BEGIN:VCALENDAR
VERSION:2.0
PRODID:-//Talks.cam//talks.cam.ac.uk//
X-WR-CALNAME:Talks.cam
BEGIN:VEVENT
SUMMARY:Filling the Void or Showing the Love? How Romantic Rejection vs. A
 cceptance Affects Men’s and Women’s Willingness-to-Pay for Conspicuous
  Goods - Dr. Eric Levy (University of Cambridge)
DTSTART:20141119T143000Z
DTEND:20141119T160000Z
UID:TALK56279@talks.cam.ac.uk
CONTACT:Luke Slater
DESCRIPTION:Interpersonal relationships\, particularly romantic relationsh
 ips\, are an important yet underexamined area of consumer behavior. In the
  current research\, we experimentally test the association between people
 ’s actual romantic relationship experiences and their willingness-to-pay
  for a conspicuous luxury good. In two studies\, we demonstrate a novel re
 sult that men and women exhibit opposite patterns of willingness-to-pay ba
 sed on the type of romantic experience they recall. Study 1 finds that men
  are willing-to-pay more for a conspicuous good when recalling a romantic 
 rejection (vs. acceptance) while women are willing-to-pay more when recall
 ing a romantic acceptance (vs. rejection)\, particularly when thinking abo
 ut the public  aspects of the experience. Study 2 (involving people curren
 tly in serious romantic relationships) shows that these findings are speci
 fic to conspicuous goods\, and that the effect is mediated by social self-
 esteem (for men). The findings are discussed in light of sexual economics 
 theory and social signaling\, and offer intriguing insights and future res
 earch directions into how romantic relationships affect consumer purchase 
 behavior.
LOCATION:  KH107\, Keynes House\, Judge Business School
END:VEVENT
END:VCALENDAR