Journal of Consumer Research

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 ...

dateFeb 10, 2016 in Social Sciences
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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 ...

dateJan 20, 2016 in Social Sciences
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