How Consumers Read and Memorize a Price
Researchers in Marketing Gilles Laurent of ESSEC Business School and Marc Vanhuele of HEC Paris study how consumers read and assimilate prices while shopping. Their novel theory refutes the intuitive hypothesis made by previous research in consumer behavior that prices are read from left to right, and has implications for policy regulations, to prevent misleading consumers in their purchase decisions.
Nudging Luxury Consumers to Contribute to Charity
Many luxury brands have engaged in corporate social responsibility by linking products to a charitable cause. But altruism is at odds with the materialistic motivations to purchase fancy watches or handbags. So how do luxury brands overcome the paradox and get their clients to engage in charitable giving? Find out in this new study by HEC Paris Marketing Professor L. J. Shrum and PhD Sukhyun Kim, and Kiwan Park of Seoul National University.
How Do Algorithmic Recommendations Lead Consumers to Make Online Purchases?
Many E-commerce sites such as Amazon, YouTube, and Netflix, but also online advertisers, use recommender systems. Recommender systems are algorithms that, based on data sets, recommend to users contents and products that match their preferences. In this interview, Xitong Li of HEC Paris, Associate Professor of Information Systems and a Hi! PARIS center’s research fellowship holder, reveals new research, a joint work with two German researchers, and explains how recommender systems induce consumers to buy.
Buying: The Effect on Self-Worth Feelings and Consumer Well-Being
Consuming can boost self-worth feelings, but might adversely impact consumer well-being. Our new research published in Journal of Consumer Research shows that consumption of certain products can restore feelings of self-worth that have been damaged for whatever reason. However, this boost or restoration effect is diminished by overt marketing tactics like slogans or taglines that make products’ link to the hurt self-identity aspect overly explicit.