Consumer Behavior

Sustaining large-scale public goods requires individuals to make environmentally friendly decisions today to benefit future generations. Recent research suggests that second-order normative beliefs are more powerful predictors of behaviour than first-order personal beliefs. We explored the role that second-order normative beliefs — the belief that community members think that saving energy helps the environment — play in curbing energy use.

We extend latent Dirichlet allocation by introducing a topic model, hierarchically dual latent Dirichlet allocation (HDLDA), for contexts in which one type of document (e.g., search queries) are semantically related to another type of document (e.g., search results). In the context of online search engines, HDLDA identifies not only topics in short search queries and web pages, but also how the topics in search queries relate to the topics in the corresponding top search results.

Marketing managers are responsible for understanding and predicting customer purchasing activity. This task is complicated by a lack of knowledge of all of the calendar time events that influence purchase timing. Yet, isolating calendar time variability from the natural ebb and flow of purchasing is important for accurately assessing the influence of calendar time shocks to the spending process, and for uncovering the customer-level purchasing patterns that robustly predict future spending.

In this paper, we introduce a brief and effective way to increase leader's perceived authenticity in the form of a values affirmation exercise. Personal values reflect what people consider as most important and ideal (Rokeach, 1973). As a result, values affirmation exercise where people are reminded of their values activates their ideal selves. In Experiment 1, we show that values affirmation induces the feeling of authenticity by activating the ideal-self.

We investigate the increasingly common business setting in which companies face the possibility of both observed and unobserved customer attrition (i.e., "overt" and "silent" churn) in the same pool of customers. This is the case for many online-based services where customers have the choice to stop interacting with the firm either by formally terminating the relationship (e.g., canceling their account) or by simply ignoring all communications coming from the firm.

In incentive-aligned choice experiments, each decision is realized with some probability, Prob. In three eye-tracking experiments, we study the impact of varying Prob from 0 (as in purely hypothetical choices) to 1 (as in real-life choices) on attention, information processing, and choice. Consistent with the bounded rationality literature, we find that as Prob increases from 0 to 1, consumers process the choice-relevant information more carefully and more comprehensively.

Geographic price discrimination is generally considered beneficial to firm profitability. Firms can extract higher rents by varying prices across markets to match consumers' preferences. This paper empirically demonstrates, however, that a firm may instead prefer a national pricing policy that fixes prices across geographic markets, foregoing the opportunity to customize prices. Under appropriate conditions, a national pricing policy helps avoid intense local competition due to targeted prices.