Academic Research
Effects of Crisis-induced Inflation on Purchasing and Consumer Behavior in Germany
This study examines the impact of crisis-induced inflation and product scarcity on consumer behavior in Germany. Using the React-Cope-Adapt (RCA) framework, it analyzes how financial constraints and product shortages influence stress, financial planning, and purchasing decisions. The study is based on a two-wave survey (T1: N = 152, T2: N = 129) conducted during periods of high inflation and pre-Christmas economic conditions. Partial Least Squares Structural Equation Modeling (PLS-SEM) is applied to assess the dynamic interplay between financial constraints, stress, and behavioral adaptations over time.The results indicate that financial constraints and product scarcity significantly increase stress levels, which in turn drive both impulsive (e.g., panic buying) and strategic (e.g., financial planning) consumer responses. Financial planning proves to be a key coping mechanism, leading to reduced discretionary spending and a greater reliance on private-label products. Over time, stress-driven behaviors, such as panic buying, decline, while structured financial adjustments persist.The findings provide practical implications for policymakers and retailers. Transparent financial communication and targeted support measures can help mitigate stress, while retailers can address shifting consumer preferences by expanding cost-effective product offerings and strengthening supply chain resilience.
Paper Link: https://doi.org/10.1016/j.jretconser.2025.104295
Authors: Theresia Mennekes, Hanna Schramm-Klein
ABSTRACT
This study examines the impact of crisis-induced inflation and product scarcity on consumer behavior in Germany. Using the React-Cope-Adapt (RCA) framework, it analyzes how financial constraints and product shortages influence stress, financial planning, and purchasing decisions. The study is based on a two-wave survey (T1: N = 152, T2: N = 129) conducted during periods of high inflation and pre-Christmas economic conditions. Partial Least Squares Structural Equation Modeling (PLS-SEM) is applied to assess the dynamic interplay between financial constraints, stress, and behavioral adaptations over time.The results indicate that financial constraints and product scarcity significantly increase stress levels, which in turn drive both impulsive (e.g., panic buying) and strategic (e.g., financial planning) consumer responses. Financial planning proves to be a key coping mechanism, leading to reduced discretionary spending and a greater reliance on private-label products. Over time, stress-driven behaviors, such as panic buying, decline, while structured financial adjustments persist.The findings provide practical implications for policymakers and retailers. Transparent financial communication and targeted support measures can help mitigate stress, while retailers can address shifting consumer preferences by expanding cost-effective product offerings and strengthening supply chain resilience.
Exploring the Choice Landscape: Anchoring and Framing Effects on Search Behavior in Complex Choices
Complex choices entail consideration of multiple variables characterized by non-linear interactions. Prior research into such choices neglects two categories of major choice determinants: heuristics and biases. Our research integrates such behavioral determinants of decision making into the study of complex choices. We approach this challenge using a new experimental paradigm in which participants tune on-screen dials representing choice variables. Through their tuning efforts, participants can discover information about the choice space. Specifically, this paradigm allows us to document how anchoring and framing effects impact complex choice processes. We find that loss framing incites participants to expend more effort exploring choice variables before selecting an option. An aspirational anchor, on the other hand, correlates with decreased search effort. Additionally, when participants did not have an aspirational anchor, the data suggest they anchor on prior experience.
Paper Link: https://doi.org/10.1016/j.jocm.2025.100549
Authors: Nikolos Gurney, John H. Miller, David V. Pynadath
ABSTRACT
Complex choices entail consideration of multiple variables characterized by non-linear interactions. Prior research into such choices neglects two categories of major choice determinants: heuristics and biases. Our research integrates such behavioral determinants of decision making into the study of complex choices. We approach this challenge using a new experimental paradigm in which participants tune on-screen dials representing choice variables. Through their tuning efforts, participants can discover information about the choice space. Specifically, this paradigm allows us to document how anchoring and framing effects impact complex choice processes. We find that loss framing incites participants to expend more effort exploring choice variables before selecting an option. An aspirational anchor, on the other hand, correlates with decreased search effort. Additionally, when participants did not have an aspirational anchor, the data suggest they anchor on prior experience.
The Effect of Stress on Compliance With Health-Related Advertising
Given the growing importance of health-related advertising, in our research we examined how the persuasiveness of health-related advertisements is affected by a new antecedent: stress, a universal and draining experience. A series of five studies (including one survey and four experiments) revealed that people are more willing to comply with health-related advertising when they feel stressed. This is because stress increases consumers’ tendency to avoid risk, which consequently prompts their compliance with health-related advertising. Moreover, consumers’ promotion focus was found to be a boundary condition for the effect of stress on compliance with health-related advertising, with the effect being weaker among promotion-focused consumers. Our findings not only reveal a novel variable that could promote health compliance but also suggest what marketers should do to bolster the effectiveness of health-related advertising.
Paper Link: https://doi.org/10.1016/j.jbusres.2025.115328
Authors: Sheng Bi, Menglin Li
ABSTRACT
Given the growing importance of health-related advertising, in our research we examined how the persuasiveness of health-related advertisements is affected by a new antecedent: stress, a universal and draining experience. A series of five studies (including one survey and four experiments) revealed that people are more willing to comply with health-related advertising when they feel stressed. This is because stress increases consumers’ tendency to avoid risk, which consequently prompts their compliance with health-related advertising. Moreover, consumers’ promotion focus was found to be a boundary condition for the effect of stress on compliance with health-related advertising, with the effect being weaker among promotion-focused consumers. Our findings not only reveal a novel variable that could promote health compliance but also suggest what marketers should do to bolster the effectiveness of health-related advertising.
When a Nudge Becomes Invisible: How Behavioral Interventions Prompt Metacognitive Miscalibration
Nudges, subtle design changes in a choice environment, have become a popular approach to influencing consumer behavior. In the current research, we explore their potential unintended consequences. While nudges can be helpful tools, we show they can distort people’s perceptions of their own abilities. We present evidence from ten studies (N = 5,395) suggesting that consumers attribute the positive effects of nudges to themselves rather than to the nudge. Employing nudges like reminders, defaults, and decision aids, we find that consumers underestimate the extent to which their behaviors are influenced by external aids. This effect occurs because nudges create ambiguity, leading individuals to mistakenly attribute their improved outcomes to their own abilities rather than the nudge. Our findings contribute to a more nuanced understanding of the impact of nudges, highlighting their potential to shape self-perception in unintended ways.
Paper Link: https://doi.org/10.1016/j.ijresmar.2025.03.006
Authors: Matthew Fisher, Daniel M. Oppenheimer
ABSTRACT
Nudges, subtle design changes in a choice environment, have become a popular approach to influencing consumer behavior. In the current research, we explore their potential unintended consequences. While nudges can be helpful tools, we show they can distort people’s perceptions of their own abilities. We present evidence from ten studies (N = 5,395) suggesting that consumers attribute the positive effects of nudges to themselves rather than to the nudge. Employing nudges like reminders, defaults, and decision aids, we find that consumers underestimate the extent to which their behaviors are influenced by external aids. This effect occurs because nudges create ambiguity, leading individuals to mistakenly attribute their improved outcomes to their own abilities rather than the nudge. Our findings contribute to a more nuanced understanding of the impact of nudges, highlighting their potential to shape self-perception in unintended ways.
Children Preferences for Global and Local Brands: An Empirical Study Drawing on Symbolic Self‐Completion Theory
The marketing literature has examined extensively consumer preferences between global and local brands. However, there remains a dearth of research on the topic in the context of vulnerable consumers with insecure self-identities. Children largely embody insecure identities and, thus, there are several factors that can influence their global versus local brand preferences. Surprisingly, however, there is still limited empirical research examining how key demographic and socioeconomic factors influence children's brand preferences, especially in developing countries. Drawing on symbolic self-completion theory, and based on data from Serbia, we address this research gap and contribute to the social psychology and marketing literatures by showing how age, gender, poverty background, and external reference groups influence children's preferences between global and local brands.
Paper Link: https://doi.org/10.1002/mar.22188
Authors: Jelena Filipovic, Matthew Gorton, Stefan Markovic
ABSTRACT
The marketing literature has examined extensively consumer preferences between global and local brands. However, there remains a dearth of research on the topic in the context of vulnerable consumers with insecure self-identities. Children largely embody insecure identities and, thus, there are several factors that can influence their global versus local brand preferences. Surprisingly, however, there is still limited empirical research examining how key demographic and socioeconomic factors influence children's brand preferences, especially in developing countries. Drawing on symbolic self-completion theory, and based on data from Serbia, we address this research gap and contribute to the social psychology and marketing literatures by showing how age, gender, poverty background, and external reference groups influence children's preferences between global and local brands.
How Do Consumers Respond to Female Electoral Victories? Evidence From Indian State Elections
Female political leadership is associated with increased investments in health and education, and lower corruption. However, social norms and stereotypes favor male leaders globally. This research examines the impact of the gender of leaders who won 1,319 state legislative assembly elections in India, on monthly post-election expenditures of 44,884 households. Identification relies on the occurrence of mixed-gender elections with narrow victory margins. Model estimates reveal that households in districts with more female leaders spend lesser. However, this negative effect is mitigated in rural districts with longstanding reservation for women in local governing bodies, and in districts where at least 10% of elected leaders are women. These results support a mechanism that consumer confidence in female leadership increases with increased exposure to female leaders, in ways that impact household expenditure. These results have implications for consumers faced with female leaders, female politicians, and for the recently passed Women’s Reservation Bill in India.
Paper Link: https://link.springer.com/article/10.1007/s11002-024-09762-2
Authors: Vishal Narayan, Ishani Tewari
ABSTRACT
Female political leadership is associated with increased investments in health and education, and lower corruption. However, social norms and stereotypes favor male leaders globally. This research examines the impact of the gender of leaders who won 1,319 state legislative assembly elections in India, on monthly post-election expenditures of 44,884 households. Identification relies on the occurrence of mixed-gender elections with narrow victory margins. Model estimates reveal that households in districts with more female leaders spend lesser. However, this negative effect is mitigated in rural districts with longstanding reservation for women in local governing bodies, and in districts where at least 10% of elected leaders are women. These results support a mechanism that consumer confidence in female leadership increases with increased exposure to female leaders, in ways that impact household expenditure. These results have implications for consumers faced with female leaders, female politicians, and for the recently passed Women’s Reservation Bill in India.
When and Why Consumers (Erroneously) Believe Income Impacts the Enjoyment of Consumption Experiences
We examine how people (as observers) anticipate levels of happiness from psychological consumption experiences (e.g., learning a new language or visiting a park). All else being equal, we propose and demonstrate that people expect differences in happiness based on income. Specifically, we show that relative to observers themselves, individuals simultaneously expect low-income consumers to enjoy psychological consumption experiences less and high-income consumers to enjoy them more. This is because consumers hold a lay theory that human needs must be fulfilled in a sequential, linear manner, which leads to income-based inferences of need prioritization. Thus, observers simultaneously believe that low-income consumers do (and should) prioritize their low-level physical needs first, but high-income consumers (who have presumably already fulfilled their physical needs) can prioritize their high-level psychological needs. Critically, we demonstrate that these lay theory-driven inferences are faulty, showing that the priority level assigned to these needs and the actual happiness resulting from psychological consumption experiences do not follow the predicted pattern. Namely, income either has no relationship with actual happiness (visitors to theme parks, sporting events, and concerts), or the reverse relationship, such that lower-income consumers report greater happiness than higher-income consumers (secondary data from a major league professional sports team).
Paper Link: https://doi.org/10.1093/jcr/ucaf002
Authors: Jenny G Olson, Brent McFerran, Andrea C Morales, Darren W Dahl
ABSTRACT
We examine how people (as observers) anticipate levels of happiness from psychological consumption experiences (e.g., learning a new language or visiting a park). All else being equal, we propose and demonstrate that people expect differences in happiness based on income. Specifically, we show that relative to observers themselves, individuals simultaneously expect low-income consumers to enjoy psychological consumption experiences less and high-income consumers to enjoy them more. This is because consumers hold a lay theory that human needs must be fulfilled in a sequential, linear manner, which leads to income-based inferences of need prioritization. Thus, observers simultaneously believe that low-income consumers do (and should) prioritize their low-level physical needs first, but high-income consumers (who have presumably already fulfilled their physical needs) can prioritize their high-level psychological needs. Critically, we demonstrate that these lay theory-driven inferences are faulty, showing that the priority level assigned to these needs and the actual happiness resulting from psychological consumption experiences do not follow the predicted pattern. Namely, income either has no relationship with actual happiness (visitors to theme parks, sporting events, and concerts), or the reverse relationship, such that lower-income consumers report greater happiness than higher-income consumers (secondary data from a major league professional sports team).
Seeking Structure in Collections: Desire for Control Motivates Engagement in Collecting
Across six studies, we provide converging and robust lab and field evidence that the fundamental human desire for control motivates consumer engagement in collecting, defined as the act of acquiring items that belong to an existing collection. This is because consumers who desire control seek structure, which is created when interconnected components form a holistic entity. A collection can provide such a structure, as it comprises related items that together create a whole set. Hence, as consumers add items to a collection, they are also manifesting a structure. Indeed, we demonstrate that desire for control’s motivating effect on engagement diminishes when structure-seeking is hindered or when the collection is far from completion. This work contributes to extant consumer research by identifying desire for control as a fundamental motivation of collecting behavior, explaining when and why consumers work toward completing their collections, and explicating the structured nature of collecting. Of practical relevance, we provide implications for the enhancement of consumer well-being; the design, positioning, and communication of collectible products; and the creation of policies regulating the collectibles market.
Paper Link: https://doi.org/10.1093/jcr/ucae071
Authors: C Clark Cao, Merrie Brucks, Martin Reimann
ABSTRACT
Across six studies, we provide converging and robust lab and field evidence that the fundamental human desire for control motivates consumer engagement in collecting, defined as the act of acquiring items that belong to an existing collection. This is because consumers who desire control seek structure, which is created when interconnected components form a holistic entity. A collection can provide such a structure, as it comprises related items that together create a whole set. Hence, as consumers add items to a collection, they are also manifesting a structure. Indeed, we demonstrate that desire for control’s motivating effect on engagement diminishes when structure-seeking is hindered or when the collection is far from completion. This work contributes to extant consumer research by identifying desire for control as a fundamental motivation of collecting behavior, explaining when and why consumers work toward completing their collections, and explicating the structured nature of collecting. Of practical relevance, we provide implications for the enhancement of consumer well-being; the design, positioning, and communication of collectible products; and the creation of policies regulating the collectibles market.
The Contrast Pressures on Consumer-Level Food Waste in a Pandemic: The Impact of Infection Salience Versus Lockdown Salience
Consumer food waste, with its extensive social, economic, and environmental implications, gained heightened attention during the COVID-19 pandemic, which disrupted food supply chains and exacerbated food insecurity. Amidst conflicting reports on the pandemic’s influences on consumer-level food waste, this research differentiates between the infection and lockdown facets of a pandemic. Specifically, we demonstrate that infection salience amplifies safety–health concerns, leading to increased consumer food waste, while lockdown salience raises concerns over resource scarcity, resulting in reduced consumer food waste. Considering that most pandemics or infectious diseases primarily increase infection salience without inducing lockdowns, we propose a safety–health intervention to mitigate the rise in consumer food waste driven by infection salience and the associated safety–health concerns. Through a large-scale field study, a lab experiment measuring real food waste, a country-level secondary dataset, and three supplementary experiments, we provide converging supports for our theory. These studies also showcase various implementations of the safety–health intervention, such as table tents, napkins, and to-go boxes. This research reconciles divergent perspectives on the pandemic’s impact on consumer-level food waste, enriches the understanding of pandemics and associated food waste dynamics, and offers actionable strategies for businesses and policymakers to address consumer food waste during pandemics.
Paper Link: https://doi.org/10.1093/jcr/ucae063
Authors: Huachao Gao
ABSTRACT
Consumer food waste, with its extensive social, economic, and environmental implications, gained heightened attention during the COVID-19 pandemic, which disrupted food supply chains and exacerbated food insecurity. Amidst conflicting reports on the pandemic’s influences on consumer-level food waste, this research differentiates between the infection and lockdown facets of a pandemic. Specifically, we demonstrate that infection salience amplifies safety–health concerns, leading to increased consumer food waste, while lockdown salience raises concerns over resource scarcity, resulting in reduced consumer food waste. Considering that most pandemics or infectious diseases primarily increase infection salience without inducing lockdowns, we propose a safety–health intervention to mitigate the rise in consumer food waste driven by infection salience and the associated safety–health concerns. Through a large-scale field study, a lab experiment measuring real food waste, a country-level secondary dataset, and three supplementary experiments, we provide converging supports for our theory. These studies also showcase various implementations of the safety–health intervention, such as table tents, napkins, and to-go boxes. This research reconciles divergent perspectives on the pandemic’s impact on consumer-level food waste, enriches the understanding of pandemics and associated food waste dynamics, and offers actionable strategies for businesses and policymakers to address consumer food waste during pandemics.
Quality-Quantity Tradeoffs in Consumption
Tradeoffs between quality and quantity are widespread in consumer decision-making. While existing research has focused on situational and contextual factors driving choices of higher-quality or higher-quantity purchases, in the current work, we find that consumers possess generalized preferences for quality or quantity across purchase categories. Some consumers systematically prefer quality over quantity, and others systematically prefer quantity over quality. In 32 studies (N = 24,404) that use correlational, experimental, and longitudinal designs, and proprietary data from the Federal Reserve Bank, the current research introduces quality–quantity preferences as a novel facet of consumer decision-making. Studies 1–3 demonstrate quality–quantity preferences as an individual difference, develop the “quality-quantity tradeoffs” scale to measure it, and demonstrate that it is different from related existing constructs. Studies 4A–5 show that consumers who prefer quantity over quality spend more money, borrow more, and accrue more debt, indicating that quality–quantity preferences are consequential. Taken together, our findings underscore the importance of quality–quantity preferences as a driver of consumer behavior and pave the way for future research investigating the causes and consequences of consumers’ dispositions toward quality or quantity.
Paper Link: https://doi.org/10.1093/jcr/ucae059
Authors: Rodrigo S Dias, Eesha Sharma, Gavan J Fitzsimons
ABSTRACT
Tradeoffs between quality and quantity are widespread in consumer decision-making. While existing research has focused on situational and contextual factors driving choices of higher-quality or higher-quantity purchases, in the current work, we find that consumers possess generalized preferences for quality or quantity across purchase categories. Some consumers systematically prefer quality over quantity, and others systematically prefer quantity over quality. In 32 studies (N = 24,404) that use correlational, experimental, and longitudinal designs, and proprietary data from the Federal Reserve Bank, the current research introduces quality–quantity preferences as a novel facet of consumer decision-making. Studies 1–3 demonstrate quality–quantity preferences as an individual difference, develop the “quality-quantity tradeoffs” scale to measure it, and demonstrate that it is different from related existing constructs. Studies 4A–5 show that consumers who prefer quantity over quality spend more money, borrow more, and accrue more debt, indicating that quality–quantity preferences are consequential. Taken together, our findings underscore the importance of quality–quantity preferences as a driver of consumer behavior and pave the way for future research investigating the causes and consequences of consumers’ dispositions toward quality or quantity.
Food Categorization Determines Whether Healthier Food is Inferred to Be Tastier or Less Tasty
Despite evidence that people believe that the unhealthier the food, the tastier it is, some studies also suggest the opposing belief—the healthier the food, the tastier it is. A framework is proposed to reconcile this contradiction, and four studies demonstrate that the discrete categorization of foods as healthful versus unhealthful determines which intuition consumers use. When stereotypically unhealthy foods (e.g., candies, ice cream, hot dogs) are encountered, they are automatically categorized as unhealthful and the properties associated with that category (e.g., sweetness, saltiness, fat content) become accessible. Inferences about taste are then based on these properties and the unhealthier the encountered products are (i.e., the higher the sugar and fat content they have), the tastier they are perceived to be (unhealthy = tasty belief). Conversely, when stereotypically healthful foods (e.g., fruits) are encountered, other properties (e.g., freshness, vitamins) become salient, and tastiness is mainly inferred based on these properties, leading to the inference that the healthier these foods are (i.e., the more freshness and vitamins they have), the tastier they are perceived to be (healthy = tasty belief). Marketers and policymakers can leverage these findings to understand better when emphasizing healthiness benefits or hurts taste perceptions.
Paper Link: https://doi.org/10.1002/jcpy.1447
Authors: Robert Mai, Olivier Trendel, Michael Basil
ABSTRACT
Despite evidence that people believe that the unhealthier the food, the tastier it is, some studies also suggest the opposing belief—the healthier the food, the tastier it is. A framework is proposed to reconcile this contradiction, and four studies demonstrate that the discrete categorization of foods as healthful versus unhealthful determines which intuition consumers use. When stereotypically unhealthy foods (e.g., candies, ice cream, hot dogs) are encountered, they are automatically categorized as unhealthful and the properties associated with that category (e.g., sweetness, saltiness, fat content) become accessible. Inferences about taste are then based on these properties and the unhealthier the encountered products are (i.e., the higher the sugar and fat content they have), the tastier they are perceived to be (unhealthy = tasty belief). Conversely, when stereotypically healthful foods (e.g., fruits) are encountered, other properties (e.g., freshness, vitamins) become salient, and tastiness is mainly inferred based on these properties, leading to the inference that the healthier these foods are (i.e., the more freshness and vitamins they have), the tastier they are perceived to be (healthy = tasty belief). Marketers and policymakers can leverage these findings to understand better when emphasizing healthiness benefits or hurts taste perceptions.
Better Late Than Never? Gift Givers Overestimate the Relationship Harm From Giving Late Gifts
Past work has found that there is often a mismatch between the types of gifts that individuals send and the types of gifts that recipients would prefer to receive. Moving beyond gift choice, the present work explores a novel type of giver–recipient mismatch—beliefs about the importance of sending an on-time gift. Specifically, the current work offers evidence that gift givers systematically overestimate the negative impact that a late occasion-based gift will have on their relationship with the recipient, which occurs because gift givers believe that sending a late gift will signal that they care about the recipient to a lesser extent than what the recipient perceives. As such, gift givers' overestimation of relationship harm from a late gift is attenuated when they signal care in some other way (e.g., with the amount of effort put into creating the gift). Finally, we explore the consequences of degree of gift lateness as well as the decision to not send an occasion-based gift at all on gift givers' overestimation of relationship harm.
Paper Link: https://doi.org/10.1002/jcpy.1446
Authors: Cory Haltman, Atar Herziger, Grant E. Donnelly, Rebecca Walker Reczek
ABSTRACT
Past work has found that there is often a mismatch between the types of gifts that individuals send and the types of gifts that recipients would prefer to receive. Moving beyond gift choice, the present work explores a novel type of giver–recipient mismatch—beliefs about the importance of sending an on-time gift. Specifically, the current work offers evidence that gift givers systematically overestimate the negative impact that a late occasion-based gift will have on their relationship with the recipient, which occurs because gift givers believe that sending a late gift will signal that they care about the recipient to a lesser extent than what the recipient perceives. As such, gift givers' overestimation of relationship harm from a late gift is attenuated when they signal care in some other way (e.g., with the amount of effort put into creating the gift). Finally, we explore the consequences of degree of gift lateness as well as the decision to not send an occasion-based gift at all on gift givers' overestimation of relationship harm.
Visceral Influences and Gender Difference in Competitiveness
Building upon the much-celebrated sex-specific hypothesis regarding visceral responses, we explore the potential impact of visceral responses on the well-replicated gender difference in competitiveness. In the first experiment, we document that exposure to the piece-rate and tournament tasks leads to an arousal of sex hormones among men, while women do not experience a similar response. This arousal is positively associated with competitiveness. In the second experiment, we observe that the gender gap in competitiveness is reduced by introducing a resting period. Our results contribute to the literature on gender differences in the willingness to compete and suggest that mitigating visceral influences is beneficial for promoting gender equality.
Paper Link: https://doi.org/10.1016/j.joep.2024.102788
Authors: Jingcheng Fu, Songfa Zhong
ABSTRACT
Building upon the much-celebrated sex-specific hypothesis regarding visceral responses, we explore the potential impact of visceral responses on the well-replicated gender difference in competitiveness. In the first experiment, we document that exposure to the piece-rate and tournament tasks leads to an arousal of sex hormones among men, while women do not experience a similar response. This arousal is positively associated with competitiveness. In the second experiment, we observe that the gender gap in competitiveness is reduced by introducing a resting period. Our results contribute to the literature on gender differences in the willingness to compete and suggest that mitigating visceral influences is beneficial for promoting gender equality.
Revisiting the Dunning-kruger Effect: Composite Measures and Heterogeneity by Gender
The Dunning-Kruger effect (DKE) states that people with lower levels of the ability tend to self-assess their ability less accurately than people with relatively higher levels of the ability. Thus, the correlation between one's objective cognitive abilities and self-assessed abilities is higher at higher levels of objective cognitive abilities. There has been much debate as to whether this effect actually exists or is a statistical artefact. This paper replicates and extends Gignac and Zajenkowski (2020) and Dunkel, Nedelec, and van der Linden (2023) to test whether the DKE exists using several measures of ability and nationally representative data from a British birth cohort study. To do this, we construct a measure of objective cognitive abilities using 18 tests conducted at ages 5, 10, and 16, and a measure of subjective self-assessed abilities using estimates of school performance and being clever at ages 10 and 16. We replicate their models and show that the DKE exists in our secondary data. Importantly, we are the first to look at whether this relationship is heterogeneous by gender and find that while the self-assessment bias is gender specific, the DKE is not. The DKE comes from men relatively overestimating and women relatively underestimating their abilities.
Paper Link: https://doi.org/10.1016/j.socec.2025.102362
Authors: Anna Adamecz, Radina Ilieva, Nikki Shure
ABSTRACT
The Dunning-Kruger effect (DKE) states that people with lower levels of the ability tend to self-assess their ability less accurately than people with relatively higher levels of the ability. Thus, the correlation between one's objective cognitive abilities and self-assessed abilities is higher at higher levels of objective cognitive abilities. There has been much debate as to whether this effect actually exists or is a statistical artefact. This paper replicates and extends Gignac and Zajenkowski (2020) and Dunkel, Nedelec, and van der Linden (2023) to test whether the DKE exists using several measures of ability and nationally representative data from a British birth cohort study. To do this, we construct a measure of objective cognitive abilities using 18 tests conducted at ages 5, 10, and 16, and a measure of subjective self-assessed abilities using estimates of school performance and being clever at ages 10 and 16. We replicate their models and show that the DKE exists in our secondary data. Importantly, we are the first to look at whether this relationship is heterogeneous by gender and find that while the self-assessment bias is gender specific, the DKE is not. The DKE comes from men relatively overestimating and women relatively underestimating their abilities.
Testing Models of Complexity Aversion
In this study we aim to test behavioural models of complexity aversion. In this framework, complexity is defined as a function of the number of outcomes in a lottery. Using Bayesian inference techniques, we re-analyse data from a lottery-choice experiment. We quantitatively specify and estimate adaptive toolbox models of cognition, which we rigorously test against popular expectation-based models; modified to account for complexity aversion. We find that for the majority of the subjects, a toolbox model performs best both in-sample, and with regards to its predictive capacity out-of-sample, suggesting that individuals resort to heuristics in the presense of extreme complexity.
Paper Link: https://doi.org/10.1016/j.socec.2025.102354
Authors: Konstantinos Georgalos, Nathan Nabil
ABSTRACT
In this study we aim to test behavioural models of complexity aversion. In this framework, complexity is defined as a function of the number of outcomes in a lottery. Using Bayesian inference techniques, we re-analyse data from a lottery-choice experiment. We quantitatively specify and estimate adaptive toolbox models of cognition, which we rigorously test against popular expectation-based models; modified to account for complexity aversion. We find that for the majority of the subjects, a toolbox model performs best both in-sample, and with regards to its predictive capacity out-of-sample, suggesting that individuals resort to heuristics in the presense of extreme complexity.
“You Knew What You Were Getting Into”: Perspective Differences in Gauging Informed Consent
We examine differences between perceived and experienced consent in organizational contexts—specifically, the aspect of consent that reflects how informed consenters feel. We theorize that people tasked with soliciting consent overestimate the extent to which consenters feel fully informed of what they are agreeing to and thus feel they have truly consented. We provide support for these predictions across six pre-registered studies (N = 2,993) and eight supplemental pre-registered studies (N = 4,406) that establish causal and mediation evidence, downstream organizational consequences, and real-world relevance. This research reveals that even when an agreement meets the legal criteria for consent, there may be misaligned perceptions of employees’ feelings of consent, with consequences for employees’ relationship with their organization. The current studies offer a significant step forward in understanding the markedly understudied role of consent in organizations.
Paper Link: https://doi.org/10.1016/j.obhdp.2024.104386
Authors: Rachel Schlund, Vanessa K. Bohns
ABSTRACT
We examine differences between perceived and experienced consent in organizational contexts—specifically, the aspect of consent that reflects how informed consenters feel. We theorize that people tasked with soliciting consent overestimate the extent to which consenters feel fully informed of what they are agreeing to and thus feel they have truly consented. We provide support for these predictions across six pre-registered studies (N = 2,993) and eight supplemental pre-registered studies (N = 4,406) that establish causal and mediation evidence, downstream organizational consequences, and real-world relevance. This research reveals that even when an agreement meets the legal criteria for consent, there may be misaligned perceptions of employees’ feelings of consent, with consequences for employees’ relationship with their organization. The current studies offer a significant step forward in understanding the markedly understudied role of consent in organizations.
Contextual Effects of Color on Food Choices: Red Ambient Color Induces Indulgence
This research examines how red ambient color in restaurants/cafeterias influences food choices. Prior research shows that red directly related to a food product (such as on nutrition labels or plates/cups) leads to avoidance of unhealthy foods. Yet, many successful fast-food restaurants (e.g., McDonald's and Dairy Queen) use red in their ambiance, suggesting that in the context of food/eating, ambient red may have a different meaning than product-related red. Indeed, the current research shows that consumers associate ambient red (e.g., wall color) with unhealthy restaurants. The presence of ambient red (vs. blue, gray, or white) leads to greater preference for unhealthy (i.e., high calorie, high fat, and indulgent) food options because consumers draw on ambient factors to make inferences about products sold in a retail establishment and then choose contextually appropriate products. The effect is moderated by the extent to which a consumer associates red with unhealthy restaurants. This research highlights how, in the context of food/eating, the placement of red influences its meaning and ultimately whether consumers approach or avoid unhealthy foods.
Paper Link: https://myscp.onlinelibrary.wiley.com/doi/10.1002/jcpy.1445?af=R
Authors: Courtney Szocs, Annika Abell, Ruta Ruzeviciute, Yeseul Kim, Dipayan Biswas
ABSTRACT
This research examines how red ambient color in restaurants/cafeterias influences food choices. Prior research shows that red directly related to a food product (such as on nutrition labels or plates/cups) leads to avoidance of unhealthy foods. Yet, many successful fast-food restaurants (e.g., McDonald's and Dairy Queen) use red in their ambiance, suggesting that in the context of food/eating, ambient red may have a different meaning than product-related red. Indeed, the current research shows that consumers associate ambient red (e.g., wall color) with unhealthy restaurants. The presence of ambient red (vs. blue, gray, or white) leads to greater preference for unhealthy (i.e., high calorie, high fat, and indulgent) food options because consumers draw on ambient factors to make inferences about products sold in a retail establishment and then choose contextually appropriate products. The effect is moderated by the extent to which a consumer associates red with unhealthy restaurants. This research highlights how, in the context of food/eating, the placement of red influences its meaning and ultimately whether consumers approach or avoid unhealthy foods.
“No Time to Buy”: Asking Consumers to Spend Time to Save Money is Perceived as Fairer Than Asking Them to Spend Money to Save Time
Firms often ask consumers to either spend time to save money (e.g., Lyft's “Wait & Save”) or spend money to save time (e.g., Uber's “Priority Pickup”). Across six preregistered studies (N = 3631), including seven reported in Appendix S1 (N = 2930), we find that asking consumers to spend time to save money is perceived as fairer than asking them to spend money to save time (all else equal), with downstream consequences for word-of-mouth, purchase intentions, willingness-to-pay (WTP), and incentive-compatible choice. This is because spend-time-to-save-money offers reduce concerns about firms' profit-seeking motives, which consumers find aversive and unfair. The effect is thus mediated by inferences about profit-seeking and attenuates when concerns about those motives are less salient (e.g., for non-profits). At the same time, we find that spend-money-to-save-time offers (e.g., expedited shipping) are more common in the marketplace. This research reveals how normatively equivalent trade-offs can nevertheless yield contradictory fairness judgments, with meaningful implications for marketing theory and practice.
Paper Link: https://myscp.onlinelibrary.wiley.com/doi/10.1002/jcpy.1444?af=R
Authors: Maria Giulia Trupia, Franklin Shaddy
ABSTRACT
Firms often ask consumers to either spend time to save money (e.g., Lyft's “Wait & Save”) or spend money to save time (e.g., Uber's “Priority Pickup”). Across six preregistered studies (N = 3631), including seven reported in Appendix S1 (N = 2930), we find that asking consumers to spend time to save money is perceived as fairer than asking them to spend money to save time (all else equal), with downstream consequences for word-of-mouth, purchase intentions, willingness-to-pay (WTP), and incentive-compatible choice. This is because spend-time-to-save-money offers reduce concerns about firms' profit-seeking motives, which consumers find aversive and unfair. The effect is thus mediated by inferences about profit-seeking and attenuates when concerns about those motives are less salient (e.g., for non-profits). At the same time, we find that spend-money-to-save-time offers (e.g., expedited shipping) are more common in the marketplace. This research reveals how normatively equivalent trade-offs can nevertheless yield contradictory fairness judgments, with meaningful implications for marketing theory and practice.
How Allusion Enhances Consumer Response to Hope Appeals in Health Messaging
While fear appeals often appear in health-oriented Public Service Announcements (PSAs), three experiments demonstrate that a positive appeal, hope, can be effectively used in PSAs to promote healthy eating when combined with an allusion, a type of figurative language. Specifically, Study 1 uses eye-tracking to establish that allusion moderates hope’s encouragement of visual attention and engagement. Study 2′s experiment illustrates how allusion moderates hope’s influence on message outcomes. Study 3 tests whether self-efficacy mediates the relationships between hope and allusion on message outcomes using Hayes PROCESS modeling. Results support self-efficacy’s mediation of the hope-allusion interaction on message response outcomes. One contribution is the investigation of a multimodal allusion incorporating both visual and verbal elements and its ability to enhance message effectiveness. This study also advances the theoretical understanding of the use of positive emotional appeals and the power of self-efficacy to account for their effects in health promotion PSAs.
Paper Link: https://doi.org/10.1016/j.jbusres.2025.115237
Authors: Pia A. Albinsson, Bruce A. Huhmann, Bidisha Burman
ABSTRACT
While fear appeals often appear in health-oriented Public Service Announcements (PSAs), three experiments demonstrate that a positive appeal, hope, can be effectively used in PSAs to promote healthy eating when combined with an allusion, a type of figurative language. Specifically, Study 1 uses eye-tracking to establish that allusion moderates hope’s encouragement of visual attention and engagement. Study 2′s experiment illustrates how allusion moderates hope’s influence on message outcomes. Study 3 tests whether self-efficacy mediates the relationships between hope and allusion on message outcomes using Hayes PROCESS modeling. Results support self-efficacy’s mediation of the hope-allusion interaction on message response outcomes. One contribution is the investigation of a multimodal allusion incorporating both visual and verbal elements and its ability to enhance message effectiveness. This study also advances the theoretical understanding of the use of positive emotional appeals and the power of self-efficacy to account for their effects in health promotion PSAs.
The Role of Social Norms in Retirement Saving: Evidence From Two Natural Field Experiments
Under-saving for retirement is a challenge for society, businesses, and individuals. Therefore, behavioral interventions that promote saving are valuable for economic and social well-being. Previous research demonstrates that retirement saving can be influenced by social-psychological mechanisms such as peer effects and norms. However, few large-scale experiments have investigated the role of different types of social norms in boosting retirement savings. Even fewer studies have examined how the time-framing (e.g., focusing on the present choice of saving vs. the future benefits of current saving) of such norms influences behavior. This paper provides real-life experimental evidence on the effects of (1) descriptive vs. injunctive norms on retirement saving behavior across two stages of the decision-making process (information search and saving behavior), and (2) the time-framing of such norms. Specifically, we conduct two large-scale field experiments on Norway-based bank customers in their online user interface, testing the effects of different norm messages on actual saving behavior. Study 1 (N = 455,509) finds that although injunctive (vs. descriptive) norms lead to higher click-through rates, descriptive norms are more effective than injunctive norms in increasing actual retirement savings. In essence, information about what most other people do (descriptive norms) was more effective in changing behavior than expert opinion on what one should do (injunctive norms). In Study 2 (N = 224,000), we vary descriptive norms across two saving schemes in a 2 (descriptive norm: present-focused vs. future-focused) X 2 (scheme: save-more-tomorrow vs. save-more-today) design. We find stronger effects of present-focused descriptive norms than future-focused descriptive norms in general, driven by differences in the save-more-today scheme. Effect sizes were generally small, but economically meaningful due to the low intervention costs of large-scale implementation. As a whole, our findings broaden the understanding of how social norms and their time-framing influence long-term saving behavior.
Paper Link: https://doi.org/10.1016/j.jbusres.2025.115201
Authors: Trond Døskeland, Jareef Bin Martuza, Lars Jacob Tynes Pedersen, Francisco Santos, Hallgeir Sjåstad, Helge Thorbjørnsen
ABSTRACT
Under-saving for retirement is a challenge for society, businesses, and individuals. Therefore, behavioral interventions that promote saving are valuable for economic and social well-being. Previous research demonstrates that retirement saving can be influenced by social-psychological mechanisms such as peer effects and norms. However, few large-scale experiments have investigated the role of different types of social norms in boosting retirement savings. Even fewer studies have examined how the time-framing (e.g., focusing on the present choice of saving vs. the future benefits of current saving) of such norms influences behavior. This paper provides real-life experimental evidence on the effects of (1) descriptive vs. injunctive norms on retirement saving behavior across two stages of the decision-making process (information search and saving behavior), and (2) the time-framing of such norms. Specifically, we conduct two large-scale field experiments on Norway-based bank customers in their online user interface, testing the effects of different norm messages on actual saving behavior. Study 1 (N = 455,509) finds that although injunctive (vs. descriptive) norms lead to higher click-through rates, descriptive norms are more effective than injunctive norms in increasing actual retirement savings. In essence, information about what most other people do (descriptive norms) was more effective in changing behavior than expert opinion on what one should do (injunctive norms). In Study 2 (N = 224,000), we vary descriptive norms across two saving schemes in a 2 (descriptive norm: present-focused vs. future-focused) X 2 (scheme: save-more-tomorrow vs. save-more-today) design. We find stronger effects of present-focused descriptive norms than future-focused descriptive norms in general, driven by differences in the save-more-today scheme. Effect sizes were generally small, but economically meaningful due to the low intervention costs of large-scale implementation. As a whole, our findings broaden the understanding of how social norms and their time-framing influence long-term saving behavior.