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Despite increasing interest among researchers in the job satisfaction of disabled employees, surprisingly little attention has been directed to the difference in job satisfaction between disabled and non-disabled employees in Korea. This research intends to understand the levels of job satisfaction between employees with and without disability. Another important goal of the current research is to understand which job characteristics can explain the difference in job satisfaction between disabled and non-disabled employees. This paper analyzed Korean Labor and Income Panel Study (KLIPS) data collected in 2018. The result showed that disabled paid workers’ job satisfaction was lower than that of non-disabled workers. Mediation tests indicated that the difference in job satisfaction can be explained by several job properties such as lower monthly income, fewer fringe benefits, mismatch between job and skill, and greater proportion of part-time workers of disabled (vs. non-disabled) employees.

This research explores the framing effect of free promotions on consumer responses. Specifically, the same free promotion can be presented as “free” (e.g., “Get Product X for Free”) or “$0” (e.g., “Get Product X for $0”). This study examines whether such presentations affect consumer preference for promotions. Results of ten experiments, including a field study, demonstrate that a free promotion is evaluated more favorably when presented as “$0” than “free.” This framing effect occurs because of the differential focus on the benefits of free promotions. The “$0” frame leads consumers to focus more on the cost-saving benefit of a free promotion, whereby people perceive that they save the entire cost of a free offer because of the promotion. By contrast, the “free” frame leads consumers to focus on obtaining a free offer itself. Thus, people perceive that the benefit of a promotion is the certain gain of the free offer. Given that the value associated with avoiding loss (i.e., cost) is greater than the value of an equivalent gain, $0 promotions are evaluated more favorably.

Charities face common problems in which donors tend to avoid charities with high overhead rates. This overhead aversion phenomenon forces charities to suppress their overhead spending, which impedes them from performing as best as they can. Substantial research has attempted to mitigate overhead aversion by eliminating the need to cover overhead expenses by donors. The present work takes a different approach and presents a method to reduce overhead aversion and to improve the attitude toward the charity by providing donors with details of the overhead costs. Study 1 demonstrates that disclosing the overhead cost improves donors’ attitude toward the charity. Moreover, the effect is mediated by the donor’s attitude toward the overhead. Study 2 shows that presenting cost information is more effective than the methods proposed by the existing literature (e.g., presenting a message that addresses the importance of overhead). The research contributes to the literature by demonstrating how to communicate with donors to increase their evaluations of the charity.

This research investigates how the shape of a package influences the estimation of calories. Study 1 shows that food in taller packages is perceived as having fewer calories than food in wider packages. Study 2 demonstrates that package shape has opposite effects on the estimations of calorie and volume: food in taller packages appears to have fewer calories but to be greater in volume than food in wider packages. Study 3 investigates the differences between the estimation processes for calorie and volume by manipulating the order of the two tasks. Finally, Study 4 shows that taller (vs. wider) packages increase the consumption of food when participants are mindful of calorie intake.

The current research examines the psychological process underlying the differential sensitivity to the compromise effect associated with a distinct self-regulatory focus. In particular, we test two competing hypotheses: one based on the different weights assigned to decision components, and the one that draws on biased perception. This issue is explored via the statistical derivation of decision weights (Study 1), manipulation of the temporal frame of choice (Study 2), and altering the risks associated with decision-making (Study 3). The results of these three studies consistently support the differential weight account: Promotion-focused participants assign greater weight to the desirability (or hedonic value) of the choice outcome, whereas prevention-focused participants place greater weight on the likelihood (or risk) of achieving that outcome. However, perceptions regarding the desirability and the risk of the given choice are similar among those with a distinct self-regulatory focus.

Existing theory and prior research suggest that consumers perceive purchase prices more/less favorably when they are preceded by higher/lower prices. However, to date, researchers have found these effects in contexts in which the product, and thus perceived quality, is held constant. Given that consumers commonly believe price and quality are positively correlated and that price–quality perceptions have been shown to influence price evaluations and willingness to pay, the generalizability of existing research to commonly encountered contexts is questionable. In this research, the authors examine the influence of price order on consumer choice across differing brands in contexts in which consumer quality perceptions are free to covary with price and they are manipulated to be correlated or uncorrelated with price. Using reference dependence theory as a framework, they find that when differing brand options are presented in descending price order, consumers tend to choose higher-price options; when they are presented in ascending price order, consumers tend to choose lower-priced options (the price order effect). In addition, the authors show that consumers' price–quality perceptions are a necessary condition for this effect.

Prior research indicates that various methods for measuring attribute weights show only weak to moderate agreement in the weight assignments. However, there have been few theoretical bases explaining this divergence, and thus we have little knowledge of the conditions under which the weight assignments converge. The current study shows that one determinant of inter-measurement convergence is the comparability of the underlying processing goals evoked to perform the evaluation task. Specifically, evaluation tasks that evoke the goal of differentiation are susceptible to the prominence effect, which reduces the overall convergence with weights measured by tasks based on individual evaluation goals. We show in two studies that the level of convergence improves significantly when the two measures share the same underlying processing goals. Our results have important managerial implications with respect to selecting an appropriate type of direct weighting measurement in consumer studies to better reflect the actual weight assignments in real decision contexts.

Researchers have long been interested in understanding cognitive processing differences across consumer judgments and choices. Although it represents a focal outcome in much research, less attention has focused on the “choice-like” response of behavioral intentions. This research compares processing differences in the formulation of judgments of attractiveness and intentions. On the basis of the premise that different goals underlie these responses, the authors hypothesize that alternative reference points result from differential reference point diagnosticity. The authors test this prediction in the domain of price attractiveness and purchase intentions ratings. Study 1 provides evidence that endpoints of the range of alternative prices are more predictive of ratings of price attractiveness than of purchase intentions, while price rank and distribution mean are more predictive of purchase intentions ratings than of price attractiveness ratings. Study 2 replicates this effect using a different methodology. Finally, Study 3 provides a test of the external validity of these findings in a multicue setting.

One stream of research suggests that individuals in a collectivistic culture tend to follow the others’ choices in a group choice setting (e.g., Markus and Kitayama 1991). Other research, however, suggests that the choices others make have little impact on the individuals’ choices in this cultural context (e.g., Kim and Drolet 2003). The current research attempts to test these competing hypotheses by examining individuals’ choices in group choice contexts (Ariely and Levav 2000). First, comparisons of 517 meal order slips from two local restaurants in Korea with simulated outcomes indicate a profound group-level uniformity seeking in dish selections. Second, our field experiment reveals that members of a collectivist culture tend to follow group members’ choices when group influence is evident. Unlike the previous findings of studies conducted on individuals from Western cultures, selections made in accordance with the cultural norm do not result in the reduction of emotional well-being for the collectivist cultural individuals. Finally, we provide more direct evidence for the hypothesized role of culture by showing that the choices of individuals with collectivistic cultural backgrounds are associated with higher uniformity-seeking tendency compared to those of individualistic cultural backgrounds.

We examine how perceptions of a product are affected by the presence of extreme exemplars and find that ambiguity of the product is an important moderator. When the target is a novel one, perceptions assimilate to the context, whereas when it is highly familiar, perceptions are immune to the influence of context. This is as predicted by the interpretation-comparison model. Contrary to this model, however, we find that effects on perceptions are not always assimilative in nature. When product ambiguity falls between the extremes of novel and highly familiar, a contrast effect in perception can occur. This is consistent with the selective accessibility model, which says that a perceptual contrast effect occurs when conditions orient respondents to dissimilarities rather than to similarities among context and target items. In the experiments conducted, context-induced response language effects were circumvented by employing forced-anchor scales.

The purpose of the present study is to test the moderating effect of on-line experience on antecedents to on-line satisfaction and on the relationship between on-line satisfaction and loyalty. A survey (n = 836) was conducted to test the differences between high and low online experience respondents. The relationship between on-line satisfaction and on-line loyalty is stronger for consumers with more online experience than for consumers with less on-line experience. Another key finding is that antecedents to on-line satisfaction also differ between high and low on-line experience consumers. Implications indicate that organizations may develop and provide differentiated services to high- and low-experience consumers. © 2005 Wiley Periodicals, Inc.

In the research reported here, we proposed and demonstrated the prediction-specificity effect, which states that people’s prediction of the general outcome of an event (e.g., the winner of a soccer match) is less accurate when the prediction question is framed in a more specific manner (e.g., guessing the score) rather than in a less specific manner (e.g., guessing the winner). We demonstrated this effect by examining people’s predictions on actual sports games both in field and laboratory studies. In Study 1, the analysis of 19 billion bets from a commercial sports-betting business provided evidence for the effect of prediction specificity. This effect was replicated in three controlled laboratory studies, in which participants predicted the outcomes of a series of soccer matches. Furthermore, the negative effect of prediction specificity was mediated by participants’ underweighting of important holistic information during decision making.