• Publications
  • Influence
Consumer Control and Empowerment: A Primer
This paper introduces consumer empowerment as a promising research area. Going beyond lay wisdom that more control is always better, we outline several hypotheses concerning (a) the factors thatExpand
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Eager sellers and stony buyers: understanding the psychology of new-product adoption.
Companies that introduce new innovations are the most likely to flourish, so they spend billions of dollars making better products. But studies show that new innovations fail at a staggering rate.Expand
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Overchoice and Assortment Type: When and Why Variety Backfires
Almost universally, research and practice suggest that a brand that increases its product assortment, or variety, should benefit through increased market share. In this paper, we show this is notExpand
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Pennies-a-Day: The Effect of Temporal Reframing on Transaction Evaluation
To increase transaction compliance, marketers sometimes temporally reframe the cost of a product from an aggregate one-time expense to a series of small ongoing expenses, often in spite of the factExpand
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Payment Depreciation: The Behavioral Effects of Temporally Separating Payments from Consumption
Research suggests that individuals mentally track the costs and benefits of a consumer transaction for the purpose of reconciling those costs and benefits on completion of the transaction (Prelec andExpand
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Transaction Decoupling: How Price Bundling Affects the Decision to Consume
In today's marketplace, price bundling is widespread: Manufacturers and retailers routinely offer multiple products for a single, bundled price. Although the effects of price bundling on purchaseExpand
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Valuing the Cause Marketing Relationship
Cause marketing involves a "cause-linked" promotion of a commercial product, with some part of that product's revenues being donated to the nonprofit engaged in that cause. Traditionally, much ofExpand
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The Effects of Monetary Magnitude and Level of Aggregation on the Temporal Framing of Price
Existing research has shown that the “pennies-a-day” strategy of reframing a large aggregate expense as a small daily expense helps to reduce the perceived cost of a transaction (Nagle and Holden,Expand
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Pricing to Create Shared Value
Many companies are in competition with their customers to extract as much value as possible from every transaction. Pricing is their weapon of choice, and consumers fight back by rooting out andExpand
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Pricing and the psychology of consumption.
Most executives know how pricing influences the demand for a product, but few of them realize how it affects the consumption of a product. In fact, most companies don't even believe they can have anExpand
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