It's common for retailers to bundle two different products (like razors and blades) together and describe one as free. A new study in the Journal of Consumer Research shows that this strategy leads consumers to devalue the items when they're sold individually.

NRF Annual Convention & EXPO 2009 -- Starting today IBM (NYSE:IBM) will demonstrate innovative new technologies to help prevent "buyer's remorse" in today's new economy.

Consumers are often told that if they break an item, they buy it. But a new study suggests that if they just touch an item for more than a few seconds, they may also end up buying it.

You're on your computer, about to buy a vacation package when the phone rings. According to a new study in the Journal of Consumer Research, when you return to the computer after the interruption, you may have a completely different mindset—and make a different decision.

When people make choices for future consumption, they select a wider variety than when they plan to immediately consume the products. A new study in the Journal of Consumer Research examines the reasons behind this diversification of choices.

People with highly developed emotional sensibilities are better at making product choices, according to a new study in the Journal of Consumer Research.

In today’s world, consumers face a dizzying array of product choices. Most often, there’s not just one ideal product; it depends on the individual and the context. A beer might be perfect for relaxing after work; a sports beverage after jogging. And a teenager’s ideal beverage isn’t the same as a business executive’s.

In most real world settings, consumers encounter and evaluate products in mixed environments – aspirin and deodorant shelved side-by-side at a pharmacy, or an ad for a tropical vacation next to fashion spread in a magazine. Exposure to information about certain products can cause “spillover” to evaluations of subsequent products. But when does this influence occur?

When people line up to buy a new iPhone, what is it that they are really buying? A fascinating new paper in the April issue of the Journal of Consumer Research outlines the four main ideologies governing our consumption of technology, revealing that conceptions of technological use introduced hundreds of years ago still influence our adoption of new products and services today.

As the ‘baby boomer’ generation begins to join the ranks of the retired so policy makers must a fresh look at their behaviour as consumers, says a new study funded by the Economic and Social Research Council.

Consumers often decide to buy an item before having a chance to try it out. In this scenario, they tend to prefer products with more features. However, a study from the December issue of the Journal of Consumer Research expands our understanding of the differences between direct experience and indirect experience.

Eduardo Andrade of the University of California, Berkeley's Haas School of Business wondered why his wife loves scary movies that make him squirm.