A previously unobserved pattern of choice behavior is predicted and corroborated. In line with the principle of compatibility, according to which the weighting of inputs is enhanced by their compatibility with output, the positive and negative dimensions of options (their pros and cons) are expected to loom larger when one is choosing and when one …
Category Archives: 연구논문
Gourville, J. T. (1998). Pennies-a-day: The effect of temporal reframing on transaction evaluation. Journal of Consumer Research, 24(4), 395-408.
To increase transaction compliance, marketers sometimes temporally reframe the cost of a product from an aggregate one-time expense to a series of small ongoing expenses, often in spite of the fact that the physical payments remain aggregated. This temporal reframing is identified in this article as the “pennies-a-day” (PAD) strategy. A two-step consumer decision-making process …
Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. science, 211(4481), 453-458.
The psychological principles that govern the perception of decision problems and the evaluation of probabilities and outcomes produce predictable shifts of preference when the same problem is framed in different ways. Reversals of preference are demonstrated in choices regarding monetary outcomes, both hypothetical and real, and in questions pertaining to the loss of human lives. …
Thaler, R. (1985). Mental accounting and consumer choice. Marketing science, 4(3), 199-214.
A new model of consumer behavior is developed using a hybrid of cognitive psychology and microeconomics. The development of the model starts with the mental coding of combinations of gains and losses using the prospect theory value function. Then the evaluation of purchases is modeled using the new concept of “transaction utility.” The household budgeting …
Matters, M. A. (1999). Mental accounting matters. Journal of Behavioral Decision Making, 12(3), 183-206.
Mental accounting is the set of cognitive operations used by individuals and households to organize, evaluate, and keep track of financial activities. Making use of research on this topic over the past decade, this paper summarizes the current state of our knowledge about how people engage in mental accounting activities. Three components of mental accounting …
Soman, D., & Gourville, J. T. (2001). Transaction decoupling: How price bundling affects the decision to consume. Journal of marketing research, 38(1), 30-44.
In today’s marketplace, price bundling is widespread: Manufacturers and retailers routinely offer multiple products for a single, bundled price. Although the effects of price bundling on purchase behavior have been well researched, the effects of price bundling on postpurchase consumption behavior have received almost no attention. In this article, the authors build on the sunk …
Conway, M., & Ross, M. (1984). Getting what you want by revising what you had. Journal of Personality and Social Psychology, 47(4), 738-748.
Previous research has demonstrated that people recall their past in ways that exaggerate its consistency with their current condition. It is argued that whether people perceive stability or change in themselves depends, in part, on the theory they invoke to reconstruct their past. Two studies, with 106 undergraduates, addressed the impact of a potentially invalid …
Sanitioso, R., Kunda, Z., & Fong, G. T. (1990). Motivated recruitment of autobiographical memories. Journal of Personality and Social psychology, 59(2), 229-241.
We hypothesized that people motivated to believe that they possess a given trait search for autobiographical memories that reflect that trait, so as to justify their desired self-view. We led subjects to believe that either extraversion or introversion was desirable, and obtained convergent evidence from open-ended memory-listing tasks as well as from reaction time (RT) …
Buehler, R., Griffin, D., & Ross, M. (1994). Exploring the “planning fallacy”: Why people underestimate their task completion times.
Tested 3 hypotheses concerning people’s predictions of task completion times: (1) people underestimate their own but not others’ completion times, (2) people focus on plan-based scenarios rather than on relevant past experiences while generating their predictions, and (3) people’s attributions diminish the relevance of past experiences. Five studies were conducted with a total of 465 …
Choi, J., Kim, B. K., Choi, I., & Yi, Y. (2006). Variety-seeking tendency in choice for others: Interpersonal and intrapersonal causes. Journal of Consumer Research, 32(4), 590-595.
Ratner and Kahn demonstrated that individuals believed that others would seek more variety than they themselves would seek. Building on this finding, we expected the variety-seeking tendency to be greater when people made choices for others, and we examined the mechanisms of this phenomenon. Study 1 explored an interpersonal mechanism and demonstrated that variety seeking …