Consumers' Willingness to Consume Insect-Based Protein Depends on Descriptive Social Norms

Social norms and rank-based nudging: Changing willingness to pay for healthy food.

People's evaluations in the domain of healthy eating are at least partly determined by the choice context. We systematically test reference level and rank-based models of relative comparisons against each other and explore their application to social norms nudging, an intervention that aims at influencing consumers' behavior by addressing their inaccurate beliefs about their consumption relativ...

Descriptive norms, prescriptive norms, and social control: An intercultural comparison of people's reactions to uncivil behaviors

Social control is the generic term for any reaction through which a bystander communicates to the ‘‘perpetrator’’ of a norm transgression that his/her action is socially unacceptable. In order to understand the characteristics of behaviors that lead to social control reactions in public settings, we conducted a study with respondents from eight different countries. Respondents were presented wi...

Anchoring Effects on Consumers’ Willingness-to-Pay and Willingness-to-Accept

willingness to communicate in the iranian context: language learning orientation and social support

why some learners are willing to communicate in english, concurrently others are not, has been an intensive investigation in l2 education. willingness to communicate (wtc) proposed as initiating to communicate while given a choice has recently played a crucial role in l2 learning. it was hypothesized that wtc would be associated with language learning orientations (llos) as well as social suppo...

Effects of Online Recommendations on Consumers' Willingness to Pay

We present the results of two controlled behavioral studies on the effects of online recommendations on consumers’ economic behavior. In the first study, we found strong evidence that participants’ willingness to pay was significantly affected by randomly assigned song recommendations, even when controlling for participants’ preferences and demographics. In the second study, we presented partic...