A flurry of new consumer studies shed light on the buying choices people make, explaining, for example, why we choose romantic movies over other genres when we feel cold, how our definition of happiness influences what we spend our money on and what affects brand loyalty.
All five of the studies were published this week in the Journal of Consumer Research.
The research can help empower consumers who are bewildered by all the ads bombarding them, not only on television and radio but also on their computers and cellphones, said Darren Dahl, the journal’s associate editor and a professor at the University of British Columbia.
Read the full story: CBC News
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