Yin-Hui Cheng
National Taichung University of Education
AdvertisingPositive economicsEndowment effectFraming effectBusinessEconometricsPsychologySelf-awarenessEconomicsChoice setMatching (statistics)Framing (social sciences)HeuristicMicroeconomicsPolitical sciencePersonalityTourismSelf-assessmentConsumer behaviourConsistency (negotiation)PerceptionScrutinyImpressionFluencyCashSustainable tourismProcessing fluencyContext (language use)Task (project management)PreferenceSales promotionPrice perceptionSale priceConsumer researchFood shoppingResearch questionsFocus (computing)Computer scienceSelf-consciousnessCompromiseProduct (business)Impression managementPhenomenonLogical equivalenceContext effectSocial psychologyModerationEnvironmental ethics
11Publications
3H-index
23Citations
Publications 11
Newest
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#1Annie Pei-I Yu (CCU: National Chung Cheng University)H-Index: 2
#2Shih-Chieh Chuang (CCU: National Chung Cheng University)H-Index: 2
Last. Yi-Chin Wu (CCU: National Chung Cheng University)H-Index: 1
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Abstract Sharing, which refers to giving something you have to someone else, is one of the most ubiquitous forms of human behavior in the world. Everyone experiences it in various situations, including buying food. Nonetheless, although buying something to share with others is quite common in our daily lives, most consumer research on buying focuses on the condition of “self-use” rather than “sharing.” The main purpose of this study is to investigate the influence of promotional offers on consum...
2 CitationsSource
#1Sui-Min Wang (CCU: National Chung Cheng University)H-Index: 3
#2Yin-Hui Cheng (National Taichung University of Education)H-Index: 3
Last. Shih-Chieh Chuang (CCU: National Chung Cheng University)H-Index: 7
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Prior research on the endowment effect has tended to focus on decisions made by individuals acting on their own account rather than on others’ behalf. This article reports on three experiments that...
4 CitationsSource
#1Yin-Hui Cheng (National Taichung University of Education)H-Index: 3
#2Shih-Chieh Chuang (CCU: National Chung Cheng University)H-Index: 2
Last. Wan-Ting Lai (CCU: National Chung Cheng University)H-Index: 1
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Abstract Having change in our wallet is quite common when we pay cash when shopping. This study examines the phenomenon whereby people choose to buy a product with a price that matches the amount of change they have in their wallets. The study uses a series of experiments to investigate whether this “change-matching heuristic” helps customers make purchase decisions. The findings confirm that the change-matching heuristic increases consumers’ processing fluency. The findings also confirm that th...
2 CitationsSource
#1Yin-Hui ChengH-Index: 3
#2Shih-Chieh ChuangH-Index: 4
Last. Molly Chien-Jung HuangH-Index: 1
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過去的研究忽視了情緒處理對九尾數定價效果的影響。在流暢理論的基礎上,研究1a,1b和研究2探討情緒對九尾數定價水準和意象效應的影響,以及在流暢程度做為中介變數的情況下,情緒對以九尾數定價產品之意象效應的影響。研究結果顯示,相對於感到悲傷的消費者而言,感到快樂的消費者對於九尾數定價的商品具有較高的購買意向。研究3將情緒的確定性和不確定性對購買九尾數定價物品的數量的影響進行區分。研究4顯示,相對於在單獨評估模式下的消費者,在聯合評估模式下的消費者受到九尾數定價的影響較小。在情緒與流暢程度對九尾數定價影響的觀點上,本研究提供了重要的見解。
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#1Yin-Hui ChengH-Index: 3
#2Annie P. YuH-Index: 1
Last. Chia-Jung DaiH-Index: 1
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Most research on preference reversal (PR) focuses on the evaluability hypothesis with one or two alternatives. However, people normally encounter more than two options in daily life. In this research, a third option was added to the PR effect choice sets in the traditional joint–separate evaluations mode to create a context effect. Three studies were conducted. Studies 1 and 2 showed that adding a third option to the choice sets changed the PR effect; either the attributes were both important or...
2 CitationsSource
#1Molly Chien-Jung Huang (Aletheia University)H-Index: 3
#2Yin-Hui Cheng (National Taichung University of Education)H-Index: 3
Last. Kuo-shuan Kuo (Aletheia University)H-Index: 2
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•Pro-environmental behaviour can be encouraged through framing.•Framing and environmental identity threat moderate tourist’s behavioural intention.•Behavioural difference due to environmental concern can be mitigated by framing.•This mitigation could be broken by environmental identity threat.
6 CitationsSource
#1Yin-Hui Cheng (National Taichung University of Education)H-Index: 3
#2Molly Chien-Jung Huang (CCU: National Chung Cheng University)H-Index: 3
Last. Ying Rung Ju (CCU: National Chung Cheng University)H-Index: 1
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We conducted three studies to investigate indulgent choice in settings with and without impression management by public-private manipulation with evaluation. Study 1 showed that the participants were less indulgent under public scrutiny due to the employment of impression management. Study 2 focused on the impression management context to test the moderate effect of self-consciousness in two impression managed contexts. Study 3 focused on context without impression management to test the moderat...
4 CitationsSource