Vlad Dovijarov, Author at Journal of Consumer Research

What value do consumers place on avoiding excess and choosing compromise?

In our April issue, @AimeeDrolet, @MaryFrancesLuce, Li Jiang, @BenjaminRossi19, and Reid Hastie develop a scale that measures consumers' preference for moderation.

https://doi.org/10.1093/jcr/ucaa042

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Markus Giesler@DrGiesler·

15 Apr

How do consumers whose identities have been devalued set out to contest this devaluation without becoming activists? @JCRNEWS authors Andre Maciel and Melanie Wallendorf conducted an ethnography of knitting to find out https://consumerresearcher.com/identity-politics

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