To neglect or to consider? Opportunity cost consideration during product sampling can accelerate satiation

Sampling provides limited experience with an offering to promote its purchase, either now or later. Sampling involves an ongoing choice about whether to buy the sampled option. We propose that ongoing choice feels more like a choice when people consider opportunity costs. Consequently, we predict that opportunity cost consideration will accentuate the impact of ongoing choosing on enjoyment over time of the sampled option (i.e., a slope effect). It follows that when ongoing decision evolves toward not choosing the sampled option today, its negative impact on enjoyment should become more pronounced when people consider their opportunity costs, decreasing overall enjoyment. Studies 1, 2, and 3 provided support for this key prediction. Studies 4 and 5 showed that when the best alternative use of a resource people considered was more attractive, they experienced accelerated satiation from an unchosen sampled option. While previous research showed that opportunity cost consideration accentuated the impact of one‐time choice on evaluation (i.e., intercept effect), we showed that it accentuated the impact of ongoing choice on enjoyment over time (i.e., slope effect). We also contribute to the understanding of the factors that increase overall enjoyment of a sampling experience, which should influence future purchase likelihood

Sharing information with AI (versus a human) impairs brand trust: The role of audience size inferences and sense of exploitation

This research examines whether and why disclosing information to AI as opposed to humans influences an important brand-related outcome—consumers’ trust in brands. Results from two pilot studies and nine controlled experiments (n = 2,887) show that consumers trust brands less when they disclose information to AI as opposed to humans. The effect is driven by consumers’ inference that AI shares information with a larger audience, which increases consumers’ sense of exploitation. This, in turn, decreases their trust in brands. In line with our theorizing, the effect is stronger among consumers who are relatively more concerned about the privacy of their data. Furthermore, the negative consequences for brands can be mitigated when (1) customers are informed that the confidentiality of their information is protected, (2) AI is anthropomorphized, and (3) the disclosed information is relatively less relevant

An Exploration of Consumer Experiences in the Age of Artificial Intelligence: Perception of Being Observed

This research explores consumers’ experiences in the age of artificial intelligence and identifies a phenomenon, the perception of being observed, which evolved with the rapid transformation of the social environment with the technological revolution. I use the term “being observed” to refer to the instances where consumers think that they are being recorded, watched, or tracked by other parties (i.e., companies, governments). Through three essays, this dissertation aims to provide an understanding of what it means “to be observed” in the digital age, identify antecedents and consequences that are important for consumers’ wellbeing and improving their interactions with companies. Essay 1 provides an understanding of the perception of being observed. Identifying the technology anxiety, self-consciousness and privacy concerns as antecedents, this research develops a scale to measure the extent to which individuals think that they are being observed. Further, it demonstrates that people who think that they are being observed are more sensitive to the data collection practices and protective of their data through limiting their information disclosure. Essay 2 explores an important outcome of being observed by companies and shows that it decreases consumers’ willingness to engage with the company. While being observed, consumers become reluctant to use their resources such as time, money, and data in their interactions. Essay 3 focuses on the consequences of the use of privacy notices. Identifying a novel process, this research shows that privacy notices decrease consumers’ willingness to use websites and applications, and purchase products. Overall, this dissertation contributes to the consumer behavior literature through enhancing our understanding of consumers’ experiences evolving with the advancements in technology and providing important managerial and public policy implications

Understanding luxury consumption drivers

ÖZETBu çalışmada materyalizmin, kozmopolitliğin, gösterişin, özgün olma ihtiyacının, özbenlik kurgusunun ve gelecekteki benliğe olan bağlılığın satın alma niyetini nasıl etkilediği incelenmiştir.ABSTRACTIn this study, the way in which materialism, cosmopolitanism, vanity, need for uniqueness, self-construal, and future-self continuity impact purchase intention is examined

Understanding luxury consumption drivers

Bu çalışmada materyalizmin, kozmopolitliğin, gösterişin, özgün olma ihtiyacının, özbenlik kurgusunun ve gelecekteki benliğe olan bağlılığın satın alma niyetini nasıl etkilediği incelenmiştir. ABSTRACT In this study, the way in which materialism, cosmopolitanism, vanity, need for uniqueness, self-construal, and future-self continuity impact purchase intention is examined