the causes of preference reversal observed preference reversal cannot be adequately explained by violations of independence the reduction axiom or transitivity the primary cause of preference reversal is the failure of procedure invariance especially the overpricing of low probability high payoff bets this result violates regret theory and generalized nonindependent utility models preference reversal and a new reversal involving time preferences are explained by scale compatibility which implies that payoffs are weighted more heavily in pricing than in choice copyright 1990 by american economic association

green goods are they good or bad news for the environment evidence from a laboratory experiment on impure public goods green goods such as recycled paper stationary or carbon neutral flights provide increasingly popular examples of impure public goods motivated by theoretical treatments of green goods as a bundle of private and public characteristics in proportions fixed by the provider we design an experiment with two linked treatments to test how the presence of impure public goods affects behaviour towards public good causes we set parameters such that from a standard economic perspective the presence of the impure public good is behaviourally irrelevant in a treatment where the impure public good provides only small contributions to the public good we observe that on aggregate pro social behaviour is lower in the presence of the impure public good on the contrary in the treatment where the impure public good is more generous towards the public good component at the expense of private earnings individuals are unaffected in their behaviour we observe that impure public goods that are theoretically irrelevant and are mostly self interested may hinder pro social behaviour and look for explanations in social psychology such as the phenomenon of thoughtful anchoring motivated reasoning and reluctant altruism the results from this experiment question the role of green goods in enhancing environmentally friendly behaviours

utility covariances and context effects in conjoint mnp models experimental conjoint choice analysis is among the most frequently used methods for measuring and analyzing consumer preferences the data from such experiments have been typically analyzed with the multinomial logit mnl model however there are several problems associated with the standard mnl model because it is based on the assumption that the error terms of the underlying random utilities are independent across alternatives choice sets and subjects the multinomial probit model mnp is well known to alleviate this assumption of independence of the error terms accounting for covariances in utilities in modeling choice experiments with the mnp is important because variation of the coefficients in the choice model may occur due to context effects previous research has shown that subjects utilities for alternatives depend on the choice context that is the particular set of alternatives evaluated simonson and tversky s tradeoff contrast principle describes the effect of the choice context on attribute importance and patterns of choice they distinguish local contrast effects which are caused by the alternatives in the offered set only and background contrast effects which are due to the influence of alternatives previously considered in choice experiments these effects are hypothesized to cause correlations in the utilities of alternatives within and across choice sets respectively the purpose of this study is to develop an mnp model for conjoint choice experiments this model is important for a more detailed study of choice patterns in those experiments in developing the mnp model for conjoint choice experiments several hurdles need to be taken related to the identification of the model and to the prediction of holdout profiles to overcome those problems we propose a random coefficients rc model that assumes a multivariate normal distribution of the regression coefficients with a rank one factor structure on the covariance matrix of these regression coefficients the parameters in this covariance matrix can be used to identify which attributes and levels of attributes are potentional sources of dependencies between the alternatives and choice sets in a conjoint choice experiment we present several versions of this model moreover for each of these models we allow utilities to be either correlated or independent across choice sets the independent probit ip model is used as a benchmark given the dimensionality of the integrations involved in computing the choice probabilities the models are estimated with simulated likelihood where simulations are used to approximate the integrals involved in the choice probabilities we apply and compare the models in two conjoint choice experiments in both applications the random coefficients mnp model that allows choices in different choice sets to be correlated rc displays superior fit and predictive validity compared with all other models we hypothesize that the difference in fit occurs because the rc model accommodates correlations among choice sets that are caused by background contrast effects whereas the model that treats choice sets as independent irc accounts for local contrast effects only the irc model shows superior model fit compared with the ip model but its predictions are worse than those of the ip model we find differences in the importance of local and background contrast effects for choice sets containing different numbers of alternatives the background contrast effect may be stronger for smaller choice sets whereas the local contrast effect may be stronger for bigger choice sets we illustrate the differences in simulated market shares that are obtained from the rc irc and ip models in three hypothetical situations product modification product line extension and the introduction of a me too brand in all of those situations substantially different market shares are predicted by the three models which illustrates the extent to which erroneous predictions may be obtained from the misspecified irc and ip models

compensation and rewards for environmental services cres and efficient design of contracts in developing countries behavioral insights from a natural field experiment the use of economic incentives for biodiversity mostly compensation and reward for environmental services including payment for es has been widely supported in the past decades and became the main innovative policy tools for biodiversity conservation worldwide these policy tools are often based on the insight that rational actors perfectly weigh the costs and benefits of adopting certain behaviors and well crafted economic incentives and disincentives will lead to socially desirable development scenarios this rationalist mode of thought has provided interesting insights and results but it also misestimates the context by which real individuals come to decisions and the multitude of factors influencing development sequences in this study our goal is to examine how these policies can take advantage of some unintended behavioral reactions that might in return impact either positively or negatively general policy performances we test the effect of income s origin low effort based money vs high effort based money on spending decisions necessity vs superior goods and subsequent pro social preferences future pro environmental behavior within madagascar rural areas using a natural field experiment our results show that money obtained under low effort leads to different consumption patterns than money obtained under high efforts superior goods are more salient in the case of low effort money in parallel money obtained under low effort leads to subsequent higher pro social behavior compensation and rewards policies for ecosystem services may mobilize knowledge on behavioral biases to improve their design and foster positive spillovers on their development goals

insider trading as a signal of private information there is substantial evidence that insider trading is present around corporate announcements and that this insider trading is motivated by private information using real estate investment trusts that choose to reappraise themselves as our sample we establish that the appraisals contain information but find no market response to the public announcement of this information in these appraisals we consider two possible explanations for this inconsistency the first that the appraisal information is not highlighted in earnings reports and hence remains unobserved and the second that insiders trade on the appraisal information in the time that elapses between the appraisal and its public announcement we find strong support for the second hypothesis with insiders buying selling after they receive favorable unfavorable appraisal news especially for negative appraisals we also find that positive negative appraisals and net insider buying selling elicit significant positive negative abnormal returns during the appraisal period article published by oxford university press on behalf of the society for financial studies in its journal the review of financial studies

licensing effect in consumer choice abstract most choices in the real world follow other choices or judgments the authors show that a prior choice which activates and boosts a positive self concept subsequently licenses the choice of a more self indulgent option the authors propose that licensing can operate by committing to a virtuous act in a preceding choice which reduces negative self attributions associated with the purchase of relative luxuries five studies demonstrate the proposed licensing effect of a prior commitment to a virtuous act on subsequent choice consistent with the authors theory the preference for an indulgent option diminishes if the licensing task is attributed to an external motivation the authors also report a mediation analysis in support of their theoretical explanation that the licensing effect operates by providing a temporary boost in the relevant self concept

vicarious goal fulfillment when the mere presence of a healthy option leads to an ironically indulgent decision this research examines how consumers food choices differ when healthy items are included in a choice set compared with when they are not available results demonstrate that individuals are ironically more likely to make indulgent food choices when a healthy item is available compared to when it is not available the influence of the healthy item on indulgent choice is stronger for those with higher levels of self control support is found for a goal activation based explanation for these findings whereby the mere presence of the healthy food option vicariously fulfills nutrition related goals and provides consumers with a license to indulge

big data in finance and the growth of large firms abstract two modern economic trends are the increase in firm size and advances in information technology we explore the hypothesis that big data disproportionately benefits big firms because they have more economic activity and a longer firm history large firms have produced more data as processor speed rises abundant data attracts more financial analysis data analysis improves investors forecasts and reduces equity uncertainty reducing the firm s cost of capital when investors can process more data large firm investment costs fall by more enabling large firms to grow larger

price framing effects on the purchase of hedonic and utilitarian bundles abstract marketers are increasingly offering bundles that combine cross category seemingly unrelated items this article examines the conditions under which framing a discount as savings on certain items of cross category bundles is more effective for increasing bundle purchase three experiments show that the purchase of a cross category bundle is more likely when the discount is framed as savings on the relatively hedonic component rather than as savings on the utilitarian component or on the total bundle the authors explain the findings based on the notion that a discount provides a justification that increases the likelihood of hedonic purchases but has little impact on utilitarian consumption the article concludes with a discussion of managerial implications of the findings

externally validating contingent valuation an open space survey and referendum in corvallis oregon abstract we ask whether respondents report the same decisions in non binding surveys as they do in real elections we study a corvallis or referendum to raise open space funds and find survey and election compatibility pivots on the characterization of undecided responses the survey and referendum percentage of yes votes match closely only if undecided responses are treated as no we compare survey based mean willingness to pay wtp estimates with election based estimates household wtp averages us 48 89 using election results while survey based wtp averages us 75 43 excluding undecided responses us 49 67 treating undecided responses as no and between us 49 96 and 80 05

treatment of don t know responses in contingent valuation surveys a random valuation model abstract this paper provides a utility theoretic interpretation of don t know dk responses in contingent valuation surveys using a referendum elicitation procedure the random valuation model in this paper assumes that each respondent of a contingent valuation survey has an implicit valuation distribution rather than a single true value as traditionally assumed in his her mind if an offered referendum bid is not clearly different from the mean value of one s valuation distribution the respondent may give a dk answer to the cv referendum question based on this model a maximum likelihood procedure is proposed for estimating respondents willingness to pay for a nonmarket good with referendum contingent valuation data which include dk responses an empirical illustration of this estimation procedure is also provided

the optimal enforcement of insider trading regulations regulating insider trading lessens the adverse selection problem facing market makers enabling them to quote better prices an optimal enforcement policy must balance these benefits against the costs of enforcement such a policy must specify i the conditions under which the regulator conducts an investigation ii the penalty schedule imposed if an insider is caught and iii a transaction tax to fund enforcement we derive the policy that maximizes investors welfare this policy entails investigations following large trading volumes or large price movements or both insiders caught making large trades are assessed the maximum penalty but small trades are not penalized given this policy insiders trade most aggressively on news with an intermediate price impact but refrain from trading on moderate or extreme news

valuing public acceptance of alternative fuel buses using a latent class tobit model a case study in valencia abstract the introduction of hybrid electric technology for urban public transportation can be considered a valuable stepping stone to low carbon mobility using the contingent valuation method a sample of 427 respondents were asked about their willingness to pay for the air pollution reductions associated to a scenario of gradual introduction of hybrid electric buses in valencia spain results show that 67 of the respondents are willing to pay extra for the adoption of this electric hybrid technology being the mean willingness to pay 0 33 per single bus fare this would imply a 22 hypothetical increase in current bus fares and shows that public acceptance is critical for the successful introduction of these new low emissions vehicles further this paper differs from previous research in that it addresses the issue of heterogeneity among respondents thus using latent class analysis based on questions about environmental concerns we identify three different classes of respondents high medium and low environmentally concerned mean willingness to pay for each class ranges from 0 25 to 0 38 then we analyze willingness to pay determinants through the estimation of a tobit model for each class of respondents this reaffirms the existence of heterogeneity and accordingly suggests that treating the population as a single homogeneous group of respondents as is common in the existing literature may lead to biased parameter estimates and flawed decision making regarding climate change action

can small victories help win the war evidence from consumer debt management abstract the question of how people should structure goal directed activity to maximize the likelihood of goal attainment is one of theoretical and practical significance in particular should people begin by attempting relatively easy tasks or more difficult ones how might these differing strategies affect the likelihood of completing the overarching goal the authors examine this question in the context of an important goal for a large number of consumers getting out of debt using a data set obtained from a debt settlement firm they find that 1 closing debt accounts is predictive of debt elimination regardless of the dollar balance of the closed accounts whereas 2 the dollar balance of closed accounts is not predictive of debt elimination when controlling for the fraction of accounts closed these findings suggest that completing discrete subtasks might motivate consumers to persist in pursuit of a goal the authors discuss implications for goal pursuit generally and for consumer debt managemen

interval estimates of non market resource values from referendum contingent valuation surveys contingent valuation methods cvm have attracted considerable attention in recent years as researchers have begun to resort to survey methods to elicit individual values for non market goods such as environmental resources or public goods cummings brookshire and schulze 1986 and mitchell and carson 1989 offer comprehensive assessments of these methods cvm survey questions come in a variety of forms one format which has proven to be popular is called the discrete choice or take it or leave it referendum or closedended question originally implemented in the literature by bishop and heberlein 1979 since respondents find it very difficult to identify precisely their true point value of access to some resource or public good open ended valuation questions can be unreliable or can discourage response in contrast most people are familiar with being confronted by a posted price for a good and with deciding whether or not they would buy at that price this is the strategy behind discrete choice cvm questions a different hypothetical price is offered to each respondent and by their yes no response to the question of whether they would be willing to pay this price the researcher gains information about their true underlying point value one persistent difficulty with the econometric techniques that are currently used most widely to analyze referendum contingent valuation data is the absence of confidence intervals for the ultimate value estimates early empirical applications approximate mean valuations using a truncated mean based on a logit model with the upper limit being the highest bid value in the sample unfortunately the variance of this estimated mean cannot easily be recovered from the numerical integration procedure commonly used to calculate the

could ralph nader s entrance and exit have helped al gore the impact of decoy dynamics on consumer choice abstract people are frequently faced with making a new choice decision after a preferred option becomes unavailable prior research on the attraction effect has demonstrated how the introduction of an option into a choice set increases the share of one of the original options the authors examine the related but previously unaddressed issue of whether the unexpected exit of an option from a choice set returns the choice shares of the original options to the status quo in a series of experiments they observe that when an option turns out to be unselectable following a choice problem in which it was selectable the choice shares of the remaining options are predictably different from those of a choice problem in which the option was unselectable from the start they also observe that this attraction effect due to the disappearance of a decoy is likely a consequence of changes in the importance of decision criteria they conclude with a discussion of the theoretical and managerial implications of the research

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

magnitude time and risk differ similarly between joint and single evaluations arguably all choice options involve three basic attributes magnitude outcome size time of occurrence and probability of occurrence and are evaluated in one of two basic evaluation modes je joint evaluation involving comparison of multiple options and se single evaluation without comparison this research explores how reactions to the three basic attributes and their associated functions utility time discounting and probability weighting vary between the two basic evaluation modes nine studies tapping diverse contexts yield two general results first for all these attributes people are more sensitive to variations near endpoints zero magnitude no delay and 0 or 100 probability than in other regions and this differential sensitivity is more pronounced in se than in je second when faced with options involving a trade off between magnitude and time delay or between magnitude and probability risk people are both more delay averse and more risk averse in se than in je

using contingent valuation to value a noxious weeds control program the effects of including an unsure response category the national oceanic and atmospheric administration contingent valuation panel recommended that a response category be included along with the vote in favor and vote against options associated with a referendum contingent valuation question that allows individuals to express lack of a well defined opinion however the recommendation did not include guidance on how to analyze such responses in this article we describe the results of a carefully designed split sample experiment that allowed for comparison of a standard dichotomous choice referendum treatment to a treatment that included the option of responding unsure to the contingent valuation question in addition to the standard vote in favor and vote against response categories we are able to examine several options for dealing with the unsure responses and conclude that the unsure responses should be included in the value estimation as the respondents who choose this response category are distinct from respondents who choose the vote in favor and vote against response categories

moral self licencing and social dilemmas an experimental analysis from a taking game in madagascar this article explores whether previous good deeds may license antisocial behaviour such as appropriating a social surplus for private benefits in a developing country context namely madagascar we design a two step framed experiment with one control treatment a neutral task and three test treatments tasks enabling subjects to earn moral credits in three different ways followed by a taking game in which subjects are given the opportunity to take an amount from a fund allocated to their university on average we find that participants in the three licencing conditions appropriate more than those in the control group and that further differences emerge according to the way the moral credits have been earned

how construals of money versus time impact consumer charitable giving while past research has suggested that consumers have fundamentally different responses to thinking about money versus time the current work clarifies an important nuance in terms of how consumers construe these two resources we demonstrate that in the domain of charitable giving money is construed relatively more concretely whereas time is construed relatively more abstractly this difference in the construal of these two resources has implications for how appeals for charitable contributions or money versus time should be framed when the construal level at which the consumer considers the cause is aligned misaligned with the construal level of the resource being requested contribution intentions and behaviors increase decrease in addition the moderating role of resource abundance is examined in particular when money is considered abundant vs nonabundant consumers no longer exhibit more concrete thoughts in response to money compared to time finally when the donation request makes consumers think of money in a more abundant manner monetary donations can be successfully motivated with a more abstract call for charitable support the theoretical and practical implications for marketers and charitable organizations are discussed

investment and insider trading within a dynamic environment this paper introduces an inside trader to an economy where rational but uninformed traders choose between investment projects with different levels of insider trading when inside information has little value in future investment decisions insider trading distorts investment towards assets with less private information imposing net welfare costs on the economy when an insider s private information is valuable in making future investment decisions the net social benefit of inside trading can be positive the resulting increases in investment efficiency due to more informative prices is enough to compensate for the distortion induced by the inside trader when insiders receive private information more than once insiders may trade to reveal their private information at the beginning of their relationship with the firm this has two effects i more information is revealed in equilibrium and ii there is less chance than an uninformed agent will have to trade with the insider both these effects reduce the investment inefficiencies associated with insider trading as a consequence uninformed liquidity traders prefer to trade in a market with a long term insider this improvement in investment efficiency leads to a pareto improvement both the uninformed traders and the insider are made better off if the insider receives information more than once

in store spending dynamics how budgets invert relative spending patterns 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

insider trading without normality in this paper we analyse the existence and uniqueness of equilibrium in a particular class of monopolistic rational expectations models we show the equivalence between the kyle 1985 model of insider trading where the insider observes the amount of noise trading and the kyle 1989 model of informed speculation when there is one risk neutral insider and many risk neutral market makers we show that in these two equivalent models i there exists a unique equilibrium independently of the distribution of uncertainty ii this equilibrium minimizes the expected gains of the informed agent under incentive compatibility constraints we extend our results to a class of signalling games

market boundaries and product choice illustrating attraction and substitution effects what happens to the share of choices each item receives when the choice set boundaries are extended by adding a new item that is extremely good on one dimension but poor on the others first there is a substitution effect whereby the new item takes choice share mainly from similar items in the set second there is an attraction effect resulting in a general shift of preference toward the added item experimental studies show that choice patterns conflict with current theoretical and common sense ideas about the effect of added alternatives on choice

constructive consumer choice processes 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

a comparison of alternative certainty calibration techniques in contingent valuation abstract a field test of two types of certainty calibration techniques in contingent valuation of public lands indicated that a 10 point certainty scale reduced wtp estimates by about half adjusting for uncertainty via a not sure option did not reduce wtp estimates but the variance increased there are several differences between these two ways of accounting for respondents uncertainty which may suggest why they provide different wtp value estimates and variances

insider trading legislation and corporate governance this paper analyzes the impact of insider trading legislation on corporate governance in a context where large dominant shareholders can monitor underperforming companies managers have an incentive to give early warnings about adverse developments to dominant shareholders this information is effectively a bribe to induce dominant shareholders to sell their stock and refrain from intervention if insider trading is unregulated dominant shareholders collude with management at the expense of small shareholders the optimal regime forces the company to disclose all material information to the market private contracting between companies and shareholders leads to optimal insider trading regulation only if initial shareholders can enter a binding commitment otherwise large shareholders and managers recontract at the expense of small share holders enforcement also matters european union legislation requires inside information to be precise such a narrow definition creates a grey zone where information is private but cannot be classified as inside information as a result the effectiveness of corporate governance and firm value are reduced regulation in the us that treats shareholders with a stake exceeding 10 as insiders is potentially harmful

ownership structure speculation and shareholder intervention an institution holding shares in a firm can use information about the firm both for trading speculation and for deciding whether to intervene to improve firm performance intervention increases the value of the institution s existing shareholdings but intervention only increases the institution s trading profits if it enhances the precision of the institution s information relative to that of uninformed traders thus the ability to speculate can increase or decrease institutional intervention we examine key factors that affect the intervention decision the usefulness of short swing provisions and restricted shares in encouraging institutional intervention and implications for ownership structure across different firms institutional investors hold an ever greater fraction of corporate america s equity traditionally these institutions were stock pickers who tried to beat the market through trading if a firm whose stock they held seemed headed for trouble these investors headed for the door the wall street rule more recently some of these institutions have been using the ownership rights attached to their shares to pressure firms to act in the shareholders interest some have even argued that there is a synergy between gathering information for use in trading shares speculation and intelligently pressuring firms to improve performance intervention we argue that these motives can also conflict analyzing these motives allows us to predict which firms are most likely to attract institutional intervention which in turn has crosssectional implications for firm ownership structure recent examples suggest that institutional investors with large stakes sometimes intervene and sometimes follow the wall street rule so that there is indeed a choice to be studied in the early 1990s there was a wave of activism by a variety of large institutional investors among them calpers the california public employees pension fund putnam management a mutual fund manager and j p morgan a bank holding company these institu

behavioral environmental economics promises and challenges environmental issues provide a rich ground for identifying the existence and consequences of human limitations in this paper we present a growing literature lying at the interface between behavioral and environmental economics this literature identifies alternative solutions to traditional economic instruments in environmental domains that often work imperfectly but it also faces a set of challenges including the difficulty of computing welfare effects and the identification of a robust environmental policy based on context dependent socio psychological effects we illustrate our critical discussion with two behavioral schemes that have been widely implemented green nudges and corporate environmental responsibility

for better or for worse empirical evidence of moral licensing in a behavioral energy conservation campaign isolated environmental campaigns focusing on defined target behaviors are rolled out to millions of households every year yet it is still unclear whether these programs trigger cross domain adoption of additional environment friendly behaviors positive spillover or reduced engagement elsewhere a thorough evaluation of the real net performance of these programs is lacking this paper investigates whether positive or perverse side effects dominate by exemplifying the impact of a water conservation campaign on electricity consumption the study draws on daily water 10 780 data points and weekly electricity 1386 data points consumption data of 154 apartments in a controlled field experiment at a multifamily residence the results show that residents who received weekly feedback on their water consumption lowered their water use 6 0 on average but at the same time increased their electricity consumption by 5 6 compared with control subjects income effects can be excluded while follow up research is needed on the precise mechanism of the psychological process at work the findings are consistent with the concept of moral licensing which can more than offset the benefits of focused energy efficiency campaigns at least in the short term we advocate the adoption of a more comprehensive view in environmental program design evaluation in order to quantify and mitigate these unintended effects

the time vs money effect shifting product attitudes and decisions through personal connection the results of five field and laboratory experiments reveal a time versus money effect whereby activating time vs money leads to a favorable shift in product attitudes and decisions because time increases focus on product experience activating time vs money augments one s personal connection with the product thereby boosting attitudes and decisions however because money increases the focus on product possession the reverse effect can occur in cases where merely owning the product reflects the self i e for prestige possessions or for highly materialistic consumers the time versus money effect proves robust across implicit and explicit methods of construct activation

adding asymmetrically dominated alternatives violations of regularity and the similarity hypothesis an asymmetrically dominated alternative is dominated by one item in the set but not by another adding such an alternative to a choice set can increase the probability of choosing the item that dominates it this result points to the inadequacy of many current choice models and suggests product line strategies that might not otherwise be intuitively plausible

ethical products less strong how explicit and implicit reliance on the lay theory affects consumption behaviors many consumers implicitly associate sustainability with lower product strength this so called ethical less strong intuition elsi poses a major threat for the success of sustainable products this article explores this pervasive lay theory and examines whether it is a key barrier for sustainable consumption patterns even more importantly little is known about the underlying mechanisms that might operate differently at the implicit and explicit levels of the consumer s decision making to fill this gap three studies examine how the implicit judgments that consumers activate automatically shape their consumption behaviors in concert with their more controlled explicit beliefs about sustainable products the main study investigates the elsi s imprint on actual shopping patterns and disentangles the implicit and explicit mechanisms of the lay theory this paper also asks how this negative influence can be attenuated by examining whether the consumer s interest in sustainable consumption reduces reliance on the elsi two follow up studies confirm the robustness from different methodological and practical perspectives implications for companies and policy makers are derived

the role of explanations and need for uniqueness in consumer decision making unconventional choices based on reasons this research investigates the interaction between a very common task explaining decisions and an individual difference need for uniqueness nfu on buyer decision making we propose that explaining or providing reasons for decisions shifts the focus from the choice of options to the choice of reasons furthermore buyers who explain their decisions and have high nfu tend to select unconventional reasons and are consequently more likely to make unconventional choices these predictions were supported in a series of studies involving choices between conventional and less conventional options such as whether to switch to a brand on sale whether to select a compromise option and whether to accept a gamble with a possible loss the findings also indicate that the effects of providing reasons are not due to attempts to act rationally or to concerns about being evaluated three boundary conditions on the generalization that high nfu consumers who provide reasons tend to make unconventional choices we

the role of question format for the support for national climate change mitigation policies in germany and the determinants of wtp this contingent valuation survey examines the willingness to pay wtp for climate change mitigation in germany willingness to pay is assessed by using a classic dichotomous choice referendum format and a two way payment ladder in a split sample design we find that mean wtp under the referendum format is more than twice the wtp in the payment ladder format but median wtp does not differ moreover we test the possible effect of different determinants on wtp determinants that considerably influence wtp are personal norm climate change scepticism agreement with the german renewable energy law and individualistic cognition income and gender are also important predictors

me myself and my choices the influence of private self awareness on choice abstract this article examines the impact of private self awareness on consumer decision making in four studies the authors show that the ease of preference formation accompanying private self awareness makes people more willing and able to rely on their personal preference weights as the authors predict privately self aware consumers are less inclined to opt for a varied choice set study 1 and are less likely to select compromise options studies 2 and 3 unless they find that it is too difficult to construct their personal preferences study 4

some remarks on leland s model of insider trading this paper shows that leland s 1992 results on the positive effects of insider trading on investment are not robust to the introduction of noise in the insider s information the paper then considers two variations of his model in which the insider is risk neutral to ensure robustness and the investment decision is prior to the placing of the stock in the market it is shown that if insider trading takes place in the primary market it has no effect on the level of investment whereas if it takes place in the secondary market it has a negative effect on investment ing debate insider trading moves the resolution of uncertainty forward and this may bring benefits better information for investment decisions as well as costs increased volatility of prices and hence higher risk premia to analyse these effects leland 1992 constructs a model with an endogen ous level of investment and he shows that when insider trading is permitted stock prices will be higher on average expected real investment will rise and markets will be less liquid and more volatile leland s model is however very special first of all he assumes that the risk averse insider learns exactly the future return of the risky asset in this paper i analyse the robustness of leland s results to the introduction of some noise in the insider s information i show that given the assumptions of his model an arbitrarily small amount of noise is sufficient to make negligible all the effects of insider trading the source of this lack of robustness lies in the assumption that because of risk aversion the insider s trade is always negligible except in the limit case where holding the asset entails no risk to ensure robustness to the intro duction of noise in the insider s information i then consider a model with a risk neutral insider however for this model insider trading does not have any effect on the average price of the risky asset and hence no effect on the average level of investment another feature of leland s model is the fact that the only supplier of the risky asset is assumed to be a price taker this seems a fairly implausible assumption so i propose an alternative model with a risk neutral insider in which the investment decision is prior to the placing of the asset in the market and which allows the supplier to have market power the equilibrium of this model can be easily derived from leland s analysis and although we get the same results for the volatility of the price and the liquidity of the market now insider trading has no effect on the level of investment the result however depends crucially on the assumption that the supplier of the asset is risk neu tral under risk aversion the increase in price volatility would imply a negative

self control for the righteous toward a theory of precommitment to indulgence prior research has examined consumers use of self control to avoid hedonic myopic temptations such as overspending and smoking in this research we investigate the opposite form of self control whereby consumers force themselves to indulge and avoid default forms of spending on utilitarian necessities and or savings in particular consumers who have difficulty choosing items that are perceived as indulgences or luxuries e g a cruise over necessities e g saving for college education and cash in everyday decisions may use precommitments to indulgence especially when the psychological cost of such commitments is less concrete these propositions were tested in a series of studies involving real and hypothetical choices as well as process measures the results indicate that a substantial segment of consumers choose hedonic luxury rewards over cash of equal or greater value consumers typically explain such choices based on the need to precommit to indulgence to make sure that the award does no

self signaling and the costs and benefits of temptation in consumer choice abstract the literature on self control emphasizes that temptation is costly the authors propose that temptation entails not only costs but also benefits for consumers these arise from self signaling effects of how consumers handle tempting choice options succumbing to temptation is a costly self signal of weak willpower whereas resisting temptation is a beneficial self signal of strong willpower five experiments demonstrate that these self signaling costs and benefits of temptation depend not only on the chosen item but also on the temptation from the nonchosen options the authors discuss theoretical implications of their findings for research on impulsive choice and self control and on self signaling and managerial implications for pricing and assortment strategies

referendum design and contingent valuation the noaa panel s no vote recommendation this paper considers the effects for offering a would not vote option in contingent valuation cv questions framed using the referendum format this approach arises from a suggestion made by the national oceanic and atmospheric administration s noaa panel on contingent valuation the noaa panel was asked to evaluate the use of this method for estimating the economic value of nonmarketed environmental resources in the context of natural resource damage assessments this test used the cv questionnaire developed for the study of the exxon valdez oil spill conducted by the state of alaska with in person interviews the findings suggest that when those selecting the would not vote response are treated as having voted against the program a conservative coding offering this option does not alter 1 the distribution of for and against responses 2 the estimates of willingness to pay derived from these choices or 3 the construct validity of the results

prices information and nudges for residential electricity conservation a meta analysis incentivising households to lower their electricity consumption is increasingly used as a tool to create a more flexible electricity demand previous reviews estimate that electricity savings of 6 4 7 4 can be achieved through monetary informational and behavioural incentives this papers argues that a more realistic estimate is of a 1 9 3 9 reduction in consumption based on the most recent experimental data from both peer reviewed and grey literature sources using data from 52 studies published during the smart grid era 2005 onwards the effects of incentives from 128 observations amounting to 713 002 households are analysed the results show that individual and real time feedback as well as personalised advice on how to save electricity are more effective than feedback on electricity costs and general electricity savings tips which lead to relative increases in consumption despite improvements in the quality of more recent studies the analysis highlights the importance of methodological rigour in carrying out and reporting effects of incentives an absence of a control group of socio demographic data and the self selection of participants into treatment leads to overestimation of effects

preference dynamics in sequential consumer choice with defaults this research examines the impact of defaults on product choice in sequential decision settings whereas prior research has shown that a default can affect what consumers purchase by promoting choi

insider trading and the short swing profit rule abstract the short swing profit rule is a federal statute that requires insiders to forfeit any trading profit earned from a combined purchase and sale that occurs within a six month period using a multi period strategic rational expectations equilibrium framework i demonstrate that the rule tends to reduce both the amount of insider trading and the amount of profit earned by an informed insider from information based trades because the rule imposes a constraint on the insider s dynamic trading strategy nevertheless the rule increases the insider s welfare at the expense of uninformed investors outsiders because the rule inhibits risk sharing which leads to an ex ante wealth transfer from outsiders to the insider

what is missing in research on non monetary incentives in the household energy sector abstract based on current research the impact of non monetary incentives on energy consumption and green energy uptake in the household sector remains unclear studies often only provide tests for combinations of measures and consider short time intervals we provide a systematic review of the literature point to several shortcomings in existing published studies and make recommendations for future research aiming to inform policy and other decision makers

split sample tests of no opinion responses in an attribute based choice model researchers using questionnaires to elicit preferences must decide whether to include response options that allow respondents to express no opinion using a split sample design we explore the implications of alternative answer formats including and not including no opinion responses in an attribute based choice experiment the results indicate that using multiple no opinion responses may enable researchers to differentiate between respondents who choose no opinion options due to satisficing and those expressing utility indifference existing literature suggests no opinion responses may be treated as no but our results show treating no opinion responses as no can yield substantially disparate preference estimates

insider trading in a rational expectations economy it is often argued that efficiency considerations require society to freely permit insider trading in this article an opposing efficiency argument is formalized the model incorporates an investment stage followed by a trading stage if outsiders expect insiders to take advantage of them in trading outsiders will reduce their investment the insiders loss from this diminished investor confidence may more than offset their trading gains consequently a prohibition on insider trading may effect a pareto improvement insiders are made better off if they can precommit not to trade on their privileged information govemment regulation accomplishes exactly this jel 022 026 313 the traditional rationale articulated for insider trading regulation and other securities law is that such rules promote confidence in markets indeed president franklin d roosevelt justified the first major u s securities legislation by saying it should give impetus to honest dealing in securities and thereby bring back public confidence similar language is still invoked half a century later in connection with enforcement efforts against insider trading and in proposals for tightened stock

the effect of recycling versus trashing on consumption theory and experimental evidence abstractthis article proposes a utilitarian model in which recycling could reduce consumers negative emotions from wasting resources i e taking more resources than what is being consumed and increase consumers positive emotions from disposing of consumed resources the authors provide evidence for each component of the utility function using a series of choice problems and formulate hypotheses on the basis of a parsimonious utilitarian model experiments with real disposal behavior support the model hypotheses the findings suggest that the positive emotions associated with recycling can overpower the negative emotions associated with wasting as a result consumers could use a larger amount of resources when recycling is an option and more strikingly this amount could go beyond the point at which their marginal consumption utility becomes zero the authors extend the theoretical model and introduce acquisition utility and the moderating effect of the costs of recycling financial physical and m

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

choice based on reasons the case of attraction and compromise effects building on previous research this article proposes that choice behavior under preference uncertainty may be easier to explain by assuming that consumers select the alternative supported by the best reasons this approach provides an explanation for the so called attraction effect and leads to the prediction of a compromise effect consistent with the hypotheses the results indicate that 1 brands tend to gain share when they become compromise alternatives in a choice set 2 attraction and compromise effects tend to be stronger among subjects who expect to justify their decisions to others and 3 selections of dominating and compromise brands are associated with more elaborate and difficult decisions

context dependent voting and political ambiguity abstract in recent decades psychologists have shown that the standard model of individual choice is often violated one regularly observed violation is that choices are influenced by the decision context to incorporate these effects into politics we introduce a theory of context dependent voting and apply it to the puzzle of why candidates are so frequently ambiguous in their policy pronouncements we show that context dependent voters develop a taste for ambiguity even when they evaluate distances quadratically and exhibit traditional risk aversion turning to aggregate effects we incorporate context dependent voting into a model of electoral competition and show that strategic candidates respond in equilibrium to context dependent voters by offering ambiguous platforms thereby affecting the policy outcome

how technological efficiency improvements change consumer preferences towards a psychological theory of rebound effects abstract the use of technologies can influence consumer preferences and demand and hence impact on environmental sustainability this article contributes to research on rebound effects which focus on how energy efficiency improvements eei increase energy service demand most of 35 years of rebound research has been analyzed from micro and macro economic perspectives yet micro economic rebound research has so far investigated human behavior only on grounds of simple rational choice models and static assumptions about consumer preferences this article exposes the existing rebound discourse to psychological theories building on considerations of how eei can interfere with processes of decision making it develops a model of how eei via psychological processes may lead to motivational rebound effects as well as to beneficial effects which countervail rebounds the article then advances a typology of such rebound and beneficial effects that not only integrates the typology currently used in the micro economic rebound literature but goes beyond it model and typology explain how economic rebound research could benefit from psychological theory provide the basis for empirically investigating rebound effects on more solid theoretical grounds and empower a comprehensive discussion about policies and measures that aim at a sustainable use of technologies

efficient estimation methods for closed ended contingent valuation surveys closed ended contingent valuation surveys can be very useful in the evaluation of nonmarket resources respondents merely state whether they would accept or reject a hypothetical threshold amount either as payment for giving up access to the resource or as a fee for its use the authors develop a maximum likelihood procedure which exploits the variation in the threshold values to allow direct and separate point estimates of regression like slope coefficients and error standard deviations without truncation bias their illustration uses data from a survey of recreational fisherman to examine factors which influence individuals willingness to pay copyright 1987 by mit press

yes but this other one looks better works better how do consumers respond to trade offs between sustainability and other valued attributes consumers are increasingly facing product evaluation and choice situations that include information about product sustainability i e information about a product s relative environmental and social impact in many cases consumers have to make decisions that involve a trade off between product sustainability and other valued product attributes similarly product and marketing managers need to make decisions that reflect how consumers will respond to different trade off scenarios in the current research we study consumer responses across two different possible trade off scenarios one in which consumers face a trade off between product sustainability and hedonic value and another in which they must trade off between product sustainability and utilitarian value our results suggest that overall consumers are more likely to trade off hedonic value e g esthetics for sustainability than to trade off utilitarian value e g functional performance for sustainability in studies 1a and 1b we presented participants with a product choice task and also measured their anticipatory emotions as they contemplated their options the results suggest that given a trade off consumers are more likely to choose a sustainable product when they have to trade off hedonic value than when they have to trade off utilitarian value further these studies provide some insight into the emotions underlying this effect in study 2 we use a different consumer response measure relative purchase likelihood and investigate the effect of trade off type across categories that vary in the degree to which hedonic and utilitarian attributes are perceived to be important referred to as product type our results suggest that the effect of trade off type still holds yet is moderated by product type such that consumers greater willingness to trade off hedonic value vs utilitarian value for sustainability is attenuated as the relative importance of hedonic vs utilitarian attributes increases in addition to building on our theoretical understanding of decision making given trade offs with moral attributes this research is also intended to support managers as they define and choose among various strategic product development and marketing promotion options

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

limited availability reduces the rate of satiation in general consumers enjoy products less with repeated consumption unfortunately there are few known ways to slow such satiation the authors show that consumers satiate more slowly on a product when it is available for consumption only at limited times specifically they find that perceived limited availability made a product more enjoyable and yet this effect largely emerged only after repeated consumption the authors attribute this finding to an urge to take advantage of a rare consumption opportunity which leads people to pay less attention to the quantity consumed and subsequently to experience less satiation a series of studies establish the effect of perceived limited availability on the rate of satiation show that it influences how much people eat provide mediation evidence of the proposed theoretical account and eliminate the effect by making salient the total amount consumed the authors conclude with implications of these findings

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

consumer choice between hedonic and utilitarian goods abstract in this article the authors examine how consumer choice between hedonic and utilitarian goods is influenced by the nature of the decision task building on research on elaboration the authors propose that the relative salience of hedonic dimensions is greater when consumers decide which of several items to give up forfeiture choices than when they decide which item to acquire acquisition choices the resulting hypothesis that a hedonic item is relatively preferred over the same utilitarian item in forfeiture choices than in acquisition choices was supported in two choice experiments in a subsequent experiment these findings were extended to hypothetical choices in which the acquisition and forfeiture conditions were created by manipulating initial attribute level reference states instead of ownership finally consistent with the experimental findings a field survey showed that relative to market prices owners of relatively hedonic cars value their vehicles more than do owners of relat

gain without pain the extended effects of a behavioral health intervention we examine the extended effects of an incentive based behavioral health intervention designed to improve nutrition behavior although the intervention successfully improved the target behavior less is known about any spillovers positive or negative that impacted the program s net benefit this novel examination presents an opportunity to advance our knowledge of this important question particularly because many theories predict that balancing behaviors in other domains e g reduced exercise can occur our results show a positive and long lasting persistence effect for the treatment group even after the incentive was removed moreover we observe no negative spillover effects into related domains such as exercise and no negative impact on customer loyalty these results support the use of incentive based interventions and highlight the importance for both theory and practice of examining their extended effects this paper was accepted by uri gneezy behavioral economics

inside trading and incentives the traditional arguments against inside trading insiders take advantage of other investors inside trading profits overcompensate managers see ross 1979 too much information is collected if inside trading is allowed see fama and laffer 1971 hirshleifer 1971 emphasize the social costs of prohibiting such trading without explaining the private incentives shareholders have to sanction this trading the efficiency argument in favor of inside trading inside trading improves the functioning of the stock market because information as a public good will be underproduced unless those who acquire it profit through inside trading demsetz 1969 does not explain shareholders support of inside trading because the owners of a firm do not seek to improve the efficiency of the stock market by sacrificing trading profits to insiders several alternative hypotheses for shareholders failure to impose restrictions on inside trading have been advanced this paper analyzes shareholders incentives to sanction inside trading i show that if a manager of a firm is initially compensated with earnings contingent contracts then the welfare of that manager and all of the firm s shareholders can be improved by allowing the manager to trade on his private information this result is established in the context of a multiple principal the shareholders single agent the manager model with the manager s trades observable ex post and is robust with respect to the specification of investors preferences and the definition of stock market equilibrium the topic of this paper originated in conversations with steve allen his comments as well as those of nicholas dopuch daniel fischel sanford grossman merton miller robert verrecchia and other members of the workshops on the applications of economics and on accounting research both at the university of chicago are gratefully acknowledged 1 for a list of such arguments see references in manne 1966 chap 1

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

been there done that the impact of effort investment on goal value and consumer motivation in the present article we propose that consumers initial effort investment in pursuing a goal may increase or decrease the value of the goal and the consumer s subsequent motivation depending on whether the pursuit of the goal is perceived to be one s autonomous choice when consumers perceive that the goal they pursue is adopted through an autonomous choice the initial effort investment is experienced as reflecting the value of the goal therefore greater effort should increase the value of the goal as well as consumers subsequent motivation conversely if consumers perceive that the goal has been imposed on them they experience psychological reactance that is proportional to the amount of effort that they expend in pursuing the goal thus they devalue the goal as they invest more effort in its pursuit and show lower subsequent motivation

spending time versus spending money we find systematic differences in the way that people spend time versus money ex post people are able to more easily accommodate negative outcomes by adjusting the value of their temporal inputs ex ante people are willing to spend more time for higher risk higher return options whereas when spending money the pattern is reversed and the more standard pattern of increasing risk aversion is observed although accurate assessment of the opportunity costs of time is key to making good decisions ambiguity in the value of time promotes accommodation and rationalization

the influence of price discount versus bonus pack on the preference for virtue and vice foods abstract the authors find that consumers prefer a bonus pack to a price discount for virtue foods but they prefer a price discount to a bonus pack for vice foods prior research has shown that all else being equal consumers prefer bonus packs to price discounts the authors propose that this preference does not hold for vice food because consumers cannot generate good justifications for buying such food when a bonus pack is offered because this would mean consuming more of the vice however a price discount on a vice food can be justified because it acts as a guilt mitigating mechanism for virtue foods the absence of both anticipated postconsumption guilt and the resultant need to justify leads consumers to prefer a bonus pack to a price discount the authors demonstrate the proposed effect and test its underlying process across five experiments