Consumer Behavior

Vanderbilt Business consumer behavior expert Kelly Haws explains the effects of the "Any Size, Same Price” strategies on soft drink consumption. Read More

Vanderbilt consumer behavior expert, Freeman Wu, explains how enhanced product aesthetics impact consumption. Read More

Steve Hoeffler, professor of marketing, explores ways that marketers may combat negative associations of automated products. Read More

When it comes to creating successful business interactions, exchanges between buyers and sellers with similar emotional abilities may lead to more lucrative outcomes than an animated or ambitious employee alone. Read More

When consumers contemplate violating a personal goal (i.e., cheating on a diet, overspending on a budget), they often seek to make the most of that violation by choosing the most extreme option, according to new research from Kelly Goldsmith. Read More

New research from Vanderbilt University Marketing Professor Kelly Haws explains how “caretaker” and “breadwinner” roles affect consumer decision-making. Read More

If terror strikes increase in the United States, some consumers will keep buying as they always have, but others will withdraw from certain markets to minimize their risk. “The key issue we’ve identified is, ‘Do you feel like you can control the odds of becoming a victim, should a terrorist attack occur?’” said Steven S. Posavac. Read More