Marketing

At each stage in customers' journeys, they encounter different types of numeric information that they process using different judgment strategies. Relevant numbers might include budgets, price, product attributes, product counts, product ratings, numbers in brand names, health and nutrition information, financial information, time-related information, and others. This manuscript provides a review of the vast array of numerical information presented to consumers at different stages of the customer journey.

This research examines how drip pricing--a strategy whereby a firm advertises only part of a product's price upfront and then reveals additional mandatory or optional fees/surcharges as the consumer proceeds through the buying process--affects consumer choice and satisfaction. Across six studies, we find that when optional surcharges are dripped (vs. revealed upfront) consumers are more likely to initially select a lower base priced option which, after surcharges are included, is often more expensive than the alternative.

Consumer research often fails to have broad impact on members of our own discipline, on adjacent disciplines studying related phenomena, and on relevant stakeholders who stand to benefit from the knowledge created by our rigorous research. We propose that impact is limited because consumer researchers have adhered to a set of implicit boundaries or defaults regarding what we study, why we study it, and how we do so. We identify these boundaries and describe how they can be challenged.

Although consumer behavior theory has traditionally regarded evaluations as instrumental to consumer choice, in reality consumers often assess and express what they like and dislike even when there is no decision at stake. Why are consumers so eager to express their evaluations when there is no ostensible purpose for doing so? In this research, we advance the thesis that this is because consumers derive an inherent pleasure from assessing and expressing their likes and dislikes.

Human enhancement products allow consumers to radically enhance their mental abilities. Focusing on cognitive enhancements, we introduce and study a novel factor dehumanization (i.e., denying a person emotional ability and likening them to a robot) which plays a key role in consumers' reluctance to use enhancement products. In study 1, consumers who enhance their mental abilities beyond normal levels were dehumanized, whereas consumers who use the same products to restore lost abilities were not.

Hidden Markov Models (HMMs) have been widely used in marketing to study dynamics in customer behavior. HMMs have been successfully applied to model how customers transition among a set latent states such as attention levels, web search behavior, customer's relationships, and purchase intent. While most HMMs in marketing allow for heterogeneity in the model's parameters, these models assume that the number of latent states is common across customers.

In practice and scholarship, the application of anthropology in and on business has seen substantial growth in recent years. Beyond the industries that employ anthropologists and the scholarly studies, the sheer number of people engaged in the field appears to be increasing exponentially. With so much activity emanating from business anthropology, it is surprising that so few anthropology departments in the United States offer courses on the topic, or any preparation at all for students who want to enter industry or engage in other organizational work.

User-generated content has become ubiquitous and very influential in the marketplace. Increasingly, this content is generated on smartphones rather than personal computers (PCs). This article argues that because of its physically constrained nature, smartphone (vs. PC) use leads consumers to generate briefer content, which encourages them to focus on the overall gist of their experiences. This focus on gist, in turn, tends to manifest as reviews that emphasize the emotional aspects of an experience in lieu of more specific details.

Consumer robots are predicted to be employed in a variety of customer-facing situations. As these robots are designed to look and behave like humans, consumers attribute human traits to them—a phenomenon known as the “Eliza Effect.” In four experiments, we show that the anthropomorphism of a consumer robot increases psychological warmth but decreases attitudes, due to uncanniness. Competence judgments are much less affected and not subject to a decrease in attitudes.