The Journal of Consumer Research publishes scholarly research that covers empirical, theoretical, and methodological aspects of research on consumer behavior, spanning a broad range of fields including psychology, marketing, sociology, economics, anthropology, and communications. It is published by the University of Chicago Press.
New research shows how familiarity encourages people to support their favorite businesses
Why put a big comfy couch in the corner of the local bookshop? Why provide stacks of board games free of charge at the corner café? Why give out complimentary backstage passes after the show?Because by making people feel ...
The most effective advertising may be when consumers least expect it
(Phys.org) —In the age of digital video recorders (DVRs) many advertisers have lamented that consumers aren't as influenced by ads because they can fast forward through or even skip the commercials.
VIP loyalty programs: Consumers prefer awards they can share
Consumers appreciate being able to share their perks with others, and will sacrifice exclusivity to do so, according to a new study in the Journal of Consumer Research.
How do consumers see a product when they hear music?
Shoppers are more likely to buy a product from a different location when a pleasant sound coming from a particular direction draws attention to the item, according to a new study in the Journal of Consumer Research.
The paradox of gift giving: More not better, says new study
Holiday shoppers, take note. Marketing and psychology researchers have found that in gift giving, bundling together an expensive "big" gift and a smaller "stocking stuffer" reduces the perceived value of the overall package ...
Why are consumers less likely to buy a product when it's the only option?
Consumers are more likely to search for alternatives when they are given only one option, according to a new study in the Journal of Consumer Research.
Why are consumers more likely to participate in online gaming than gambling?
Consumers are more likely to participate in online betting if it's called "gaming" rather than "gambling," according to a new study in the Journal of Consumer Research.
Empowering your customers? Think twice about social media campaigns
Companies that empower consumers by involving them in important processes such as product development shouldn't also try to influence them through social media, according to a new study in the Journal of Consumer Research.
How do consumers create markets? The case of the minimoto
Consumers have the power to do more than just respond to products that companies put on the market; they can actually change and develop new markets, according to a new study in the Journal of Consumer Research.
Why do discounts backfire when you make consumers wait?
Consumers like to reap the benefits of discounts immediately (not later), according to a new study in the Journal of Consumer Research. Consumers enjoy discounted products much less if they have to wait for them.