The effect of food toppings on calorie estimation and consumption

In this research we examine the effect of adding a food topping to the base food on consumers' calorie estimation and consumption of the augmented food (base food plus topping). We show that consumers underestimate the calorie content of augmented food with an unhealthy base, especially when the topping is healthy. However, consumers are less likely to underestimate the calorie content of augmented food with a healthy base, regardless of whether the topping is healthy or unhealthy. Further, we show that adding a healthy topping to an unhealthy base makes consumers not only underestimate the calorie content but also eat more of the augmented food.     

The flip side of vanity sizing: How consumers respond to and compensate for larger than expected clothing sizes

Vanity sizing has become a popular retail trend and recent work shows it has a favorable impact on consumers. However, as the current research demonstrates, significant variations in sizing standards across retailers mean that consumers are as likely to encounter larger sizes as they are smaller, “vanity” sizes when shopping, highlighting the importance of understanding how consumers react to this potential threat in the marketplace. Across five studies we demonstrate that larger sizes result in negative evaluations of clothing and show that these effects are driven by consumers' appearance self-esteem. Importantly, we also find that instead of unilaterally lowering purchase intent as one might assume, larger sizes can actually increase spending, as consumers engage in compensatory consumption to help repair their damaged self-esteem. In so doing, this research reveals a dynamic and complex relationship between consumers and sizing labels, where shopping can serve to build, strengthen, threaten, and/or repair appearance self-esteem.     

有“新”同享：共有消费促进对不熟悉产品的选择*

共有消费是多位消费者共同参与并承担开销的一种常见的消费活动。本研究基于风险转移理论, 探究了消费情境(单独消费vs.共有消费)对不熟悉产品偏好的作用机理及边界条件。通过5个实验, 结果发现：相比于单独消费情境下的消费者, 在共有消费情境下的消费者更愿意尝试不熟悉的产品。原因在于共有消费情境会转移消费风险, 使得消费者对不熟悉产品的感知风险降低。但是该效应仅发生于产品风险较低的产品。同时, 当共有消费群体的关系较为疏远时, 该效应会消失甚至逆转。     

The hidden cost of value-seeking: People do not accurately forecast the economic benefits of experiential purchases

In spite of the experiential advantage, people consume material items in the pursuit of happiness. We conducted three studies to determine if people commit forecasting errors when deciding between purchasing life experiences and material items. Study 1a showed that people expect life experiences to result in more well-being, whereas material items are forecasted to be a better use of money. However, Study 1b demonstrated that people enjoy greater well-being from life experiences and consider them to be a better use of money. Study 2, a four-week longitudinal study, corroborated this economic misforecast. Study 3 demonstrated that seeking to make good use of one’s money, compared to prioritizing happiness, is more important during material consumption, and when people attempt to maximize economic value, instead of their happiness, they are more likely to consume material items. We suggest that prioritizing value may encourage people to prefer material items instead of life experiences.     

When Intertemporal Rewards Are Hedonic,Larger Units of Wait Time Boost Patience

In intertemporal choices between smaller‐sooner (SS) and larger‐later (LL) rewards, five studies reveal that patience for the LL option is influenced by an interactive effect of the measurement units used to express wait time (large vs. small) and the type of the reward (hedonic vs. utilitarian). Specifically, larger time units boost patience, but more so when rewards are hedonic rather than utilitarian. In line with the numerosity heuristic, the effect of time units on patience is mediated by larger time units shrinking wait time perception. This effect arises because hedonic (vs. utilitarian) rewards promote a reliance on heuristics rather than systematic calculations. Therefore, a more calculative mindset diminishes the effect of units even for hedonic rewards and eliminates the hedonic‐utilitarian asymmetry. These results contribute to research on numerosity, intertemporal choice, and hedonic‐utilitarian differences, and offer a simple tool for practitioners to influence patience.     

Did They Earn It? Observing Unearned Luxury Consumption Decreases Brand Attitude When Observers Value Fairness

People frequently observe others’ consumption, making inferences about both the consumer and the consumed brands. Although these observations are often beneficial for brands, this research demonstrates that observing luxury brand consumers whose consumption arose from unearned (vs. earned) financial resources reduces observers’ brand attitudes when observers place a high value on fairness. When fairness values are high, observers do not perceive luxury brand consumers who use unearned (vs. earned) consumption resources as prestigious, and in turn, lower prestige perceptions adversely affect observers’ brand evaluations for luxury brands. Consistent with our theorizing regarding the signaling of prestige, the joint effect of consumers’ consumption resources and observers’ fairness values on observers’ brand attitudes does not hold for nonluxury brands, which are not associated with prestige and thereby are not denigrated when the consumer is not perceived as prestigious. This research sheds light on the role of moral values in marketplace judgments of luxury consumption and brand attitude by considering the influence of consumption resources on observers’ judgments.     

都市女性消费心理与行为

探讨女性消费心理与行为的特点,揭示女性消费的热点和趋势。结果表明：（1）都市女性消费具有时尚、理性、注重健康、品牌忠诚度高、注重心理享受等特点;（2）其消费热点和趋势主要体现在：网络消费渐成时尚;发展类消费日益攀升;时尚、品质、品位消费成为亮点;消费时尚的全球化趋势;（3）企业与商家在商业行为中若能合理利用现代都市女性消费的心理特点与规律,合理调整营销策略,必能赢得市场。     

Sex differences in the effects of disinhibition,perceived peer drinking,and delay discounting on drinking among Japanese college students

Disinhibition, perceived peer drinking, and delay discounting are considered significant predictors of drinking in young adults. This study examined whether perceived peer drinking and delay discounting mediate the association between disinhibition and drinking for young men and women. In this study, 258 Japanese college students (109 men and 149 women, mean age 19.17 (SD = 1.20) years old) completed a self-administered questionnaire that included four measures—the disinhibition subscale of the Sensation Seeking Scale for Japanese Adolescents, the proportion of friends who drink as an index of perceived peer drinking behaviors, the Monetary Choice Questionnaire, and participants’ own drinking behavior. In the multiple mediator models analyzed using structural equation modeling, for both sexes, perceived peer drinking had the largest direct effect on participants’ drinking, followed by disinhibition and delay discounting. However, the results of mediation analyses indicated that perceived peer drinking mediated the association between disinhibition and drinking for only women. The results of this study imply that it is important to consider sex differences in the association between personality traits and peer influence to develop programs aiming to reduce drinking among young adults in Japan.