GenAI and Consumer Research: Are We the Last Generation of Human Consumer Researchers? Bernard Schmitt • 2025
Ideation with Generative AI—in Consumer Research and Beyond Stefano Puntoni , Julian De Freitas et al. • 2025
Improving Our Scientific Understanding of Consumer Behavior G.M. Eckhardt , Margaret G. Meloy et al. • 2025
When Diversity Backfires: The Asymmetric Role of Multicultural Diversity on Brand Perception A. Reed , M. Hamilton et al. • 2025
The Beneficent and Maleficent Effects of Simplification on Retirement Savings Dilip Soman , A. M. Shah et al. • 2025
Consumers Prefer Products That Work Using Directionally Consistent Causal Chains Abigail B. Sussman , Soaham Bharti • 2025
Consumer Moral Decision Making: The Impact of Alignable Versus Nonalignable Differences J. Kim , J. Park et al. • 2025
The Contrast Pressures on Consumer-Level Food Waste During a Pandemic: The Impact of Infection Salience Versus Lockdown Salience H. Gao • 2025
How Low Socioeconomic Status Hinders Organ Donation: An Extended Self Account Chiraag Mittal , Yan Vieites • 2025
Hitting the Target but Missing the Point: How Donors Use Cost Information J. Lewis , Deborah A. Small • 2025
Diversity Representations in Advertising: Enhancing Variety Perceptions and Brand Outcomes S. Kim , S. Choi et al. • 2025
Gendered Consumer Responsibilization: The Constitution of Menopausal Women as Responsible Feminine Consumer Subjects Bige Saatcioglu , Özlem Sandikci et al. • 2025
Moralizing Everyday Consumption: The Case of Self-Care Ela Veresiu , Rachel E Hochstein et al. • 2025
People Believe If 90% Prefer A over B, A Must Be Much Better than B. Are They Wrong? Joachim Vosgerau , Graham Overton et al. • 2025
Brand Teasing: How Brands Build Strong Relationships by Making Fun of Their Consumers Gavan J. Fitzsimons , Demi Oba et al. • 2025
Serving with a Smile on Airbnb: Analyzing the Economic Returns and Behavioral Underpinnings of the Host's Smile Sam Zhang , X. Zhang et al. • 2025
He Loves the One He Has Invested In: The Effects of Mating Cues on Men's and Women's Sunk Cost Bias H. Sun , Z. Guo et al. • 2025