Do Costly Options Lead to Better Outcomes? How the Protestant Work Ethic Influences Cost-Benefit Heuristics

Yimin Cheng, Hong Kong University of Science and Technology
Anirban Mukhopadhyay, Hong Kong University of Science and Technology
Rom Y. Schrift, University of Pennsylvania, USA
The Protestant Work Ethic (PWE, Weber 1905), is an influential concept that spans most social sciences, but has largely been ignored by consumer researchers. Four experiments show that the PWE is a parsimonious antecedent to several cost-benefit heuristics in goal pursuit, including the taste-efficacy heuristic, price-quality heuristic, and effort-outcome heuristic.
[ to cite ]:
Yimin Cheng, Anirban Mukhopadhyay, and Rom Y. Schrift (2015) ,"Do Costly Options Lead to Better Outcomes? How the Protestant Work Ethic Influences Cost-Benefit Heuristics", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 34-39.