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Consumer Behavior

See the latest research, articles and faculty on the Consumer Behavior Area of Expertise at Columbia Business School.

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Latest on Consumer Behavior

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Consumer Behavior Faculty

CBS Faculty Research on Consumer Behavior

The Dark Side of Choice: When Choice Impairs Social Welfare

Authors
Simona Botti and Sheena Iyengar
Date
January 1, 2006
Format
Journal Article
Journal
Journal of Public Policy and Marketing

The provision of choice in terms of how people use goods and services has been proposed as a vehicle of improvement of social welfare. This article highlights some of the costs and benefits of creating choice, and it discusses how much choice policy makers and other agents (e.g., employers, retailers) should ideally grant and in what form they should grant it.

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Empowerment through Choice? A Critical Analysis of the Effects of Choice in Organizations

Authors
Roy Chua and Sheena Iyengar
Date
January 1, 2006
Format
Journal Article
Journal
Research in Organizational Behavior

The provision of choice is one of the most common vehicles through which managers empower employees in organizations. Although past psychological and organizational research persuasively suggests that choice confers personal agency, and is thus intrinsically motivating, emerging research indicates that there could be potential pitfalls. In this chapter, we examine the various factors that could influence the effects of choice. Specifically, we examine individual-level factors such as the chooser's socioeconomic status and cultural background.

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All Strategy Is Local

Authors
Bruce Greenwald and Judd Kahn
Date
September 1, 2005
Format
Newspaper/Magazine Article
Publication
Harvard Business Review

The aim of strategy is to master a market environment by understanding and anticipating the actions of other economic agents, especially competitors. A firm that has some sort of competitive advantage--privileged access to customers, for instance--will have relatively few competitors to contend with, because potential competitors without an advantage, if they have their wits about them, will stay away. Thus, competitive advantages are actually barriers to entry and vice versa. In markets that are exposed, by contrast, competition is intense.

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Where There Is a Will, Is There a Way? The Effects of Consumers' Lay Theories of Self-Control on Setting and Keeping Resolutions

Authors
Mukhopadhyay Anirban and Gita Johar
Date
March 1, 2005
Format
Journal Article
Journal
Journal of Consumer Research

We demonstrate the effect of consumers' lay theories of self-control on goal-directed behavior as evidenced by New Year's and other resolutions. Across three studies, we find that individuals who believe that self-control is a malleable but inherently limited (vs. unlimited) resource tend to set fewer resolutions. Using respondents' own idiographic resolutions, this result is shown to hold in general as well as in consumption-specific domains regardless of whether lay theories are measured or manipulated.

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Policy Recommendations for Managing the Flu Vaccine Supply

Authors
Awi Federgruen
Date
February 1, 2005
Format
Working Paper

In a year without vaccine shortages, no fewer than 36,000 deaths - twelve times the number of September 11 victims - and 200,000 hospitalizations are attributed to influenza and its complications. In terms of productivity, between $11 and $20 billion is lost. The sudden elimination of one of only two manufacturers and half the national supply was hardly an unforeseeable or rare event, as numerous Senate testimonies and General Accounting Office reports have documented recurring supply problems with this and other critical vaccines.

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Pharmaceutical Knowledge-Capital Accumulation and Longevity

Authors
Frank Lichtenberg
Date
January 1, 2005
Format
Chapter
Book
Measuring Capital in the New Economy

Due to the importance of leisure time in general, and longevity in particular, to economic well-being, we propose replacing GDP in the production function by "full income," defined herein. We hypothesize that R&D-generated increases in the stock of knowledge capital may have a positive impact on both components of full income: leisure time (via longetivity) and consumption of goods and services.

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Racial Preferences in Dating: Evidence from a Speed Dating Experience

Authors
Sheena Iyengar, Emir Kamenica, and Itamar Simonson
Date
January 1, 2005
Format
Working Paper

We examine racial preferences in dating using data that allow for the direct observation of decisions of randomly paired individuals in a Speed Dating experiment. Females exhibit stronger racial preferences than males. Furthermore, we observe stronger same race preferences for blacks and Asians than for Hispanics and whites. Accounting for self-reported shared interests considerably reduces the observed effect of racial preferences.

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Positive Illusions of Preference Consistency: When Remaining Eluded by One's Preferences Yields Greater Subjective Well-Being and Decision Outcomes

Authors
Rachael E. Wells and Sheena Iyengar
Date
January 1, 2005
Format
Journal Article
Journal
Organizational Behavior and Human Decision Processes

Psychological research has repeatedly demonstrated two seemingly irreconcilable human tendencies. People are motivated towards internal consistency, or acting in accordance with stable, self-generated preferences. Simultaneously though, people demonstrate considerable variation in the content of their preferences, often induced by subtle external influences. The current studies test the hypothesis that decision makers resolve this tension by sustaining illusions of preference consistency, which, in turn, confer psychological benefits.

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Intrinsic and Extrinsic Motivational Orientations in the Classroom: Developmental Trends and Academic Correlates

Authors
Mark R. Lepper, Jennifer Henderlong Corpus, and Sheena Iyengar
Date
January 1, 2005
Format
Journal Article
Journal
Journal of Educational Psychology

Age differences in intrinsic and extrinsic motivation and the relationships of each to academic outcomes were examined in an ethnically diverse sample of 797 3rd-grade through 8th-grade children. Using independent measures, the authors found intrinsic and extrinsic motivation to be only moderately correlated, suggesting that they may be largely orthogonal dimensions of motivation in school.

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