Advisors
Jennifer Aaker
Baba Shiv
Sheena Iyengar
 


Email: mogilner_cassie@gsb.stanford.edu

• Mogilner, Cassie, Jennifer L. Aaker, and Ginger Pennington (2008), “Time Will Tell: The Distant Appeal of Promotion and Imminent Appeal of Prevention,” Journal of Consumer Research, 34 (February), 670-681.

  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.

• Mogilner, Cassie, Tamar Rudnick, and Sheena S. Iyengar, “The Mere Categorization Effect: How the Presence of Categories Increases Choosers’ Perceptions of Assortment Variety and Outcome Satisfaction,” Forthcoming in Journal of Consumer Research.

  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.

• Mogilner, Cassie and Jennifer Aaker, “Shifting Product Attitudes: The 'Time > Money Effect,'" Under 2^nd round review at Journal of Consumer Research.

Abstract: The results of four experiments reveal consumers’ product attitudes are systematically boosted by the activation of time versus money. This “time > money effect” appears to be driven by feelings of personal connection, with a temporal mindset leading to a greater focus on one’s personal experience with the product, whereas a monetary mindset leads to a more personally disconnected focus on the product’s objective value. The effect appears robust across implicit and explicit methods of activating time versus money, and across previous and current product consumption. Implications for research on the psychology of time and money are discussed. 

• 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,” Under review at 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.

• Mogilner, Cassie and Jennifer L. Aaker, “Forgiving by Not Forgetting: The Effect of Compensations following Brand Transgressions,” Revising for 2^nd 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).

• Huber, Joel, Kelly Goldsmith, and Cassie Mogilner, “Reinforcement vs. Balance Response in Sequential Choice,” Forthcoming in Marketing Letters.

  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.     

• Mogilner, Cassie “Psychological Dependence,” Work in progress.

• Mogilner, Cassie, “Pursuing Happiness: The Role of Time and Money,” Work in progress.

        Email: mogilner_cassie@gsb.stanford.edu

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