The DOI matches its Crossref record; 40 of the 40 references it cites were found in a registry or an index.
Medium Maximization
Open accessAbstract
A medium—for example, points or money—is a token people receive as the immediate reward of their effort. It has no value in and of itself, but it can be traded for a desired outcome. Experiments demonstrate that, when people are faced with options entailing different outcomes, the presence of a medium can alter what option they choose. This effect occurs because the medium presents an illusion of advantage to an otherwise not so advantageous option, an illusion of certainty to an otherwise uncertain option, or an illusion of linearity to an otherwise concave effort-outcome return relationship. This work has implications for how points influence consumer choice and how money influences human behavior.
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“Additionally, we contribute to past work showing that consumers continue certain behaviors after several past instances (e.g., collecting two or three items: Gao et al. 2014; acquiring a medium like loyalty points: Hsee et al. 2003)”
From On or Off Track: How (Broken) Streaks Affect Consumer Decisions (2023) · cites this paper as Hsee et al. 2003
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“Furthermore, our findings inform our understanding of how the symbols used in behavioral tracking (e.g., the checkmarks in behavioral logs) can have a special influence on consumers' behavior.”
From On or Off Track: How (Broken) Streaks Affect Consumer Decisions (2023) · cites this paper as Hsee et al. 2003
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Self-citation
Metadata
- Authors
- Hsee, C. K., Yu, F., Zhang, J., & Zhang, Y.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 2003-06
- Volume
- 30
- Issue
- 1
- Pages
- 1-14
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W4234925279
- Cited by
- 171
- References
- 37
- Citations by year
- 2026: 3 · 2025: 4 · 2024: 9 · 2023: 8 · 2022: 9 · 2021: 10 · 2020: 13 · 2019: 7 · 2018: 9 · 2017: 9 · 2016: 8 · 2015: 9 · 2014: 15 · 2013: 10 · 2012: 6
- FWCI
- 2.71
- Type
- journal article
- Language
- en
- Open access
- green
- repository.ceibs.cn
- Licence
- cc-by-nc-nd
- Locations
- Journal of Consumer Research (publishedVersion)
- CEIBS Institutional Repository (submittedVersion, cc-by-nc-nd)
- Funders
- National Science Foundation
- Topics
- Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
- Social Sciences › Economics, Econometrics and Finance › Economics and Econometrics › Experimental Behavioral Economics Studies
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Keywords
- reward, consumer choice, money, decision-making
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