Researchers found that consumers prefer sitting together in the front row of a movie theater than taking seats with better views, even if it means sacrificing some experience quality. This preference is more pronounced when they are with someone they feel close to.
Research finds that piecemeal feedback increases consumer impatience when provided at a fixed pace after specific behaviors. This association strengthens the connection between actions and outcomes, motivating consumers to pursue prompt results and leading to increased frustration.
A comprehensive review of consumer research journals reveals growth in non-marketing journals focusing on consumer research, particularly since 2019. Emerging topics such as food waste, technology, and sustainability reflect contemporary issues pertinent to consumers.
Researchers found that female consumers show a strong preference for goods made by women, driven by action efficacy beliefs. Buying from a woman's production team matters more to them than buying from a mixed-gender group, suggesting the impact of individual actions on social equality.
A study explores the relationship between consumer choice freedom and well-being, finding that autonomy and personal control are crucial factors. The research also highlights the limitations of choice freedom for vulnerable groups and suggests a more nuanced approach to understanding freedom.
Researchers explore the relationship between brand purpose and consumer eudaimonic well-being, finding that brands addressing key factors such as authenticity and commitment to purpose can secure positive outcomes. By incorporating purpose into their strategy, brands can foster a sense of fulfillment among consumers.
Researchers from Vanderbilt University and the University of Georgia identify ways scales can be misused in consumer research, emphasizing the importance of using validated measures. The study offers guidance on applying existing scales effectively, reducing the risk of distorted results and streamlining research.
Researchers found that consumers prefer to buy human-shaped food, such as gingerbread men, due to anthropomorphization. However, people do not like eating these products because it seems immoral, according to a study published in the Journal of Consumer Psychology.
Researchers found that secret purchases can positively impact close relationships by driving investment and increased partner satisfaction. Marketers should ask consumers about their secret usage to better support it.
A new study found that people tend to prefer high-calorie foods when they sense a scarcity of time, as opposed to when time is shown moving upwards. Researchers discovered this pattern through experiments in which participants were asked to complete tasks while a timer counted down or up.
A new study by Anne Hamby and colleagues found that people are more willing to update their memories if something bad has happened to a character, such as a death or serious illness. The researchers discovered that explaining alternative causes of events can help change beliefs and promote tolerance.
A new study found that neatly wrapped gifts lead to higher expectations but lower attitudes towards the gift, while sloppily wrapped gifts yield more favorable attitudes despite representing the same item. Gift givers should consider wrapping time and budget accordingly based on the recipient's relationship.
A new study suggests that bilingual individuals are less prone to emotional biases when making financial decisions, which could lead to better outcomes in negotiations and investments. The study found that thinking in a foreign language decreases sellers' attachment to their products, resulting in lower prices and improved interactions.
Researchers found that cold temperatures are associated with luxury and status in products, but not in all categories. The study suggests that marketers can use small adjustments in temperature to influence perceived value and level of luxury for their products.
A new study suggests that thinking of sadness as a person can help people regulate their emotions and make better purchasing decisions. Participants who wrote about sadness as a separate entity reported lower levels of sadness and made healthier choices, such as selecting a salad over cheesecake.
Researchers found that people perceive truthfulness higher in claims following alphabetical order, even when source unknown. This can be exploited by companies to convince consumers of slogans or claims.
A study found that when people are informed about a victim's past moral transgressions, they are less likely to take action against the company. This phenomenon can lead to irrational victim blaming, harming individuals, groups, and society. The study aims to increase awareness among consumers and empower them to make rational decisions.
A recent study published in the Journal of Consumer Psychology found that information about a company's founder's motivation has a powerful effect on whether consumers deem a brand authentic. In two experiments, participants rated products as more authentic and of higher quality when they were presented with stories about the founder's...
Researchers used digital footprints to determine personality traits and matched them with images, finding that extroverts preferred simple images featuring people, while open-minded individuals favored cool colors. The study showed that personalized ads could increase consumer interest and purchase intentions.
A study by Rod Duclos and Mansur Khamitov found that individuals who receive cash are more likely to opt for immediate gratification, leading to lower savings rates. Activating a mindset focused on long-term goals can increase patience and tolerance for parting with cash.
A study by Society for Consumer Psychology found that hiding information about consumption choices increases sense of connection. Researchers conducted experiments where participants were asked to keep their brand choices secret, revealing that secrecy intensified self-brand connections and increased loyalty.
Researchers found that vice foods with hero labels were more compelling than the same foods shown with villain labels, while healthy foods benefited from villainous labels. In a real-world experiment, consumers were willing to pay more for bottled water and cheese curds when labeled as 'villainous' rather than 'heroic'.
Researchers discovered that couples who pool their finances favor utilitarian purchases that are easier to justify. Individuals using joint bank accounts spent significantly less on hedonic purchases and more on utilitarian products than those spending from separate accounts. This strategy may help people spend money more responsibly.
A new study suggests that romantic crushes can evoke a desire for increasing variety in purchases, as people seek to reassert control. The findings have implications for marketers, who could target those with a crush with promotional campaigns involving high variety options.
A study by the Society for Consumer Psychology reveals that people generally assume silent group members share their own opinions, even when outnumbered. This 'mirror effect' could lead leaders to misinterpret group consensus and quiet individuals to inaccurately agree with dominant views.
A study found that sales employees recommend rounded watches and perfume bottles when they appear obese, and suggest more angular products when they are thin. The researchers also discovered that the level of friendliness drives the propensity to recommend round products.
A new study found that listing calorie information on restaurant menus can lead to a significant decrease in the number of calories ordered. Participants who saw calorie counts listed first ordered food with an average of 24 percent fewer calories than those who saw them listed elsewhere.
Researchers found that people with general goals reported more happiness over time, especially six weeks after the initial experience. This approach may be beneficial for experiences like material purchases or vacations, leading to a longer-lasting positive emotional imprint.
Holistic thinking patterns can make consumers more susceptible to advertisements for unhealthy foods. In experiments, holistic thinkers showed increased cravings and desire to buy unhealthy food options when viewed with context. Researchers hope their findings can inform strategies to help countries battling obesity epidemics.
A study by Sina Esteky found that people at higher elevations are more willing to take financial risks and engage in sensory risks. This effect is subconscious and disappears when participants are informed or unable to see their floor level.
A study by Caleb Warren and colleagues found that participants rated smiling models as cooler than inexpressive models in print advertisements. The exception was competitive situations where an inexpressive athlete was rated more cool and dominant.
A study suggests that online social networks can help individuals with social anxiety reach out to others without feeling overwhelmed. Participants who felt socially apprehensive were more likely to use microblogging as a means of communication.
Research suggests that actively disagreeing with statements can lead to reduced bias. By prompting people to question their assumptions, individuals become more skeptical of their initial preferences. This counter-arguing mindset is essential for creating a healthier perspective.
Research by Jaehoon Lee suggests that lower class individuals are more likely to assume food will be less delicious due to poor service, while higher class people do not typically make this assumption. This holistic view of life creates a 'carryover effect', leading to negative judgments about other aspects of the consumer experience.
A study published in the Journal of Consumer Psychology found that consumers are more likely to engage in dishonest behavior, such as shoplifting or piracy, if they perceive a company as harming the environment or people. This effect occurs even when consumers have not personally had a bad experience with the company.
A new study found that mothers are more likely to spend money on their daughters while fathers prioritize their sons. This gender-based bias affects decision-making across various aspects of life, including charitable giving, college savings, and politics.
A study published in the Journal of Consumer Psychology found that individuals with a flexible mindset are less inclined to make assumptions about someone's character based on brand choice. In contrast, those with a fixed mindset tend to believe that behavior is consistent over time and across situations.
A study by Carnegie Mellon University researchers found that gift givers tend to choose superficial gifts over sentimental ones, even when recipients prefer sentimentally valuable gifts. The study suggests that givers view sentimental gifts as uncertain in their impact, but view preference-matching gifts as a sure single.
A study found that emotional messages are more effective in motivating people to pursue social activities again, especially for those who feel socially excluded. Emotional appeals can help counteract the cycle of rejection and isolation, making it easier for individuals to take care of themselves.
Researchers found that people who are aware of a product's price tend to evaluate the experience more critically, resulting in decreased satisfaction. For consumers, avoiding price focus can prolong enjoyment, while for marketers, separating price from experience may prevent consumer burnout and increase purchasing loyalty.
Researchers discovered that motivation shifts from promotion to prevention as people make progress toward their goals. This shift can be leveraged to improve goal-attainment by focusing on avoidance strategies rather than positive aspects.
Researchers found that feelings of jealousy increase the desire for products that will attract someone's attention. Participants who were experiencing jealousy opted to buy eye-catching products even in public, indicating a strong motivation to regain their partner's focus.
A study by researchers found that people in low relationship power situations vent their frustrations through buying opposite-brand products, such as switching from Diet Coke to Pepsi. This behavior is more effective than doing nothing or expressing frustration openly.
Researchers analyzed data from 73 studies to find that children of authoritative parents exhibited better outcomes in interacting with the world, including healthier food choices and safer decision-making. They also provided valuable opinions on family consumption decisions.
A global mindset is associated with optimistic goals, such as personal growth and advancement, whereas a local mindset focuses on stability and prevention. Researchers found that individuals with a global identity scored higher in signal detection tasks and preferred positive advertisements.
A new study suggests that drinking cold water can reduce feelings of shame and regret by regulating emotions and temperature. Researchers found that people in warm environments tend to feel more regret after making mistakes, but consuming cold drinks or being exposed to cold temperatures can help alleviate these emotions.
A new study found that people with high sensation-seeking personalities are more likely to engage in prank behavior when encountering the color red. This contradicts previous research suggesting that red leads to compliant behavior. The findings have implications for health campaigns, such as anti-smoking and safe sex initiatives.
A study published in the Journal of Consumer Psychology found that eating the same food as a companion increases sense of closeness and trust. This strategy can be applied to various social situations, such as first dates or business negotiations, and may even influence marketing effectiveness.
A recent study found that individuals with neurotic personalities thrive in urban environments, while those who are less neurotic benefit from natural settings. The research suggests a correlation between environment and self-control, which could have implications for health outcomes and consumer behavior.
A study by Temple University researchers discovered that people who waited longer or traveled farther before writing a review gave more favorable evaluations. This suggests that businesses can improve online ratings by asking out-of-town customers to review, and companies may want to reconsider their immediate feedback strategies.