Vicki Morwitz

Intentions

Consumer Psychology Review · 2020 · 65 citations

Abstract Intentions are one of the most widely used constructs in consumer research. We review over 50 years of research that has helped us understand what intentions are, their antecedents and consequences, and how best to measure and use them as a proxy for or predictor of behavior. We define intentions and differentiate them from other closely relatedly psychological constructs. We review several psychological theories where intentions play a central role and highlight what is known about the…

Widespread misestimates of greenhouse gas emissions suggest low carbon competence

Nature Climate Change · 2024-06-21 · 44 citations

Consumer Reactions to Drip Pricing

Marketing Science · 2020 · 39 citations

This research examines how drip pricing—a strategy whereby a firm advertises only part of a product’s price up front and then reveals additional mandatory or optional fees/surcharges as the consumer proceeds through the buying process—affects consumer choice and satisfaction.

The Role of Gender in Pay-What-You-Want Contexts

Journal of Marketing Research · 2021 · 31 citations

This research highlights how gender shapes consumer payments in pay-what-you-want contexts. Four studies involving hypothetical and real payments show that men typically pay less than women in pay-what-you-want settings, due to gender differences in agentic versus communal orientation. Men approach the payment decision with an agentic orientation, and women approach it with a communal orientation. These orientations then shape payment motives and ultimately affect payment behavior. Because agent…

Demographic Pricing in the Digital Age: Assessing Fairness Perceptions in Algorithmic versus Human-Based Price Discrimination

Journal of the Association for Consumer Research · 2024-01-23 · 14 citations

Advancements in data analytics and increased access to consumer data have revolutionized companies’ price discrimination capabilities. These technological advancements have not only changed how prices are determined but also who determines them, with companies increasingly relying on algorithms rather than humans to set prices. We examine consumers’ fairness perceptions of demographic price discrimination—a prevalent yet controversial practice that can trigger considerable consumer backlash—and…