out may be processed and evaluated differently than gambles with nonmonetary outcomes whereas monetary gambles involve numeric amounts that can be straightforwardly combined with probabilities to yield at least an approximate expectation of value nonmonetary outcomes are typically not numeric and do not lend themselves to easy combination with the associated probabilities compared with monetary gambles the evaluation of nonmonetary prospects typically proves less sensitive to changes in the probability range inside the extremes of certainty and impossibility which among other things can yield preference reversals generalizing on earlier work that attributed similar findings to the role of affect in the evaluation process rottenstreich y c k hsee 2001 money kisses and electric shocks an affective psychology of risk psych sci 12 3 185 190 we attribute the observed patterns to a fundamental difference in the evaluation of monetary versus nonmonetary outcomes potential pitfalls in the use of monetary gambles to study choice are highlighted and implications and future directions are discussed

the behavioral life cycle hypothesis self control mental accounting and framing are incorporated in a behavioral enrichment of the life cycle theory of saving called the behavioral life cycle blc hypothesis the key assumption of the blc theory is that households treat components of their wealth as nonfungible even in the absence of credit rationing specifically wealth is assumed to be divided into three mental accounts current income current assets and future income the temptation to spend is assumed to be greatest for current income and least for future income considerable empirical support for the blc theory is presented primarily drawn from published econometric studies

the moderating effect of relationship norm salience on consumers loss aversion people are said to be loss averse when their pain of losing something exceeds their joy of gaining it this research proposes and tests a new moderator of loss aversion the type of relationship norms salient at the time the loss or the gain is experienced we suggest that mere salience of the norms of a communal relationship based on concern for the partner relative to those of an exchange relationship based on quid pro quo leads to a greater degree of loss aversion a typical endowment effect study supports our overall thesis and shows that differences across relationship norms are stronger in selling prices willingness to accept than in buying prices willingness to pay

melioration a theory of distributed choice in this paper we develop a theory of individual choice called melioration which implies that choices distributed over a period of time may be reliably and predictably suboptimal in terms of the person s own preferences consider some typical examples of distributed choices the expenditure rate on various non durables frequency of athletic exercise rate of work in free lance type occupations allocation of leisure time rate of savings or dissavings expenditures on lottery tickets and other forms of gambling when people express dissatisfaction about their choices their discontent seems clustered around these sorts of distributed choices for example complaints that one is working too hard or not hard enough exercising too little or too much wasting time overeating overspending and so on are commonplace the next two sections of the paper spell out the basic theory we are proposing the following section then applies the theory to pathological consumption patterns and shows that one should find a general underinvestment in those activities that exhibit increasing average returns to rate of consumption and an overinvestment in activities that have an addiction like interaction between value and rate the final section compares the theory with other approaches to suboptimal choice

close encounters of two kinds false alarms and dashed hopes people are frequently exposed to potentially attractive events that are subsequently and unexpectedly reversed and to potentially painful events which are also unexpectedly reversed in the process of being returned to the initial asset position does the sequence in which the positive and negative events occur matter this issue of the combined effect of pleasurable and painful stimuli has received scant theoretical or empirical attention we attempt to fill this lacuna in the literature by studying the retrospective evaluation of surprises that return individuals to their original economic state although such surprises do not change an individual s original economic state we argue that the individual s psychological state changes and the final affective state is among other things a function of the sequence in which the events occur from a theoretical standpoint several perspectives can be brought to bear on the issue for instance one reading of mental accounting based on prospect theory s value function would predict that losses should dominate gains and therefore regardless of sequence people should be unhappy when exposed to two economically equivalent outcomes of different signs conversely the literature on intertemporal choice would suggest that a series that ends on an up note is preferred to a series that ends on a down note because people like to defer gratification so that they may savor positive outcomes similarly people apparently have a preference for happy endings finally the extant literature on recency effects would predict that the last event in a series should have a disproportionate influence on overall affect our model relies on a shift in the reference point to explain how a surprising reversal of an event will lead to a nonzero evaluation of the sequence we suggest that people s reference points shift immediately but imperfectly after a stimulus is presented intuitively this implies that the first stimulus will shift the reference point in its direction as a result of which the evaluation of a sequence of events in which an initial event is unexpectedly reversed will be more favorable if the first event is a loss than if it is a gain this model captures the unanticipated nature of the second event i e the surprise element by allowing the first event to move the reference point consequently by the time the next event occurs the reference point has been updated as a result of which the zero economic outcome of the sequence yields nonzero utility we further posit that the magnitude of the reference point shift should be affected by the time elapsed between the two stimuli specifically the reference point shifts gradually with time until it is fully updated consequently the final affective state of the sequence is also a function of the temporal distance between the two events the main predictions of the model were empirically supported first in a survey using a mall intercept sample subsequently we conducted a study of student subjects involving a coin tossing game in which real money was at stake and in which subjects in one condition experienced the second outcome after a two day delay our results from this second study supported the model s prediction regarding the impact of the elapsed time between the events the experimental tasks involved surprising reversals of initial outcomes thus ensuring that savoring dread types of explanations which require that subjects anticipate the second event could not be operating finally in a series of three follow up studies we tested the claim that the magnitude of outcomes would have an impact on observed affect and consistent with our theory and contrary to recency predictions we observed similar results across different magnitudes while theoretically interesting we should also note that our research is of potential pragmatic significance people s reactions to a series of events is of considerable interest to marketers desirous of generating enhanced attitude affect purchase intention and the like without offering economic inducements such as rebates coupons or other costly discounts additionally public policy officials may be interested in protecting people from being manipulated into purchasing a product simply because of changes in the sequence in which a series of offers is made by the merchant

conceptualising multi regime interactions the role of the agriculture sector in renewable energy transitions abstract the agriculture sector plays an important role in renewable energy transitions owing to its historical involvement in managing key resources particularly land and biomass we develop the multi level perspective in relation to these emergent transition processes conceptualising transitions towards renewable electricity production as examples of multi regime interaction between national level agriculture and electricity regimes we focus particularly on the role of niche anchoring into multiple regimes as the mechanism through which multi regime interaction occurs utilising case studies in germany the czech republic and the united kingdom analysis suggests the birth of a new fiat regime oriented towards renewable electricity production we suggest that fiat regimes which are heavily dependent on policy supports are often multifunctional in nature in addition we argue that agriculture s inherent connection to land demonstrates one of the specific characteristics of fiat regimes fiat regimes are constructed largely in response to policy efforts to produce or protect public goods such as natural resources as opposed to market regimes based on technological developments findings demonstrate support for the special case of the agriculture sector in transition processes high degrees of policy involvement led to windows of opportunity created largely in response to national and international policy agendas and the multiple functions of agriculture were reflected in competition between agriculture and electricity sectors over natural resource access as renewable energy currently represents a secondary transition in the agriculture sector we suggest that further attention needs to be paid to the impact of fiat regime policies on secondary transition processes

neuroeconomics why economics needs brains neuroeconomics uses knowledge about brain mechanisms to inform economic theory it opens up the black box of the brain much as organizational economics opened up the theory of the firm neuroscientists use many tools including brain imaging behavior of patients with brain damage animal behavior and recording single neuron activity the key insight for economics is that the brain is composed of multiple systems which interact controlled systems executive function interrupt automatic ones brain evidence complicates standard assumptions about basic preference to include homeostasis and other kinds of state dependence and shows emotional activation in ambiguous choice and strategic interaction

context dependent drivers of discretionary debt decisions explaining willingness to borrow for experiential purchases mental accounting research suggests that consumers prefer borrowing for longer lasting purchases in order to receive benefits from the purchases as they pay for them in contrast two sets of archival data and five lab studies show that consumers are more willing to borrow for experiential versus material purchases even though experiential purchases tend to have a shorter physical duration further framing the same purchase as more experiential than material increases willingness to borrow this effect occurs because purchase timing is more important for experiential purchases a function of consumers aversion to missing out on planned consumption thus we moderate the proposed effect by varying whether the borrowing decision impacts planned consumption other differences between material and experiential purchases such as scarcity or expected happiness cannot similarly explain our results moreover our conceptualization allows us to reconcile the apparent contradiction between the previous and current research by examining the relative impact of purchase timing importance and payment benefit duration matching in different contexts i e purchasing and source of funding decisions

the limits of fungibility relational schemata and the value of things four experiments test predictions on endowment and mental accounting effects of a theoretical perspective that stresses the symbolic relational significance for consumer transactions and that posits the placement of qualitative boundaries on fungibility although people accepted proposals to buy objects acquired in market pricing relationships as routine the same proposals in communal sharing authority ranking and equality matching relationships triggered distress and erratically high dollar valuations symbolic ownership history also moderated valuations in a purely market setting and the effects of symbolic relational source of income extended even to spending decisions examination of the model s ordinal predictions revealed stronger effects for equality matching than for authority ranking relationships

a model of focusing in economic choice we present a generally applicable theory of focusing based on the hypothesis that a person focuses more on and hence overweights attributes in which her options dier more our model predicts that the decisionmaker is too prone to choose options with concentrated advantages relative to alternatives but maximizes utility when the advantages and disadvantages of alternatives are equally concentrated in intertemporal choice because the relative concentrations of an option s costs and benets can be dierent from the perspective of a single period and the perspective of the entire choice problem the decisionmaker often exhibits a form of time inconsistency she is present biased when the costs of current misbehavior are distributed over many future dates such as in harmful consumption but future biased when the benet of many

bioenergy expansion in the eu cost effective climate change mitigation employment creation and reduced dependency on imported fuels presently the european union eu is promoting bioenergy the aim of this paper is to study the prospects for using domestic biomass resources in europe and specifically to investigate whether different policy objectives underlying the promotion of bioenergy cost effective climate change mitigation employment creation and reduced dependency on imported fuels agree on which bioenergy options that should be used we model bioenergy use from a cost effectiveness perspective with a linear regionalized energy and transport system model and perform supplementary analysis it is found that the different policy objectives do not agree on the order of priority among bioenergy options maximizing climate benefits cost effectively is in conflict with maximizing employment creation the former perspective proposes the use of lignocellulosic biomass in the stationary sector while the latter requires biofuels for transport based on traditional agricultural crops further from a security of supply perspective the appeal of a given bioenergy option depends on how oil and gas import dependencies are weighed relative to each other consequently there are tradeoffs that need to be addressed by policymakers promoting the use of bioenergy also the importance of bioenergy in relation to employment creation and fuel import dependency reduction needs to be further addressed

pricing information goods a strategic analysis of the selling and pay per use mechanisms we analyze two pricing mechanisms for information goods these mechanisms are selling where up front payment allows unrestricted use and pay per use where payments are tailored to use we analytically model a market where consumers differ in use frequency and where use on a pay per use basis invokes a psychological cost associated with the well known ticking meter effect we demonstrate that pay per use yields higher profits in a monopoly provided the associated psychological cost is low in a duopoly one firm uses selling and the other uses pay per use here in contrast to the monopoly selling yields higher profits than pay per use we demonstrate that surprisingly the profits of both duopolists can increase as the psychological cost associated with pay per use increases next we show that uncertainty in consumer use frequency does not affect pay per use in a monopoly but lowers profits from selling in a duopoly both the seller and the pay per use provider obtain lower profits when use frequency is uncertain we also analyze how pricing mechanism performance is affected if the firms cannot commit to prices if the pay per use provider offers a two part tariff and if consumers are risk averse

do customers learn from experience evidence from retail banking we study customers adoption and subsequent switching decisions with regard to a menu of three part tariff plans offered by a commercial bank using a rich panel data set covering 70 510 fee based checking accounts over 30 months before and after the introduction of the plans we find that most customers adopt non cost minimizing plans preferring plans with large monthly allowances and high fixed payments furthermore after adoption customers who exceed their allowances and consequently pay overage fees are more likely to switch to plans with larger allowances than customers who do not experience such fees notably after switching these overage paying customers pay higher monthly payments than before in contrast switching customers who did not pay overage payments before switching pay less after switching our findings unlike those of previous research on experience based learning suggest that the behavior of experienced customers does not converge to the predictions of neoclassical models we p

the impact of tariff structure on customer retention usage and profitability of access services past research in marketing and psychology suggests that pricing structure may influence consumers perception of value in the context of two commonly used pricing schemes pay per use and two part tariff we evaluate the impact of pricing structure on consumer preferences for access services to this end we develop a utility based model of consumer retention and usage of a new service a notable feature of the model is its ability to capture the pricing structure effect and measure its impact on consumer retention usage and pricing policy using data from a pricing field experiment for a new telecommunication service we find that consumers derive lower utility from consumption under a two part tariff than pay per use pricing resulting in lower retention of customers and lower usage of the service specifically our demand analysis shows that a two part tariff structure leads to an average decline of 10 5 in the annual retention rate and an average decrease of 38 7 in yearly usage relative to pay per use pricing after controlling for income effects despite the higher customer churn and lower usage we find that the two part tariff is still the profit maximizing pricing structure however our results show that if firms ignore the pricing structure or access fee effect then they would overcharge customers for the access fee and undercharge them for the per minute price translated in terms of profitability the failure to account for the access fee effect leads to a reduction of 11 in firm profit

the red and the black mental accounting of savings and debt in the standard economic account of consumer behavior the cost of a purchase takes the form of a reduction in future utility when expenditures that otherwise could have been made are forgone the reality of consumer hedonics is different when people make purchases they often experience an immediate pain of paying which can undermine the pleasure derived from consumption the ticking of the taxi meter for example reduces one s pleasure from the ride we propose a double entry mental accounting theory that describes the nature of these reciprocal interactions between the pleasure of consumption and the pain of paying and draws out their implications for consumer behavior and hedonics a central assumption of the model which we call prospective accounting is that consumption that has already been paid for can be enjoyed as if it were free and that the pain associated with payments made prior to consumption but not after is buffered by thoughts of the benefits that the payments will finance another important concept is coupling which refers to the degree to which consumption calls to mind thoughts of payment and vice versa some financing methods such as credit cards tend to weaken coupling whereas others such as cash payment produce tight coupling our model makes a variety of predictions that are at variance with economic formulations contrary to the standard prediction that people will finance purchases to minimize the present value of payments our model predicts strong debt aversion that they should prefer to prepay for consumption or to get paid for work after it is performed such pay before sequences confer hedonic benefits because consumption can be enjoyed without thinking about the need to pay for it in the future likewise when paying beforehand the pain of paying is mitigated by thoughts of future consumption benefits contrary to the economic prediction that consumers should prefer to pay at the margin for what they consume our model predicts that consumers will find it less painful to pay for and hence will prefer flat rate pricing schemes such as unlimited internet access at a fixed monthly price even if it involves paying more for the same usage other predictions concern spending patterns with cash charge or credit cards and preferences for the earmarking of purchases we test these predictions in a series of surveys and in a conjoint like analysis that pitted our double entry mental accounting model against a standard discounting formulation and another benchmark that did not incorporate hedonic interactions between consumption and payments our model provides a better fit of the data for 60 of the subjects the discounting formulation provides a better fit for only 29 of the subjects even when allowing for positive and negative discount rates the pain of paying we argue plays an important role in consumer self regulation but is hedonically costly from a hedonic perspective the ideal situation is one in which payments are tightly coupled to consumption so that paying evokes thoughts about the benefits being financed but consumption is decoupled from payments so that consumption does not evoke thoughts about payment from an efficiency perspective however it is important for consumers to be aware of what they are paying for consumption this creates a tension between hedonic efficiency and what we call decision efficiency various institutional arrangements such as financing of public parks through taxes or usage fees play into this tradeoff a producer developing a pricing structure for their product or service should be aware of these two conflicting objectives and should try to devise a structure that reconciles them

effects of payment mechanism on spending behavior the role of rehearsal and immediacy of payments past expenses have been shown to influence future spending behavior by depleting available budgets however a prerequisite for this relationship is the accurate recall of past payments and the experiencing of the full aversive impact associated with them this article shows that the use of different payment mechanisms influences both these factors and hence moderates the effects of past payments on future spending specifically past payments strongly reduce purchase intention when the payment mechanism requires the consumer to write down the amount paid rehearsal and when the consumer s wealth is depleted immediately rather than with a delay immediacy two experiments show support for the proposed theoretical framework

labor demand and the structure of adjustment costs this study examines the costs firms face in adjusting labor demand to exogenous shocks evidence on monthly plant level data shows that adjustment proceeds in jumps employment is unchanged in response to small shocks but moves instantaneously to a new equilibrium if the shocks are large results in the large literature that assumes smooth adjustment are due to aggregation of this nonlinear relation the finding has implications for cyclical changes in productivity for severance pay layoff and plant closing restrictions and for all other policies that affect the cost of adjusting employment copyright 1989 by american economic association

self control financial literacy the co holding puzzle we use uk survey data to analyze the puzzling co existence of high cost revolving consumer credit alongside low yield liquid savings in household balance sheets which we name the co holding puzzle approximately 12 of households in our sample co hold on average 3800 of revolving consumer credit on which they incur interest charges even though they could immediately pay down all this debt using their liquid assets co holders are typically more financially literate with above average income and education in most estimates co holding is also associated with impulsive spending behavior on the part of the household our results provide empirical support to theoretical models in which households co hold as a means of managing self control problems

wage rigidity micro and macro evidence on labor market adjustment in the modern sector aggregate data on wages and employment may provide misleading indicators of labor market conditions they may suggest inappropriate wage policies in the face of rising unemployment experienced in many developing countries during the 1980s such increases in unemployment are often attributed to wage rigidities a cursory review of aggregate data for the modern sector in cote d ivoire would support this view suggesting that employment declined during the 1979 84 recession due to an increase in real wages examination of disaggregated data from two labor force censuses of the modern sector however shows that real wages declined for specified classes of labor the work force was characterized by greater education training and experience workers with a given level of attributes received a lower real wage by the end of the recession than before it despite this drop in real wages employment in the modern sector declined

the cyclical sensitivity of wages the changing cyclical behavior of wages and prices 1890 1976 cross country and cross temporal differences in inflation responsiveness

credit cards as spending facilitating stimuli a conditioning interpretation four experiments and one study were conducted to test the hypothesis that stimuli associated with spending can elicit spending responses in all experiments credit card stimuli were either present or absent in situations in which subjects were given an opportunity to spend credit card stimuli directed spending such that the probability speed or magnitude of spending was enhanced in the presence of credit card cues a conditioning explanation was used to interpret the results

the lack of loan aversion among canadian high school students evidence is presented on the factors that influence take up for postsecondary education financing loans or grants for high school students results show several factors influence the students decisions about taking loans or grants but the most prominent influence was the price of educational subsidy a total of 1 248 high school students across canada participated prices for the grants and loans overlapped substantially in order to more clearly distinguish the impact of loan aversion on the decision to take up financial assistance to pursue pse the study featured paid experimental decisions ranging from 25 to 700 in cash and from 500 to 4 000 in education financing a numeracy assessment a student survey and a parental telephone survey the targeted sample included at risk high school students low ses levels first nations and first generation students participants were marginally sensitive to the form of financing grant or loan with no evidence of systematic loan aversion being detected resume notre etude experimentale montre que plusieurs facteurs influencent les decisions des etudiants au sujet de prendre des prets et ou d accepter des bourses pour financer leurs etudes par ailleurs l influence la plus importante est le prix en dollars des subventions a l education 1 248 eleves canadiens du secondaire ont participe a l etude l etude a comporte des decisions experimentales payees de 25 a 700 en especes et de 500 a 4 000 en financement de leur education une evaluation de leur niveau de numeratie une enquete aupres des etudiants et un sondage telephonique parental l echantillon cible inclus les eleves a risque du secondaire du milieu socioeconomique faible les premieres nations et les etudiants de premiere generation les decisions binaires remunerees impliquant un arbitrage entre des dollars et divers types d aide financiere nous ont permis de generer un cout par dollar du financement de l education bourses prets melanges de prets et de bourses les couts pour les bourses et pour les prets se chevauchent suffisamment pour permettre de distinguer l existence d une aversion au pret d etudes les participants ont ete legerement influences par la forme de financement subvention ou pret mais aucune preuve d aversion pour les prets n a ete decelee

anticipation and the valuation of delayed consumption this paper presents a model of intertemporal choice that incorporates savoring and dread i e utility from anticipat ion of delayed consumption the model explains why an individual with positive time preference may delay desirable outcomes or get unpleas ant outcomes over with quickly contrary to the prediction of convent ional formulations of intertemporal choice implications of savoring and dread for savings behavior empirical estimation of discount rate s and public policy efforts to combat myopic behavior are explored the model provides an explanation for common violations of the indepe ndence axiom as applied to intertemporal choice copyright 1987 by royal economic society

the failure of competition in the credit card market the bank credit card market containing 4 000 firms and lacking regulatory barriers casually appears to be a hospitable environment for the model of perfect competition nevertheless this article reports that credit card interest rates have been exceptionally sticky relative to the cost of funds moreover major credit card issuers have persistently earned from three to five times the ordinary rate of return in banking during the periods 1983 88 the failure of the competitive model appears to be partly attributable to consumers making credit card choices without taking account of the very high probability that they will pay interest on their outstanding balances copyright 1991 by american economic association

variety vice and virtue how assortment size influences option choice assortment size has been shown to influence whether consumers make a choice but could it also influence what they choose five studies demonstrate that because choosing from larger assortments is often more difficult it leads people to select options that are easier to justify virtues and utilitarian necessities are generally easier to justify than indulgences consequently choosing from larger assortments often shifts choice from vices to virtues and from hedonic to utilitarian options these effects reverse however when situational factors provide accessible reasons to indulge underscoring the role of justification implications for choice difficulty and justification processes are discussed

justification effects on consumer choice of hedonic and utilitarian goods abstract people want to have fun and they are more likely to have fun if the situation allows them to justify it this research studies how people s need for justifying hedonic consumption drives two choice patterns that are observed in typical purchase contexts first relative preferences between hedonic and utilitarian alternatives can reverse depending on how the immediate purchase situation presents itself a hedonic alternative tends to be rated more highly than a comparable utilitarian alternative when each is presented singly but the utilitarian alternative tends to be chosen over the hedonic alternative when the two are presented jointly second people have preferences for expending different combinations of time effort and money for acquiring hedonic versus utilitarian items they are willing to pay more in time for hedonic goods and more in money for utilitarian goods the author explores the topic through a combination of four experiments and field studies

stockpiling points in linear loyalty programs customers often stockpile reward points in linear loyalty programs i e programs that do not explicitly reward stockpiling despite several economic incentives against it e g the time value of money the authors develop a mathematical model of redemption choice that unites three explanations for why customers seem to be motivated to stockpile on their own even though the retailer does not reward them for doing so these motivations are economic the value of forgone points cognitive nonmonetary transaction costs and psychological customers value points differently than cash the authors capture the psychological motivation by allowing customers to book cash and point transactions in separate mental accounts they estimate the model on data from an international retailer using markov chain monte carlo methods and accurately forecast redemptions during an 11 month out of sample period the results indicate substantial heterogeneity in how customers are motivated to redeem and suggest that the

cost conscious the neural and behavioral impact of price primacy on decision making price is a key factor in most purchases but it can be presented at different stages of decision making the authors examine the sequence dependent effects of price and product information on the decision making process at both neural and behavioral levels during functional magnetic resonance imaging the price of a product was shown to participants either before or after the product itself was presented early exposure to price or price primacy altered the process of valuation as observed in altered patterns of activity in the medial prefrontal cortex immediately before making a purchase decision specifically whereas viewing products first resulted in evaluations strongly related to products attractiveness or desirability viewing prices first appeared to promote overall evaluations related to products monetary worth consistent with this framework the authors show that price primacy can increase purchase of bargain priced products when their worth is easily recognized together these results

a model of mental accounting and reference price adaptation consumers possess a mental account that stores the worth of items purchased and yet to be consumed reference prices act as the book values of these items movements in the account the comparison between the reference price and the price paid at entry and the comparison between the benefit of consumption and the reference price at exit yield hedonic benefits the reference price is determined by a psychological process of adaptation to the price evoked by the trade the model is integrative in that it explains a wide array of observed anomalies such as sunk cost effects payment depreciation reluctance to trade preference for prepayment and the flat rate bias the model also generates new testable implications this paper was accepted by james smith decision analysis