Reaction Utility

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.


Christopher Hsee, Yang Yang, Bowen Ruan, and Fengyan Cai (2014) ,"Reaction Utility", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 515-516.


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


NA - Advances in Consumer Research Volume 42 | 2014

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