The availability heuristic and perceived risk

Article Abstract:

Four studies using a variety of methodologies and products find that the availability heuristic (the ease with which one can bring to mind exemplars of an event) influences consumers' judgments about the likelihood of products failing. Based on past research showing that distinctiveness increases availability, a laboratory experiment (Study 1) manipulated distinctiveness of incidents describing a product failing or succeeding. Study 2 used a similar methodology, but relates attention to product failure estimates. Study 3 is a field study examining product failure distinctiveness and failure estimates. In Study 4, self-reported ease in recalling failure incidents is correlated with judged likelihood of product failure, whereas ease of recalling success incidents is correlated with judged likelihood of product success. (Reprinted by permission of the publisher.)

Consumers

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Buyer-seller negotiations around the Pacific Rim: differences in fundamental exchange processes

Article Abstract:

The determinants of buyer-seller negotiations in four cultures are investigated in a laboratory simulation. One hundred thirty-eight American, 54 Chinese, 42 Japanese, and 38 Korean business people participated in a two-person, buyer-seller, intracultural negotiation simulation. In negotiations between Americans, the use of more problem-solving bargaining strategies positively influenced negotiation outcomes. In negotiations between Chinese, more competitive strategies led to better results. In Japanese and Korean negotiations, buyers achieved higher economic rewards than sellers. In all four cultures, bargainers were more satisfied with negotiation outcomes when partners were rated more attractive. (Reprinted by permission of the publisher.)

Marketing, International aspects, Consumer behavior, Pacific Rim

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A field study of causal inferences and consumer reaction: the view from the airport

Article Abstract:

A field study was conducted at an airport to examine the relationships among attributions, affects, and behavioral responses of consumers experiencing a product failure. Ninety-seven passengers on delayed flights were interviewed about their attributions for the delay, their affective reactions, the importance of on-time arrival, their propensity to complain about the problem, and their desire to fly the same airline again. A path analysis indicates that attributions had not only direct effects on desire to complain about the problems and to fly the same airline, but also indirect effects, mediated by anger at the airline. (Reprinted by permission of the publisher.)

Psychological aspects, Management, Services, Airlines, Consumer preferences, Customer relations, Air travel

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