Consumers who are in a positive mood make quicker and more consistent judgments than unhappy people, according to a new study in the Journal of Consumer Research.
Consumers react strongly to their product choices being copied, according to a new study in the Journal of Consumer Research. They really dislike it when the copycat is someone similar to them.
Every time consumers spend money on a purchase, they are giving up other consumption down the road. A new study in the Journal of Consumer Research looks at the factors that lead consumers to consider these "opportunity costs."