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Article: From inherent value to incentive value: When and why pointless effort enhances consumer preference

TitleFrom inherent value to incentive value: When and why pointless effort enhances consumer preference
Authors
Issue Date2011
PublisherUniversity of Chicago Press. The Journal's web site is located at http://www.journals.uchicago.edu/JCR
Citation
Journal Of Consumer Research, 2011, v. 38 n. 4, p. 712-742 How to Cite?
AbstractCompanies typically use clear fonts and bright pictures in their ads, Web sites, and product-package designs; place their products on easy-to-reach shelves; and emphasize ease-of-usage to make their products appear desirable to consumers. However, we suggest that customers focused on 'incentive' value (getting the best product) may instead see products associated with noninstrumental (pointless) effort as more desirable. We suggest that because effort is usually required to get the best outcomes, people looking for the best outcomes also mistakenly presume effort must imply the best possible outcome. Across five studies, we show that highlighting incentive value-for instance, by message framing or by measuring chronic focus or by manipulating situational focus on incentive value-enhances preference toward outcomes associated with noninstrumental effort. We discuss the importance of our findings for understanding everyday consumption decisions and argue for a widespread tendency among individuals wanting the best to infer value from noninstrumental effort. © 2011 by JOURNAL OF CONSUMER RESEARCH, Inc.
Persistent Identifierhttp://hdl.handle.net/10722/157737
ISSN
2015 Impact Factor: 3.187
2015 SCImago Journal Rankings: 4.896
ISI Accession Number ID
References

 

DC FieldValueLanguage
dc.contributor.authorKim, Sen_HK
dc.contributor.authorLabroo, AAen_HK
dc.date.accessioned2012-08-08T08:55:15Z-
dc.date.available2012-08-08T08:55:15Z-
dc.date.issued2011en_HK
dc.identifier.citationJournal Of Consumer Research, 2011, v. 38 n. 4, p. 712-742en_HK
dc.identifier.issn0093-5301en_HK
dc.identifier.urihttp://hdl.handle.net/10722/157737-
dc.description.abstractCompanies typically use clear fonts and bright pictures in their ads, Web sites, and product-package designs; place their products on easy-to-reach shelves; and emphasize ease-of-usage to make their products appear desirable to consumers. However, we suggest that customers focused on 'incentive' value (getting the best product) may instead see products associated with noninstrumental (pointless) effort as more desirable. We suggest that because effort is usually required to get the best outcomes, people looking for the best outcomes also mistakenly presume effort must imply the best possible outcome. Across five studies, we show that highlighting incentive value-for instance, by message framing or by measuring chronic focus or by manipulating situational focus on incentive value-enhances preference toward outcomes associated with noninstrumental effort. We discuss the importance of our findings for understanding everyday consumption decisions and argue for a widespread tendency among individuals wanting the best to infer value from noninstrumental effort. © 2011 by JOURNAL OF CONSUMER RESEARCH, Inc.en_HK
dc.languageengen_US
dc.publisherUniversity of Chicago Press. The Journal's web site is located at http://www.journals.uchicago.edu/JCRen_HK
dc.relation.ispartofJournal of Consumer Researchen_HK
dc.rightsThis work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.-
dc.titleFrom inherent value to incentive value: When and why pointless effort enhances consumer preferenceen_HK
dc.typeArticleen_HK
dc.identifier.emailKim, S: sarakim@hku.hken_HK
dc.identifier.authorityKim, S=rp01613en_HK
dc.description.naturepublished_or_final_versionen_US
dc.identifier.doi10.1086/660806en_HK
dc.identifier.scopuseid_2-s2.0-82255196400en_HK
dc.identifier.hkuros232929-
dc.relation.referenceshttp://www.scopus.com/mlt/select.url?eid=2-s2.0-82255196400&selection=ref&src=s&origin=recordpageen_HK
dc.identifier.volume38en_HK
dc.identifier.issue4en_HK
dc.identifier.spage712en_HK
dc.identifier.epage742en_HK
dc.identifier.isiWOS:000297846300009-
dc.publisher.placeUnited Statesen_HK
dc.identifier.scopusauthoridKim, S=37109323000en_HK
dc.identifier.scopusauthoridLabroo, AA=7801324596en_HK
dc.identifier.citeulike10129227-

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