To buy or how much to buy? Partition dependence in purchase-quantity decisions
Tóm tắt
Four studies demonstrate that people are more likely to buy (but not to buy more) when directly asked how much to buy in response to a set of purchase quantities (0, 1, 2 … n) than when first asked whether to buy in response to a seemingly innocuous yes/no purchase-interest question. This finding is explained in terms of response-scale partitioning. A purchase-quantity scale has a single negative (0) and multiple (n) positive response options. In contrast, a dichotomous yes/no purchase-interest question has an equal proportion of negative (“no”) and positive (“yes”) response options, the latter of which subsumes all positive quantity options into one partition. Ascertaining purchase interest using a single negative and multiple positive response options (“no,” “mildly,” “somewhat,” “likely,” “very,” and “definitely”) eliminated the effect.
Từ khóa
Tài liệu tham khảo
Benartzi, S., & Thaler, R. H. (2001). Naive diversification strategies in defined contribution saving plans. American Economic Review, 91(1), 79–98.
Burger, J. M. (1999). The foot-in-the-door compliance procedure: A multiple-process analysis and review. Personality and Social Psychology Review, 3(4), 303–325.
Büttner, O. B., Wieber, F., Schulz, A. M., Bayer, U. C., Florack, A., & Gollwitzer, P. M. (2014). Visual attention and goal pursuit: Deliberative and implemental mindsets affect breadth of attention. Personality and Social Psychology Bulletin, 40(10), 1248–1259.
Dhar, R., & Nowlis, S. M. (2004). To buy or not to buy: Response mode effects on consumer choice. Journal of Marketing Research, 41(4), 423–432.
Dhar, R., & Simonson, I. (2003). The effect of forced choice on choice”. Journal of Marketing Research, 40(2), 146–160.
Fox, C. R., & Clemen, R. T. (2005). Subjective probability assessment in decision analysis: Partition dependence and bias toward the ignorance prior. Management Science, 51(9), 1417–1432.
Fox, C. R., & Rottenstreich, Y. (2003). Partition priming in judgment under uncertainty. Psychological Science, 14(3), 195–200.
Fox, C. R., Ratner, R. K., & Lieb, D. S. (2005). How subjective grouping of options influences choice and allocation: Diversification bias and the phenomenon of partition dependence. Journal of Experimental Psychology: General, 134(4), 538–550.
Gollwitzer, P. M., & Kinney, R. F. (1989). Effects of deliberative and implemental mind-sets on illusion of control. Journal of Personality and Social Psychology, 56(4), 531–542.
Gollwitzer, P. M. (1990). Action phases and mind-sets. In Handbook of motivation and cognition: Foundations of social behavior, 2, 53-92.
Johnson, E. J., Shu, S. B., Dellaert, B. G., Fox, C., Goldstein, D. G., Häubl, G., Larrick, R. P., Payne, J. W., Peters, E., Schkade, D., & Wansink, B. (2012). Beyond nudges: Tools of a choice architecture. Marketing Letters, 23(2), 487–504.
Kreuter, F. S., McCulloch, K., Presser, S., & Tourangeau, R. (2011). The effects of asking filter questions in interleafed versus grouped format. Sociological Methods and Research, 40(1), 88–104.
Krosnick, J. A. (1999). Survey research. Annual Review of Psychology, 50(1), 537–567.
Luce, M. F. (1998). Choosing to avoid: Coping with negatively-laden consumer decisions. Journal of Consumer Research, 24(4), 409–433.
Malhotra, N. K. (2006). Questionnaire design and scale development. In R. Grover & M. Vriens (Eds.), The handbook of marketing research: Uses, misuses, and future advances (pp. 83–94). Thousand Oaks: CA: SAGE.
Menon, G., Raghubir, P., & Schwarz, N. (1995). Behavioral frequency judgments: An accessibility-diagnosticity framework. Journal of Consumer Research, 22(2), 212–228.
Neumann, N., Böckenholt, U., & Sinha, A. (2016). A meta-analysis of extremeness aversion. Journal of Consumer Psychology, 26(2), 193–212.
Obermiller, C., & Spangenberg, E. R. (2000). Improving telephone fundraising by use of self-prophecy. International Journal of Nonprofit and Voluntary Sector Marketing, 5(4), 365–372.
Oppenheimer, D. M., Meyvis, T., & Davidenko, N. (2009). Instructional manipulation checks: Detecting satisficing to increase statistical power. Journal of Experimental Social Psychology, 45(4), 867–872.
Prentice, C., & Wong, I. A. (2015). Casino marketing, problem gamblers or loyal customers? Journal of Business Research, 68(10), 2084–2092.
Sherman, S. J. (1980). On the self-erasing nature of errors of prediction. Journal of Personality and Social Psychology, 39(2), 211–221.
Tannenbaum, D., Doctor, J. N., Persell, S. D., Friedberg, M. W., Meeker, D., Friesema, E. M., Goldstein, N. J., Linder, J. A., & Fox, C. R. (2015). Nudging physician prescription decisions by partitioning the order set: Results of a vignette-based study. Journal of General Internal Medicine, 30(3), 298–304.
Taylor, S. E., & Gollwitzer, P. M. (1995). Effects of mindset on positive illusions. Journal of Personality and Social Psychology, 69(2), 213–226.
Tourangeau, R., Conrad, F. G., & Couper, M. P. (2013). The science of web surveys. Oxford University Press.
Wansink, B., Kent, R. J., & Hoch, S. J. (1998). An anchoring and adjustment model of purchase quantity decisions. Journal of Marketing Research, 35(1), 71–81.
Williams, K., Zax, A., Reichelson, S., Patalano, A. L., & Barth, H. (2020). Developmental change in partition dependent resource allocation behavior. Memory & Cognition, 48(6), 1007–1014.
Wohl, M. J., & Enzle, M. E. (2002). The deployment of personal luck: Sympathetic magic and illusory control in games of pure chance. Personality and Social Psychology Bulletin, 28(10), 1388–1397.
Xu, A. J., & Wyer, R. S. (2007). The effect of mind-sets on consumer decision strategies. Journal of Consumer Research, 34(4), 556–566.