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Last updated on April 17, 2014 at 9:48 EDT

Latest Journal of Consumer Research Stories

2009-07-21 09:34:47

A well-groomed man gets out of a Mercedes. He's holding a Smartphone and wearing a slick business suit and what appear to be $400 Kenneth Cole shoes. You only catch a glimpse, but you've already drawn conclusions about him. A new study in the Journal of Consumer Research examines children's tendencies to draw conclusions about social roles from the products they see. "Good or bad, we adults have all made similar stereotypes about people, based on the products they own," write authors Lan...

2009-07-21 09:32:52

If a salesperson shares a birthday or a birthplace with you, you're more likely to make a purchase and feel good about it, according to a new study in the Journal of Consumer Research. "This research examines how the fundamental human need to connect with others plays a role in sales encounters," write authors Lan Jiang, JoAndrea Hoegg, Darren W. Dahl (all University of British Columbia, Vancouver, BC), and Amitava Chattopadhyay (INSEAD, Singapore). In one of the studies, a personal trainer...

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2008-04-21 08:53:43

A can of Coke next to the word "awesome"; a can of Pepsi next to a picture of a happy couple. Seem too basic to be effective advertising" Prior research has shown that reported attitudes towards brands are not affected by such simple juxtapositions. However, a new paper in the June 2008 issue of the Journal of Consumer Research examines our implicit opinions "“ and finds that we may actually be more susceptible than we think.Bryan Gibson (Central Michigan University) showed...

2005-07-18 19:39:56

"It is often asserted that a husband's role and worth are identified with his ability to earn a living for his family," write the authors of an article published in the September 2005 issue of the Journal of Consumer Research. However, in American families where wives currently earn more money than their husbands there is not evidence to suggest that they also gain increased decision making authority. "Advocates of resource theory have long suggested that when women make substantial...