Research on the influence of cognitive effort on decision making has grown in recent years. We argue that when cognitive effort is required, a decision maker requests a monetary premium for his effort. In our experiment, the participants were asked to bid a price for lotteries of differing...

Purpose – The purpose of this paper is to examine the influence of innovativeness, change seeking and cognitive effort on consumer responses to traditional versus virtual testing environment. Design/methodology/approach – The empirical study collects concept evaluations of five heterogeneous...

Smart TV is so called largely due to its interactivity. Without the interactivity functions, smart TV can hardly provide new services beyond traditional TV. This research studies 283 viewers' perceptions toward four key interactivity functions of smart TV: the interaction between viewers and TV,...

We examine in a large survey (n = 1,928) how contemplative entrepreneurs, managers and employees are in their decision making styles. Besides two well-known subjective measures taken from psychology, we also build on Rubinstein (2016) by including two objective measures derived from response...

This paper examines emotions in advertising, its effects and functioning. Using an interview-based experiment on 256 participants, we found that emotions perceived during an advertising exposure could play an important role in eliciting responses towards the ad and the brand. However, this...

A brief review of theoretical and empirical literature on the effort expended in making choices is followed by the description of an experiment in which participants were asked to respond to a series of road charging scenarios. Participants were asked to estimate the charges payable, to indicate...