Journal Of Consumer Research

Person's sense of power impacts likelihood of switching brands

How powerful a consumer feels about a brand impacts whether he or she is likely to switch brands or try something new, according to a new study.

High achievers may be more prone to product dissatisfaction, study finds

People who constantly strive to be better are generally less satisfied with products they purchase, according to a new study from Northwestern University.

'Old' categorization based on activities, not age

New research shows that caregivers for non-institutionalized elderly consumers view them as "old" when they can't perform everyday consumption tasks on their own — not because of their age.