סמינר בשיווק

02 בדצמבר 2021, 16:00 
זום 

Shirley Bluvstein from the New York University

“Nothing Matters”: Zero Opt-Out Increases Consumers’ Voluntary Payments

This research examines how the choice of options used in screen-based payment collection systems affects consumers’ voluntary payments in the form of tipping. One field experiment and six lab experiments show that having a numerical zero tip option (i.e., 0%) in the choice set, either replacing the default “No Tip” option as an opt-out option, or included along with the “No Tip” as an additional means of opting out, counterintuitively leads to higher tips compared to when only non-numeric zero tip options are present. This effect is robust to bill size, ranges and order of default tip options, level of service, and when the “0%” option is compared to a nominally small numerical option (e.g., 1%). The effect is mediated mostly through image concerns, indicating that “0%” nudges consumers to tip more due to impression management. These results add to the evidence that consumers use contextual information to generate a response, adding to the survey methods literature. They also have theoretical implications for nudging mechanisms, and the numerical cognition, prosocial behavior, and behavioral pricing literatures, as well as practical implications for consumer and labor welfare, and businesses in the new age within the digital service economy.

 

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