Satisfaction With Businesses?

We examine how power distance belief (PDB) -the prevalence of inequality in society -affects consumers' satisfaction with loyalty programs. Five studies support the counterintuitive hypothesis that high (vs. low) PDB contexts decrease, rather than increase, nonloyalty-status consumers' satisfaction with such businesses, and illuminate the underlying mechanisms

Cognitive Load, Need For Closure, and Socially Desirable Responding: Cognitively Constrained Versus Motivated Response Biases in Cross-Cultural Consumer Research

Recent research reveals cultural differences in consumers' tendency to engage in socially desirable responding. Specifically, individualist consumers are shown to be prone to self-deceptive enhancement (SDE), the tendency to hold exaggerated views of one's skills and abilities, whereas collectivist consumers are shown to be prone to impression management (IM), the tendency to distort responses to appear normatively appropriate. We examine the divergent moderating effects of cognitive and motivational factors on these relationships. Across six studies, we find that depleting collectivists' cognitive resources impairs their ability to engage in IM but does not influence individualists' tendency to engage in SDE. In contrast, collectivists' tendency to engage in IM and individualists' tendency to engage in SDE are both seen to increase with high (vs. low) need for cognitive closure (NFC). Implications of these findings on theoretical and methodological research on SDR are highlighted

FAMILY ROLES IN THE DECISION PROCESS OF SERVICES IN MULTIRACIAL SINGAPORE : EFFECT OF INTERPERSONAL ORIENTATION

Master'sMASTER OF SCIENCE (MANAGEMENT

The Distinct Influence of Cognitive Busyness and Need for Closure on Cultural Differences in Socially Desirable Responding

Research suggests that cognitive busyness and need for closure have similar effects on a host of consumer phenomena, leading some researchers to treat the two variables as substitutes. We propose that cognitive busyness and need for closure have distinct roots and can have different effects. We examine their distinction in the context of cultural differences in the two types of socially desirable responding—impression management and self‐deceptive enhancement. Our findings indicate that high (vs. low) cognitive busyness weakens the relationship between culture and impression management, but not that between culture and self‐deceptive enhancement. In contrast, high (vs. low) need for closure strengthens both relationships. The article concludes with a discussion of the theoretical, methodological, and practical implications of these findings.

Cognitive and Affective Scarcities and Relational Abundance: Lessons from the Confluence of Extreme and Chronic Scarcities in Subsistence Marketplaces

Research on subsistence marketplaces provides a number of insights about extreme and chronic resource scarcity as well as intangible scarcities in cognitive and affective realms. These insights have been developed from a variety of sources—quantitative and qualitative research, as well as education for communities and for students through a symbiotic academic-social enterprise. These insights are juxtaposed with extant work on scarcity in consumer research, to derive implications for future research and stimulate thinking on a broad variety of scarcities. Our holistic deep dive into extreme scarcity and its multiple dimensions from the perspective of consumer behavior has much to offer in stimulating future research on scarcity

A Reexamination of Frequency-Depth Effects in Consumer Price Judgments

Previous research has shown that when there are multiple possible prices for two brands, the brand that is discounted frequently but at shallow levels is perceived to have a lower average price than the brand that is discounted infrequently but at deeper levels (the "frequency effect"). However, when there are only two possible prices for each brand, the brand discounted infrequently but at deeper levels is perceived to have a lower average price (the "depth effect"). Over a series of experiments, we demonstrate that these frequency and depth effects do not generalize to other temporal price distributions. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

How Does Consumers’ Local or Global Identity Influence Price-Perceived Quality Associations? The Role of Perceived Quality Variance

Globalization has substantially influenced the world economy. However, managers have a limited understanding of how local–global identity influences consumers’ price perceptions and behavior. In this research, the authors propose that consumers’ local (vs. global) identity leads to a greater tendency to make price–perceived quality (PPQ) associations. Perceived quality variance among comparison brands is a key mechanism underlying these effects. Two field studies (Studies 1 and 7), seven experiments (Studies 2–6, 9, and 10), and a systematic review of secondary data (Study 8) provide converging and robust evidence for the effect of local–global identity on PPQ. Consistent with the perceived quality variance account, when quality differences among the brands are made salient, PPQ associations of consumers high in global (but not local) identity significantly increase, compared with baseline conditions. However, when perceived quality similarities are made salient, PPQ associations of consumers high in local (but not global) identity significantly decrease. Product type and distribution of customer ratings represent natural boundaries for the relationship between local–global identity and PPQ. The authors conclude with the implications for managers’ targeting endeavors. We also provide specific tools that marketers can use in ads and point-of-purchase materials to encourage or discourage consumers in making PPQ associations