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Full-Text Articles in Other Economics

Pleasurable Surprises: A Cross-Cultural Study Of Consumer Responses To Unexpected Incentives, Ana Valenzuela, Barbara Mellers, Judi Strebel Feb 2010

Pleasurable Surprises: A Cross-Cultural Study Of Consumer Responses To Unexpected Incentives, Ana Valenzuela, Barbara Mellers, Judi Strebel

Marketing Papers

Consumer reactions to a surprising event are generally stronger than those to an identical but unexpected event. But the experience of surprise differs across cultures. In this article, we examine differences between East Asian and Western emotional reactions to unexpected incentives. When given an unexpected gift, East Asians report less surprise and less pleasure than Westerners. East Asians’ dampened pleasure is explained by their motivation to maintain balance and emotional control, which leads to a reappraisal of perceived likelihood. However, if the unexpected gift is attributed to good luck, which is a desirable form of the unexpected, East Asians experience ...


An Alternative Approach For Eliciting Willingness-To-Pay: A Randomized Internet Trial, Laura J. Damschroder, Peter A. Ubel, Jason Riis, Dylan M. Smith Apr 2007

An Alternative Approach For Eliciting Willingness-To-Pay: A Randomized Internet Trial, Laura J. Damschroder, Peter A. Ubel, Jason Riis, Dylan M. Smith

Marketing Papers

Open-ended methods that elicit willingness-to-pay (WTP) in terms of absolute dollars often result in high rates of questionable and highly skewed responses, insensitivity to changes in health state, and raise an ethical issue related to its association with personal income. We conducted a 2x2 randomized trial over the Internet to test 4 WTP formats: 1) WTP in dollars; 2) WTP as a percentage of financial resource; 3) WTP in terms of monthly payments; and 4) WTP as a single lump-sum amount. WTP as a percentage of financial resources generated fewer questionable values, had better distribution properties, greater sensitivity of health ...


The Film Exhibition Business: Critical Issues, Practice, And Research, Jehoshua Eliashberg Jan 2005

The Film Exhibition Business: Critical Issues, Practice, And Research, Jehoshua Eliashberg

Marketing Papers

The supply chain for movies released for theatrical exhibition consists of the distributor, exhibitor, and the audience, as shown in Figure 5.1. The audience has opportunities to watch moveis in a number of distribution outlets: domestic theaters, foreign theaters, home video, and cable and network TV, where the time lags between the releases of the movies in successive outlets differ but are typically measured in months (Figure 5.2). Despite the availability of these multiple release windows, the theatrical performance of films in the United States has been considered by practitioners to be a critical success driver. "Theatrical exhibition ...