서브메뉴
검색
Consumer Psychology at the Point of Transaction
Consumer Psychology at the Point of Transaction
상세정보
- 자료유형
- 학위논문 서양
- 최종처리일시
- 20260202103126
- ISBN
- 9798283140964
- DDC
- 640
- 저자명
- Yoon, Ye Rin.
- 서명/저자
- Consumer Psychology at the Point of Transaction
- 발행사항
- [Sl] : Cornell University, 2025
- 발행사항
- Ann Arbor : ProQuest Dissertations & Theses, 2025
- 형태사항
- 265 p
- 주기사항
- Source: Dissertations Abstracts International, Volume: 86-12, Section: B.
- 주기사항
- Advisor: Shu, Suzanne.
- 학위논문주기
- Thesis (Ph.D.)--Cornell University, 2025.
- 초록/해제
- 요약The way we pay has continually evolved, from the quaint use of seashells to the clink of silver coins, and now to the sleek efficiency of digital payments, where a mere click seals a financial commitment. This dramatic evolution suggests that beneath the universal pain of relinquishing currency and the joy of acquiring what is purchased, there is more to consider as we engage with modern transactions. This dissertation ventures beyond the conventional 'pain of paying' topic to examine how the architecture of payment environment and transaction experience activate various psychological processes, and ultimately shape our behavior during and after the transaction.In Chapter 1, I explore the influence of merely displaying a financing option on consumers who intend to pay outright. A field dataset capturing Instacart shoppers' real online purchase behavior before and after the implementation of Buy Now, Pay Later financing, along with a series of controlled shopping simulation studies, finds that the presence of a financing option, even when not used, increases purchase completion intentions by enhancing the perceived affordability of one-time payment purchases. When financing options are available, the preference to pay outright is seen as a sign of higher social status, elevating the perceived status of consumers who choose this payment method. This effect diminishes among consumers who already perceive themselves as having high social status or in contexts where the association between financing and lower status is less pronounced.In Chapter 2, I focus on how charities often use incentives to increase prosocial action but may downplay these incentives in their messaging to avoid demotivating donors. I challenge this strategy by examining whether increasing the salience of incentives for prosocial action can actually motivate charitable behavior. Three controlled experiments and a field study with an alumni donation campaign find that more (vs. less) salient incentives are more effective at increasing prosocial behavior when prosocial motivation is low (vs. high). This is because more (vs. less) salient incentives increase the relative consideration of self-interest (vs. other-regarding) benefits, which is a stronger driver of behavior at low (vs. high) levels of prosocial motivation.In Chapter 3, I examine how hotels can foster a sense of ownership over a hotel room to ultimately increase hotel loyalty by using simple interventions that enhance the psychology of ownership at the point of check-in. I found that allowing guests to choose their own room from a floor plan at check-in, control how their room is personalized, and learn unique details about the room or participate in its arrangement, such as moving furniture, makes guests feel as though the room is theirs, which then significantly increases their likelihood of returning to and recommending the hotel. An analysis of 14,689 online reviews on TripAdvisor, a naturalistic field experiment in a hotel, and two controlled lab simulation studies jointly suggest that cultivating a sense of ownership could be another avenue for increasing loyalty beyond the traditional focus on guest satisfaction.Overall, this dissertation examines consumer psychology at the point of transaction across three distinct angles. Chapter 1 examines how the display of payment methods, even those not considered for use, can influence consumers' perceptions of status and their likelihood to purchase. Chapter 2 demonstrates that making modest incentives more visually prominent can shift attention and boost engagement in prosocial behaviors. Lastly, Chapter 3 shows how enhancing a sense of ownership over a hotel room at the point of check-in can increase loyalty to the hotel, regardless of whether this increases satisfaction with the room. Together, the three chapters tell a story about how seemingly minor elements in the transaction environment, such as display of payment options, salience of the payment, and simple interventions upon check-in, influence how we think, buy, and help others.Chapter 1 (Yoon and Shu) is under revision at the Journal of Consumer Research. Chapter 2 (Yoon and Woolley 2024) was published in Psychological Science. Chapter 3 (Yoon, Peck, and Shu 2025) was published in the Cornell Hospitality Quarterly. I am the first author in each of these essays. Each chapter opts to the use of first-person plural pronouns to emphasize the contributions made by my collaborators.
- 일반주제명
- Home economics
- 일반주제명
- Psychology
- 일반주제명
- Finance
- 기타저자
- Cornell University Management
- 기본자료저록
- Dissertations Abstracts International. 86-12B.
- 전자적 위치 및 접속
- 로그인 후 원문을 볼 수 있습니다.
MARC
008260126s2025 us c eng d■001000017357072
■00520260202103126
■006m o d
■007cr#unu||||||||
■020 ▼a9798283140964
■035 ▼a(MiAaPQ)AAI31938871
■040 ▼aMiAaPQ▼cMiAaPQ
■0820 ▼a640
■1001 ▼aYoon, Ye Rin.▼0(orcid)0000-0002-9220-2616
■24510▼aConsumer Psychology at the Point of Transaction
■260 ▼a[Sl]▼bCornell University▼c2025
■260 1▼aAnn Arbor▼bProQuest Dissertations & Theses▼c2025
■300 ▼a265 p
■500 ▼aSource: Dissertations Abstracts International, Volume: 86-12, Section: B.
■500 ▼aAdvisor: Shu, Suzanne.
■5021 ▼aThesis (Ph.D.)--Cornell University, 2025.
■520 ▼aThe way we pay has continually evolved, from the quaint use of seashells to the clink of silver coins, and now to the sleek efficiency of digital payments, where a mere click seals a financial commitment. This dramatic evolution suggests that beneath the universal pain of relinquishing currency and the joy of acquiring what is purchased, there is more to consider as we engage with modern transactions. This dissertation ventures beyond the conventional 'pain of paying' topic to examine how the architecture of payment environment and transaction experience activate various psychological processes, and ultimately shape our behavior during and after the transaction.In Chapter 1, I explore the influence of merely displaying a financing option on consumers who intend to pay outright. A field dataset capturing Instacart shoppers' real online purchase behavior before and after the implementation of Buy Now, Pay Later financing, along with a series of controlled shopping simulation studies, finds that the presence of a financing option, even when not used, increases purchase completion intentions by enhancing the perceived affordability of one-time payment purchases. When financing options are available, the preference to pay outright is seen as a sign of higher social status, elevating the perceived status of consumers who choose this payment method. This effect diminishes among consumers who already perceive themselves as having high social status or in contexts where the association between financing and lower status is less pronounced.In Chapter 2, I focus on how charities often use incentives to increase prosocial action but may downplay these incentives in their messaging to avoid demotivating donors. I challenge this strategy by examining whether increasing the salience of incentives for prosocial action can actually motivate charitable behavior. Three controlled experiments and a field study with an alumni donation campaign find that more (vs. less) salient incentives are more effective at increasing prosocial behavior when prosocial motivation is low (vs. high). This is because more (vs. less) salient incentives increase the relative consideration of self-interest (vs. other-regarding) benefits, which is a stronger driver of behavior at low (vs. high) levels of prosocial motivation.In Chapter 3, I examine how hotels can foster a sense of ownership over a hotel room to ultimately increase hotel loyalty by using simple interventions that enhance the psychology of ownership at the point of check-in. I found that allowing guests to choose their own room from a floor plan at check-in, control how their room is personalized, and learn unique details about the room or participate in its arrangement, such as moving furniture, makes guests feel as though the room is theirs, which then significantly increases their likelihood of returning to and recommending the hotel. An analysis of 14,689 online reviews on TripAdvisor, a naturalistic field experiment in a hotel, and two controlled lab simulation studies jointly suggest that cultivating a sense of ownership could be another avenue for increasing loyalty beyond the traditional focus on guest satisfaction.Overall, this dissertation examines consumer psychology at the point of transaction across three distinct angles. Chapter 1 examines how the display of payment methods, even those not considered for use, can influence consumers' perceptions of status and their likelihood to purchase. Chapter 2 demonstrates that making modest incentives more visually prominent can shift attention and boost engagement in prosocial behaviors. Lastly, Chapter 3 shows how enhancing a sense of ownership over a hotel room at the point of check-in can increase loyalty to the hotel, regardless of whether this increases satisfaction with the room. Together, the three chapters tell a story about how seemingly minor elements in the transaction environment, such as display of payment options, salience of the payment, and simple interventions upon check-in, influence how we think, buy, and help others.Chapter 1 (Yoon and Shu) is under revision at the Journal of Consumer Research. Chapter 2 (Yoon and Woolley 2024) was published in Psychological Science. Chapter 3 (Yoon, Peck, and Shu 2025) was published in the Cornell Hospitality Quarterly. I am the first author in each of these essays. Each chapter opts to the use of first-person plural pronouns to emphasize the contributions made by my collaborators.
■590 ▼aSchool code: 0058.
■650 4▼aHome economics
■650 4▼aPsychology
■650 4▼aFinance
■653 ▼aFinancial commitment
■653 ▼aSalient incentives
■653 ▼aConsumers' perceptions
■653 ▼aProsocial behaviors
■690 ▼a0338
■690 ▼a0621
■690 ▼a0508
■690 ▼a0386
■71020▼aCornell University▼bManagement.
■7730 ▼tDissertations Abstracts International▼g86-12B.
■790 ▼a0058
■791 ▼aPh.D.
■792 ▼a2025
■793 ▼aEnglish
■85640▼uhttp://www.riss.kr/pdu/ddodLink.do?id=T17357072▼nKERIS▼z이 자료의 원문은 한국교육학술정보원에서 제공합니다.
