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Towards a behavioral ecology of consumption: delay-reduction effects on foraging in a simulated Internet mall

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  • Amy K Rajala

    (Department of Psychology, Temple University, Philadelphia, PA, USA)

  • Donald A Hantula

    (Department of Psychology, Temple University, Philadelphia, PA, USA)

Abstract

Young adults shopped for music compact disks in a five store simulated Internet mall. In stock probability in all stores was constant at 0.80, but each store was associated with either a 0.5, 2, 4, 8, or 16 second to a feedback message indicating whether a particular disk was in stock or out of stock at that time. Working under a successive choice schedule, in Phase I subjects' behavior was in quantitative concordance with the Delay-Reduction Hypothesis (DRH), and in Phase II, when a changeover delay was added, subjects' behavior conformed more closely to the predictions of the DRH. Hyperbolic discount functions provided the best fit to the data. This study extends the synthesis of foraging theory and operant psychology, known as behavioral ecology, to human consumption in an affluent post-industrial culture, and provides the basis for an experimental analysis of human consumption. Extensions to research in consumer behavior, marketing strategy, and behavior on Internet services are proposed. Copyright © 2000 John Wiley & Sons, Ltd.

Suggested Citation

  • Amy K Rajala & Donald A Hantula, 2000. "Towards a behavioral ecology of consumption: delay-reduction effects on foraging in a simulated Internet mall," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 21(3-4), pages 145-158.
    • Handle: RePEc:wly:mgtdec:v:21:y:2000:i:3-4:p:145-158
    DOI: 10.1002/mde.979
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    1. Martin, Drew & Palakshappa, Nitha & Woodside, Arch, 2019. "Consumer metaphoria: Uncovering the automaticity of animal, product/brand, and country meanings," Australasian marketing journal, Elsevier, vol. 27(2), pages 113-125.
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    3. Smith, Carter L. & Hantula, Donald A., 2003. "Pricing effects on foraging in a simulated Internet shopping mall," Journal of Economic Psychology, Elsevier, vol. 24(5), pages 653-674, October.
    4. DiClemente, Diane F. & Hantula, Donald A., 2003. "Applied behavioral economics and consumer choice," Journal of Economic Psychology, Elsevier, vol. 24(5), pages 589-602, October.

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