This paper seeks to analyze the influence of consumers’ moral intensity, perceived risks and moral judgment in purchasing pirated software by using the issue-risk judgment (IRJ) model. Moral intensity includes magnitude of consequence, social consensus, probability of effect and temporal immediacy; perceived risks of consumers include financial, performance, prosecution and social risks; and mo...

3G opens up doors for high-speed transfer of both voice and data. However, the actual adoption rate of 3G has remained below expectations. Thus, it is important to understand the interplay of actors involved in the adoption process of this technology. Prior research suggests that external variables like convenience, self efficacy, service quality and variety of service, perceived value and pric...

Consumers expect companies to practice fair pricing. Understanding the underlying cognitive mechanism that determines consumers’ price fairness perceptions is significant. It could help mitigate negative outcomes from unfairness and place firms in a better competitive position. This study examines role of thinking styles perceived purchase intention increase situation. An online experiment was ...

Stock based rewards are often used to motivate high-level managers to take actions to increase the stock price of the fi rm. However, numerous constraints may weaken the perceived link between individual effort and stock price appreciation for many recipients. This study introduces a new construct, stock price expectancy, which we defi ne as individuals’ perceptions of infl uence over their fi ...

We find that weekend, holiday and overnight trading breaks generate excessive perceived risk in the option markets, presumably due to asymmetric information, which, in turn, encourages uninformed option traders to postpone trading. This perceived risk subsides after two days accompanied by an increase in the option trading volume and the underlying index’s actual price volatility. These results...

To solve the firm’s problem in both attentive and inattentive cases I proceed in two steps. First, I fix a perceived utility U∗ to be offered and solve for the optimal price vector and allocation which implements U∗ subject to the no-free-lunch (NFL) constraint. The price vector and allocation determine expected surplus S and true expected-utility U . Hence the first step derives an optimal mar...

Prior economic research provides mixed evidence on the impact of cigarette prices on youth smoking. This paper empirically tests the effects of various price measures on youth demand for cigarettes using data collected in a recent nationally representative survey of 17 287 high school students. In addition to commonly used cigarette price measures, the study also examined the effect of price as...

The Spatial Numerical Association of Response Codes (SNARC) effect has been associated with a wide range of magnitude processing. This effect is due to an implicit relationship between numbers and horizontal space, according to which weaker magnitudes and smaller numbers are represented on the left, whereas stronger magnitudes and larger numbers are represented on the right. However, for some p...

In this essay we review the evidence from marketing research about price presentation of consumer products and discuss how these lessons have been applied—consciously or unconsciously—in the design of the U.S. tax system. Our perspective is that, in most situations, the designers of the tax system attempt to minimize the perceived burden of any given amount of tax collections. We allow, though,...

Does price have anything to do with Wine? The consumer priceperceived quality has always been used by consumers when they gauge the quality of a product or service. Three propositions are developed which show how the consumer uses the price-perceived quality in the wine industry. For all types of wines, there will be attributes like ratings, brand name and word of mouth that will affect the pur...