Self-Control for the Righteous: Toward a Theory of Luxury Pre-Commitment

Prior research has examined consumers' use of self-control to avoid hedonic (myopic) temptations, such as overbuying and smoking. This paper proposes that consumers often exercise the opposite form of self-control, whereby they attempt to avoid default forms of spending on necessities and savings in favor of luxury, hedonic purchases. In particular, given the difficulty of choosing hedonic luxury items over necessities and cash in everyday (local) decisions, under certain conditions, consumers pre-commit to hedonic luxury consumption. Such precommitments to hedonic luxuries are more likely to occur when their psychological cost is less concrete. These propositions were tested in a series of studies involving real and hypothetical choices as well as process measures. The results indicate that a substantial segment of consumers choose hedonic luxury prizes over cash of equal or greater value; most of these consumers explain such choices as motivated by the need to pre-commit in order to guarantee a hedonic luxury experience and that the award does not end up in the pool of money used for necessities. In addition, consistent with our analysis, the likelihood of pre-committing to hedonic luxuries is enhanced when (a) the consequences of the decision will be realized farther in the future, (b) the odds of winning the reward are lower, and (c) consumers anticipate how they will use each possible award. We also show that hedonic luxury awards are more effective than cash as incentives for participation in a (real) lottery. The theoretical and practical implications of the results are discussed

The Role of Effort Advantage in Consumer Response to Loyalty Programs: The Idiosyncratic Fit Heuristic

Over the past few years, customer relationship management and loyalty programs (LPs) have been widely adopted by companies and have received a great deal of attention from marketers, consultants, and, to a lesser degree, academics. In this research, we examine the effect of the level of effort required to obtain a LP's reward on consumers' perception of the LP's attractiveness. We propose that, under certain conditions, increasing the program requirements can enhance consumers' likelihood of joining the program, thus leading consumers to prefer a dominated option. Specifically, we hypothesize that consumers often evaluate LPs based on their individual effort to obtain the reward relative to the relevant reference effort (e.g., the effort of typical other consumers). When consumers believe they have an effort advantage relative to typical others (i.e., an idiosyncratic fit with the LP), higher program requirements magnify this perception of advantage and can therefore increase the overall perceived value of the program. This proposition was supported in a series of studies in which the perceived idiosyncratic fit was manipulated either by reducing the individual effort or by raising the reference effort. The findings also indicate that (a) idiosyncratic fit considerations are elicited spontaneously, (b) idiosyncratic fit mediates the effect of effort on consumer response to LPs, and (c) an alternative account for the results based on signaling is not supported. We conclude that these findings are part of a broader phenomenon, which we term the idiosyncratic fit heuristic, whereby a key factor that affects consumers' response to marketing programs and promotional offers is the perceived relative advantage or fit with the individual's idiosyncratic conditions and preferences

The Influence of Product Variety on Brand Perception and Choice

We propose that the variety a brand offers often serves as a quality cue and thus influences which brand consumers choose. Specifically, brands that offer a greater variety of options that appear compatible and require similar skills tend to be perceived as having greater category expertise or core competency in the category, which, in turn, enhances their perceived quality and purchase likelihood. Six studies support this proposition and demonstrate that compared to brands which offer fewer products, (a) brands which offer increased compatible variety are perceived as having higher quality; (b) this effect is mediated by product variety’s impact on perceived expertise; (c) the higher perceived quality produces a greater choice share of the higher variety brand, even among consumers who select options that multiple brands offer and (d) product variety also impacts post-experience perceptions of taste. The findings suggest that in addition to directly affecting brand choice share through influencing the fit with consumer preferences, product line length can also indirectly affect brand choice through influencing perceived brand quality

Gender Differences in Mate Selection: Evidence from a Speed Dating Experiment

We study dating behavior using data from a Speed Dating experiment where we generate random matching of subjects and create random variation in the number of potential partners. Our design allows us to directly observe individual decisions rather than just final matches. Women put greater weight on the intelligence and the race of partner, while men respond more to physical attractiveness. Moreover, men do not value women's intelligence or ambition when it exceeds their own. Also, we find that women exhibit a preference for men who grew up in affluent neighborhoods. Finally, male selectivity is invariant to group size, while female selectivity is strongly increasing in group size