A study based on an exhaustive review of the research related to personalized marketing—marketing that is tailored to the interests or personalities of consumers—dissects the psychological and contextual factors that impacts how consumers react to personalized matching, including whether the marketing is more or less persuasive. In addition to individual personality traits or interests, marketing […]
Read More… from Why Personalized Marketing Succeeds or Backfires
Some people have a greater desire for control than others. Specifically, they need to feel that they have control over their surrounding environment — that they are in control of producing the results they want to produce. Previous studies have shown that desire for control can guide certain consumer choices, such as a preference for […]
Read More… from Consumers Reject New Products To Stay In Control
Many consumers find it more difficult to justify buying frivolous, hedonic purchases — in other words, purchases from fine chocolates and DVDs to vacations that are motivated by fun and are often frivolous or luxurious — than to spend money on utilitarian purchases, such as food or gas. New research from Columbia University and Tsinghua […]
Read More… from Why Promotions Work Better for Luxury and Hedonic Purchases
Some researchers argue that consumers form a relationship with brands that in many ways mirror social relationships. Pankaj Aggarwal, a marketing professor at the Rotman School of Management, and Richard P. Larrick, a professor of management at Duke University’s Fuqua School of Business, bolster that research with studies that focus on the issue of fairness. […]
Read More… from Consumers/Brand Relationships and Fair Treatment
