The Mystique Of Masculine And Feminine Choices: How Aversive Feelings Underlie Preferences
Research suggests that consumers seek masculine or feminine choices to reinforce their gender identities (Debevec and Iyer 1986; Grohmann 2009). But, is the entire allure of a masculine or a feminine Read More »
The Best Of Both Worlds: Androgyny In Consumer Choice
The marketplace is awash with masculine or feminine brands and products designed to appeal specifically to men or women (Grohmann 2009; Yan 2016). Are such binary appeals truly effective, or might Read More »
Shared Values, Trust, And Consumers’ Deference To Experts
Consumers develop expertise in some areas (Alba and Hutchinson 1987), but are necessarily ignorant in others and must defer to experts. Deference creates a trust problem because others often have Read More »
Author: Samuel G. B. Johnson, David Tuckett, Max Rodrigues
Contributor: eb™ Research Team
When Products Become Autonomous: Drawbacks Of A Perceived Lack Of Control And How To Resolve It
Autonomous products are on the rise. Partly or fully autonomous products fulfill tasks and make decisions in more and more domains, where the consumer has previously executed actions manually. It is Read More »
Does A Blurry Background Make A High Roller? The Effects Of Blurry Versus Sharp Backgrounds On
Blurry backgrounds are now ubiquitous in visual ads and in the design of apps and websites. Various online businesses adopted blurry backgrounds in their commercial webpage with blurry backgrounds Read More »
Attribution Of Authenticity:The Benefits Of Self-Disclosure Of Unfavorable Information
In the 2016 U.S. presidential election, questions of authenticity loomed large (Sergent, 2016; Szalai, 2016; Talbot-Zorn & Marz, 2016; Zimmer, 2016; Zogby, 2016). We suggest that when a person Read More »
The Impact Of Previews On The Enjoyment Of Multicomponent Multimedia Experiences
Previews, ranging from movie trailers to music samplers, commonly preface the consumption of extended multimedia experiences such as movies, television shows, and music. Given the ubiquity of such Read More »
Feeling Bad By Wanting More Or Wanting More By Feeling Bad: The Materialism - Well-Being Cycle
Across the world, holding strong materialistic values is associated with reduced subjective well-being. The common inference is that higher levels of consumer materialism uniformly lead to lower Read More »
Meaningful Numbers: Consumer Response To Verbal Reaffirmation Of Numerical Nutrition Information
Although the types of front-of-package (FOP) nutrition labels that best engage and influence consumers’ product evaluations and decision-making processes are still poorly understood (Newman, Read More »
Author: Steffen Jahn, Till Dannewald, Yasemin Boztug, Monique Breaz
Contributor: eb™ Research Team
The Price Of A Threat: How Social Identity Threat Influences Price Sensitivity
João is a reliable worker in a low-pay but quite stable job. Nonetheless, João is black, uneducated, and lives in a favela. No wonder he is highly sensitive to cues that threaten one or multiple Read More »
Author: Jorge Jacob, Yan Vieites, Eduardo B. Andrade, Rafael Goldszmidt
Contributor: eb™ Research Team