Consumer Usage of Ultra-Concentrated Products

Product and package innovations frequently result in smaller packages with greater product potency. This widespread phenomenon of product "ultra-concentration" is present in numerous product categories including laundry detergent, medication, and energy drinks; however, ultra-concentration and its impact on consumption behavior has not been examined. This research explores the circumstances under which consumers overuse ultra-concentrated products, and which cues help them consume the prescribed amount. Two experiments demonstrate that though consumers understand the required amount to use, they tend to significantly overconsume ultra-concentrated products. Conflicting hypotheses examine the role of perceptual distortions and anchoring and adjusting to explain these consumption patterns

The Role of Explanations and Need for Uniqueness in Consumer Decision Making: Unconventional Choices Based on Reasons

This research investigates the interaction effect of a very common task, explaining decisions, and an individual difference, need for uniqueness (NFU), on buyer decision-making. We propose that explaining (or providing reasons for) decisions shifts the focus from the choice options to the choice of reasons. Furthermore, buyers who explain their decisions and have high NFU tend to select unconventional reasons and are, consequently, more likely to make unconventional choices. These predictions were supported in a series of studies involving choices between conventional and less-conventional options, such as whether to switch to a brand on "sale", whether to select a compromise option, and loss aversion. The findings also indicate that the effects of providing reasons are not due to attempts to act rationally or to concerns about being evaluated. Three boundary conditions on the generalization that high NFU consumers who provide reasons tend to make unconventional choices were examined, all involving forces that promote conformity over uniqueness. They include evaluation by others, explicit information about the preferences of others, and negative feedback on previous decision performance. We discuss the implications of this research with respect to the role of explanations, NFU, and accountability in buyer decision-making.

The Effect of Making a Prediction about the Outcome of a Consumption Experience on the Enjoyment of That Experience

Does predicting the outcome of an uncertain event enhance the enjoyment of observing that event? The current popularity of office pools, spoiler message boards, and online betting Web sites seems to suggest that the act of prediction increases enjoyment. However, in a series of four experiments, we find that consumers who make predictions about uncertain events enjoy observing those events significantly less than those who do not make predictions, despite consumers' expectations to the contrary. We explain our results in terms of anticipated regret. In fact, removing the source of anticipated regret eliminates the negative effect of prediction on enjoyment. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Opportunity Cost Neglect

To properly consider the opportunity costs of a purchase, consumers must actively generate the alternatives that it would displace. The current research suggests that consumers often fail to do so. Even under conditions promoting cognitive effort, various cues to consider opportunity costs reduce purchase rates and increase the choice share of more affordable options. Sensitivity to such cues varies with chronic dispositional differences in spending attitudes. We discuss the implications of these results for the marketing strategies of economy and premium brands. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..

Debiasing Insights from Process Tests

Most of the articles appearing in JCR that are characterized as behavioral decision theory (BDT) address some kind of bias or deviation from normative decision making. In addition to pointing out biases, these articles often examine underlying decision processes. We leverage approaches that researchers have used to understand process for insights into when and how biases can be corrected. We argue that some of these biases can be corrected by directly altering the decision maker's conscious processes, while other biases can be corrected more indirectly by altering the decision environment. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

The Effects of Reduced Food Size and Package Size on the Consumption Behavior of Restrained and Unrestrained Eaters

This research examines the moderating role of attempted dietary restraint on the amount of food consumed from small food in small packages versus large food in large packages. Four experiments demonstrate that restrained eaters consume more calories from small food in small packages, while unrestrained eaters consume more calories from large food in a large package. For restrained eaters, overconsumption of the small food in small packages results from a lapse in self-control caused by the stress of perceiving conflicting food information: the small food in small packages is perceived as both diet food and high in calories. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..