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University of Chicago Press Journals


Now or later? Consumer product evaluation depends on purchase timing

A new study finds that consumers evaluate products differently based on the timing of their purchase. When considering future use, desirability is a primary factor, while feasibility takes precedence for immediate use. Reevaluating a product later can also influence judgments, with future-considered products being viewed more favorably.

SourceUniversity of Chicago Press Journals·JournalJournal of Consumer Research·DateMay 12, 2009

Study: Lizards bask for more than warmth

Researchers found that chameleons alter their sunbathing behavior in response to their dietary vitamin D intake, regulating UV exposure to maintain optimal levels. The study showed remarkable accuracy in the chameleons' ability to gauge and adjust their UV exposure based on internal vitamin D levels.

SourceUniversity of Chicago Press Journals·JournalPhysiological and Biochemical Zoology·DateApr 20, 2009

Fei-Chang or Pepsi Cola? What makes consumers choose local brands over global ones?

A new study in the Journal of Consumer Research examines why some consumers prefer local products, such as Fei-Chang Cola, while others favor global brands like Pepsi Cola. The research reveals that intrinsic mindsets and desires for distinctiveness vs. similarity play a crucial role in shaping consumer preferences.

SourceUniversity of Chicago Press Journals·JournalJournal of Consumer Research·DateMar 31, 2009

Full disclosure: People will make healthier choices if restaurants provide nutritional data

A new study examines how restaurants providing nutritional data influences consumer food choices and reveals that this practice can help people make healthier decisions. The research shows that when consumers' expectations are not met, providing nutrition information increases the perceived likelihood of weight gain and heart disease.

SourceUniversity of Chicago Press Journals·JournalJournal of Consumer Research·DateMar 31, 2009