Julia Bayuk - Academia.edu (original) (raw)

Papers by Julia Bayuk

Journal of Consumer Affairs

We propose that forming implementation intentions (i.e., specific plans to achieve a goal) isn&ap... more We propose that forming implementation intentions (i.e., specific plans to achieve a goal) isn't always conducive to goal achievement, despite what has been suggested in much prior research (e.g., Gollwitzer 1999). In a series of studies, we examine the goal of saving money, and find that an implementation intention may, at times, discourage the use of out-of-plan goal-directed means. Specifically, the results show that forming an implementation intention to save money decreases (increases) the likelihood of responding to goaldirected out-of-plan behaviors (i.e., other ways to save money) when a person is in a concrete (abstract) mindset.

ACR North American Advances, 2014

Journal of Business Research, 2021

Abstract In both personal and professional spheres, consumers decide when to initiate action on i... more Abstract In both personal and professional spheres, consumers decide when to initiate action on important tasks. Often, for important yet seemingly less-pressing tasks (e.g., saving for retirement), action initiation begins too late. This research is based on the novel insight that for purportedly non-pressing tasks, increasing perceived task complexity acts as a signal of urgency and prompts action, especially for novices. Studies 1 and 2 use a retirement savings context to demonstrate that, for novice investors (millennials, new job-market entrants, individuals with low financial literacy) who perceive retirement saving as non-pressing, framing the task as complex (versus simple) signals urgency and increases likelihood of action. In two additional studies, we replicate these effects to nudge individuals to take immediate online action (pilot) and protect online security (study 3). We discuss implications for corporations, policy makers, and consumers.

International Journal of Bank Marketing, 2019

Purpose The purpose of this paper is to explore potential benefits of gamification (application o... more Purpose The purpose of this paper is to explore potential benefits of gamification (application of game-playing elements) for financial well-being and motivation to save. Design/methodology/approach A preliminary survey of college students explored how gamification principles incorporated into money-savings/personal finance smartphone apps could improve financial well-being. The main study utilized Mechanical Turk participants, exposing them to financial game app descriptions that emphasized social features (e.g. leaderboards and ability to share achievements) or economic features (e.g. ability to earn real money or a higher interest rate). Objective and subjective financial measures including expertise with financial apps, perceived benefits of financial apps and behavioral intentions were examined. Findings Financial worry, financial literacy, subjective knowledge and expertise with money-savings/financial applications predicted financial well-being. Additionally, consumers varied...

Journal of Business Research, 2018

Though the majority of Americans report they are financially stable, they do not have sufficient ... more Though the majority of Americans report they are financially stable, they do not have sufficient savings to handle an unplanned emergency. There appears to be a disconnect between an individual's perception of their financial situation and their actual financial state. Nevertheless, only scant research focuses on financial vulnerability from both a subjective and objective perspective, and a clear and consistent definition of this construct is missing in the literature. To fill this gap, this review draws across disciplines to consolidate extant knowledge on financial vulnerability. First, we propose a novel definition of financial vulnerability that includes both its subjective and objective dimensions. Next, we create a framework to assess a consumer's financial vulnerability. We then identify interventions for varying degrees of financial vulnerability that are tailored to the individual's fiscal situation. Finally, we present a research agenda to guide future research on financial vulnerability. "When I found out I was pregnant in February 2008, it was a shock, but nothing we couldn't handle. Two weeks later, when I discovered 'it' was actually 'they' (twins, as a matter of fact), I panicked a little. But not because I worried for our future. My middle-class life still seemed perfectly secure. I just wasn't sure I wanted to do that much work." "The weeks flew by. My boyfriend proposed, and we bought a house. Then, just three weeks after we closed, the market crashed. The house we'd paid 240,000forwassuddenlyworth240,000 for was suddenly worth 240,000forwassuddenlyworth150,000. It was okay, though-we were still making enough money to cover the exorbitant mortgage payments. Then we weren't."

Journal of Public Policy & Marketing, 2016

This research delineates and critically examines extant empirical research on marketplace moralit... more This research delineates and critically examines extant empirical research on marketplace morality within the context of transformative consumer research. The authors identify how public policy can be leveraged to promote moral consumption in the marketplace in line with the transformative consumer research objectives of personal and collective well-being. They conduct a systematic review of the last decade of marketing literature and find that the definition of what is considered “marketplace morality” has been rather narrow. Subsequently, the authors propose a broader definition and develop a typology of moral consumption behaviors based on the valence of moral judgment/behavior (moral or immoral) and moral content (harm, fairness, loyalty, authority, and purity). The authors find that most research has focused on understanding one-time (im)moral behaviors in narrow domains, which have local implications and short-term impact. This research proposes that there is untapped potentia...

The Mathematical Intelligencer, 1998

Organizational Behavior and Human Decision Processes, 2010

Participants made choices after the salience of their social identities was manipulated. Choices ... more Participants made choices after the salience of their social identities was manipulated. Choices assimilated to the salient identity, whether that identity stemmed from a person's role (e.g., student, family member) or culture (e.g., Chinese, American). Thus, the preferences that participants expressed depended on the identity that happened to be salient at the moment of choice, with participants expressing preferences when one identity was salient that conflicted with the preferences they would express were another identity salient. These effects only arose for those who held and identified with the evoked identity. Studies further revealed that such identity-congruent choices influence post-choice satisfaction and regret: participants were less satisfied with their prior choices when the identity salient during postchoice evaluation or consumption was different from the identity salient during choice, compared to when the ''choosing" and ''consuming" identities were the same. Implications of the findings are discussed.

Journal of Consumer Research, 2010

It is generally accepted that forming an implementation intention promotes goal pursuit and achie... more It is generally accepted that forming an implementation intention promotes goal pursuit and achievement. Forming an implementation intention encourages people to develop a plan, to prepare for events that allow for the execution of the plan, and to efficiently respond to these opportunities. Yet, forming an implementation intention may not be universally beneficial. An implementation intention may encourage the use of means that are part of the plan but may discourage the use of efficacious means that are not part of the plan. Four experiments show that forming an implementation intention decreases the likelihood of responding to goaldirected, out-of-plan behaviors when a person is in a concrete mind-set. Limitations, implications, and directions for future research are discussed. C onsider the following scenario: a blood test reveals that you have high cholesterol, so your doctor recommends medication and a change in diet. While investigating dietary changes, you learn that eggs, which you consume daily, are particularly high in cholesterol. Thus, you create a plan to lower your cholesterol that involves taking your medication daily and eating only two eggs per week. You follow this plan religiously. Now imagine that new research is published suggesting that exercise is another, perhaps even more effective, way to lower cholesterol. How will the fact that you already have a plan to lower your cholesterol influence your propensity to add exercise into your life? In comparison to someone who has not yet formed a cholesterol-lowering plan, are you more or less likely to add an exercise regimen? It is not yet known how forming a plan, or an implementation intention (e.g., to eat fewer eggs), might influence

Every day, consumers strive to achieve a wide array of shortterm and long-term goals. These goals... more Every day, consumers strive to achieve a wide array of shortterm and long-term goals. These goals range from very specific goals, such as giving up dessert at dinner, to more abstract goals, such as living a healthy lifestyle. Regardless of the type of goal, the strategies that people adopt are often maladaptive. The objective of this session is to highlight research that examines goal achievement strategies in a fresh yet rigorous manner. Together, the four papers stimulate a new understanding of when and why goal achievement strategies are ...

Journal of Public Policy & Marketing

Contemporary consumers, societies, and ecologies face many challenges to well-being. Consumer res... more Contemporary consumers, societies, and ecologies face many challenges to well-being. Consumer researchers have responded with new attention to what engenders happiness and flourishing, particularly as a function of wiser consumption. Consumer wisdom has been conceptualized as the pursuit of well-being through the application of six interrelated dimensions: responsibility, purpose, flexibility, perspective, reasoning, and sustainability. However, up to now, the roles of marketing management and government policies with respect to enabling and supporting consumer wisdom have not been thoroughly and systematically considered. To do this, the authors adopt an integrative approach based on a range of theoretical and empirical insights from both consumer research and wisdom research in the social sciences. They weave these insights into the stages of an expanded version of the circular economy model of the value cycle, within which they also include the traditional four Ps of the marketin...

Journal of Consumer Behaviour, 2015

This research investigates how forming a plan can have both beneficial and detrimental effects on... more This research investigates how forming a plan can have both beneficial and detrimental effects on people's motivation to pursue a goal. We propose that forming a plan makes the necessary steps to pursue a goal salient, directing attention to the effort involved in executing these steps, which ultimately affects perceptions of required effort and motivation. We theorize that the impact of forming plans on motivation in goal pursuit depends on the level of difficulty to achieve a goal. When a goal is relatively easy to achieve, planning should make goal pursuit seem less effortful, thereby decreasing motivation to pursue the goal. When a goal is more difficult to achieve, planning should make goal pursuit seem more effortful, which ironically should increase motivation to pursue it. Three studies demonstrate how plans influence motivation in the domains of losing weight and saving money.