Reaction Utility

Christopher Hsee, University of Chicago, USA
Yang Yang, Carnegie Mellon University, USA
Bowen Ruan, University of Wisconsin - Madison, USA
Fengyan Cai, Shanghai Jiao Tong University, China
We find people like to see reactions to their actions even if the reactions are non-positive and non-informative. For example, in a field experiment, we found coffee shop customers inserted coins in a donation box if it emitted a noise when a coin was inserted than if not.
[ to cite ]:
Christopher Hsee, Yang Yang, Bowen Ruan, and Fengyan Cai (2014) ,"Reaction Utility", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 515-516.