You are here

Dissertations

Determinants of justification and self-control

Yuhuang Zheng, 2006
Faculty Advisor: Ran Kivetz
Print this abtract

Abstract

Consumers employ two justification routes to relax their self-control: one through entitlement (e.g., hard work or excellence) and the second through attaining indulgence at low monetary (income) cost. The two general routes to justifying self-gratification and their marketing implications are then examined in two separate theses. In Thesis 1, it is demonstrated that (a) higher effort or (bogus) excellence enhances choices of temptation over prudence, but these effects are reversed when the interchangeability of effort and income is implied; (b) willingness-to-pay in effort is greater for indulgences than necessities, but willingness-to-pay in effort framed as income is higher for necessities; and (c) sensitivity to the type and magnitude of the perceived resource is greater for individuals with stronger (chronic or manipulated) indulgence guilt. In Thesis 2, it is shown that promotions have a stronger positive effect on the purchase likelihood of (d) hedonic than utilitarian products, (e) the same product when the consumption goal is hedonic than. utilitarian, and (f) the same product when the product description is more hedonic than less hedonic. Further, although promotions are particularly effective in stimulating purchases of hedonic products for the self, such effect will be attenuated or even eliminated (g) when the product is intended for others (purchased on other's behalf or for others as a gift), (h) when consumers are asked to think of reasons before they make their purchase decisions, or (i) when consumers perceive low accountability of their decisions. Theoretical and managerial implications of the findings are discussed.

Doctoral Program News

Wazlawek featured in Ideas at Work

Abbie Wazlawek's joint research with Professor Daniel Ames is featured in the June 24th, 2014 edition of Ideas at Work

Read More about Abbie

Ethan Rouen featured in Ideas at Work

Ethan Rouen's joint research with Professor Dan Amiram is featured in the May 15th, 2014 edition of Ideas at Work

Read More about Abbie

Rivas Wins Fellowship

The PhD program is proud to congratulate Miguel Duro Rivas, who was awarded the Nasdaq Educational Foundation Doctoral Dissertation Fellowship.

Read More about Miguel

Wong wins Deloitte Fellowship

We are proud to announce that Yu Ting (Forester) Wong is one of the recipients of the 2014 Deloitte Foundation Doctoral Fellowship in Accounting.

Read More About Yu Ting >

The PhD Program Congratulates John Yao

PhD student John Yao was a finalist in the 2013 M&SOM (Manufacturing & Service Operations Management) student paper competition.

Read More About John >

Honigsberg Named Postdoctoral Fellow

The PhD program is proud to congratulate Colleen Honigsberg, who was named the Postdoctoral Fellow in Corporate Governance at the Millstein Center at Columbia Law School in October 2013

Read More about Colleen >

Application Deadlines

Master of Science in Marketing >

For Fall 2014 Entry:
Early Decision: Jan 5, 2014
Regular Decision: Feb 2, 2014

 

Master of Science in Financial Economics

For Fall 2014 Entry:
Early Decision: Jan 5, 2014
Regular Decision: Feb 2, 2014

Master of Science in Management Science and Engineering

For Fall 2014 Entry:
Early Decision: Jan 6, 2014
Regular Decision: Feb 15, 2014

Apply Now
Sept 2014

Doctoral
Deadline: 01/05/15

MS Marketing
Deadline: 12/15/2014

MS Financial Economics
Deadline: 12/15/2014

MS Leadership
Rolling admission

Check Application Status

Students listening to classroom lecture

Once you've submitted your application, you can login and track your status by using the link below.

Check Status