"When consumers estimate the value of a durable product, they consider not only the absolute number of times they think they will use the product, but also the number of time they will use the product relative to other consumers," write authors Rebecca W. Hamilton, Rebecca K. Ratner (both University of Maryland, College Park), and Debora Viana Thompson (Georgetown University).
The very same cues that consumers use to determine that they might use a product frequently also make them think that others use the product more often than they will, the authors explain. In an initial study the authors found that college students reported playing video games more frequently when they used a high frequency response scale (ranging from "less than once a week" to "more than once every day") than when they used a low frequency response scale (ranging from "less than once a year" to "more than once a week").
However, the participants who used the high frequency scale were less interested in buying new video games, and the low frequency scales nearly doubled the percentage of respondents who accepted a free trial of a new video game. "The high frequency scale leads them to believe they play video games less than other college students," the authors write.
The researchers also that found college students were willing to pay more for a digital reader when they believed another college student had written a review suggesting low frequency of use ("once a week") than when the reviewer suggested high frequency of use ("once a day.") But when the participants thought a parent in a distant city wrote the review, the effects diminished.
"Ads or customer reviews highlighting how a product can be incorporated into a consumer's daily life can backfire if consumers believe their own usage frequency will be lower than others," the authors write. "Our findings suggest that if individuals believe they won't be able to keep up with the pace of others, they might choose not to even try."
Rebecca W. Hamilton, Rebecca K. Ratner, and Debora Viana Thompson. "Outpacing Others: When Consumers Value Products Based on Relative Usage Frequency." Journal of Consumer Research: April 2011. A preprint of this article (to be officially published online soon) can be found at http://journals.uchicago.edu/jcr.
Mary-Ann Twist | EurekAlert!
The importance of biodiversity in forests could increase due to climate change
17.11.2017 | Deutsches Zentrum für integrative Biodiversitätsforschung (iDiv) Halle-Jena-Leipzig
Win-win strategies for climate and food security
02.10.2017 | International Institute for Applied Systems Analysis (IIASA)
The formation of stars in distant galaxies is still largely unexplored. For the first time, astron-omers at the University of Geneva have now been able to closely observe a star system six billion light-years away. In doing so, they are confirming earlier simulations made by the University of Zurich. One special effect is made possible by the multiple reflections of images that run through the cosmos like a snake.
Today, astronomers have a pretty accurate idea of how stars were formed in the recent cosmic past. But do these laws also apply to older galaxies? For around a...
Just because someone is smart and well-motivated doesn't mean he or she can learn the visual skills needed to excel at tasks like matching fingerprints, interpreting medical X-rays, keeping track of aircraft on radar displays or forensic face matching.
That is the implication of a new study which shows for the first time that there is a broad range of differences in people's visual ability and that these...
Computer Tomography (CT) is a standard procedure in hospitals, but so far, the technology has not been suitable for imaging extremely small objects. In PNAS, a team from the Technical University of Munich (TUM) describes a Nano-CT device that creates three-dimensional x-ray images at resolutions up to 100 nanometers. The first test application: Together with colleagues from the University of Kassel and Helmholtz-Zentrum Geesthacht the researchers analyzed the locomotory system of a velvet worm.
During a CT analysis, the object under investigation is x-rayed and a detector measures the respective amount of radiation absorbed from various angles....
The quantum world is fragile; error correction codes are needed to protect the information stored in a quantum object from the deteriorating effects of noise. Quantum physicists in Innsbruck have developed a protocol to pass quantum information between differently encoded building blocks of a future quantum computer, such as processors and memories. Scientists may use this protocol in the future to build a data bus for quantum computers. The researchers have published their work in the journal Nature Communications.
Future quantum computers will be able to solve problems where conventional computers fail today. We are still far away from any large-scale implementation,...
Pillared graphene would transfer heat better if the theoretical material had a few asymmetric junctions that caused wrinkles, according to Rice University...
15.11.2017 | Event News
15.11.2017 | Event News
30.10.2017 | Event News
20.11.2017 | Earth Sciences
20.11.2017 | Earth Sciences
20.11.2017 | Life Sciences