Ashwani Monga
Rutgers University
AdvertisingHeuristicsProduct (category theory)CurrencySociologyBusinessPsychologyActuarial scienceEconomicsMarketingHeuristicMicroeconomicsImpact biasCognitive psychologyBoundary value problemConsumer behaviourConstrual level theoryPatienceWait timeProcess (engineering)PhenomenonMonetary economicsSocial psychology
Publications 34
#1Robin L. Soster (USC: University of South Carolina)H-Index: 4
#2Ashwani Monga (USC: University of South Carolina)H-Index: 10
Last. William O. Bearden (USC: University of South Carolina)H-Index: 58
view all 3 authors...
After people incur costs to get future benefits, they usually track these costs in their mental accounts and are keen to receive the benefits when they become available. We introduce the notion that costs and benefits can occur either in the same accounting period (day, season, etc.) or in different periods. Our key argument is that monetary costs are tracked across accounting periods but that temporal costs are written off at the end of the period in which they are incurred. Thus, accounting pe...
85 CitationsSource
#1Ritesh Saini (UTA: University of Texas at Arlington)H-Index: 7
#2Raghunath Singh Rao (University of Texas at Austin)H-Index: 6
Last. Ashwani Monga (University of Texas at Austin)H-Index: 10
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Abstract Prior research on relative thinking has suggested that the willingness to seek a bargain depends not only on the absolute value of the bargain but also on the price of the product. For example, a discount of 10 seems more appealing on a product whose regular price is 0 than a product whose regular price is 60. By invoking the interactive role of consumers' reference prices, the authors delineate the specific conditions under which the same 0 discount can seem less appealing when t...
56 CitationsSource
#1Robin L. SosterH-Index: 4
#2Ashwani MongaH-Index: 10
Last. William O. BeardenH-Index: 58
view all 3 authors...
#1Ashwani Monga (USC: University of South Carolina)H-Index: 10
#2Ritesh Saini (UTA: University of Texas at Arlington)H-Index: 7
Abstract Search theories suggest that a decline in search costs increases search behavior. This relationship has been well supported by prior experimental research but not by studies conducted in retail settings. Our review of the literature suggests that this discrepancy might be driven by the fact that prior experiments typically involve money-based search whereas actual search in retail settings is usually time-based. We argue that the currency of search plays a moderating role. We find that ...
30 CitationsSource
#1Ritesh SainiH-Index: 7
Last. Ashwani MongaH-Index: 10
view all 3 authors...
#1Ritesh Saini (GMU: George Mason University)H-Index: 7
#2Ashwani Monga (UTSA: University of Texas at San Antonio)H-Index: 10
We demonstrate that decision making is more heuristic in situations that involve spending time rather than money. Relative to participants in the money condition, those in the time condition show a higher propensity to choose a compromise option (experiment 1) and to rely on an arbitrary anchor (experiment 2). We propose that such heuristics are used more for time because, compared to monetary expenditures, temporal expenditures are harder to account for. Consistent with this proposition, when p...
87 CitationsSource
2 Citations
#1Ashwani Monga (UTSA: University of Texas at San Antonio)H-Index: 10
#2Michael J. HoustonH-Index: 42
Abstract The authors demonstrate that choosing one product from a set of competing alternatives can change expectations about the chosen product such that consumers can become optimistic about the product's performance, and this optimism can then fade away. In five experiments, the authors show that this phenomenon of fading optimism in products is robust across different experimental settings and product categories and is moderated by prior attitude toward the product category and ambiguity of ...
18 CitationsSource
#1Ashwani Monga (UTSA: University of Texas at San Antonio)H-Index: 10
#2Akshay R. Rao (UMN: University of Minnesota)H-Index: 23
We examine how prior outcomes can influence expectations about unrelated future events. Consistent with the affect literature, we first predict that prior outcomes will yield more optimistic expectations when the outcomes are positively, rather than negatively, valenced. We then predict that the impact of prior outcomes will depend on not only the valence, but also the domain of prior outcomes. Specifically, we draw from Prospect theory to predict that the impact of prior outcomes on future expe...
9 CitationsSource