The Victory Effect: Is First-Place Seeking Stronger Than Last-Place Aversion?
What are consumers’ intrinsic motivations to achieve different ranks in competitions? Using a combination of hypothetical and actual competitions, we map out utility functions for ranks, finding that consumers are risk seeking for first place, risk-averse to avoid last place, and that first-place seeking is stronger than last place aversion.
David Hardisty and Steven Shechter (2018) ,"The Victory Effect: Is First-Place Seeking Stronger Than Last-Place Aversion?", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 45-49.
David Hardisty, University of British Columbia, Canada
Steven Shechter, University of British Columbia, Canada
NA - Advances in Consumer Research Volume 46 | 2018
Ritual Scholarship in Marketing: Past, Present and Future
Cele Otnes, University of Illinois at Urbana-Champaign, USA
Linda Tuncay Zayer, Loyola University Chicago, USA
Robert Arias, University of Illinois at Urbana-Champaign, USA
Arun Sreekumar, University of Illinois at Urbana-Champaign, USA
L9. To Save Face or Follow My Heart: Salesperson’s Inquiries of In-Group Identity on Consumers’ Purchase
Lingru Wei, Tencent Holdings Limited
Jooyoung Park, Peking University
Ecce Machina Humana: Examining Competence and Warmth in Consumer Robots The two fundamental social judgment dimensions-competence and warmth-are as relevant for judging consumer robots as for humans. We find that competence has an increasing positive eff