Clicky

Journal of Consumer Research Archives - Ideas for Leaders

Why Buying Green Is Not Considered Ethical if You Are Poor

That low-income purchasers face challenges in the marketplace is no surprise, given that they have less money to spend than other groups. However, low-income buyers face an additional, unexpected challenge: based on their financial circumstances, low-income buyers are judged much more harshly by others for making identical purchases. This is most evident with purchases that […]

Read More… from Why Buying Green Is Not Considered Ethical if You Are Poor

Brand Placement on TV: The Positive Impact of Fast-forwarding

In the real world, brands are rarely seen alone.  Whether on television, radio, or in print, brands are usually surrounded by other brands — numerous advertisements fill the pages of a magazine, or a seemingly endless block of commercials interrupts our favourite TV program. In academic terms, these other brands are called ‘context’ brands, and […]

Read More… from Brand Placement on TV: The Positive Impact of Fast-forwarding

How Price, Time and Functionality Affect Customers’ Choices

Consumers often have a choice between products that are convenient or easy- to-use and products that offer greater functionality but are less convenient. When making a purchase that involves a longer time frame, consumers are likely to choose functionality. They are willing, for example, to take the time to learn the sophisticated software that will let them digitize the […]

Read More… from How Price, Time and Functionality Affect Customers’ Choices

Does Bundling Hurt Sales?

When consumers buy two products bundled together, do they see the value of the bundle as the sum of the two values, or is it even more — do consumers see the value of the bundle as more than the sum of the two parts? According to new research, it’s neither. In fact, bundling an […]

Read More… from Does Bundling Hurt Sales?