Consumers less likely to purchase something if they think it has been changed with the specific purpose of helping the environment
Consumers will respond positively if a company changes its products to make them "greener," right? Not necessarily, a new study in the Journal of Consumer Research finds.
No good deed goes unpunished, at least if that deed is a company making a product eco-friendly.
And more surprising insights from the social sciences
How much would someone pay for a pair of underwear worn by Justin Bieber ? By Abraham Lincoln ? Miley Cyrus ? Eleanor Roosevelt ? Science has finally provided an answer, which is: It depends.
Authenticity is contagious, according to a new study published in the June 2014 issue of the Journal of Marketing Research.
Addiction can be a difficult thing to see. From outward appearances, Dr. Zoe Chance looked fine. A professor at the Yale School of Management with a doctorate from Harvard, Chance’s pedigree made what she revealed in front of a crowded TEDx audience all the more shocking. “I’m coming clean today telling this story for the very first time in its raw ugly detail,” she said. “In March of 2012 … I purchased a device that would slowly begin to ruin my life.”
The modern high street can give an overwhelming sense of déjà vu. Fans trundling to the football stadium of Tottenham Hotspur, a team from north London, pass six William Hill bookmakers on the main approach. Tourists traipsing along a half-mile stretch of 23rd Street in New York pass five Starbucks outlets. In Tokyo, 7-Eleven boasts 15 stores within a similar distance of Shinjuku station. The crush of chain stores frustrates those who like one-off boutiques. Economists fret for another reason: firms may be cramming markets in order to keep rivals out.
Remind potential donors of the luxuries they could purchase instead—and watch donations rise
Hidden persuaders influence what products are bought and how customers rate the shopping experience. They include aromas that increase spending, music that boosts profits, colors that enhance sales, and font choices that can make or break a purchase. But how do they work? And how you can make them work for you?