Research in marketing often begins with two assumptions: that consumers are able to
choose among desirable products, and that they have sufficient resources to buy them …

One reason people engage in prosocial behavior is to reap the reputational benefits
associated with being seen as generous. Yet, there isn't a direct connection between doing …

Subjective perceptions of inequality can substantially influence policy attitudes, public health
metrics, and societal well‐being, but the lack of consensus in the scientific community on …

When does product scarcity create lasting value for consumers and firms? We propose a
framework overlaying the dimensions of demand-driven versus supply-driven scarcity and …

Many products and services are designed to make caregiving easier, from premade meals
for feeding families to robo-cribs that automatically rock babies to sleep. Yet, using these …

As digitalization increases, retail firms must invest in online and mobile commerce to attract
customers to their website or mobile store. Since the type of device used to access …

Consumer research is uniquely positioned and equipped to develop a deeper
understanding of the role of economic inequality in consumers' lives. We propose a three …

Prosocial acts typically take the form of time-or money-donations. Do third-parties differ in
how they evaluate these different kinds of donations? Here, we show that people view time …

Consumer psychology refers to how people think and act within an economic role in market
exchange. However, we know little about how consumers actually perceive these roles, or …

People hold strong moral objections to commercial bodily markets—the buying and selling
of the human body and its components (eg, prostitution; commercial surrogacy; trade of …