What’S in the Box? Risk in Surprise Subscription Models.
Assessing subscription models in retailing, we seek to identify the drivers that influence consumers’ attitude towards product subscriptions. Using Prospect Theory, we find that consumers prefer subscription boxes with surprise content in lower frequencies and subscription boxes with predefined content in higher frequencies.
Severin Bischof, Tim Boettger, and Thomas Rudolph (2016) ,"What’S in the Box? Risk in Surprise Subscription Models.", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 720-720.
Severin Bischof, University of St. Gallen, Switzerland
Tim Boettger, University of St. Gallen, Switzerland
Thomas Rudolph, University of St. Gallen, Switzerland
NA - Advances in Consumer Research Volume 44 | 2016
K3. Goal or Knowledge? Exploring the Nature of Culture and its Consequential Effect
Xiaohua Zhao, Tsinghua University
Fang Wan, University of Manitoba, Canada
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University
C1. Promoting Subjective Preferences in Simple Choices During Sleep
Sizhi Ai, First Affiliated Hospital of Xinxiang Medical University
Yunlu Yin, University of Hong Kong
Yu Chen, Peking University
Lin Lu, Peking University
Lusha Zhu, Peking University
Jie Shi, Peking University
C2. The Bad Taste of Healthy Food Discounts
Iina Ikonen, Vrije Universiteit Amsterdam
Aylin Aydinli, Vrije Universiteit Amsterdam
Peeter Verlegh, Vrije Universiteit Amsterdam