JCR publishes papers of the highest quality on topics in consumer research. Editors: Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen, and Stacy Wood.
Is Valentine’s Day on your mind? Or on your heart? Here are some fascinating JCR research findings on how and why we give gifts!
Givers Aren’t Maximizing Recipient Happiness Like They Think
Experiential Gifts Build Stronger Relationships than Material Gifts
Social Distance and Gift-Giving
The Downside of Choosing Gifts for Lots of Others
How Gift-cards Change Shopping Behavior
The Anthropology of Gift-Giving
Why Gift-Giving Makes Us Anxious
Although brands have long been carriers of national identity, can brands actually shape or create a popular sense of who ‘we’ are?
Interested in what consumer research says about the quirks of making and following through on New Year’s Resolutions?
Expertise can undermine emotional reactions. But that doesn’t have to be the case.