journal of consumer research
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…
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…
