When less is more: Consumer aversion to unused utility

A series of experiments demonstrates that consumers exhibit aversion to waste during forward-looking purchase. These experiments further reveal that such behavior is driven by distaste for unused utility, a reaction that is shown to be distinct from an aversion to squandering money. Waste aversion is especially pronounced when consumers anticipate future consequences and deprivation is salient. In addition to demonstrating robustness across consumers and marketing contexts, the results also demonstrate how waste aversion can lead to self-defeating behavior in which consumers forego desired utility. Finally, the present research demonstrates and discusses the implications of waste aversion for a variety of marketing issues, including buy-rent markets, bundling, and the fundamental distinction between goods and services.     

Leader endorsement in social dilemmas: Comparing the instrumental and relational perspectives

This chapter examines the role of leadership in overcoming social dilemmas within groups. First, based on prior theorising and research we present two alternative perspectives on leader endorsement in social dilemmas, an instrumental and a relational perspective. Next, we systematically compare these perspectives in a series of experiments investigating leadership in social dilemmas created within small groups in the laboratory. The results of our studies suggest that when their personal identity is salient, group members more strongly endorse leaders who are perceived to be instrumental in solving the freerider problem. In contrast, when a social identity is salient, members more strongly endorse leaders who fulfil their relational needs. Based on these findings we propose a differential needs model of leader endorsement in social dilemmas.