Most consumers want to fit in while still asserting their individuality—and they balance these conflicting desires when choosing products, according to a new study in the Journal of Consumer Research.
Social Sciences
May 16, 2012
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If presented with looking at an image or reading a paragraph describing the same product, consumers often prefer the visual option. However, according to a new study in the Journal of Consumer Research, visual presentation ...
Social Sciences
Nov 19, 2013
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What would happen to all those millions of Snickers fans if their favorite chocolate bar was temporarily out of stock? Would they wait for it to be available again or would they quickly switch allegiance to Milky Way or Kit ...
Social Sciences
Oct 14, 2014
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People who feel ignored tend to engage in conspicuous consumption, whereas consumers who are rejected are more likely to volunteer or donate to a worthy cause, according to a new study in the Journal of Consumer Research.
Social Sciences
Apr 16, 2012
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New research by a professor at the University of Kansas School of Business finds the morality of consumer choices may hinge on perceptions of wealth and income.
Social Sciences
Feb 26, 2016
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Is John Lennon's line "imagine no possessions" not as idealistic as it once seemed? According to a new study in the Journal of Consumer Research, globalization has led to a new class of "global nomads" who are less attached ...
Social Sciences
Apr 16, 2012
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Suppose you grabbed a few cookies before heading out to the grocery store and start to feel guilty or ashamed about breaking your diet. According to a new study in the Journal of Consumer Research, feeling guilty might find ...
Social Sciences
Oct 14, 2014
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When people purchase luxury items like expensive watches and high-end automobiles, they often consider themselves members of a select group of consumers. According to a new study in the Journal of Consumer Research, when ...
Social Sciences
May 21, 2014
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Developing original and innovative products is critical to a company's long-term success and competitive advantage. Thus, gaining a better idea of what factors impact how designers cultivate product originality can have important—and ...
Economics & Business
Aug 15, 2019
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Let's say you've got to book a flight, choose a hotel, and rent a car. Does it matter which thing you shop for first? A new study in the Journal of Consumer Research finds that the order of choices does affect consumers' ...
Social Sciences
Mar 15, 2012
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