2024 - Working Papers: Marketing
The Interplay of Giving Motivations and Expected Event Enjoyment: Exploring Monetary Gift-Giving at Celebration Events, 34 pp.
S. Danziger, D. Disatnik, L. Hadar, Y. Shani and M. Zeelenberg
(Working Paper No. 1/2024)
Research No: 07222100
This research examines monetary gift-giving at celebration events. Based on a survey, two experiments, and field data, the research investigates how guests' motivations for giving and their anticipated event enjoyment influence the amount they give when gifts are given before the event. The findings reveal that guests' gift amount is contingent upon the interplay between their giving motivations and their expectations of event enjoyment. For guests who give willingly (termed giving motivation), the anticipated enjoyment of the event positively impacts the gift amount. Conversely, for guests who give reluctantly (termed giving-in motivation), the gift amount gravitates toward the socially acceptable norm and is not related to expected event enjoyment. This interaction between expected event enjoyment and giving motivation is consistently observed across studies where the factors are either measured or manipulated. Further, the results indicate that, for guests driven by giving motivation, expected enjoyment drives gift amount rather than a desire to cover the host’s production costs. These findings contribute to the literature on gift-giving decisions and on money dealings. They demonstrate that even when money is given as a gift, it can still promote self-interest in social interactions.
Price quote Format and Inferences Regarding Artisanship and Marketing Orientation, 45 pp.
S. Danziger, L. Hadar, R. Kivetz and I. Gnizy
(Working Paper No. 2/2024)
Research No: 07223100
Contractors regularly include price quotes in their project proposals to customers. In this research, we conjecture that consumers use price quote format as a cue for the likelihood that the contractors are artisans. We posit that consumers perceive contractors as more likely to be artisans and as more likely to have a self-oriented marketing concept when the contractors itemize the price quote by final outputs (e.g., gardeners itemizing price by deck, lawn) rather than by inputs (e.g., labor and materials). The findings of four studies support this hypothesis for price quotes evaluated simultaneously and in isolation, as well as for different types of contractors. The results show this effect is driven by consumers’ attributing a higher-level construal to contractors who itemize by final outputs than by inputs. Finally, buttressing the link between price quote format and consumer artisan inferences, priming a favorable impression of artisanship in an ostensibly unrelated task increases consumers’ preference to hire a contractor that itemizes the price quote by outputs rather than by inputs.
Placing Self-Expressive Products in an Online Shopping Cart Reduces Product Interest, 50 pp.
L. Hadar, Y. Steinhart, G. Appel and Y. Shani
(Working Paper No. 3/2024)
Research No: 07221100
This research proposes that placing products that enable consumers to express their personal tastes (“high self-expressive products”) in the online shopping cart reduces product interest, rather than enhances it. We suggest this effect occurs because cart placement diminishes the enjoyment typically derived from shopping for high self-expressive products, which has a substantial impact on the perceived value of this type of products. Results from four controlled experiments provide converging evidence that, indeed, placing high self-expressive products in one’s shopping cart reduces shopping enjoyment and consequent product interest, relative to when these products are chosen but not placed in the cart. Cart placement does not diminish shopping enjoyment and product interest in the case of low self-expressive products. Field data further demonstrate that, for items placed in the shopping cart, purchase likelihood is lower for high compared with low self-expressive products. Importantly, these effects are attenuated among consumers low on need for uniqueness (who generally derive little enjoyment from shopping for self-expressive products). Our findings contribute to the theoretical understanding of cart abandonment and point to practical ways in which marketers can mitigate such behavior, which causes billions of dollars of annual losses in e-commerce sales revenue.
