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Utpal Dholakia Ph.D.
Withholding prices can serve four distinct purposes, from increasing the customer's commitment to signaling exclusivity and guiding choice.
Choosing the right measures to capture the consumer's gain and finding an appropriate comparison baseline are both significant issues when trying to measure virtuous consumer behavior.
Price has the ability to produce a range of specific effects on the consumer. They are predictable, influential, and actionable.
Customers want to give feedback but feel companies don’t care about their opinion. The trust and empathy gaps have created a vicious cycle, devaluing survey-based research.
Its iconic status, sustained and carefully managed rarity and exclusivity, and consistent economic appreciation drive the price.
Manipulating people’s choices should raise concerns about boundaries, bias, and power, as well as a need to consider the ethical ramifications carefully.
The psychology of sky-high Non-Fungible Tokens, aka Niftymania.
In the pursuit of unanimous beliefs lie the seeds of myopia, discrimination, coercion, and dysfunction.
Financial decisions can allow people to express their values and relationships.
How can an expensive, poor-quality vehicle have satisfied and loyal customers? No other brand does.
Every small choice made during a purchase decision gives us a glimpse of our hidden self-identity.
They rarely raise regular prices directly. Instead, they reduce coupons and other sales promotions and add higher-priced, higher-value options in their offerings.
Although they are willing to pay more during the pandemic, customers have a sense of fair prices. They expect trusted brands to do the right thing.
Lay theories influence behavior and are notoriously difficult to change.
Posting memes serve to mock and claim membership in in-groups. Instead of changing minds, such posts will harden opposing attitudes.
A significant proportion of Americans, including health care workers and older Americans, are hesitant. They will delay or refrain from taking the vaccine.
COVID-19 has changed how and where American consumers shop and what they buy.
The reasons for panic buying are different this time around, and have greater potential to produce harmful consequences for shoppers.
Speed & simplicity are their strong suits, but they fall short in other ways, particularly in aligning the question with the psychology behind the recommendation act.
Voter turnout and preference are hard to predict, people give socially desirable responses and the trust between researchers and respondents is fraying.
Defining the concept provides the foundation for a shared understanding, leading to clarity and insight.
Even when they are unavoidable, surcharges help consumers by keeping price increases visible, temporary, and flexible.
Without more nuanced consideration, using thin-sliced political outrage in buying decisions will hurt consumer welfare.
Three predictions about what will change and, more importantly, what won't.
Both deliberate and chance aspects of the video lead to its popularity and viral spread.
The disruption's consequences have provided a unique opportunity to start an emergency fund and break the shopping habit.
The world shrank after 9/11 and the Great Recession. This time will be different.
Vital differences between employees in hidden characteristics are bypassed, but they matter.
The relationship between anxiety and saving money is a vicious cycle that is difficult to get out of.
You should know the distinction between consonant and dissonant impulses. Many buying impulses are dissonant: They conflict with our values and short- and long-term goals.
Utpal M. Dholakia, Ph.D., is the George R. Brown Professor of Marketing at Rice University.