To Partition or Not to Partition: Role of Trade-in Price on Consumer Evaluations of Purchases Involving Trade-Ins

Many new purchases involve consumers trading in their old product at the same time, requiring them to assume the dual role of a buyer and a seller in the overall exchange. This research examines how framing the overall exchange as a partitioned transaction with separate prices for the new purchase and the trade-in, or a consolidated transaction with a single net price after accounting for the trade-in price, affects consumer preferences. We find that consumers prefer a partitioned (consolidated) transaction when the relative trade-in price is high (low). Unlike previous explanations based on heuristic processing and differential importance of the trade-in price, our reasoning is that partitioning (vs. consolidating) prices makes salient and enables evaluability of the trade-in price. In the absence of specific referents, consumers rely on the new purchase price to evaluate the merits of the trade-in price. Consistent with our reasoning, we identify boundary conditions for the findings. The presence of a favorable referent for the trade-in and whether the new purchase and the trade-in are (perceived to be) in the same product category attenuate the reliance on the new purchase price as a referent. Our findings have important theoretical and managerial implications.     

Comma N' cents in pricing: The effects of auditory representation encoding on price magnitude perceptions

Numbers and prices can be processed and encoded in three different forms: 1) visual [based on their written form in Arabic numerals (e.g., 72)], 2) verbal [based on spoken word-sounds (e.g., “seventy” and “two”), and 3) analog (based on judgments of relative “size” or amount (e.g., more than 70 but less than 80)]. In this paper, we demonstrate that including commas (e.g., $1599 vs. $1599) and cents (e.g., $1599.85 vs. $1599) in a price's Arabic written form (i.e., how it is perceived visually) can change how the price is encoded and represented verbally in a consumer's memory. In turn, the verbal encoding of a written price can influence assessments of the numerical magnitude of the price. These effects occur because consumers non-consciously perceive that there is a positive relationship between syllabic length and numerical magnitude. Three experiments are presented demonstrating this important effect.     

近10年SCI人格心理学研究文献计量分析

本研究以美国科技信息研究所出版的《科学引文索引》（SCI）为数据源检索人格心理学文献,并从文献量、学科、国家、作者、期刊、引文等多角度进行文献计量分析。结果显示：人格心理学研究近10年进入了快速发展阶段,但论文数量与在高影响因子学术刊物中所占数量不相称;我国人格心理学研究在文献量等方面与国际先进水平比较有很大差距;人格与神经科学、精神机能障碍关系的研究是具有重要临床价值以及富有挑战性的研究重点。     

Heart rate variability and respiratory concomitants of visual and nonvisual “imagery” and cognitive style

Attention to visual and nonvisual imagery, elicited by an imagery questionnaire, was studied using both within and between subjects analyses of cardiac and respiratory parameters. Visual imagery was accompanied by more regular interbeat heart rate (HR) and shorter, more stable respiratory cycles than nonvisual imagery. “Visually-oriented” thinkers (visualizers), identified by a word association test, manifested less overall variability in HR than “verbally-oriented” thinkers (verbalizers), as well as less variable HR and respiratory period during visual imagery. Visual and nonvisual imagery differed in HR variability for verbalizers and in respiration period for visualizers. The results are discussed in terms of the concepts of attention deployment, “mental load”, cerebral asymmetry, and stylistic personality differences in cognitive functioning.     

行为社会政策：“助推”公共福利的实践与探索

行为社会政策是基于人的行为特点而设计, 使用“助推”作为政策工具来执行的社会政策。它是行为科学在社会政策范畴的应用, 其原理在于洞察人们做选择时的行为偏好, 以隐性且非明显经济刺激的方式谋求公众利益。从政策制定者的角度出发, 基于自愿性和信息性的统一, 可将行为社会政策中的助推策略分为增加策略、减少策略和转换策略; 三大策略被用于再住院率、儿童健康、社区养老、入学资助、就业问题、器官移植和精准扶贫等民生领域, 帮助人们做出更好的选择, 提高公共福利。作为一种新兴的方法和技术, 助推并非万能, 需要政策制定者对症下药、精确识别、权衡使用, 规避“行为官僚”, 才能真正实现国家治理现代化和社会利益最大化。     

Enticing for me but unfair to her: Can targeted pricing evoke socially conscious behavior?

Prior research shows that consumers stop purchasing from firms that treat them badly. In this research we show that consumers also resist firms that treat other consumers badly while favoring them. In three experiments, we demonstrate such social consciousness in the context of targeted pricing, where firms offer lower prices to new (versus old) customers. A significant proportion of consumers in our experiments give up money to resist the price-discriminating firm, especially when the discrimination is more salient or is not justified. Further, perceived unfairness mediates the relationship between the salience and justification of the pricing practice and consumer resistance.