Firms often offer a menu of contracts which vary by fee structures in order to differentiate among different types of consumers. Such contracts require that consumers make estimates of their own future behavior to choose among service contracts whose prices condition on usage. We study the...

Customer referral reward programs have recently gained popularity as beneficial customer acquisition tools. This research aims to explore the impact of reward type, specifically with regard to the differential effects of monetary vs. in-kind rewards, on referral success. We find that although...

In this study, we design and conduct an 8-week longitudinal field experiment on an ex post feedback mechanism to motivate people to exercise. We designed feedback messages in two dimensions. One dimension varied the feedback messages according to whether they attributed the performance to...

The present research explores how the power state interacts with comparative references in shaping consumer perceptions of price unfairness. Five experiments found that high-power consumers perceive stronger price unfairness when paying more than other consumers do, whereas low-power consumers...

The current research explores how the structure of a goal, more specifically whether its completion requires completing a set of actions in a fixed sequence or in a flexible order, influences consumers’ decision to adopt the goal and how individuals actually fare once they have initiated the...