Generational Status As A Boundary Condition For Minority Targeting Strategies
In recent decades, many countries have witnessed a rapid increase of ethnic and cultural diversity within their population and understanding minority consumers has become a priority for marketers. Read More »
Author: Anne-Sophie I. Lenoir, Stefano Puntoni, Americus Reed II
Contributor: eb™ Research Team
Variety Promotes Flexibility: The Effect Of Exposure To High Variety On New Product Evaluations
Variety is an important attribute that impacts consumer preferences in the marketplace. This research contributes to the literature by examining the subtle effect of exposure to high variety on Read More »
Can Sensory Stimulation Decrease Rumination? An Exploration Of The Influence Of Senses On Repeated
Struggling to assemble an Ikea product, failing to make a purchase on a website, seeing a recently bought product break down, sitting in the waiting room at the doctor’s office, waiting at the Read More »
Consumer Responses To Simultaneous Changes In Price And Quantity: Do Direction And Magnitude
Consumers are generally sensitive and averse to price increases but in order to maintain profitability, it may be unavoidable for a firm to increase prices of its products, for example due to Read More »
Transmedia Consumption Experiences (TCE): Patching As A Narrative Consumption Practice
Consuming media narratives has been an interest of socio-cultural branding, consumer culture theory, and literary theory scholars (e.g., Brown 2005; Brown, Kozinets, and Sherry 2003, Scott 1994). Read More »
Author: Behice Ece Ilhan, Robert V. Kozinets, Cele C. Otnes
Contributor: eb™ Research Team
Feel Sorry For The Cake In Trash? The Effect Of Food Types On Consumers’ Food Waste Perceptions
Over 30% of all the food produced in the US is wasted (US EPA 2010). The average US household generates food waste that costs up to $2,275 annually (Bloom 2011). Food waste presents a significant Read More »
The Moderating Role Of Self In The Persuasiveness Of Visual Perspective
The effectiveness of visual communication depends on its stylistic properties (e.g., camera angle, orientation of an object, and visual perspective) (Yang et al. 2010). In this project, we will focus Read More »
The Hedonic-Shift For Freebies: How Preference For Hedonic Options Is Disproportionately Enhanced
Perhaps more than ever before, consumers are increasingly spending more and more of their time in consumptions that are completely free - think Facebook, Google, Wikipedia, etc. An important Read More »
I Run To Be Fit, You Run For Fame: Context Effects Affecting Self-Positivity In Judgments On
Many human judgments are comparative in nature (Mussweiler 2003). Consumers have been shown to judge themselves more positively (or less negatively) than others: a bias called self-positivity Read More »
Time For The Sad And Money For The Happy? The Role Of Social Approach On Consumer Willingness To
We propose that while past research has generally suggested that communals (vs. agentics) help more (Utz 2004), this will depend on the resource being sought (i.e., time vs. money; e.g., MacDonnell Read More »