Purchase Acceleration, Illusionary Goal Progress, and Customer
Retention,”
Journal of Marketing Research, 43 (February), 39–58.
They preferred to do better:
Solnick, S. J., and D. Hemenway (1998), “Is
More Always Better? A Survey on Positional Concerns.”
Journal of
Economic Behavior and Organization 37, 373–83.
the contest helped drive sales:
Information about Burberry’s “Art of the
Trench”
campaign
can
be
found
at
http://blogs.wsj.com/source/2010/01/19/burberry%E2%80%99s-trench-
website-too-good-to-be-true/
and
http://www.1to1media.com/weblog/2010/01/internet_marketing_from_th
e_tr.html
.
“It’s like the concierge”:
Interview with Ben Fischman on June 12, 2012.
Thanks to Dave Balter for introducing me to this great story.
If something is difficult to obtain:
For a discussion of how effort influences
inferences of value, see Aronson, Elliot (1997), “The Theory of
Cognitive Dissonance: The Evolution and Vicissitudes of an Idea,” in
The
Message of Social Psychology: Perspectives on Mind in Society, ed.
Craig McGarty and S. Alexander Haslam (Malden, Mass.: Blackwell
Publishing), 20–35; and Aronson, Elliot, and Judson Mills (1959), “The
Effect of Severity of Initiation on Liking for a Group,”
Journal of
Abnormal and Social Psychology 66, no. 6, 584–88. See also Sela, Aner,
and Jonah Berger (2011), “Decision Quicksand: How Trivial Choices
Suck Us In,”
Journal of Consumer Research, 39.
People evaluate cookbooks:
There are a number of valuable papers on how
scarcity affects value. See Verhallen, Theo (1982), “Scarcity and
Consumer Choice Behavior,”
Journal of Economic Psychology 2, 299–
322; Worchel, S., J. Lee, and A. Adewole (1975), “Effects of Supply and
Demand on Ratings of Object Value,”
Journal of Personality and Social
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