Follow your heart or your mind: the effect of consumption frequency on consumers' reliance on feelings
All consumers have experiences that are rare or infrequent, be it a birthday or a trip to a new destination, but consumer decision making on such rare consumption occasions is poorly understood. Across five studies, we show that consumers are more likely to rely on feelings over reasons on rare (vs....
| Main Authors: | , , |
|---|---|
| Other Authors: | |
| Format: | Journal Article |
| Language: | English |
| Published: |
2024
|
| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/178709 |
| _version_ | 1811686300654239744 |
|---|---|
| author | Cheng, Yimin Zhang, Kuangjie Zhuang, Xuhong |
| author2 | Nanyang Business School |
| author_facet | Nanyang Business School Cheng, Yimin Zhang, Kuangjie Zhuang, Xuhong |
| author_sort | Cheng, Yimin |
| collection | NTU |
| description | All consumers have experiences that are rare or infrequent, be it a birthday or a trip to a new destination, but consumer decision making on such rare consumption occasions is poorly understood. Across five studies, we show that consumers are more likely to rely on feelings over reasons on rare (vs. frequent) consumption occasions, leading to a greater preference for affectively-superior (vs. cognitively-superior) options and greater scope insensitivity. We further show that this effect occurs because rare occasions allow consumers to justify their deviation from the decision norm. Thus, this effect is further moderated by consumers’ lay belief that reliance on reasons (vs. reliance on feelings) is the norm. Together, this research deepens the current understanding of consumption frequency as a novel dimension of consumption. It also informs marketers about the possibility of promoting affect-rich products by leveraging natural rare occasions or framing an otherwise usual occasion as rare. |
| first_indexed | 2024-10-01T04:58:14Z |
| format | Journal Article |
| id | ntu-10356/178709 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T04:58:14Z |
| publishDate | 2024 |
| record_format | dspace |
| spelling | ntu-10356/1787092024-07-04T15:35:28Z Follow your heart or your mind: the effect of consumption frequency on consumers' reliance on feelings Cheng, Yimin Zhang, Kuangjie Zhuang, Xuhong Nanyang Business School Business and Management Consumption frequency Reliance on feelings All consumers have experiences that are rare or infrequent, be it a birthday or a trip to a new destination, but consumer decision making on such rare consumption occasions is poorly understood. Across five studies, we show that consumers are more likely to rely on feelings over reasons on rare (vs. frequent) consumption occasions, leading to a greater preference for affectively-superior (vs. cognitively-superior) options and greater scope insensitivity. We further show that this effect occurs because rare occasions allow consumers to justify their deviation from the decision norm. Thus, this effect is further moderated by consumers’ lay belief that reliance on reasons (vs. reliance on feelings) is the norm. Together, this research deepens the current understanding of consumption frequency as a novel dimension of consumption. It also informs marketers about the possibility of promoting affect-rich products by leveraging natural rare occasions or framing an otherwise usual occasion as rare. Published version This work was supported by a Monash Business School Department of Marketing Grant to the first author and Monash Business School Behavioural Lab. 2024-07-03T02:05:16Z 2024-07-03T02:05:16Z 2024 Journal Article Cheng, Y., Zhang, K. & Zhuang, X. (2024). Follow your heart or your mind: the effect of consumption frequency on consumers' reliance on feelings. Journal of Business Research, 175, 114543-. https://dx.doi.org/10.1016/j.jbusres.2024.114543 0148-2963 https://hdl.handle.net/10356/178709 10.1016/j.jbusres.2024.114543 2-s2.0-85184784538 175 114543 en Journal of Business Research © 2024 The Author(s). Published by Elsevier Inc. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/bync-nd/4.0/). application/pdf |
| spellingShingle | Business and Management Consumption frequency Reliance on feelings Cheng, Yimin Zhang, Kuangjie Zhuang, Xuhong Follow your heart or your mind: the effect of consumption frequency on consumers' reliance on feelings |
| title | Follow your heart or your mind: the effect of consumption frequency on consumers' reliance on feelings |
| title_full | Follow your heart or your mind: the effect of consumption frequency on consumers' reliance on feelings |
| title_fullStr | Follow your heart or your mind: the effect of consumption frequency on consumers' reliance on feelings |
| title_full_unstemmed | Follow your heart or your mind: the effect of consumption frequency on consumers' reliance on feelings |
| title_short | Follow your heart or your mind: the effect of consumption frequency on consumers' reliance on feelings |
| title_sort | follow your heart or your mind the effect of consumption frequency on consumers reliance on feelings |
| topic | Business and Management Consumption frequency Reliance on feelings |
| url | https://hdl.handle.net/10356/178709 |
| work_keys_str_mv | AT chengyimin followyourheartoryourmindtheeffectofconsumptionfrequencyonconsumersrelianceonfeelings AT zhangkuangjie followyourheartoryourmindtheeffectofconsumptionfrequencyonconsumersrelianceonfeelings AT zhuangxuhong followyourheartoryourmindtheeffectofconsumptionfrequencyonconsumersrelianceonfeelings |