Waiting time and decision making: is time like money?

Article Abstract:

Time is a resource. As such, consumers have to make decisions regarding their use of time in the purchase and consumption of goods and services. Using prospect theory and mental accounting as theoretical frameworks, this article investigates whether consumers treat time like money when they make decisions. In a series of studies, we found that the value of consumers' time is not constant but depends on contextual characteristics of the decision situation. Our results also suggest that in deterministic situations, people make decisions involving time losses in a manner consistent with the convex loss function proposed by prospect theory. However, in decision making under conditions of risk, people seem to make risk-averse choices with respect to decisions in the domain of time in contrast to the risk-seeking behavior often found with respect to decisions involving losses of money. We discuss the nonfungibility of time as an explanation for the discrepancy between decisions involving time and those involving money. (Reprinted by permission of the publisher.)

Decision-making, Decision making, Money, Time management, Consumers

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Sex typing and consumer behavior: a test of gender schema theory

Article Abstract:

Using the context of advertising, packaging, and consumer choice, three experiments were conducted to test the predictions of gender schema theory that gender-schematic (sex-typed) individuals and gender-aschematic (non-sex-type) individuals differ in the way they process and evaluate information related to gender. Results indicated strong sex effects, but the predicted sex-type effects were not obtained. (Reprinted by permission of the publisher.)

Advertising, Sexuality, Sex in advertising

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Will products look more attractive when presented separately or together?

Article Abstract:

If single items are attractively displayed than consumers will consider purchasing them as separately. But when the setting or display is not attractive, consumers would more likely to purchase an item of comparable quality if they are displayed side by side another item.

Displays (Marketing)

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