Lisa Bolton

• Lisa Bolton (Under Review), Believing in First Mover Advantage. Abstract

  This research investigates the origin of first-mover beliefs, arguing that the success of the idea of first mover advantage in the social marketplace of ideas is rooted in cultural beliefs and personal experience that favor “first-ness”. Beliefs in first mover advantage dominate the mainstream media despite mixed evidence in the academic literature (study 1A), and exposure to the business press is associated with increased belief in first mover advantage (study 1B). Indeed, first mover beliefs appear rooted in culture: first mover beliefs are enhanced by priming American culture (study 2A) and are more favorable among American versus Chinese respondents (study 2B). Subsequent experimental work confirms that even naïve subjects exhibit spontaneous beliefs in first mover advantage. Such spontaneous beliefs are as strong as beliefs reported after considering self-generated or presented exemplars favoring moving first (studies 3A and 3B), and exemplar-driven judgment produces stronger beliefs in first mover advantage than analytic reasoning (study 4). Moreover, such beliefs tend to persevere: first mover beliefs are neutralized but not reversed by considering exemplars of the disadvantages of moving first (studies 3A, 3B, and 4). In addition, providing contradictory evidence or labeling the opposing “rapid responder” counter-belief proved insufficient to overcome spontaneous beliefs in the advantages of moving first (study 5). Finally, the findings for personal and analogical experience also held for a professional sample with business experience (study 6). Taken together, these studies suggest that beliefs in first mover advantage are “sticky” and difficult to overcome, rooted as they are in personal experience and the cultural environment.

  Description
  This research examines the perseverance of beliefs in first-mover advantage. A media analysis indicates that beliefs in first-mover advantage dominate the mainstream media despite mixed evidence in the academic literature (Study 1). Moreover, exposure to the business press is associated with increased belief in first-mover advantage. Experimental work suggests that the success of the idea of first-mover advantage in the social marketplace of ideas is rooted in personal experience and cultural beliefs that favor “first-ness”. Even naïve subjects exhibit spontaneous beliefs in first-mover advantage that are neutralized but not reversed by considering exemplars of the disadvantages of moving first (Studies 2A and 2B). Moreover, providing contradictory evidence or labeling the opposing “rapid responder” counter-belief is insufficient to overcome a belief in first-mover advantage (Study 3). Taken together, these studies suggest that beliefs in first-mover advantage are “sticky” and difficul
• Lisa Bolton, Hean Tat Keh, Joseph W. Alba (Under Review), Culture and Marketplace Effects on Perceived Price Fairness: China and the USA. Abstract

  Perceived price fairness was examined in China and the United States as a function of their unique and shared cultural and marketplace characteristics. When comparing prices paid by another customer for the same good, Chinese consumers were more sensitive to their relationship with the referent (friend versus stranger) and to the nature of the vendor-customer relationship (loyal versus first-time buyer). These results, attributed to collectivist (individualist) cultural characteristics of Chinese (American) consumers that orient Chinese consumers toward the in-group, were supported by experimental manipulation of interdependent (independent) self-construal. Various transaction factors were shown to mitigate unfairness reactions to across-customer price comparisons in similar ways across cultures, except when the transaction factor was marketplace-specific (e.g., price-setting via negotiation). Moreover, fairness reactions to across-vendor price differences were similar across cultures, especially for those consumers familiar with a highly competitive urban marketplace. Thus, perceptions of price fairness can both diverge and converge across cultures in a predictable manner as a function of cultural and marketplace characteristics.

• Wenbo Wang, Hean Tat Keh, Lisa Bolton (Under Review), Health Remedies: From Perceptions to Preference to a Healthy Lifestyle. Abstract

  A conceptual framework is presented to understand consumer preference for health remedies. We argue that the interplay of three antecedents—remedy perceptions, illness perceptions, and individual/situational characteristics—drive remedy preference. In a series of studies, we test hypotheses based on this framework in an investigation of consumer preference for Traditional Chinese and Western medicines in China. Moreover, remedy perceptions and preferences are shown to have differential consequences for a healthy lifestyle. These findings shed light on the lay theories of medicine that guide consumer behavior.

• Lisa Bolton, Americus Reed II, Katrina Armstrong, Kevin Volpp (Under Review), How Does Drug And Supplement Marketing Affect A Healthy Lifestyle?. Abstract

  This research investigates consumer reactions to the marketing of drugs and supplements and the consequences for a healthy lifestyle. A series of experiments provides evidence that drug marketing undermines intentions to engage in health-protective behaviors (i.e., a boomerang effect). The boomerang arises from two psychological mechanisms: 1) drugs reduce risk perceptions and perceived importance of, and motivation to engage in complementary health-protective behaviors, and 2) drugs are associated with poor health that reduces self-efficacy and perceived ability to engage in complementary health-protective behaviors. A combined intervention accompanying a drug remedy that targets both motivation and ability mitigates the drug boomerang on a healthy lifestyle.

• Lisa Bolton and Joseph W. Alba (Under Review), When Less is More: Consumer Aversion to Waste. Abstract

  The present research investigates consumer aversion to waste. We propose that the anticipation of unused product utility (1) causes consumers to forfeit desired utility, (2) exerts unequal influence on consumers depending on whether the purchase involves a good or a service, and (3) has important implications for value-based pricing, inter-firm competition, and risk-seeking behavior.

• Lisa Bolton and Joseph W. Alba (2006), Price Fairness: Goods and Service Differences and the Role of Vendor Costs, Journal of Consumer Research, 33 (Sep), 258-265. Abstract

  Prior research suggests that consumers are forgiving of a price increase that is commensurate with increased vendor costs. We argue that the perceived fairness of the price increase will also depend on the alignability of the cost and price increases, such that alignable increases will be perceived as more acceptable than nonalignable increases. Moreover, we predict that when a cost increase is nonalignable, consumers will be more receptive to a service price increase than a goods price increase. Evidence from a series of experiments supports both predictions.

  Description
  Prior research suggests that consumers are forgiving of a price increase that is commensurate with increased vendor costs. We argue that the perceived fairness of the price increase will also depend on the alignability of the cost and price increases, such that alignable increases will be perceived as more acceptable than nonalignable increases. Moreover, we predict that when a cost increase is nonalignable, consumers will be more receptive to a service price increase than a goods price increase. Evidence from a series of experiments supports both predictions.
• Lisa Bolton, Joel B. Cohen, Paul N. Bloom (2006), Does Marketing Products as Remedies Create ‘Get Out of Jail Free’ Cards?, Journal of Consumer Research, 33, (June), 71-81. Abstract

  Our research investigates the marketing of preventive and curative “remedies” (products and services that offer ways of mitigating risk by decreasing either its likelihood or severity). Examples include debt consolidation loans and smoking cessation aids. Like risk-avoidance messages, advertisements for remedies aim to reduce risk-by advocating the use of the branded product or service promoted by the marketer. In a series of experiments, we demonstrate that remedy messages undermine risk perceptions and increase risky behavioral intentions as consumer problem status rises. Ironically, remedies undermine risk avoidance among those most at risk–a boomerang effect with negative consequences for consumer welfare.

  Description
  Our research investigates the marketing of preventive and curative “remedies” (products and services that offer ways of mitigating risk either by decreasing its likelihood or severity). Examples include debt consolidation loans and smoking cessation aids. Like risk-avoidance messages, advertisements for remedies aim to reduce risk—by advocating the use of the branded product or service promoted by the marketer. In a series of experiments, we demonstrate that remedy messages undermine risk perceptions and increase risky behavioral intentions as consumer problem status rises. Ironically, remedies undermine risk-avoidance among those most at risk—a boomerang effect with negative consequences for consumer welfare.
• Lisa Bolton, Luk Warlop, Joseph W. Alba (2003), Explorations in Price (Un)Fairness, , Journal of Consumer Research, 29, (Mar.) 474-491. Abstract

  A series of studies demonstrates that consumers are inclined to believe that the selling price of a good or service is substantially higher than its fair price. Consumers appear sensitive to several reference points—including past prices, competitor prices, and cost of goods sold—but underestimate the effects of inflation, overattribute price differences to profit, and fail to take into account the full range of vendor costs. Potential corrective interventions—such as providing historical price information, explaining price differences, and cueing costs—were only modestly effective. These results are considered in the context of a four?dimensional transaction space that illustrates sources of perceived unfairness for both individual and multiple transactions.

• Lisa Bolton (2003), Stickier Priors: The Effects of Nonanalytic and Analytic Thinking in New Product Forecasting, , Journal of Marketing Research, XL, (Feb.) 65-79. Abstract

  The author investigates scenario generation and analogical reasoning as potential sources of bias in new product forecasting. In a series of studies, scenarios and analogies are shown to have persistent effects on judgment, despite subsequent use of corrective analytic techniques (e.g., counterfactual reasoning, counterscenarios, counteranalogies, decomposition, accountability). These findings demonstrate the robustness of nonanalytic processes on judgment and the need to be aware of their seductive effects.

• AMA Sheth Foundation Doctoral Consortium Faculty, 2007 Description

  AMA Sheth Foundation Doctoral Consortium Faculty

• MSI Young Scholar’s Program, 2005 Description

  MSI Young Scholar’s Program

• Journal of Consumer Research Outstanding Reviewer Award, 2005
• Procter & Gamble Marketing Innovation Research Award, 1999 Description

  Procter & Gamble Marketing Innovation Research Award

• John A. Howard AMA Doctoral Dissertation Award, 1999 Description

  John A. Howard AMA Doctoral Dissertation Award

• AMA Doctoral Consortium, University of Georgia, 1998 Description

  AMA Doctoral Consortium, University of Georgia

• Doctoral Internationalization Consortium, University of Texas at Austin, 1997 Description

  Doctoral Internationalization Consortium, University of Texas at Austin

• Dissertation Summer Scholar, Tilburg University, The Netherlands, 1997 Description

  Dissertation Summer Scholar, Tilburg University, The Netherlands

• Grinter Fellowship, University of Florida 1995-1997, 1997 Description

  Grinter Fellowship, University of Florida

• Social Sciences & Humanities Research Council of Canada Doctoral Fellowship 1996-1998, 1996 Description

  Social Sciences & Humanities Research Council of Canada Doctoral Fellowship

• Natural Sciences & Engineering Research Council of Canada Graduate Scholarship 1987-1990, 1990 Description

  Natural Sciences & Engineering Research Council of Canada Graduate Scholarship

• Association of Professional Engineers of Ontario Undergraduate Scholarship 1983-1987, 1987 Description

  Association of Professional Engineers of Ontario Undergraduate Scholarship

• RMC Club of Canada Scholarship 1983-1987, 1987 Description

  RMC Club of Canada Scholarship

• T.R. Meighen Memorial Scholarship 1983-1987, 1987 Description

  T.R. Meighen Memorial Scholarship

• Military Leadership and Management Awards 1983-1987, 1987 Description

  Military Leadership and Management Awards

• Governor-General of Canada Medals for First-Place Standing at RMC 1983-1986, 1986 Description

  Governor-General of Canada Medals for First-Place Standing at RMC

• Mathematics, Civil Engineering, Chemistry, Physics and English Awards 1983-1985, 1985 Description

  Mathematics, Civil Engineering, Chemistry, Physics and English Awards

• Canadian Federation of University Women’s Award 1983-1984, 1984 Description

  Canadian Federation of University Women’s Award

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