Journal of Consumer Research, Vol. 45, No. 4 (DECEMBER 2018), pp. 710-724 (15 pages) The present research examines how hedonic and utilitarian purchase motivations influence consumers’ perceptions of ...

Video advertisements often show actors and influence agents consuming and enjoying products in slow motion. By prolonging depictions of influence agents' consumption utility, slow motion ...

De Freitas, Julian, G. Nave, and Stefano Puntoni. "Ideation with Generative AI—In Consumer Research and Beyond." Journal of Consumer Research 51, no. 1 (June 2025): 18–31.

When it comes to modern marketing, consumer research provides marketers with the insights needed to keep up with the ever-evolving preferences and behaviors of their audience. Consumer research ...

Credence goods are services for which consumers find it challenging to assess quality, even post-consumption. In these markets, experts possess superior information, creating a potential for fraud, ...

How consumer trust in AI marketing is shaped by culture, transparency, and emotion, and what brands need to get right in different markets. This edited excerpt is from Ethical AI in Marketing by ...

“CERTAINLY, HERE is a possible introduction for your topic...” began a recent article in Surfaces and Interfaces, a scientific journal. Attentive readers might have wondered who exactly that bizarre ...

The American Marketing Association is pleased to announce the selection of Jan-Benedict E.M. Steenkamp as the next Editor in Chief of the Journal of Marketing. His three-year term formally begins on ...