Show Me More! Powerlessness Drives Variety Seeking
People play different power roles every day. A stern boss who runs a company may be a docile son in the presence of his parents; a tender wife at home can turn into a tough professor when supervising Read More »
To Trace Is To Trust: From Product Traceability To Brand Trust
As consumers become more conscious of and concerned with the ingredients that constitute their products and how their purchases can impact the environment, they are paying more attention to the Read More »
Perceptions Of Epistemic Vs. Aleatory Uncertainty Affect Stock Investment
The decision to invest in a stock entails uncertainty. Prior work shows that people intuitively distinguish two independent dimensions of uncertainty: (i) “epistemic” uncertainty that is seen as Read More »
Author: Daniel Walters, Gülden Ülkümen, Carsten Erner, David Tannenbaum, Craig R. Fox
Contributor: eb™ Research Team
The Upside Of Incompetence: How Discounting Luxury Affects Retailer Price Image
“Luxury” is typically defined partly by its premium pricing (Bain and Co. 2014; Grossman & Shapiro 1998; Kim & Ko 2010). Theories on luxury management emphasize that consumers draw inferences on Read More »
Unexpected Benefit Framing: Impact Of Framing A Benefit As Unexpected On Product Desire
Companies commonly perform pre-launch product testing. During such product testing, brands could learn that the product can deliver originally unintended benefits. We explore how brands should frame Read More »
Author: Monica Wadhwa, JeeHye (Christine) Kim, Amitava Chattopadhyay, Wenbo Wang
Contributor: eb™ Research Team
Small But Sincere: The Impact Of Firm Size And Gratitude On The Effectiveness Of Cause-Marketing
Companies are increasingly forced to respond to various morality concerns of consumers and stakeholders to “do good” and behave ethically. Our study focuses on a specific strategy to do good, Read More »
Social Class And Prosocial Behaviors
Consumer researchers have long been interested in the association between social class and consumer preferences or “tastes” (Henry and Caldwell 2018; Martineau 1958). They have also shown Read More »
Author: Yan Vieites, Rafael Goldszmidt, Eduardo B. Andrade
Contributor: eb™ Research Team
Nostalgiacising: A Performative Theory Of Nostalgic Consumption
Nostalgia—commonly conceptualized as a longing for the past—plays an important role in shaping contemporary consumer behavior and market offerings (e.g., Belk, Ger, and Askegaard 2003; Brown, Read More »
Author: Ela Veresiu, Thomas Derek Robinson, Ana Babić Rosario
Contributor: eb™ Research Team
Cohesion Or Coercion? Why Coordinated Behavior Backfires In Marketing Contexts
Consumers often see brands and other organizations in the marketplace engaging in various actions. Moreover, subordinate representatives of an overarching organization (e.g., sub-brands, product Read More »
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The Effect Of Fertility On Women’s Word-of-Mouth Behavior
The current research explores whether fertility influences women’s desire to share word-of-mouth (WOM). We propose that women share more WOM near the fertile phase of the ovulatory cycle and do so Read More »
Author: Sevincgul Ulu, Kristina Durante, Jonah Berger, Aekyoung Kim
Contributor: eb™ Research Team