Trend effects and gender differences in retrospective judgments of consumption emotions
Article Abstract:
A field study performed at the end of multiday hospital stays investigated trend effects on retrospective global judgment of emotions. Subjects (43 women and 50 men) reported instances of their positive and negative emotions, retrospective global judgments of thee emotions, and satisfaction with hospital services. Retrospective global judgments of positive and negative emotions were a positive function of the increase or decrease of the instances of emotions over time. Consistent with predictions based on the literature on gender differences in information processing, men's retrospective judgments of positive emotions were highly sensitive to trend effects, but no trend effect was found for negative emotions. In contrast, women demonstrated trend effects primarily in judgments of negative emotions. Trends in positive and negative emotions, however, did not significantly contribute to satisfaction judgments for men and women. Theoretical and managerial implications of the results are discussed. (Reprinted by permission of the publisher.)
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1996
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Price premium variations as a consequence of buyers' lack of information
Article Abstract:
It appears that buyers sometimes knowingly pay a price that is higher than that justified by the relative quality of the product. Such a price premium is argued to be an economically rational attempt by quality-conscious buyers to ensure that the seller does not provide a lower than promised level of quality for experience products. Conversely, for search products, price premiums are argued to be the consequence of lack of search by buyers who are less quality conscious. Results from a survey conducted in an organizational buying setting indicate that buyers' tendency to pay a price premium for experience products increases with an increase in their quality consciousness, while for search products this tendency decreases with an increase in their quality consciousness. The implications of this finding are discussed; further analysis leads to additional speculation regarding some other mechanisms that buyers may use to assure product quality. (Reprinted by permission of the publisher.)
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1992
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