Rom Y. Schrift's research while affiliated with Indiana University Bloomington and other places
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Publications (21)
In many joint consumption decisions, such as choosing a restaurant or a movie to watch together, one party often communicates to the other that they do not have any particular preference among the options (e.g., “I have no preference” or “I’m fine with any option”). Despite their prevalence, little is known about how communications of no preference...
We propose that autonomy is a crucial aspect of consumer choice. We offer a definition that situates autonomy among related constructs in philosophy and psychology, contrast actual with perceived autonomy in consumer contexts, examine the resilience of perceived autonomy, and sketch out an agenda for research into the role of perceived autonomy in...
Previous research in consumer behavior and decision-making has explored many important aspects of social observation. However, the effect of social observation during the specific time wherein consumers construct their preferences remains relatively understudied. The present work seeks to fill this knowledge gap and adds to this literature by study...
Privacy concerns get most of the attention from tech skeptics, but powerful predictive algorithms can generate serious resistance by threatening consumer autonomy. Three safeguards can help.
Article URL: https://sloanreview.mit.edu/article/designing-ai-systems-that-customers-wont-hate/
Central consumers-consumers with many ties in their social network-can be influential within their communities. Marketers keenly target them and expect to profit from their word-of-mouth. However, does the central consumer indeed shape the group's preference, or alternatively, gravitate toward the popular opinion of the group? Extant research has y...
In today’s turbulent business environment, customer retention presents a significant challenge for many service companies. Academics have generated a large body of research that addresses part of that challenge—with a particular focus on predicting customer churn. However, several other equally important aspects of managing retention have not recei...
People often assume that costlier means lead to better outcomes, even in the absence of an objective relationship in the specific context. Such cost-benefit heuristics in goal pursuit have been observed across several domains but their antecedents have not been fully explored. In this research, we propose that a person's tendency to use cost-benefi...
In today’s turbulent business environment, customer retention presents a significant challenge for many companies. Academics have generated a large body of research that addresses part of that challenge – with a particular focus on predicting customer churn. However, several other equally important aspects of managing retention have not received si...
Multitasking is pervasive. With technological advancements, the desire, ability, and often necessity to engage in multiple activities concurrently are paramount. Although multitasking refers to the simultaneous execution of multiple tasks, most activities that require active attention cannot actually be done simultaneously. Therefore, whether a cer...
With the ever increasing number of options from which consumers can choose, many decisions are done in stages. Whether using decision tools to sort, screen, and eliminate options, or intuitively trying to reduce the complexity of a choice, consumers often reach a decision by making sequential, attribute-level choices. The current article explores h...
The notion that effort and hard work yield desired outcomes is ingrained in many cultures and affects our thinking and behavior. However, could valuing effort complicate our lives? In the present article, the authors demonstrate that individuals with a stronger tendency to link effort with positive outcomes end up complicating what should be easy d...
Decision making often entails conflict. In many situations, the symptoms of such decisional conflict are conspicuous. This article explores an important and unexamined question: How does observing someone else experiencing decisional conflict impact our own preferences? The authors show that observing others’ emotional conflict and agony over an im...
Individuals regularly face adversity in the pursuit of goals that require ongoing commitment. Whether or not individuals persist in the face of adversity greatly affects the likelihood that they will achieve their goals. We argue that a seemingly minor change in the individual's original choice set-specifically, the addition of a no-choice option-w...
To date, research on no-choice options has primarily examined the conditions that foster choice deferral, thus focusing on the frequency with which consumers select the no-choice option. in this article, the authors argue that even if the no-choice option is not selected, its mere presence in the choice set may alter consumers’ choices. more specif...
A great deal of research in consumer decision-making and social-cognition has explored consumers’ attempts to simplify choices by bolstering their tentative choice candidate and/or denigrating the other alternatives. The present research investigates a diametrically opposed process, whereby consumers complicate their decisions. The authors demonstr...
Scientific inquiry often advances in triadic waves of thesis, antithesis, and synthesis. We concur with Simonson [Simonson, I., (2008). Will I Like a "Medium" Pillow: Another Look at Constructed and Inherent Preferences. Journal of Consumer Psychology, this issue.] that BDT's antithesis of preference construction, positioned against the normative u...
Scientific inquiry often advances in triadic waves of thesis, antithesis, and synthesis. We concur with Simonson [Simonson, I., (2008). Will I Like a “Medium” Pillow: Another Look at Constructed and Inherent Preferences. Journal of Consumer Psychology, this issue.] that BDT's antithesis of preference construction, positioned against the normative u...
Citations
... O constante julgamento diz respeito as formas pelas quais o consumidor é avaliado de forma diferenciada, com base em sua renda e no seu envolvimento em determinados comportamentos pró-sociais (Olson et al., 2021), bem como na forma em que a construção do seu comportamento de consumo é observada (Testa et al., 2019;Zwebner & Schrift, 2020). A necessidade de justificação, por sua vez, atinge o consumidor quando este se sente errado por estar consumindo um item com motivações hedônicas (Lin et al., 2017) ou pela necessidade de ter que se posicionar a todo tempo (Thwaites, 2017). ...
... When presented with several options, they tend not to know what to choose and abstain from them [56]. AI can better predict what customers want [14] by helping firms expect what they will buy (Davenport et al. [4]), representing an opportunity for consumers to make their choices more effortless, practical, and efficient and reducing their search costs [8]. AI and its applications master big data processing to tailor suggestions to certain offerings or actions, leading to easier and less exhausting processing for humans [57]. ...
... Relying on Alibaba's powerful computing capability, Freshippo analyzes customers' historical transaction data, browsing records of the APP to recognize each shopper's preferences and shopping traits as they emerge (Zhu, 2021). Another typical example is AI-enabled chatbots, which can provide basic solutions to customers' issues during the shopping process (Carmon et al., 2019). AI-powered customer service bots are beneficial in many aspects. ...
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... Third, we consider the possibility that consumers revisit to further process or encode the information obtained on previous searches of a product. For example, this may occur because consumers need to form a mental representation of a product (Smith, 1998;Schrift et al., 2018) which may be facilitated by a revisit, or because some product attributes are hard to evaluate in isolation and require comparison (Hsee, 1996). Although plausible, there are at least two reasons why it is unlikely that most consumers in our data revisit products for such reasons. ...
Reference: Search Revisits
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... That energy can lead to improving the generation of ideas. A similar view is shared by Srna et al. (2017) that the mere perception of multitasking actually improves our performance. Their findings showed that participants who were engaged in multitasking outperformed those who perceived that same activity as single-tasking. ...
... ). CRM studies suggested that quantifying customer-firm relationships helps identify customer segments and guides customer targeting (Ascarza et al., 2018;Kumar, 2018). Bolton, Lemon and Verhoef (2004) highlighted that the complete quantification of customer-firm relationships comes from relationship length, depth, and breadth. ...
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... In displaying an assortment of products, marketers often place the choice options in an orderly fashion, for example by price or by size (Schrift et al., 2018). Therefore, it is not surprising to see marketers, and also academic researchers in their studies, physically place the intermediate option between two extreme options within a choice set, as the many compromise effect studies noted above attest. ...
... However, in order to maintain business viability and resilience, a suitable customer retention policy, fit for a time of mandated social distancing, should be applied. Customer retention is a process conducted by a service-supplier aimed at maintaining and prolonging a customer's continued transactions with the firm [42] . In the sports industry, as in most other sectors, customer retention is one of the key components of business resilience, due to its positive influence on financial indicators such as cash flow, market share, and profitability [43], [44] , which in times of crises are even more significant. ...
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... The repurchase intention literature considers the presence of alternatives using the concept of preference (Hellier, Geursen, Carr, & Rickard, 2003). The preference construct suggests an active state of preferring one object to another because the first one is perceived better (Kivetz, Netzer, & Schrift, 2008). Preferences also involve ordering different options regarding expected levels of happiness, gratification, usefulness, etc. (Samson, 2015). ...
... We answer this question and reveal the consequences of consumers' lay beliefs about the scientific process for brands that do so. We also contribute to the literature on consumer lay theories (Cheng, Mukhopadhyay, and Schrift 2017;Deval et al. 2013;Raghunathan, Naylor, and Hoyer 2006;Zane, Smith, and Reczek 2020) by introducing a novel lay belief about a domain that is becoming more relevant as consumers increasingly rely on products produced by science even while having mixed feelings about science itself. Finally, our work also offers practical guidance to marketers on when and why science appeals may backfire in the marketplace. ...
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