Exhausted? It’s the perfect time to make health decisions
From keeping up a daily exercise routine to eating healthy foods and avoiding impulse purchases, self-control is hard work. Ironically, when it comes to making … Read more
journal of consumer research
Want brand loyalty? Scare your customers
Consumers will cling to a product like Coke for comfort if watching a scary movie on their own, a new study from UBC’s Sauder School … Read more
‘Healthy’ fast food proves profitable, though misleading
Have you ever walked into a fast-food restaurant, planning to grab a salad, only to find yourself walking out with a double cheeseburger and a … Read more
The next primetime drama? A look at the complex social system of a trailer park
Contrary to stereotypes, low-income trailer park residents form distinct groups with different visions of morality, according to a new study in the Journal of Consumer … Read more
Research reveals luxury products’ role in relationships
Purchasing designer handbags and shoes is a means for women to express their style, boost self-esteem, or even signal status. New University of Minnesota research … Read more
Why superstitious baseball fans aren’t loyal to a brand
Wear your lucky Yankees jersey. Hold your breath. Expect nothing less than a World Series win. Certain routines are routine for millions of baseball playoff … Read more
The paradox of gift giving: One better than two
Holiday shoppers, take note. Marketing and psychology researchers have found that in gift giving, bundling together an expensive “big” gift and a smaller “stocking stuffer” … Read more
From teddy bears to iPhones, we overestimate what others will pay for goods
Compared to what they would pay themselves, most consumers overestimate what others are willing to pay for products, according to a new study in the Journal of Consumer Research. And that holds true for a large range of items, both real and imaginary.
…
Nostalgic consumers are more likely to give to charity
Nostalgia, a sentimental longing for the past, can boost donations and help drum up volunteers, according to a new study in the Journal of Consumer Research.
“Previous research has shown that nostalgia can increase self-esteem, boost perceptions of me…
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…
