Topic: Consumer Behavior

Illustration of a man walking on a tight wire with a net below Feature / Goal Setting

The Case for Building Wiggle Room into Goals

Aiming high, with some flexibility to trip up along the way, spurs greater success

Person shopping online on a laptop Research Brief / Marketing

Free Shipping: Our Preference to Spend on Ultimate Goals vs. Preliminary Steps

Prerequisites are valued poorly in a series of six experiments

Stack of college textbooks on a shelf Research Brief / Education

Is Anyone Happy about the College Textbook Market?

Buyers find the tomes heavy, costly and too frequently revised, while sellers might like to kill the used book market entirely

Mobile phone using the Yelp app Research Brief / E-commerce

Online Reviews Sway Experiential Purchases Less Than Those of Material Products

Reviews that explicitly talk about objective quality assessments are well received

Censored pricing at a store - Sale Price Research Brief / Pricing

Opaque Pricing: How Sellers Can Gather Data and Boost Revenue

Websites peddle unnamed hotels and even cities; would you pay to omit one from the list?

People in line to buy tickets at a booth Feature / Pricing

Fairness in the Allocation of Scarce Goods and Services

As alternative pricing schemes proliferate, researchers examine beliefs about their fairness

Illustration of a consumer shopping for a car Research Brief / Consumer Behavior

Consumers Habitually Seek the Middle Ground

Unpublished research shows avoiding the extremes is a common approach marketers need to address

Illustration of a comic Research Brief / Behavioral Decision Making

The Surprising Power of Giving Up Choice Control

Abdicating a decision to someone else is viewed as an act of generosity that is handsomely rewarded

Dusty wine bottles on a rack Feature / Behavioral Decision Making

When Delayed Gratification Backfires

A self-imposed quest for a perfect time to enjoy an indulgence often means missing out on actually having a good experience

City street under construction in Dubai Research Brief / Nudges

Are You Nudging Me? Oh, OK, Go Ahead

Research shows individuals aren’t necessarily turned off when they know they are being coaxed toward a specific choice

Female driver looking back to the rear of her car Research Brief / Gender

Economics of Women-Driver Ride Hailing

Other safety measures are easier to implement, but research suggests how female driver pool could be increased

Two people smiling Feature / Retirement Planning

Helping People Make Wise Decisions for Retirement Income

Nudges, long aimed at saving behavior, are needed for people converting a nest egg into income

Marijuana dispensary Feature / Taxes

Setting the Tax Rate on Legal Marijuana: Consumption, State Revenue and the Black Market

Taxes not high enough? An examination of Washington’s experience even suggests state ownership of pot stores might boost the public coffers

Three images of man's profile Feature / Behavioral Decision Making

Advancing the Study of Using Future-Self Images to Alter Behavior

Successful projects suggest a more thorough cataloging of how “vividness” nudges can help us delay gratification

Book cover of The Green Bundle Book Review / Sustainability

How to Make Sustainable Products More Appealing to Consumers

Magali Delmas proposes a “green bundle,” combining environmental good with product traits — quality, healthiness, performance, status — that have always sold

Illustration of a manga cartoon Research Brief / Consumer Behavior

What’s in Your Social Media Feed?

On anime sites, what one’s friends are watching is the most persuasive prompt to engage