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- Title
- Consumer Tradeoffs in Material and Experiential Purchases.
- Creator
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Urumutta Hewage, Ganga, He, Xin, Rugar, Yael Zemack -, Wang, Ze, Sivo, Stephen, University of Central Florida
- Abstract / Description
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Material and experiential purchases have gained much attention in psychology and consumer behavior alike (Carter and Gilovich 2010; Nicolao, Irwin, and Goodman 2009; Rosenzweig and Gilovich 2012; Tully, Hershfield, and Meyvis 2015). In three essays, I examine the theoretical and practical implications of consumer tradeoffs in this domain. In the first essay, I explore how regulatory focus influences the tradeoffs between material and experiential purchases. Results of five laboratory studies...
Show moreMaterial and experiential purchases have gained much attention in psychology and consumer behavior alike (Carter and Gilovich 2010; Nicolao, Irwin, and Goodman 2009; Rosenzweig and Gilovich 2012; Tully, Hershfield, and Meyvis 2015). In three essays, I examine the theoretical and practical implications of consumer tradeoffs in this domain. In the first essay, I explore how regulatory focus influences the tradeoffs between material and experiential purchases. Results of five laboratory studies and two field studies (using Instagram and Google Trends data) suggest that, as the regulatory focus shifts from prevention to promotion, there is a higher likelihood of choosing experiential purchases and such an effect is driven by focus of attention. The second essay examines how self-construal may shape material-experiential tradeoffs. Results show that independent self-view develops a higher preference towards experiential purchases than interdependent self-view(-)an effect driven by individual's uniqueness consideration. I demonstrate this effect across seven experimental studies and a field study (using United Nations data). I also show that type of decision moderates the results. The third essay investigates how purchase type influences consumers' preference for mystery options. Five lab studies and a field study (using Groupon data) provide evidence that, when making experiential purchases consumers favor mystery options than when making material purchases. Such an effect is driven by the need for excitement. Additionally, moderated by priming of excitement and target of the decision (self vs. other). Together, these three essays contribute to a better understanding of tradeoffs in these two types of purchases. My findings add to the work on regulatory focus, self-construal, and consumer judgements and decision making. I also offer managerial insights to develop effective marketing strategy.
Show less - Date Issued
- 2019
- Identifier
- CFE0007547, ucf:52605
- Format
- Document (PDF)
- PURL
- http://purl.flvc.org/ucf/fd/CFE0007547
- Title
- The Effects of Facial Cues on Consumer Judgment and Decision-Making.
- Creator
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Liu, Fan, He, Xin, Wang, Ze, Mao, Huifang, Sivo, Stephen, University of Central Florida
- Abstract / Description
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This dissertation investigates the roles of facial cues in consumer behavior. Specifically, the research examines the effect of facial structural resemblance, facial expressions, and other perceptual cues(-)in both individual and group settings(-)on consumer judgment and decision-making. Essay 1 examines the influence of facial resemblance on consumers' product purchase likelihood. This effect is moderated by consumers' mental construal, such that the effect of increased facial resemblance on...
Show moreThis dissertation investigates the roles of facial cues in consumer behavior. Specifically, the research examines the effect of facial structural resemblance, facial expressions, and other perceptual cues(-)in both individual and group settings(-)on consumer judgment and decision-making. Essay 1 examines the influence of facial resemblance on consumers' product purchase likelihood. This effect is moderated by consumers' mental construal, such that the effect of increased facial resemblance on product purchase likelihood occurs among consumers with high-level construals but not among those with low-level construals. Results of three experimental studies show that increased facial resemblance among team members enhances the perceived entitativity of the group, which in turn leads to more favorable intention of purchasing the product offered by the group. Essay 2 investigates the differential effects of recipients' group entitativity on two types of donation (time vs. money). Through three studies, the research demonstrates that high (versus low) group entitativity among the recipients increases donation of time but decreases donation of money. Such differential effects on donation of time versus money are driven by consumers' emotional or cognitive well-being associated with time or money donations. In essay 3, the effect of smile intensity on customer behavior is shown to be moderated by power and salience of ulterior motive. When employees' ulterior motive is not salient to customers, low-power customers evaluate the employee with intensified smiles more favorably compared to high-power customers. In contrast, when ulterior motive is made salient, high-power rather than low-power customers react more positively to smile intensity. Results show that the interactive effects between smile, power, and ulterior motive are driven by customers' warmth and competence perceptions. Collectively, this dissertation focuses on consumers' face-based judgments of individuals and teams, and investigates how such facial cues might influence consumers' attitude, purchase intention, and prosocial behavior.
Show less - Date Issued
- 2015
- Identifier
- CFE0005828, ucf:50930
- Format
- Document (PDF)
- PURL
- http://purl.flvc.org/ucf/fd/CFE0005828
