Consumer Behavior - 6314M0159Y
In-depth summary of each article starting week 2
Week 2: Consumer Rationality
Levin, I. P., & Gaeth, G. J. (1988). How consumers are affected by the framing of attribute information
before and after consuming the product. Journal of Consumer Research, 15(3), 374-378. Download
Levin, I. P., & Gaeth, G. J. (1988). How consumers are affected by the framing of attribute information
before and after consuming the product. Journal of Consumer Research, 15(3), 374-378.Preview the
document
Hsee, C. K., Loewenstein, G. F., Blount, S., & Bazerman, M. H. (1999). Preference reversals between
joint and separate evaluations of options: a review and theoretical analysis. Psychological bulletin, 125(5),
576. Download Hsee, C. K., Loewenstein, G. F., Blount, S., & Bazerman, M. H. (1999). Preference
reversals between joint and separate evaluations of options: a review and theoretical analysis.
Psychological bulletin, 125(5), 576.Preview the document
Shampanier, K., Mazar, N., & Ariely, D. (2007). Zero as a special price: The true value of free products.
Marketing science, 26(6), 742-757. Download Shampanier, K., Mazar, N., & Ariely, D. (2007). Zero as a
special price: The true value of free products. Marketing science, 26(6), 742-757.Preview the document
Additional paper: Khan, U., & Dhar, R. (2010). Price-framing effects on the purchase of hedonic and
utilitarian bundles. Journal of Marketing Research, 47(6), 1090-1099.
Week 3: Affective and Emotional Consumer Reactions
Berger, J., & Milkman, K. L. (2012). What makes online content viral? Journal of Marketing Research,
49(2), 192-205. Download Berger, J., & Milkman, K. L. (2012). What makes online content viral?
Journal of Marketing Research, 49(2), 192-205.Preview the document
Sanbonmatsu, D. M., & Kardes, F. R. (1988). The effects of physiological arousal on information
processing and persuasion. Journal of Consumer research, 15(3), 379-385. Download Sanbonmatsu, D.
M., & Kardes, F. R. (1988). The effects of physiological arousal on information processing and
persuasion. Journal of Consumer research, 15(3), 379-385.Preview the document
Pham, M. T., Geuens, M., & De Pelsmacker, P. (2013). The influence of ad-evoked feelings on brand
evaluations: Empirical generalizations from consumer responses to more than 1000 TV commercials.
International Journal of Research in Marketing, 30(4), 383-394. Download Pham, M. T., Geuens, M., &
De Pelsmacker, P. (2013). The influence of ad-evoked feelings on brand evaluations: Empirical
generalizations from consumer responses to more than 1000 TV commercials. International Journal of
Research in Marketing, 30(4), 383-394.Preview the document
,Additional paper: Di Muro, F., & Murray, K. B. (2012). An arousal regulation explanation of mood
effects on consumer choice. Journal of Consumer Research, 39(3), 574-584.
Week 4: Social Influences on Consumer Behavior:
Han, Y. J., Nunes, J. C., & Drèze, X. (2010). Signaling status with luxury goods: The role of brand
prominence. Journal of Marketing, 74(4), 15-30. Download Han, Y. J., Nunes, J. C., & Drèze, X. (2010).
Signaling status with luxury goods: The role of brand prominence. Journal of Marketing, 74(4),
15-30.Preview the document
Chae, I., Stephen, A. T., Bart, Y., & Yao, D. (2017). Spillover effects in seeded word-of-mouth marketing
campaigns. Marketing Science, 36(1), 89-104. Download Chae, I., Stephen, A. T., Bart, Y., & Yao, D.
(2017). Spillover effects in seeded word-of-mouth marketing campaigns. Marketing Science, 36(1),
89-104.Preview the document
Argo, J. J., & Dahl, D. W. (2020). Social Influence in the Retail Context: A Contemporary Review of the
Literature. Journal of Retailing, 96(1), 25-39. Download Argo, J. J., & Dahl, D. W. (2020). Social
Influence in the Retail Context: A Contemporary Review of the Literature. Journal of Retailing, 96(1),
25-39.Preview the document
Additional paper: Moorman, Christine. Commentary Brand activism in a political world. Journal of
public policy & marketing 39, no. 4 (2020) 388-392..pdf Download Moorman, Christine. Commentary
Brand activism in a political world. Journal of public policy & marketing 39, no. 4 (2020) 388-392..pdf
Week 5: Consumers and Marketing for a “Better World”
Kivetz, R., Urminsky, O., & Zheng, Y. (2006). The goal-gradient hypothesis resurrected: Purchase
acceleration, illusionary goal progress, and customer retention. Journal of Marketing Research, 43(1),
39-58. Download Kivetz, R., Urminsky, O., & Zheng, Y. (2006). The goal-gradient hypothesis
resurrected: Purchase acceleration, illusionary goal progress, and customer retention. Journal of
Marketing Research, 43(1), 39-58.Preview the document
Goldstein, N. J., Cialdini, R. B., & Griskevicius, V. (2008). A room with a viewpoint: Using social norms
to motivate environmental conservation in hotels. Journal of Consumer Research, 35(3), 472-482.
Download Goldstein, N. J., Cialdini, R. B., & Griskevicius, V. (2008). A room with a viewpoint: Using
social norms to motivate environmental conservation in hotels. Journal of Consumer Research, 35(3),
472-482.Preview the document
Okada, E. M. (2005). Justification effects on consumer choice of hedonic and utilitarian goods. Journal of
Marketing Research, 42(1), 43-53. Download Okada, E. M. (2005). Justification effects on consumer
choice of hedonic and utilitarian goods. Journal of Marketing Research, 42(1), 43-53.Preview the
document
Additional paper: Khan, U., & Dhar, R. (2006). Licensing effect in consumer choice. Journal of
marketing research, 43(2), 259-266.
, Week 2-
(Additional Article) Price-Framing Effects on the Purchase of Hedonic and Utilitarian Bundles
● The practice of bundling cross-category, seemingly unrelated items is growing in the retail sector.
For example, in online settings such as at Amazon.com, a customer commonly receives “Better
Together” suggestions that often bundle unrelated products.
● In general, hedonic products are desired for pleasure, fantasy, and fun, whereas utilitarian items
tend to fulfill basic needs or help accomplish functional or practical tasks (Strahilevitz and Myers
1998). Prior research has shown that the decision to purchase hedonic goods is often associated
with guilt (Khan and Dhar 2006) and greater need for justification that the hedonic–utilitarian
distinction can be instrumental in affecting the price framing of cross-category bundles for which
existing models of bundle pricing make no clear pre- dictions. Specifically, we predict that
framing a discount as savings on the hedonic item will be more effective in increasing the
purchase likelihood of the bundle than an equivalent discount framed as savings on the utilitarian
item. We show that a discount provides a justification that increases the likelihood of hedonic
purchases, which are more guilt-inducing, but has relatively little impact on utilitarian purchases,
which typically involve less guilt. This notion also enables us to predict that framing a discount as
savings on a hedonic item in a hedonic–utilitarian bundle will be more effective in increasing
bundle sales than an equivalent saving on the same hedonic item when the other item in the
bundle is also hedonic.
● Bundling is broadly understood as the practice of selling two or more products/services in a
single package for a lower price, though the individual items may or may not be offered
separately at their regular prices (Guiltinan 1987). Tying a discount to purchase aggregation can
serve as an effective strategy to differentiate, to introduce new products, to reduce costs, and to
cross-sell to a customer who may buy one, but not all, products offered in a bundle
● Although unrelated items in a bundle can be all hedonic, all utilitarian, or some combination of
the two, we focus on bundles of unrelated products that contain one hedonic and one utilitarian
item because consumers often buy both types of products together to balance somewhat
conflicting consumption goals
● Price discounts can also make it easier to purchase a hedonic item by providing a guilt-reducing
justification. Thus, we predict that in bundles containing both hedonic and utilitarian items
(hereinafter, “heterogeneous bundles”), framing a discount as savings on the hedonic component
will make it easier to justify the purchase of the bundle.
● Prediction: In heterogeneous bundles, discounting a hedonic item is more effective in increasing
bundle purchase than discounting a utilitarian item; framing an equivalent discount on different
items does not affect purchase likelihood inhomogeneous bundles.
Results:
In-depth summary of each article starting week 2
Week 2: Consumer Rationality
Levin, I. P., & Gaeth, G. J. (1988). How consumers are affected by the framing of attribute information
before and after consuming the product. Journal of Consumer Research, 15(3), 374-378. Download
Levin, I. P., & Gaeth, G. J. (1988). How consumers are affected by the framing of attribute information
before and after consuming the product. Journal of Consumer Research, 15(3), 374-378.Preview the
document
Hsee, C. K., Loewenstein, G. F., Blount, S., & Bazerman, M. H. (1999). Preference reversals between
joint and separate evaluations of options: a review and theoretical analysis. Psychological bulletin, 125(5),
576. Download Hsee, C. K., Loewenstein, G. F., Blount, S., & Bazerman, M. H. (1999). Preference
reversals between joint and separate evaluations of options: a review and theoretical analysis.
Psychological bulletin, 125(5), 576.Preview the document
Shampanier, K., Mazar, N., & Ariely, D. (2007). Zero as a special price: The true value of free products.
Marketing science, 26(6), 742-757. Download Shampanier, K., Mazar, N., & Ariely, D. (2007). Zero as a
special price: The true value of free products. Marketing science, 26(6), 742-757.Preview the document
Additional paper: Khan, U., & Dhar, R. (2010). Price-framing effects on the purchase of hedonic and
utilitarian bundles. Journal of Marketing Research, 47(6), 1090-1099.
Week 3: Affective and Emotional Consumer Reactions
Berger, J., & Milkman, K. L. (2012). What makes online content viral? Journal of Marketing Research,
49(2), 192-205. Download Berger, J., & Milkman, K. L. (2012). What makes online content viral?
Journal of Marketing Research, 49(2), 192-205.Preview the document
Sanbonmatsu, D. M., & Kardes, F. R. (1988). The effects of physiological arousal on information
processing and persuasion. Journal of Consumer research, 15(3), 379-385. Download Sanbonmatsu, D.
M., & Kardes, F. R. (1988). The effects of physiological arousal on information processing and
persuasion. Journal of Consumer research, 15(3), 379-385.Preview the document
Pham, M. T., Geuens, M., & De Pelsmacker, P. (2013). The influence of ad-evoked feelings on brand
evaluations: Empirical generalizations from consumer responses to more than 1000 TV commercials.
International Journal of Research in Marketing, 30(4), 383-394. Download Pham, M. T., Geuens, M., &
De Pelsmacker, P. (2013). The influence of ad-evoked feelings on brand evaluations: Empirical
generalizations from consumer responses to more than 1000 TV commercials. International Journal of
Research in Marketing, 30(4), 383-394.Preview the document
,Additional paper: Di Muro, F., & Murray, K. B. (2012). An arousal regulation explanation of mood
effects on consumer choice. Journal of Consumer Research, 39(3), 574-584.
Week 4: Social Influences on Consumer Behavior:
Han, Y. J., Nunes, J. C., & Drèze, X. (2010). Signaling status with luxury goods: The role of brand
prominence. Journal of Marketing, 74(4), 15-30. Download Han, Y. J., Nunes, J. C., & Drèze, X. (2010).
Signaling status with luxury goods: The role of brand prominence. Journal of Marketing, 74(4),
15-30.Preview the document
Chae, I., Stephen, A. T., Bart, Y., & Yao, D. (2017). Spillover effects in seeded word-of-mouth marketing
campaigns. Marketing Science, 36(1), 89-104. Download Chae, I., Stephen, A. T., Bart, Y., & Yao, D.
(2017). Spillover effects in seeded word-of-mouth marketing campaigns. Marketing Science, 36(1),
89-104.Preview the document
Argo, J. J., & Dahl, D. W. (2020). Social Influence in the Retail Context: A Contemporary Review of the
Literature. Journal of Retailing, 96(1), 25-39. Download Argo, J. J., & Dahl, D. W. (2020). Social
Influence in the Retail Context: A Contemporary Review of the Literature. Journal of Retailing, 96(1),
25-39.Preview the document
Additional paper: Moorman, Christine. Commentary Brand activism in a political world. Journal of
public policy & marketing 39, no. 4 (2020) 388-392..pdf Download Moorman, Christine. Commentary
Brand activism in a political world. Journal of public policy & marketing 39, no. 4 (2020) 388-392..pdf
Week 5: Consumers and Marketing for a “Better World”
Kivetz, R., Urminsky, O., & Zheng, Y. (2006). The goal-gradient hypothesis resurrected: Purchase
acceleration, illusionary goal progress, and customer retention. Journal of Marketing Research, 43(1),
39-58. Download Kivetz, R., Urminsky, O., & Zheng, Y. (2006). The goal-gradient hypothesis
resurrected: Purchase acceleration, illusionary goal progress, and customer retention. Journal of
Marketing Research, 43(1), 39-58.Preview the document
Goldstein, N. J., Cialdini, R. B., & Griskevicius, V. (2008). A room with a viewpoint: Using social norms
to motivate environmental conservation in hotels. Journal of Consumer Research, 35(3), 472-482.
Download Goldstein, N. J., Cialdini, R. B., & Griskevicius, V. (2008). A room with a viewpoint: Using
social norms to motivate environmental conservation in hotels. Journal of Consumer Research, 35(3),
472-482.Preview the document
Okada, E. M. (2005). Justification effects on consumer choice of hedonic and utilitarian goods. Journal of
Marketing Research, 42(1), 43-53. Download Okada, E. M. (2005). Justification effects on consumer
choice of hedonic and utilitarian goods. Journal of Marketing Research, 42(1), 43-53.Preview the
document
Additional paper: Khan, U., & Dhar, R. (2006). Licensing effect in consumer choice. Journal of
marketing research, 43(2), 259-266.
, Week 2-
(Additional Article) Price-Framing Effects on the Purchase of Hedonic and Utilitarian Bundles
● The practice of bundling cross-category, seemingly unrelated items is growing in the retail sector.
For example, in online settings such as at Amazon.com, a customer commonly receives “Better
Together” suggestions that often bundle unrelated products.
● In general, hedonic products are desired for pleasure, fantasy, and fun, whereas utilitarian items
tend to fulfill basic needs or help accomplish functional or practical tasks (Strahilevitz and Myers
1998). Prior research has shown that the decision to purchase hedonic goods is often associated
with guilt (Khan and Dhar 2006) and greater need for justification that the hedonic–utilitarian
distinction can be instrumental in affecting the price framing of cross-category bundles for which
existing models of bundle pricing make no clear pre- dictions. Specifically, we predict that
framing a discount as savings on the hedonic item will be more effective in increasing the
purchase likelihood of the bundle than an equivalent discount framed as savings on the utilitarian
item. We show that a discount provides a justification that increases the likelihood of hedonic
purchases, which are more guilt-inducing, but has relatively little impact on utilitarian purchases,
which typically involve less guilt. This notion also enables us to predict that framing a discount as
savings on a hedonic item in a hedonic–utilitarian bundle will be more effective in increasing
bundle sales than an equivalent saving on the same hedonic item when the other item in the
bundle is also hedonic.
● Bundling is broadly understood as the practice of selling two or more products/services in a
single package for a lower price, though the individual items may or may not be offered
separately at their regular prices (Guiltinan 1987). Tying a discount to purchase aggregation can
serve as an effective strategy to differentiate, to introduce new products, to reduce costs, and to
cross-sell to a customer who may buy one, but not all, products offered in a bundle
● Although unrelated items in a bundle can be all hedonic, all utilitarian, or some combination of
the two, we focus on bundles of unrelated products that contain one hedonic and one utilitarian
item because consumers often buy both types of products together to balance somewhat
conflicting consumption goals
● Price discounts can also make it easier to purchase a hedonic item by providing a guilt-reducing
justification. Thus, we predict that in bundles containing both hedonic and utilitarian items
(hereinafter, “heterogeneous bundles”), framing a discount as savings on the hedonic component
will make it easier to justify the purchase of the bundle.
● Prediction: In heterogeneous bundles, discounting a hedonic item is more effective in increasing
bundle purchase than discounting a utilitarian item; framing an equivalent discount on different
items does not affect purchase likelihood inhomogeneous bundles.
Results:
