thought1 Archives - Journal of Consumer Research

Fewer Contributions, Please!

5 February 202123 February 2021 Bernd Schmitt 1023 Views thought1

What’s your one BIG contribution that might change the world 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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