Contemporary consumer behavior research largely conceptualizes post-decision evaluation processes in terms of decision confidence, anticipated regret and satisfaction, and decision and consumption satisfaction. The current research broadens this view, arguing that people additionally experience varying degrees of decision comfort that are distinct from other post-decision evaluations.
This paper investigates citations of influential papers in the marketing and management area. These papers are successful in terms of the direct citations they receive (i.e., primary citations). To be truly influential, however, the papers citing them must in turn be used and cited by subsequent papers (i.e., have secondary citations) to demonstrate their long-run relevance. We propose a measure of enduring impact that takes into account (1) both primary and secondary citations and (2) the number of citations in the bibliography.
In the past two decades, pricing research has paid increasing attention to instances where a product's price is divided into a base price and one or more mandatory surcharges, a practice termed partitioned pricing. Recently, partitioned pricing strategies in the marketplace have become more pervasive and complex, raising concerns that consumers do not always fully attend to or process all price information, and underestimate total prices, which in turn influences their purchasing behavior.
Consumers frequently evaluate their own traits before making consumption decisions (e.g., am I thin enough for skinny jeans?). The outcome of these self-evaluations depends on the standard consumers use and on whether they evaluate self in assimilation or contrast to that standard. Previous self-judgment research has focused on self-standards that arise from social aspects of the environment, including people and groups.
In sponsored search advertising, advertisers bid to be displayed in response to a keyword search. The operational activities associated with participating in an auction, i.e., submitting the bid and the ad copy, customizing bids and ad copies based on various factors (such as the geographical region from which the query originated, the time of day and the season, the characteristics of the searcher), and continuously measuring outcomes, involve considerable effort. We call the costs that arise from such activities keyword management costs.
I review the changing advertising landscape and suggest that the definition of advertising has inherently changed. Using the current advertising context, I develop research questions that consumer behavior scholars are well poised to address. This research agenda is rooted in real-world observations about advertising and can help us develop new theories about when, how, and why advertising influences and persuades consumers. A recurring theme in this article is that consumers may be misled due to information overload from multiple channels and sources.
The notion that effort and hard work yield desired outcomes is ingrained in many cultures and affects our thinking and behavior. However, could valuing effort complicate our lives? In the present article, the authors demonstrate that individuals with a stronger tendency to link effort with positive outcomes end up complicating what should be easy decisions. People distort their preferences and the information they search and recall in a manner that intensifies the choice conflict and decisional effort they experience before finalizing their choice.
In contrast to decades of research reporting surprisingly weak relationships between consumption and happiness, recent findings suggest that money can indeed increase happiness if it is spent the "right way" (e.g., on experiences or on other people). Drawing on the concept of psychological fit, we extend this research by arguing that individual differences play a central role in determining the "right" type of spending to increase well-being.