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
P9. Gift Budget Adherence and Price Discounts
Yuna Choe, Texas A&M University, USA
Christina Kan, Texas A&M University, USA
Product Retention (vs. Acquisition) Choices and Preference for Person-Related Features
Liad Weiss, University of Wisconsin - Madison, USA
Trust in the Holy or the Material: The Combined Impact of Religiousness and Materialism on Life Satisfaction
Kelly Gabriel, Vilanova University, USA
Aronte Bennett, Vilanova University, USA