Work2015

Do Costly Options Lead to Better Outcomes? How the Protestant Work Ethic Influences Cost-Benefit Heuristics

Yimin Cheng · Anirban Mukhopadhyay · Rom Y. Schrift

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Decision-Making and Behavioral Economics Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification

Abstract

The Protestant Work Ethic (PWE, Weber 1905), is an influential concept that spans most social sciences, but has largely been ignored by consumer researchers. Four experiments show that the PWE is a parsimonious antecedent to several cost-benefit heuristics in goal pursuit, including the taste-efficacy heuristic, price-quality heuristic, and effort-outcome heuristic.

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