Why you may skimp on your Valentine's Day gift

Imagine that you're buying a box of chocolates for a loved one on Valentine's Day, and the store is offering a free gift if you buy a slightly inferior box of chocolates instead of the best chocolates in the store. Which ...

Payment methods affect consumers' perceptions of products

With the holiday shopping season set to begin this week, millions of Americans will soon descend upon their local shopping malls in search of the hottest new clothes, toys and electronics.

Can performance brands cause a placebo effect?

From the middle-school child considering the premier brands of soccer shoes, to the college graduate weighing which graduate test prep course to take, a common marketing message from consumer brands is "you will perform better ...

Head up, heart down—vertical placement matters

The metaphor is an old one in Western civilization—the head represents rationality and the heart represents emotion. The link is often made in speech and literature by pointing at one's head (thinking) or at one's chest ...

Scarcity, not abundance, enhances consumer creativity, study says

Even in an age of affluence and abundance in which round-the-clock consumerism and overspending are the norm, limits and constraints can still serve a purpose. According to new research co-written by a University of Illinois ...

Guilt helps sell self-improvement products, new study finds

Guilt can be a powerful tool for motivating self-improvement, according to a new study from UBC's Sauder School of Business. Researchers found that when people feel they're "coming up short" in any area of their lives, they ...

Pride can keep you on track or send you off the rails

Can pride in a personal achievement also help you turn down the dessert tray, or can it make you want to indulge as a reward? It all depends, according to new research published in the October issue of the Journal of Consumer ...

page 10 from 38