Consumers perceive a brand to be cooler when it suggests it's true to itself and follows its own motives regardless of individual or societal norms and expectations, according to a University of Colorado Boulder study involving ...
Social Sciences
May 29, 2014
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People who drive BMWs and wear expensive suits must surely occupy roles of power and authority. According to a new study in the Journal of Consumer Research, when we can separate societal expectations of power from how power ...
Social Sciences
May 21, 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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Coolness helps sell everything from fashion and music to electronics and cigarettes. According to a new study in the Journal of Consumer Research, people and brands become cool by understanding what is considered normal, ...
Social Sciences
May 21, 2014
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Babies are cute. Kittens are cute. But for some people, products that emphasize baby features like chubby cheeks and large eyes cause them to be more careful and restrained. According to a new study in the Journal of Consumer ...
Social Sciences
May 21, 2014
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When face-to-face with our failures, it's hard not to deny the consequences of our shortcomings—and sometimes we make problems worse by engaging in the behaviors we have been trying so hard to avoid. According to a new ...
Social Sciences
May 21, 2014
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As a human race we strive for perfection, knowing that no one is perfect. A new study in the Journal of Consumer Research offers insight into why we surround ourselves with people who help bring out our best but don't make ...
Social Sciences
May 21, 2014
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When shopping online, we often have the option of clicking on additional product photos taken from different angles or showing additional features. According to a new study in the Journal of Consumer Research, looking at ...
Economics & Business
May 21, 2014
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(Phys.org) —A new study by a marketing researcher at the University of Arkansas confirms the so-called "bottom-dollar effect," which is when a consumer's satisfaction for a product decreases as the consumer's budget is ...
Social Sciences
May 21, 2014
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When it comes to luxury brands, the ruder the sales staff the better the sales, according to new research from the University of British Columbia's Sauder School of Business.
Social Sciences
Apr 29, 2014
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