The Protestant Work Ethic and Its Role in Outcome Prediction Based on Cost of Means

Anirban Mukhopadhyay, Hong Kong University of Science and Technology
Rom Schrift, University of Pennsylvania, USA
Yimin Cheng, Hong Kong University of Science and Technology
The Protestant Work Ethic (PWE) is one of the few concepts that spans most social sciences but has been ignored by consumer researchers. Four studies found high (vs. low) PWE consumers prefer costlier options across different types of cost, because they use costs in means to predict benefits in outcomes.
[ to cite ]:
Anirban Mukhopadhyay, Rom Schrift, and Yimin Cheng (2014) ,"The Protestant Work Ethic and Its Role in Outcome Prediction Based on Cost of Means", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 777-777.