News tagged with journal of consumer research

Related topics:

What makes telenovelas so popular?

A particular type of consumer enjoys stories with plots, characters, and imagery that allow them to get lost in the narrative, according to a new study in the Journal of Consumer Research.

Oct 15, 2013
1 / 5 (1) 1

Want brand loyalty? Scare your customers

Consumers will cling to a product like Coke for comfort if watching a scary movie on their own, a new study from UBC's Sauder School of Business shows. This finding contradicts industry norms which see significantly fewer ...

Feb 06, 2014
not rated yet 1