행복DB

Aubiquitous feature of even the fastest self-service technology transactions is the wait. Conventional wisdom and operations theory suggest that the...

Research suggests that individuals mentally track the costs and benefits of a consumer transaction for the purpose of reconciling those...

All income increases a person's absolute wealth, but consumption decisions may be based more heavily on perceived changes in wealth....

Four experiments tested the novel hypothesis that ritualistic behavior potentiates and enhances ensuing consumption—an effect found for chocolates, lemonade, and...

Recent studies have documented that performance in a domain is hindered when individuals feel that a sociocultural group to which...

This paper examines the importance of the context in which medical alternatives are presented to individuals. In a series of...

We study how decision makers choose when faced with multiple plays of a gamble or investment. When evaluating multiple plays...

The sunk cost effect is manifested in a greater tendency to continue an endeavor once an investment in money, effort,...

We study the dissociation between two common measures of value—monetary assessment of purchase options versus the predicted utility associated with...

Increasing accuracy motivation (e.g., by providing monetary incentives for accuracy) often fails to increase adjustment away from provided anchors, a...