Consumer Psychology

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

New research finds consumers may be just as willing to supersize healthy food as they are fast food if they feel they’re getting a deal. Read More

Marketing narratives are more likely to trigger a positive response when following the storyline requires some mental work, according to recent research by Jennifer Escalas and Jesper Nielsen and published in the Journal of Consumer Psychology. Read More