000			nam a22 4500
999			_c48889 _d48889
003			OSt
005			20180115174527.0
008			180115b xxu||||| |||| 00| 0 eng d
100			_aYimin Cheng, _929199
245			_aDo Costly Options Lead to Better Outcomes? How the Protestant Work Ethic Influences the Cost–Benefit Heuristic in Goal Pursuit
300			_a636-649 p.
520			_aPeople often assume that costlier means lead to better outcomes, even in the absence of an objective relationship in the specific context. Such cost–benefit heuristics in goal pursuit have been observed across several domains, but their antecedents have not been fully explored. In this research, the authors propose that a person’s tendency to use cost–benefit heuristics depends on the extent to which that person subscribes to the Protestant Work Ethic (PWE), an influential concept originally introduced to explain the rise of capitalism. The PWE is a core value predicated on the work-specific belief that hard work leads to success, but people who subscribe strongly to it tend to overgeneralize and align other work-unrelated cognitions for consistency. Across ten studies (N = 1,917) measuring and manipulating PWE, robust findings show that people who are high (vs. low) in PWE are more likely to use cost–benefit heuristics and are more likely to choose costlier means in pursuit of superior outcomes. Suggestions are provided for how marketers may identify consumers high versus low in PWE and tailor their offerings accordingly.
653			_aProtestant Work Ethic
653			_acore belief, lay theories
653			_acost–benefit heuristics
653			_aprice–quality relationship
700			_aMukhopadhyay, Anirban _929200
700			_aSchrift, Rom Y. _929201
773	0		_029534 _966987 _aERDEN, TULIN _o5557769 _tJOURNAL OF MARKETING RESEARCH _x0022-2437
942			_2ddc _cJA-ARTICLE