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Mogilner,
Cassie, Tamar Rudnick, and Sheena S. Iyengar (2008), “The Mere Categorization Effect:
How the Presence of Categories Increases Choosers’ Perceptions of Assortment
Variety and Outcome Satisfaction,”
Journal of Consumer Research, 35 (August), 202-215.
Abstract: What is the effect of option categorization on choosers’ satisfaction? A combination of field and laboratory experiments reveals that the mere presence of categories, irrespective of their content, positively influences the satisfaction of choosers who are unfamiliar with the choice domain. This “mere categorization effect” is driven by a greater number of categories signaling greater variety amongst the available options, which allows for a sense of self-determination from choosing. This effect, however, is attenuated amongst choosers who are familiar with the choice domain, who do not rely on the presence of categories to perceive the variety available.
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Abstract: What types of products are preferred when the purchase is
immediate versus off in the distant future? Three experiments address this
question by examining the influence of temporal perspective on evaluations of
regulatory-framed products. The results reveal that when a purchase is about to
be made, consumers prefer prevention- (vs. promotion-) framed products—an effect
that is driven by the pain anticipated from potentially failing one’s looming
purchasing goal. When a purchase is temporally distant,
however, promotion- (vs. prevention-) framed products become more appealing—an
effect that is driven by the anticipated pleasure from achieving one’s distant
purchasing goal. Implications for the psychology of self-regulation, anticipated
affect, and will-power are discussed.
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Mogilner,
Cassie, Baba Shiv, and Sheena S. Iyengar, “A Bird in the Hand or Two in the
Bush: The Effect of Simultaneously vs. Sequentially Presented Options on Chooser
Commitment,” Revising for resubmission to Journal of Marketing Research.
Abstract:
Can the ability to make
advantageous decisions in the form of greater commitment to chosen options be
affected by the manner in which the options are presented? To answer this
question, we investigate decisions where options are presented simultaneously
(all at once) versus sequentially (one at a time). Sequential decision tasks
pose a dilemma between choosing the available option (“bird in hand”) or waiting
for potentially better options that may or may not become available in the
future (“birds in the bush”). Three field experiments show that sequential
choosers’ optimism regarding future options negatively impacts their commitment
to the options they choose and, thus, the advantageousness of their decisions. |
- Kamvar, Sep, Cassie Mogilner,
and Jennifer Aaker, "The Meaning(s) of Happiness," Under review
at Science.
An examination of emotions reported
on 12 million personal blogs along with the results of three
experiments reveal that the meaning of happiness is not fixed;
instead, it shifts as people age. Whereas younger people are
more likely to associate happiness with excitement, older people
are more likely to associate happiness with feeling
peaceful. This change is driven by increased feelings of
connectedness (to others and to the present moment) as one ages.
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- Mogilner, Cassie, "The Role of
Time vs. Money in the Pursuit of Happiness," Manuscript in
preparation.
Does thinking
about time, rather than money, influence how effectively
individuals pursue personal happiness? The results of four lab
and field experiments reveal that implicitly activating the
construct of time (vs. money) leads individuals to choose to
spend both their money and their time in ways that are
associated with greater happiness. Compared to individuals
primed with money, those primed with time were more likely to
choose experiential purchases over material purchases and to
spend time with friends over doing work. Implications for the
relative role of time versus money in the pursuit of happiness
are discussed.
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Mogilner,
Cassie, Baba Shiv, and Sheena S. Iyengar, “A Bird in the Hand or Two in the
Bush: The Effect of Simultaneously vs. Sequentially Presented Options on Chooser
Commitment,” Revising for resubmission to Journal of Marketing Research.
Abstract:
Can the ability to make
advantageous decisions in the form of greater commitment to chosen options be
affected by the manner in which the options are presented? To answer this
question, we investigate decisions where options are presented simultaneously
(all at once) versus sequentially (one at a time). Sequential decision tasks
pose a dilemma between choosing the available option (“bird in hand”) or waiting
for potentially better options that may or may not become available in the
future (“birds in the bush”). Three field experiments show that sequential
choosers’ optimism regarding future options negatively impacts their commitment
to the options they choose and, thus, the advantageousness of their decisions. |
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Mogilner,
Cassie and
Jennifer L. Aaker, “Forgiving by Not Forgetting: The Effect of Compensations following Brand Transgressions,” Revising for 2nd
round review at the Journal of Consumer Research.
Abstract:
This research focuses on the
impact of compensations following a brand transgression, examining when
compensation efforts may be effective (leading to favorable attitudes) versus
backfire (leading to unfavorable attitudes). The results of three experiments
reveal that brand-related compensations lead to more favorable attitudes than
brand-unrelated compensations, but only when consumers had a positive prior
relationship with the brand. Importantly, brand-related compensations became
relatively ineffective when there was no prior consumer-brand relationship, and
indeed backfired when the prior relationship was negative. Insight into the
underlying process was documented through tests of moderation where
transgressions were manipulated (Café Experiment), were imagined (Airline
Experiment), or naturally occurred (Baseball Experiment).
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Huber, Joel, Kelly
Goldsmith, and Cassie Mogilner (2008), “Reinforcement vs. Balance Response in
Sequential Choice,” Marketing Letters, vol. 19,
229-239.
Abstract:
Psychologists often explore
the impact of one act on a subsequent related act. With an eye to
the marketing literature, this paper explores two properties of sequential
choices that involve the resolution of competing goals. Reinforcement occurs
when the goals driving the first choice are made stronger by that choice and
result in a congruent subsequent choice. Balance occurs when the first choice
satisfies or extinguishes the goals that led to the original decision, producing
an incongruent second choice. This review relates a number of psychological
frameworks that account for reinforcement or balance responses in sequential
choice, and identifies theoretically relevant moderating variables that lead to
either response. It closes with a discussion of managerial relevance and
suggestions for future research.
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Contact information
Email: mogilner_cassie@gsb.stanford.edu
Office: South Building 453
Phone: (917) 434-3370
Mailing address
PhD Office,
Stanford Graduate School of Business
518 Memorial Way
Stanford, CA 94305-5015 |
