consumer
Consumer beware: Rejecting an option may make you more likely to choose it later
People make purchasing decisions by choosing between alternatives or by rejecting certain options. But a new study in the Journal of Consumer Research finds that focusing on ruling out an option can lead consumers to reverse their preferences.
“C…
How do consumers react when friends provide poor service in a business arrangement?
When your friend is a service provider, things can get complicated. According to a new study in the Journal of Consumer Research, a problem can lead to feelings of betrayal or empathy, depending on the circumstances.
“Imagine that you are planning…
Self-control and choices: Why we take the easy path after exerting ourselves
After a rough day at the office, you might opt for a convenient, pretty restaurant over one with a top-notch menu, according to a new study in the Journal of Consumer Research.
“If you’ve had a tough day at work, how will that affect the decision…
Would you sleep on a chunk of ice? Building your ‘experience resume’
If sleeping on a bed of ice or eating bacon-flavored ice cream doesn’t sound too appealing, consider the tale you’ll have to tell about it later. According to a new study in the Journal of Consumer Research, some people can’t resist a chance to coll…
Buyer backlash: Why do slogans about saving money increase spending?
A new study in the Journal of Consumer Research reveals a strange facet of consumer behavior: people behave differently when they encounter companies’ brands than they do when they encounter their slogans.
“Exposure to the retailer brand name Walm…