Sharon Ng

Cultural differences in consumer impatience

In this article, the authors examine cross-cultural variations in how people discount the future. Specifically, they predict that people from Western cultures are relatively less patient and therefore discount the future to a greater degree than do people from Eastern cultures, and thus Westerners value immediate consumption relatively more. Furthermore, on the basis of regulatory focus theory, the authors predict that when Easterners are faced with the threat of a delay in receiving a product (i.e., a prevention loss), they are more impatient, whereas when Westerners are faced with the threat of not being able to enjoy a product early (i.e., a promotion loss), their impatience increases. This enhanced impatience manifests in preference for expedited consumption of a product purchased online in two studies. In both studies, the authors used a priming methodology on “bicultural” Singaporean participants; the results support the predictions. In the second study, they also found evidence in support of the process-based explanation for the interaction between culture and message framing.

Cultural Orientation and Brand Dilution: Impact of Motivation Level and Extension Typicality

This research examines cross-cultural differences in brand dilution effects and the moderating role of motivation and extension typicality. Drawing from recent findings that indicate that culture affects the way people treat conflicting information, this research predicts that Easterners and Westerners react differently to failures by a brand extension. In contrast to previous findings that have suggested that failure in a typical extension leads to less brand dilution for Westerners when they are highly motivated (than when they are less motivated), this study argues that Easterners exhibit greater brand dilution when they are less motivated (than when they are highly motivated). The opposite pattern of results should emerge when the extension is atypical. Three studies provide support for these predictions and the underlying processes.

Field dependency and brand cognitive structures

This research examines the impact of field dependency on the way people structure brand information in memory. The authors propose that a persons level of field dependency is an important determinant of the way information is stored in memory. Specifically, the authors argue that field independents are more likely to extract and integrate episodic information to form overall brand beliefs, while field dependents tend to store more detailed, episodic information in memory and are less likely to generalize information across product categories. The authors further propose that this effect is moderated by level of expertise and that such differences have important implications for how people evaluate marketing communications. The results from five studies support their propositions.

Contrast effects in online auctions

Abstract Prior research has shown online auction features can serve as information cues and affect consumers’ willingness-to-pay. We argue that auctions are not only affected by their information cues but also by contrasting, peripheral information cues from adjacent auction listings. Applying contrast effects theory, we examined the moderating effects of time urgency and persuasion intent on the processing of contrasting peripheral information from adjacent auctions. Using two controlled experiments and an empirical field study, we showed that time urgency experienced by bidders in online auctions resulted in increased heuristic processing of contrasting information from adjacent auction listings. Under time pressure, bidders were more likely to be affected by this contrasting peripheral information. We also found that bidders will discount contrasting peripheral information if they perceive salient persuasion intents in advertising presented by the auctioneers. The resulting contrast effects ultimately lead to changes in willingness-to-pay and underscore the importance of peripheral information from adjacent auctions in impacting auction outcomes.

Effects of simultaneous auctions on willingness-to-pay in online auctions

In this paper, the authors argue that auctions are not only affected by their information cues but also contrasting, peripheral information cues from adjacent auction listings. The authors examine the effects of time urgency and persuasion intent on the processing of this contrasting peripheral information. Using two controlled experiments and an empirical field study, the authors show that time urgency experienced by bidders in online auctions results in increased heuristic processing of contrasting information from adjacent auction listings. The authors also found that bidders will discount contrasting peripheral information if they perceive salient persuasion intents in advertising presented by the auctioneers. The resulting contrast effects ultimately lead to changes in willingness to pay. The following is an extended abstract. The full version of the paper can be obtained from any of the authors.