New Research
New research from the Journal of Consumer Research.
The Zero Bias in Target Retirement Fund Choice
Abstract Using a sample of individuals who hold target retirement funds (TRFs), we examine how people use arithmetic to estimate
Read MoreThe Effect of Categorization on Goal Progress Perceptions and Motivation
Abstract Consumers monitor their goal progress to know how much effort they need to invest to achieve their goals. However,
Read MoreShould I Touch the Customer? Rethinking Interpersonal Touch Effects from the Perspective of the Touch Initiator
Abstract Previous research has highlighted the effects of receiving interpersonal touch on persuasion. In contrast, we examine initiating touch. Individuals
Read MoreThe Small Predicts Large Effect in Crowdfunding
Abstract Entrepreneurs are increasingly relying on online crowdfunding—the use of online platforms to raise money from a large number of
Read MoreMake It Hot? How Food Temperature (Mis)Guides Product Judgments
Abstract Despite being a basic food property, food temperature has been largely neglected by consumer research thus far. This research
Read MoreSystem 1 Is Not Scope Insensitive: A New, Dual-Process Account of Subjective Value
Abstract Companies can create value by differentiating their products and services along quantitative attributes. Existing research suggests that consumers’ tendency
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