CONSUMER BEHAVIOR

Current Projects

BRANDS AND COGNITIVE STYLES

Brands are multifaceted and possess more than one dimension. We investigate which cognitive styles are able to deal with the complexity of brands in today’s world.

COLOR DARKNESS AS A STATUS SIGNAL

This project studies the conditions under which darkness of a color can signal status, even when it is not connected with higher costs.

EXAMINING THE IMPACT OF DIGITAL MARKETING ON MARKET EXPANSION AND FIRM GROWTH IN KENYA

This research addresses the critical question of how to effectively spur business growth among small-scale entrepreneurs in emerging markets. We investigate, using a randomized controlled trial (RCT), whether and how a digital vs. non-digital business skills intervention improves business and entrepreneurial growth.

NOT JUST FOR YOUR HEALTH ALONE: REGULAR PHYSICAL ACTIVITY IMPROVES DECISION MAKING IN UNRELATED DECISION DOMAINS

This project investigates regular physical activity and decision makers’ ability to rely on relevant versus irrelevant information. Past research has shown that when faced with irrelevant product information, consumers often find it difficult to ignore the irrelevant information. In contrast, the results of this research show that regular physical activity aids people’s ability to focus on goal-relevant information and ignore irrelevant distractors in product judgments.

MOOD EFFECTS ON MOTIVATION FOR DIFFERENT TYPES OF GOALS

Mood is frequently seen as the outcome of successful or unsuccessful goal pursuit. In this project we study how current mood can impact motivation for maintenance versus attainment goals, even when its onset is unrelated to these goals.

MORTALITY SALIENCE EFFECTS ON BRAND PREFERENCE

Today more than ever, consumers are bombarded with information that makes the notion of their own death salient. This research studies how mortality salience influence preferences for different types of brands.

PSYCHOLOGICAL PRESSURE EFFECTS ON PREFERENCES OF UNIQUE PRODUCTS

Frequently consumers purchase products under some pressure stemming from time or scarcity constraints. This project studies how this pressure impacts preferences for products that offer uniqueness for different periods of time.

SOCIAL INFLUENCE AND PERSUASION

Drawing on the endowment effect that indicates that ownership indeed affects the liking of a product, people will value their thoughts more if those thoughts are perceived as belonging to themselves rather than someone else. Therefore, they will use their thoughts more to create their judgments when selling (rather than buying) ideas.

SOCIAL MARKETING AND MEDIA CONSUMPTION

The successful impact of marketing campaigns often depends on the extent to which advertising messages are effective in changing attitudes and behaviors over time. We have applied a persuasion model (Elaboration Likelihood Model) to understand when a marketing campaign is more likely to produce the intended effects with regard to messages advocating vegetable consumption.

SPILLOVER EFFECTS OF CATEGORIZATION TENSION ON IDENTITY-RELATED CONSUMPTION

This research project examines the novel concept of categorization tension – a feeling of discomfort when being unable to assign an object or person to a specific category. We investigate whether such difficulty in categorization results in subsequent spillover effects on identity-related consumption.

THE EFFECT OF PHYSICAL ACTIVITY ON DESIRABILITY AND FEASIBILITY CONSIDERATIONS IN CONSUMER TRADE-OFFS

This research investigates the effect of a single bout of physical activity on unrelated consumer trade-offs. Our findings indicate that a single bout of physical activity leads consumers to focus less on desirability, and consider feasibility more in choices that require trade-offs between them.

TALK TO ME (BUT THE RIGHT WAY): OPTIMIZING A FITNESS CHATBOT WITH BEHAVIORAL INSIGHTS

We are evaluating the impact of different communication strategies – based on behavioral insights – of an AI-based digital fitness coach to improve healthy behavior (physical activity) and user engagement.

WHAT COPING STRATEGY TO USE WHEN? UNDERSTANDING THE INTERPLAY OF DEPRIVATION AND INDIVIDUAL COPING MECHANISMS TO IMPROVE RESILIENCE IN UNDERPRIVILEGED CHILDREN IN INDIA

We are investigating the interplay between the experienced deprivation context and individual coping mechanisms. Specifically, we explore how different types of experienced deprivation (e.g., food vs. shelter vs. money) affect the efficacy of children’s coping strategies in a sample of underprivileged children in India.

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