When responsibility is a matter of affect – something that we feel.
How do brand leaders such as Vogue’s Anna Wintour or Tesla’s Elon Musk induce awe and inspiration among millions of consumers?
How do consumers whose identities have been devalued set out to contest this devaluation without becoming activists?
Authors and author teams from the Journal of Consumer Research April issue.
Platforms can strengthen a person’s abilities, rights, or authority to fulfill their objectives as a marketplace actor.
How do consumer movements continue even when their underpinning ideology becomes a threat?
Does typography influence consumers’ interpretations of brand logos? Do these interpretations differ between cultures?
A successful persuasion attempt is most likely to result from vocal tones denoting (1) focus, (2) low stress, and (3) stable emotions.
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How do marketplace objects and their properties facilitate market legitimacy?