Implicit consumer preferences and their influence on product choice

Recent theories in social psychology assume that people may have two different attitudes toward an object at the same time—one that is explicit and corresponds with deliberative behavior, and one that is implicit and corresponds with spontaneous behavior. The research presented in this article tested this assumption in the consumer domain with an experimental approach. Participants whose explicit and implicit preferences regarding generic food products and well‐known food brands were incongruent were more likely to choose the implicitly preferred brand over the explicitly preferred one when choices were made under time pressure. The opposite was the case when they had ample time to make their choice. On the basis of these results, the discussion stresses the importance of impulsive behavior and implicit measures for research in the area of consumer behavior. © 2006 Wiley Periodicals, Inc.     

The precautionary demand for money: A rigorous foundation

Consumers' demand for money to hold is shown rigorously to be related to possible but uncertain purchase opportunities rather than to total consumption (income) or to the variability of bond yields. A formal model of consumers' demand for precautionary balances is analyzed. It implies that cash balances demanded will be changed by different amounts in response to equivalent changes in the rates of time preference and inflation. This perhaps explains recent instability in money demand estimates.     

Recycled Effluent: Should the Polluter Pay?

A coastal city can either dispose of recycled effluent by dumping it in the sea, or transfer it to farmers in its hinterland for irrigation. Who should bear the cost of recycling? Three alternatives are employed: a central planner who maximizes the combined utility of city and farmers; regulation by prices, for which purpose we develop the city's supply function; and a bargaining framework for the allocation of costs. The main conclusions are that "the polluter pays" rule cannot be justified in principle and that bargaining may result in inefficiency. We demonstrate with an example from Israel that essentially conforms to the theoretical structure.     

Attendance half the story at successful charity auction

The process of procuring the right merchandise is crucial to the success of your charity auction, the author maintains. He gives some pointers on how that task can become an enjoyable experience for all involved.