HKUST Institutional Repository
(5.016 recursos)
Repository of Hong Kong University of Science and Technology. Managed by the HKUST Library.
Mostrando recursos 1 - 10 de 10
1.
Choice of prizes allocated by multiple lotteries with endogenously determined probabilities - Rapoport, Amnon; Lo, Alison King Chung; Zwick, Rami
We study a class of interactive decision making situations in which each agent must choose to participate in one of several lotteries with commonly known prizes. In contrast to the widely studied paradigm of choice between gambles in individual decision making under risk in which the probabilities of the prizes are given, the probability of winning a prize in each of the lotteries in our study is known to decrease in the number of agents choosing this lottery. We construct the Nash equilibrium solution to this game and then test it experimentally in the special case where each lottery yields...
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Invariance failure under subgame perfectness in sequential bargaining - Zwick, Rami; Rapoport, Amnon; Weg, Eythan
A basic property of any normative theory of decision making - individual or group - is its invariance under the theory's own equivalence specification. Growing evidence from experimental studies in several areas of game playing indicates that the game-theoretic notion of strategic equivalence is systematically violated in the behavioral arena. The present study expands the design of previous studies of bilateral bargaining by including a third party and a new trading rule - modifications which induce behavioral patterns that reject equivalence under subgame perfection.
3.
The effects of analyzing reasons for brand preferences : disruption or reinforcement? - Sengupta, Jaideep; Fitzsimons, Gavan J.
Different streams of research offer seemingly conflicting predictions as to the effects of analyzing reasons for preferences on the attitude-behavior link. These different theoretical accounts are applied to a new product scenario and conditions are identified under which analyzing reasons for brand preferences can increase or decrease the predictive value of reported preferences. It is found that the reasons analysis increases the link between attitude and behavior when the measure of behavior closely follows attitude measurement. Thinking about reasons significantly decreases the attitude-behavior correlation when the observed behavior occurs after a substantial delay. A second study replicates this finding and...
4.
Performance of store brands : a cross-country analysis of consumer store-brand preferences, perceptions, and risk - Erdem, Tulin; Zhao, Ying; Valenzuela, Ana
Store brands, or private labels, are owned, controlled, and sold exclusively by retailers. Store brands have been gaining an increasing share of the market in most consumer product categories. The trend towards higher store concentration, global recession, and changing consumer habits also influence the growth of store brands. Nevertheless, the market shares of store brands vary by product class and across countries. For example, in the grocery industry, store brands have 45% market share in Switzerland, 37% in the United Kingdom, 22% in Canada, but only 12% in the United States. Differences in market concentration, store-brand positioning, and consumer price...
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Transaction decoupling : how price bundling affects the decision to consume - Soman, Dilip; Gourville, John T.
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. This study builds on the sunk cost literature (e.g., Thaler 1980, 1985) and predicts that price bundling leads to a disassociation or "decoupling" of transaction costs and benefits, thereby reducing attention to sunk costs and decreasing a consumer's likelihood of consuming a paid-for service (e.g., a theater performance). Four studies show this to be...
6.
Search and alignment in judgment revision : implications for brand positioning - Pham, Michel Tuan; Muthukrishnan, A. V.
The authors propose a model of judgment revision, which posits that counterattitudinal challenges to a brand initially trigger a memory search for proattitudinal information about the brand. Four experiments test the model's predictions about the influence of abstract versus attribute-specific brand positioning on judgment revision. Consistent with the model's predictions, results show that compared with attribute-specific positioning, abstract positioning will result in less judgment revision when the challenge is specific and the initial brand evaluation is based on limited learning of the positioning information.
7.
The emergence of market structure in new repeat-purchase categories : the interplay of market share and retailer distribution - Bronnenberg, Bart J.; Mahajan, Vijay; Vanhonacker, Wilfried R.
The authors of a study look at brand-share dynamics among competing brands in new repeat-purchase categories. In such new categories, market shares are strongly affected by retailer distribution decisions. Because a retailer that considers a brand for distribution can take into account the prior performance of that brand with other retailers, the success of a manufacturer in obtaining distribution can depend positively on its brand's market share to date. This creates positive feedback between a brand's market share and its distribution over the growth stage of the category. Temporary positive feedback, along with the way manufacturers influence their brand's market...
8.
Absence makes the mind grow sharper : effects of element omission on subsequent recall - Sengupta, Jaideep; Gorn, Gerald J.
Advertisers often deliberately leave out crucial elements from an ad. A study focuses specifically on the recall effects resulting from a previously unstudied form of element omission - leaving out an entire visual element from the ad. Research on self-generation as well as on message elaboration indicates that such element omission may actually lead to an improvement along specific dimensions such as category recall and brand recall. Strong support for this perspective is found in a series of three experiments which explore the effects of feature omission both in the context of perception-based omission (wherein the omission is noticed purely...
9.
Waiting for the Web : how screen color affects time perception - Sengupta, Jaideep; Gorn, Gerald J.; Chattopadhyay, Amitava; Tripathi, Shashank
The authors investigate the link between the color of a Web page's background screen while the page is downloading and the perceived quickness of the download. They draw on research that supports links between color and feelings of relaxation and between feelings of relaxation and time perception. The authors predict that the background screen color influences how quickly a page is perceived to download and that feelings of relaxation mediate this influence. In a series of experiments, they manipulate the hue, value, and chroma dimensions of the color to induce more or less relaxed feeling states. The findings suggest that...
10.
The use of visual mental imagery in new product design - Gorn, Gerald J.; Chattopadhyay, Amitava; Dahl, Darren W.
A study seeks to advance the understanding of how marketing can facilitate the new product design process. It focuses on how designers' use of a specific cognitive process, visual mental imagery, can influence the customer appeal of a design. A conceptual framework for examining how visual imagery might influence the customer appeal of a design output is presented. This is followed by 2 experiments that test the hypotheses that flow from the proposed model. The experiments manipulate the type of visual imagery used and the incorporation of the customer in the imagery invoked and then examine its effects on the...
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