If you're trying to sell a new brand of cereal, teaming up with Kellogg's or General Mills would seem like a really great idea. However, a new study in the Journal of Consumer Research shows that partnering with established brands may not always benefit new brands.
Next time you look up at a higher shelf in a store or down at your phone when making a purchase, think about how the direction you are looking could influence your decision. According to a new study in the Journal of Consumer Research, consumers choose different products when looking up versus down.
Popular TV shows can rapidly lose much of their audience. According to a new study in the Journal of Consumer Research, the most devoted fans of popular TV shows could actually be contributing to their decline.
Can uncertainty motivate people to work harder? According to a new study in the Journal of Consumer Research, people will often put in more effort to obtain uncertain rewards.
A sociologist traces systemic bias in favor of male-led businesses to stereotypical beliefs about entrepreneurs.
In an age where digital media is constantly changing, public relations practitioners and business professionals still see the benefits of traditional media coverage, according to a recent Public Relations Journal study. 'We have this intuitive idea that getting our messages covered by the news media makes those messages more credible than when we put them out there ourselves,' said the University of Georgia's Lynne Sallot. 'Everyone believes this, but it's been difficult to prove it.'
Big name brands in the United States and Western Europe face a serious and growing threat from successful store brands. A new study in the Journal of International Marketing explains why store brands have taken some countries by storm while leaving other countries relatively untouched.
Free trials are wildly popular, but customers attracted with these promotions behave very differently from standard customers, according to a new study in the Journal of Marketing Research.
Seventy-five percent of movies earn a net loss during their run in theaters. A new study in the Journal of Marketing Research finds that brain activity visible through EEG measures may be a much cheaper and more accurate way to predict the commercial success of movies.
Salespeople have long believed that by imagining themselves as the customer, they can steer clear of their own personal preferences and make decisions that will appeal to consumers in general. According to a new study in the Journal of Marketing Research, the reality is exactly the opposite.