Unexpected Benefit Framing: Impact Of Framing A Benefit As Unexpected On Product Desire
Companies commonly perform pre-launch product testing. During such product testing, brands could learn that the product can deliver originally unintended benefits. We explore how brands should frame Read More »
Author: Monica Wadhwa, JeeHye (Christine) Kim, Amitava Chattopadhyay, Wenbo Wang
Contributor: eb™ Research Team
Small But Sincere: The Impact Of Firm Size And Gratitude On The Effectiveness Of Cause-Marketing
Companies are increasingly forced to respond to various morality concerns of consumers and stakeholders to “do good” and behave ethically. Our study focuses on a specific strategy to do good, Read More »
Social Class And Prosocial Behaviors
Consumer researchers have long been interested in the association between social class and consumer preferences or “tastes” (Henry and Caldwell 2018; Martineau 1958). They have also shown Read More »
Author: Yan Vieites, Rafael Goldszmidt, Eduardo B. Andrade
Contributor: eb™ Research Team
Nostalgiacising: A Performative Theory Of Nostalgic Consumption
Nostalgia—commonly conceptualized as a longing for the past—plays an important role in shaping contemporary consumer behavior and market offerings (e.g., Belk, Ger, and Askegaard 2003; Brown, Read More »
Author: Ela Veresiu, Thomas Derek Robinson, Ana Babić Rosario
Contributor: eb™ Research Team
Cohesion Or Coercion? Why Coordinated Behavior Backfires In Marketing Contexts
Consumers often see brands and other organizations in the marketplace engaging in various actions. Moreover, subordinate representatives of an overarching organization (e.g., sub-brands, product Read More »
