September 29, 2010
Current Business Research Project Paper
The current research project paper for University of Phoenix’s research and evaluation class requires students to locate peer-reviewed articles involving original research. The article chosen by this author discusses current research in marketing. A synopsis is required, including the purpose of the research conducted and what dilemma the research is investigating. The methods used in data collection and the deductions made according to this data must also be noted.
Research and Purpose Defined
The article under scrutiny is from the Journal of Marketing Research, Volume XLVII, dated August 2010, and includes pages 713 through 724. The title of the article is “A Silver Lining of Standing in Line: Queuing Increases Value of Products” and is written by Minjung Koo and Ayelet Fishbach. The article states that “waiting in line has both economic and psychological costs” (Koo & Fishbach, 2010, p. 721), but most of the current research into queuing focuses on the negative effects in regard to the perceived quality of service by consumers. In contrast, Koo and Fishbach’s research seek to examine the positive side of queuing emphasizing goal-directed behavior.
The researchers suggest that “people infer value from their accomplished actions” (Bem, 1972; Higgins, 2006; Koo & Fishbach, 2008, 2010, p. 721). People will perceive an item to be more valuable if others line up behind them and when people line up in front, it signifies feelings that their goal cannot be accomplished adding less value to the item. The hypothesis is that people “standing in line will infer a higher value of products (1) as the number of people behind them increases and (2) when they focus on the people behind versus ahead of them” (Koo & Fishbach, 2010, p. 715). To prove this theory Koo and Fishbach conducts five separate... [continues]
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