The Science Behind Behavior

Consumer Behavior

How Transparency Can Harm Consumers

Utpal Dholakia Ph.D. on September 4, 2023

Despite the idealistic view that more transparency is better, consumer disclosure can lead to exploitation. Contrarily, disclosures made strategically can mislead others.

Despite the idealistic view that more transparency is better, consumer disclosure can lead to exploitation. Contrarily, disclosures made strategically can mislead others.

Decision-Making

How Will Consumers React to Moderating Inflation?

Utpal Dholakia Ph.D. on August 28, 2023

When inflation comes down, our response as consumers will depend on how we've made buying decisions over the past two years.

When inflation comes down, our response as consumers will depend on how we've made buying decisions over the past two years.

Consumer Behavior

Why Consumer Response to High Inflation Matters

Utpal Dholakia Ph.D. on April 17, 2022

Expectations of high inflation lead to dual conflicting consumer impulses: to buy before prices go up further and to save money because of the uncertainty.

Expectations of high inflation lead to dual conflicting consumer impulses: to buy before prices go up further and to save money because of the uncertainty.

Consumer Behavior

What Consumers Get Wrong About Shrinkflation

Utpal Dholakia Ph.D. on April 4, 2022

Consumers do not fully understand the reasons behind shrinkflation and its effects on them.

Consumers do not fully understand the reasons behind shrinkflation and its effects on them.

Psychology

The Psychology of Withholding Prices

Utpal Dholakia Ph.D. on September 6, 2021

Withholding prices can serve four distinct purposes, from increasing the customer's commitment to signaling exclusivity and guiding choice.

Withholding prices can serve four distinct purposes, from increasing the customer's commitment to signaling exclusivity and guiding choice.

Consumer Behavior

Two Challenges With Quantifying Virtuous Consumer Behavior

Utpal Dholakia Ph.D. on July 19, 2021

Choosing the right measures to capture the consumer's gain and finding an appropriate comparison baseline are both significant issues when trying to measure virtuous consumer behavior.

Choosing the right measures to capture the consumer's gain and finding an appropriate comparison baseline are both significant issues when trying to measure virtuous consumer behavior.

Heuristics

8 Psychological Affordances of Price

Utpal Dholakia Ph.D. on July 5, 2021

Price has the ability to produce a range of specific effects on the consumer. They are predictable, influential, and actionable.

Price has the ability to produce a range of specific effects on the consumer. They are predictable, influential, and actionable.

Empathy

Why Customers Hate Participating in Surveys

Utpal Dholakia Ph.D. on June 6, 2021

Customers want to give feedback but feel companies don’t care about their opinion. The trust and empathy gaps have created a vicious cycle, devaluing survey-based research.

Customers want to give feedback but feel companies don’t care about their opinion. The trust and empathy gaps have created a vicious cycle, devaluing survey-based research.

Consumer Behavior

Why Does a Hermes Birkin Handbag Cost $40,000?

Utpal Dholakia Ph.D. on May 17, 2021

Its iconic status, sustained and carefully managed rarity and exclusivity, and consistent economic appreciation drive the price.

Its iconic status, sustained and carefully managed rarity and exclusivity, and consistent economic appreciation drive the price.

Coronavirus Disease 2019

The Ethical Quandary of Default Opt-Ins

Utpal Dholakia Ph.D. on April 5, 2021

Manipulating people’s choices should raise concerns about boundaries, bias, and power, as well as a need to consider the ethical ramifications carefully.

Manipulating people’s choices should raise concerns about boundaries, bias, and power, as well as a need to consider the ethical ramifications carefully.

Psychology

Why Pay $200,000 to “Own” a LeBron James Video Clip?

Utpal Dholakia Ph.D. on March 8, 2021

The psychology of sky-high Non-Fungible Tokens, aka Niftymania.

The psychology of sky-high Non-Fungible Tokens, aka Niftymania.

Bias

Why the Pursuit of Unanimous Beliefs Can Harm Us All

Utpal Dholakia Ph.D. on February 15, 2021

In the pursuit of unanimous beliefs lie the seeds of myopia, discrimination, coercion, and dysfunction.

In the pursuit of unanimous beliefs lie the seeds of myopia, discrimination, coercion, and dysfunction.

Relationships

How GameStop Demonstrates the Phenomenon of Ideological Investing

Utpal Dholakia Ph.D. on February 1, 2021

Financial decisions can allow people to express their values and relationships.

Financial decisions can allow people to express their values and relationships.

Consumer Behavior

The Intriguing Psychological Puzzle of Tesla Ownership

Utpal Dholakia Ph.D. on January 18, 2021

How can an expensive, poor-quality vehicle have satisfied and loyal customers? No other brand does.

How can an expensive, poor-quality vehicle have satisfied and loyal customers? No other brand does.

Identity

The Psychological Insight From a $2.95 Cup of Coffee

Utpal Dholakia Ph.D. on January 11, 2021

Every small choice made during a purchase decision gives us a glimpse of our hidden self-identity.

Every small choice made during a purchase decision gives us a glimpse of our hidden self-identity.

Psychology

Two Ways Marketers Realize Stealthy Price Increases

Utpal Dholakia Ph.D. on January 4, 2021

They rarely raise regular prices directly. Instead, they reduce coupons and other sales promotions and add higher-priced, higher-value options in their offerings.

They rarely raise regular prices directly. Instead, they reduce coupons and other sales promotions and add higher-priced, higher-value options in their offerings.

Psychology

Why Higher Consumer Demand Doesn’t Lead to a Price Increase

Utpal Dholakia Ph.D. on December 28, 2020

Although they are willing to pay more during the pandemic, customers have a sense of fair prices. They expect trusted brands to do the right thing.

Although they are willing to pay more during the pandemic, customers have a sense of fair prices. They expect trusted brands to do the right thing.

Intuition

Unpacking the “Fast Development = Risky Vaccine” Intuition

Utpal Dholakia Ph.D. on December 21, 2020

Lay theories influence behavior and are notoriously difficult to change.

Lay theories influence behavior and are notoriously difficult to change.

Media

Does Posting Pro or Anti-Vaccine Memes on Social Media Work?

Utpal Dholakia Ph.D. on December 14, 2020

Posting memes serve to mock and claim membership in in-groups. Instead of changing minds, such posts will harden opposing attitudes.

Posting memes serve to mock and claim membership in in-groups. Instead of changing minds, such posts will harden opposing attitudes.

Coronavirus Disease 2019

Will Americans Take the COVID-19 Vaccine?

Utpal Dholakia Ph.D. on December 7, 2020

A significant proportion of Americans, including health care workers and older Americans, are hesitant. They will delay or refrain from taking the vaccine.

A significant proportion of Americans, including health care workers and older Americans, are hesitant. They will delay or refrain from taking the vaccine.