Less willing to pay but more willing to buy: How the elicitation method impacts the valuation of a promotion

Willingness to pay (WTP—how much one is willing to pay for something) and willingness to buy (WTB—whether one is willing to buy something at a given price) are two common methods to elicit valuations and normatively should yield the same valuation order between two options. However, this research finds that WTP and WTB can yield opposite valuation orders between the regular offer and the promotional offer of a product. Specifically, it demonstrate that, (a) if the valuation of a product is only elicited with WTP, consumers value the product less when it is offered with a price promotion than when it is not; (b) if the valuation of a product is only elicited with WTB, consumers value the product more when it is offered with a price promotion than when it is not; and (c) if the valuation of a product is first elicited with WTP and then elicited with WTB, consumers always value the product less when it is offered with a price promotion than when it is not. A value‐inference account is proposed for the above findings, according to which, consumers infer the value of a promoted product differently when the valuation is elicited only with WTP or only with WTB. Theoretically, this research extends prior literature on sales promotion, showing that the valuation of a promotion is subject to the elicitation method. Practically, this research suggests how to help consumers manage their purchase intentions for promoted products.     

Determinants of the magnitude of willingness to accept relative to willingness to pay

In this paper we test two hypotheses that stem from the work of Mellers, Chang, Birnbaum and Ordonez ( 1992 ). The first hypothesis is that in a binary gamble, the ratio of WTA to WTP is decreasing in the probability attached to a nonzero event. The second hypothesis is that this ratio is independent of the size of stakes. We find support for the first hypothesis, but mixed support for the second. The second hypothesis holds in the case of gains, but not in the case of losses. Copyright © 2001 John Wiley & Sons, Ltd.     

Willingness to transmit and the spread of pseudoscientific beliefs

Pseudoscientific beliefs are widespread and can be damaging. If several studies have examined the factors leading people to accept pseudoscientific beliefs, no attention has been paid to the factors contributing to people's willingness to transmit these beliefs. To test whether the willingness to transmit pseudoscientific beliefs contributes to their spread, independent of their believability, we asked participants to rate statements corresponding either to pseudoscientific beliefs (Myths), or to their (correct) negations (Non‐Myths). Statements were rated on believability, on how willing participants would be to transmit them, and on how knowledgeable they would make someone who produces them. Results revealed that participants who believed in Myths were more willing to transmit them than the participants who believed in Non‐Myths were willing to transmit Non‐Myths. A potential factor driving the increased willingness to transmit both Myths and Non‐Myths might be participants' belief that holding the beliefs makes one seem more knowledgeable.     

When does a referent public problem affect financial and political support for public action?

In three studies we examined the willingness to support action to remedy a public problem. In Study 1 and Study 2, people were asked whether they would financially contribute to solution of a public problem. In Study 3, people were asked whether they would sign a petition to support a public action. The aim was to test whether the willingness to support solution of a public problem is affected by the type of problem that is used as the referent. We hypothesized that the willingness to support a public action is lower when evaluated in the context of a high‐ as opposed to a low‐importance referent problem (importance contrast effect). We also hypothesized that the importance contrast effect is tied to the perceived relatedness between the target and referent problems. The importance contrast effect should be found only when the two problems relate to different category domains. The findings bear out this prediction. Copyright © 2007 John Wiley & Sons, Ltd.     

大学生网络捐助的影响因素:求助者特征的视角

以往关于捐助的心理学研究主要聚焦于现实环境中的捐助行为,以及捐助者自身特点对捐助的影响,网络环境、求助者特征对捐助影响的研究较少。本研究以大学生为被试,比较不同信息发布者情境中,网络与现实中捐助的意愿,并确定求助者的身份特征和求助信息特征对网络捐助的影响。结果发现,在捐助意愿和捐助金额方面,网络渠道高于现实渠道、熟人发布高于陌生人发布;当求助者与捐助者同为大学生时,捐助者对求助者的理性求助信息比情绪性求助信息有更强的捐助意愿和更多捐助金额。以上结果与大学生网络社会支持水平较高、处理网络信息能力较强有关。     

Perceived Change of Values and Intention to Return Among Kibbutz People Who Emigrated From Israel

We examined perceived changes of values and intentions to return to Israel among 149 Kibbutz people who had lived for 3 or more years in New York, Los Angeles, and San Francisco. In answering standardized attitude questionnaires, participants reported significantly less general agreement today with Kibbutz values, but more support for the idea that Israel should compromise on occupied territories and more support for the idea that people should live where they choose. Political opinions also moved toward more liberal attitudes. Most participants intended to return to Israel without specifying a clear time frame. Values were significantly associated with behavioral intentions, with those endorsing Zionist values the most likely to report that they would return to Israel in times of war or peace. Results suggested acculturation to American society and political opinions.     

大学生网络捐助的影响因素:求助者特征的视角

以往关于捐助的心理学研究主要聚焦于现实环境中的捐助行为,以及捐助者自身特点对捐助的影响,网络环境、求助者特征对捐助影响的研究较少。本研究以大学生为被试,比较不同信息发布者情境中,网络与现实中捐助的意愿,并确定求助者的身份特征和求助信息特征对网络捐助的影响。结果发现,在捐助意愿和捐助金额方面,网络渠道高于现实渠道、熟人发布高于陌生人发布;当求助者与捐助者同为大学生时,捐助者对求助者的理性求助信息比情绪性求助信息有更强的捐助意愿和更多捐助金额。以上结果与大学生网络社会支持水平较高、处理网络信息能力较强有关。     

群体关系与问责对信息共享意愿及谈判行为的影响研究

本研究就国人的群体关系与问责对谈判者行为及信息共享意愿进行考察,试图探讨文化对谈判者的影响。通过对128名在校大学生的模拟谈判实验,发现谈判者在群内谈判比在群际谈判时有更高的信息共享意愿和更少的强硬行为,群体关系和问责对信息共享意愿及主观利益冲突有交互效应。具体而言,高度问责时,谈判者在群内谈判比群际谈判时有更多的信息共享意愿;低度问责时,谈判者在群内谈判比群际谈判时有更少的主观利益冲突。     

Intergroup threat,knowledge of the outgroup,and willingness to purchase ingroup and outgroup products: The mediating role of intergroup emotions

Established theories have acknowledged that intergroup threat is one of the key determinants of intergroup attitudes and behaviours, but how intergroup threat can affect consumer behaviour remains unclear. Here, four preregistered studies (total N = 988) examined the effect of intergroup threat (manipulated in terms of realistic and symbolic threats) on consumers’ willingness to purchase ingroup and outgroup products. In the context of China–West relations, we measured Chinese consumers’ willingness to purchase Chinese (ingroup) and Western (outgroup) products. These studies together revealed that realistic and symbolic threats (versus control) increased willingness to purchase ingroup products and decreased willingness to purchase outgroup products, regardless of the product category. Studies 3a and 3b also measured knowledge of the outgroup as a potential moderator, revealing that realistic threat (versus control) reduced willingness to purchase outgroup products only among individuals who had less knowledge of the outgroup. Furthermore, Study 3b showed that the intergroup threat manipulation indirectly influenced consumers’ willingness to purchase ingroup/outgroup products through increased anger and decreased hope. We discussed the contributions to the intergroup relations and consumer behaviour literature and the implications for transnational marketing practices, as well as the limitations of this research.     

环境亮度对食品消费决策的影响：食品安全感知的中介作用

本研究考察了环境亮度对食品消费决策的影响,揭示了其发生的心理机制及边界。实验1和实验2发现环境亮度正向影响消费者支付意愿。这一效应的内在机制是因为明亮环境使消费者产生更高的食品安全感知,进而增加其对食品的支付意愿。对产品认证标签的检验进一步验证了安全感知的中介作用 (实验2)。结果表明,当食品具有认证标签时,食品安全感知无法中介环境亮度对消费者支付意愿的影响。     

吸烟利弊权衡对戒烟计划的预测作用：一个有调节的中介模型

考察吸烟利弊权衡对戒烟计划的预测,以及戒烟意愿的中介作用和未来取向的调节作用。对340名吸烟者进行问卷调查结果的统计分析发现：（1）吸烟利弊权衡显著正向预测戒烟计划;（2）戒烟意愿对吸烟利弊权衡和戒烟计划的关系起完全中介作用;（3）未来取向负向调节吸烟利弊权衡和戒烟计划的关系,但对吸烟利弊权衡和戒烟意愿关系的调节不显著。这些结果说明,吸烟者戒烟计划发展经历前决策和前行动阶段,且该过程受未来取向的调节。     

The relationship between attitudes toward suicide and willingness to pay for suicide prevention: a cross-sectional study in Japan

There are gaps in our knowledge of the role attitudes toward suicide play in determining people’s willingness to participate (WTP) for suicide prevention. We conducted a large nationwide cross-sectional study with the aim of clarifying the relationship between WTP for reducing suicide risk and attitudes toward suicide. Ordinal logistic regression analyses (n = 1771) showed that there were significant associations of WTP for suicide prevention with ‘Suicide as a right’ (β = ?.15, 95% CI: ?.25 to ?.04, p = .006), ‘Preventability/readiness to help’ (β = .81, 95% CI: .69–.94, p < .001) and ‘Common occurrence’ (β = .32, 95% CI: .19–.46, p < .001). ‘Incomprehensibility/unpredictability’ did not show an association with WTP. Taxpayer acceptance for suicide prevention is more likely to be achieved through provision of information that increases endorsement of ‘preventability/readiness to help’ and ‘common occurrence’ factors, and decreases ‘suicide as a right’ scores.     

Less is better: when low-value options are valued more highly than high-value options

This research demonstrates a less-is-better effect in three contexts: (1) a person giving a $45 scarf as a gift was perceived to be more generous than one giving a $55 coat; (2) an overfilled ice cream serving with 7 oz of ice cream was valued more than an underfilled serving with 8 oz of ice cream; (3) a dinnerware set with 24 intact pieces was judged more favourably than one with 31 intact pieces (including the same 24) plus a few broken ones. This less-is-better effect occurred only when the options were evaluated separately, and reversed itself when the options were juxtaposed. These results are explained in terms of the evaluability hypothesis, which states that separate evaluations of objects are often influenced by attributes which are easy to evaluate rather than by those which are important. © 1998 John Wiley & Sons, Ltd.     

An Examination of the “Greening of Christianity” Thesis Among Americans, 1993–2010

Some environmental and religious scholars, religious leaders, and media figures have claimed there has been a “greening of Christianity” in the United States since the mid‐1990s. Such a trend would be socially significant, as the integration of Christian values and environmental values may invigorate both domains. Using nationally representative data from the 1993 and 2010 General Social Surveys, we analyze how green self‐identified Christians in the U.S. general public are in their pro‐environmental attitudes, beliefs, and behaviors. Using structural equation modeling, we find no clear evidence of a greening of Christianity among rank‐and‐file Christians in the general public between 1993 and 2010. Indeed, the patterns of our results are quite similar to those from earlier decades, which documented that self‐identified Christians reported lower levels of environmental concern than did non‐Christians and nonreligious individuals. We did find evidence of some greening among evangelical Protestants, especially relative to mainline Protestants, between 1993 and 2010. We close by suggesting a few fruitful avenues for further research in this area via variable‐oriented, case‐oriented, and experimental studies and discussing some theoretical implications of our findings.     

‘Meet Me Halfway’ : Socio‐cultural Adaptation and Perceived Contact Willingness of Host Nationals as Predictors of Immigrants' Threat Perceptions

This three‐wave study investigated the interplay between perceived socio‐cultural adaptation and perceived willingness of the majority group to engage in contact, when predicting realistic and symbolic threats perceived by ethnic migrants from Russia to Finland. To sum up our key findings, the less immigrants perceived difficulties in socio‐cultural adaptation soon after migration, the more positive were their later perceptions of the majority group members' contact willingness. Majority's perceived contact willingness was associated with lower levels of perceived realistic threats, and perceived contact willingness and perceived socio‐cultural adaptation were both associated with lower levels of perceived symbolic threats. As regards practical implications of our findings for culturally diverse communities, equal efforts should be made to help newcomers' socio‐cultural adaptation and to support their positive intergroup interactions with majority group members. That way, the beneficial impact of both of these factors on immigrant integration could be maximized. Copyright © 2015 John Wiley & Sons, Ltd.     

Impact of educational intervention on willingness-to-pay for suicide prevention: a quasi-experimental study among university students in Japan

Many individuals show negative attitudes toward the use of taxes for suicide prevention. Activities that enhance knowledge and awareness of suicide and suicide prevention may increase willingness to pay (WTP) for suicide prevention. WTP is the amount that a consumer will pay for a product or service. The present study examined the influence of educational activities on enhancing knowledge and awareness of suicide and its prevention on WTP. We conducted a quasi-experimental study to examine the influence of lectures on suicide by comparing the amount of change in WTP between two groups over the same period: an intervention group (n = 92) comprising students who participated in the lectures and a control group (n = 128) comprising general university students recruited through an Internet-based survey. A t-test showed that the amount of change was significantly larger in the intervention group (t (152.31) = 2.25, p = .026). Ordinal logistic regression analysis showed that increased WTP was significantly correlated with an annual household income of JPY 4–6 million or higher. It may be appropriate to conclude that participation in lectures about suicide is effective in increasing WTP for suicide prevention.