Personal Choice
Justification Mindset: How Hedonic Versus Utilitarian Purchase Influences Subsequent Choice
Consumers make both hedonic and utilitarian choices. Generally, hedonic choices are guided by pleasure-seeking goals and are more pleasurable than utilitarian ones, which are often guided by Read More »
Anticipated Sharing And Preference For Hedonic Products
Consumption situations in which people share products with others are common (Belk 2010). For example, people may share an appetizer at dinner with a friend or share household items with a roommate. Read More »
Author: Peggy J. Liu, Gavan J. Fitzsimons, James R. Bettman
Contributor: eb™ Research Team
Sex Hormones & Economic Decisions: The Effect Of Testosterone On Financial Risk Depends On Social
Does testosterone influence risky decisions in economic and social domains? There has been recent speculation in the media that testosterone drives risky decisions, and that the Great Recession Read More »
Author: Steven J. Stanton, O’Dhaniel Mullette-Gillman, Crystal Reeck, Kevin S. LaBar, Scott A. Huettel, Charlotte Mabe
Contributor: eb™ Research Team
Playing The Field: The Effect Of Fertility On Women’s Desire For Variety
While considerable past research has examined variety seeking in consumer choice (e.g., Kahn 1995), the current research is the first to examine whether women’s desire for variety is influenced by Read More »
When A Picture Is Worth Less Than A Thousand Words
The use of technology, and particularly social media, has be come exceedingly common, especially among young adult consumers. Consumers multitask; check Facebook while in meetings, tweet while Read More »
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