Effects of Meritocratic Beliefs on Consumer Expectations For Unearned Preferential Rewards

Jungyun Kang, Sungkyunkwan University, Korea
Sunghee Jun, Seoul National University, Korea
Kiwan Park, Seoul National University, Korea
Hakkyun Kim, Sungkyunkwan University, Korea
This research shows that people who endorse meritocratic beliefs apply the merit principle to unearned preferential rewards upon which outcomes are determined at random. We find that meritocratic people are more likely to expect to win unearned preferential rewards when they spend more (vs. less) money.
[ to cite ]:
Jungyun Kang, Sunghee Jun, Kiwan Park, and Hakkyun Kim (2016) ,"Effects of Meritocratic Beliefs on Consumer Expectations For Unearned Preferential Rewards", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 375-375.