Hyeong Min Kim

How Variety-Seeking Versus Inertial Tendency Influences the Effectiveness of Immediate Versus Delayed Promotions

Four studies investigate (1) whether a variety-seeking versus inertial environment activates a certain mind-set about risk propensity and (2) whether this mind-set influences preferences for immediate versus delayed promotions. Study 1 demonstrates that a variety-seeking environment activates a risk-taking mind-set, whereas an inertial environment activates a risk-averse mind-set and that such a difference in risk propensity makes a delayed (immediate) promotion relatively more appealing for consumers with a variety-seeking (inertial) tendency. Study 2 reveals that preferences for a brand offering a delayed promotion are stronger when consumers have a variety-seeking tendency and that preferences of consumers low (vs. high) in need for cognitive closure are more influenced by the difference in variety-seeking versus inertial tendency. Study 3 provides further insights by allowing participants to be variety seeking or inertial and by controlling for redemption effort and the hedonic/utilitarian aspects of categories. Finally, Study 4 highlights the impact of variety-seeking versus inertial tendency on real-world choices. The article concludes with a discussion of theoretical and managerial implications.

Situational Materialism: How Entering Lotteries May Undermine Self-Control

Although materialism is linked to self-control failure, the underlying process remains unclear. By manipulating materialistic thoughts via state-sponsored lotteries, this research examines why materialism may undermine self-control. Across four studies, this research demonstrates that entering a lottery tends to activate materialistic thoughts and that these thoughts generally constitute low-level construal, which, in turn, results in self-control failure. This effect is moderated by the degree to which people are oriented toward extrinsic values. In addition, when materialistic thoughts are diverted, entering a lottery has no effect on self-control. In summary, this research highlights that materialism, although stable and enduring, can manifest itself in a burst of materialistic thoughts. The research provides important implications for research on materialism, self-control, and mental construal.

Keeping the American Dream Alive: The Interactive Effect of Perceived Economic Mobility and Materialism on Impulsive Spending

This research illustrates how perceived economic mobility moderates the linkage between materialism and impulsive spending. Using various data sources, four studies show that materialistic consumers do not easily engage in impulsive spending when they perceive high economic mobility, whereas they tend to spend impulsively when they perceive low economic mobility. However, perceived economic mobility functions in the opposite manner when the purchase is a means to achieve financial success. The authors trace this effect to the self-regulation process of materialistic consumers, such that when perceiving high economic mobility, these consumers regulate their behavior toward long-term financial success, sacrificing the pleasure of acquisitions in the present. By elucidating the important role that perceived economic mobility plays in impulsive spending, the current research sheds new light on consumer research and offers managerial and public policy implications.