Ellen Evers, University of California, Berkeley
Poster Session Presentation
Consumers are supposed to spend money in such a way that they maximize their wellbeing by spending money on the things they desire the most. Here, Ellen Evers documents that consumers typically hold rules about how they should and should not spend their money. This in turn reliably affects purchase decisions, choices, and enjoyment in predictable ways. These findings have implications both for the measurement of consumer preferences as well as the positioning and promotion of more indulgent goods.
Related ConferenceFeb 25 – 27, 2020
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