福田 怜生

Purpose This study aims to investigate how choice sets influence consumers' sequential health product choices. We examined how their composition (homogeneous vs mixed) affected consumers' perception of hedonic value in a prior health product and their subsequent health choices, considering consumption timing and consumers' age differences. Design/methodology/approach We used a scenario-based experimental design with two studies. Study 1 (n = 196) examined whether choice set type (mixed vs homogeneous) affected perceived hedonic value and subsequent choices. Study 2 (n = 431) replicated Study 1 and added consumption timing (same vs different) as a factor, using a 2 × 2 between-subjects design with mediation analysis. Findings Health products chosen from a mixed choice set were perceived as lower hedonic than those from a homogeneous set, decreasing preference for health products in subsequent choice situations when consumption timing was the same. However, with different consumption timing, mixed choice sets better promote sequential health choices. These effects were stronger among younger consumers (aged 20–43 years). Originality/value The originality lies in identifying choice sets as marketing interventions that influence sequential health choices. Previous research focused on one-shot decisions; this study uniquely reveals how choice set composition in prior health choice situations affects perceived hedonic value and subsequent health choices, bridging marketing with sequential choice psychology.

Non-fungible tokens (NFTs) present luxury brands with a pricing dilemma: high prices sustain quality inferences but invite visible failure on transparent blockchain markets, whereas low prices stimulate demand but anchor perceptions downward. This research investigates zero pricing (free distribution) as a strategy to navigate this dilemma. Analysis of 65 NFT collections from 32 brands on OpenSea and 22,841 posts on X is followed by six experiments (N = 1,924). Low-priced NFTs inflict the most severe loss of brand luxuriousness, yet free NFTs attenuate this loss to levels indistinguishable from comparable pricing (Study 1). This attenuation does not extend to physical products, implicating congruence between inferred cost structure and zero pricing as a governing condition (Study 2). When secondary-market demand declines, free NFTs weaken failure inferences that otherwise erode perceived luxury; however, this buffer dissipates when the NFT features flagship brand elements (Studies 3a-3c). When demand increases, free and paid NFTs yield equivalent recovery (Study 4). Free distribution thus caps downside risk without forfeiting upside potential. These findings advance the zero-price literature by establishing inferred cost structure as a boundary condition for the anchor-shift mechanism and equip brand managers with a pricing approach calibrated to the transparency of blockchain-based markets.