Why do some consumers make choices based on their feelings instead of rational assessments? According to a new study in the Journal of Consumer Research, consumers who consider themselves independent ...

A study showed that certain tactics, like offering to match a competitor’s low prices, received the most positive reactions from participants. By Zach Schonbrun New research finds that spending cash ...

Compared to what they would pay themselves, most consumers overestimate what others are willing to pay for products, according to a new study in the Journal of Consumer Research. And that holds true ...

Founded in 1974, the Journal of Consumer Research publishes scholarly research that describes and explains consumer behavior. Empirical, theoretical, and methodological articles spanning fields such ...

Michal Ann Strahilevitz is an Associate Professor of Marketing at Saint Mary's College of California. Michal earned her Ph.D. in marketing from the University of California at Berkeley. Her research ...

A Series of Q&A interviews with consumer behavior thought leaders: Professor Jonah Berger, Marketing Professor, The Wharton School and author of Contagious: Why Things Catch On. Bruce Rogers: Tell us ...

We identify and present original analyses of four methodological issues related to using Survey of Consumer Finances data sets and illustrate these issues with recent articles published in this ...

Bertini, Marco, Elie Ofek, and Dan Ariely. "The Impact of Add-On Features on Consumer Product Evaluations." Journal of Consumer Research 36, no. 1 (June 2009): 17–28.

Dr. Rucker holds the Sandy & Morton Goldman Professorship of Entrepreneurial Studies in Marketing. His research focuses broadly on social rank, compensatory consumption, persuasion, and consumer ...

A new report from ConsumerAffairs and the Journal of Consumer Research shows that Nevada has moved into the top 10 states ...

Brightseed’s 2025 Bioactivist Consumer Research reveals that 45% of U.S. adults are now proactive, health-conscious “Bioactivists,” up from 27% in 2022. This mainstream, high-purchasing power segment ...