Consumer Behavior
-
Make it a Large? Soft Drinks, Any Size, Same Price
Vanderbilt Business consumer behavior expert Kelly Haws explains the effects of the "Any Size, Same Price” strategies on soft drink consumption. Read MoreJul 6, 2023
-
How Written Product Reviews Influence Consumer Impressions of Star Ratings
New research from Hallie Cho investigates the relationship between quantitative star ratings, qualitative text reviews, and product demand. Read MoreMar 16, 2023
-
Can a Product be Too Pretty to Use?
Vanderbilt consumer behavior expert, Freeman Wu, explains how enhanced product aesthetics impact consumption. Read MoreMar 9, 2023
-
Nostalgia Can Ruin Consumers’ Appetite for Automated Products. How Should Marketers Respond?
Steve Hoeffler, professor of marketing, explores ways that marketers may combat negative associations of automated products. Read MoreNov 10, 2022
-
How carbon labels can aid in the fight against climate change
Research shows that carbon labels can be effective in changing corporate as well as consumer behavior, as corporations adjust their carbon footprint with the dual goals of increased efficiency and improved reputation. Read MoreJan 27, 2022
-
Finding the right emotional ‘match’ makes for better business relationships
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 MoreSep 2, 2020
-
‘You don’t blow your diet on Twinkies’: Why consumers seek to maximize goal violations
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 MoreAug 2, 2018
-
Consumer decisions influenced by parenting stereotypes, even among non-parents
New research from Vanderbilt University Marketing Professor Kelly Haws explains how “caretaker” and “breadwinner” roles affect consumer decision-making. Read MoreJun 6, 2018
-
Study: Consumers will covet control after terrorism strikes
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 MoreSep 10, 2015