Oxford University Press's
Academic Insights for the Thinking World
From Che Guevara t-shirts and Honnecker’s Hostel to Mao mugs and Good Bye, Lenin!—why do millions of consumers in China, Germany, Hungary, Poland, and other former socialist societies still insist on the superiority of socialist products and brands? The standard explanation offered by consumer sociologists and historians is that these thriving socialism markets stimulate political opposition, a yearning for the “better” socialist past.
Imagine a consumer, Kate, who enjoys shopping for fashionable clothing, but who also cares about whether her clothing is produced ethically. She reads an article online indicating that fashion giant Zara sells clothing made by allegedly unpaid workers, but a few days later ends up buying a new shirt from Zara. She either forgets that Zara may be mistreating workers, or she mistakenly recalls that they are one of the brands that have agreed to a strict code of ethical labor practices, including paying a living wage to all workers.
Though people both take and share more photos than ever before, we know very little about how different reasons for taking photos impact people’s actual experiences. For instance, when touring a city, some people take photos to share with others (e.g., to post on Facebook), while others take photos for themselves (e.g., to remember an experience later on). Will those who take photos to share enjoy the experience more or less than those who take photos for themselves? How do people’s goals for taking photos impact their enjoyment of photographed experiences?
John Pierre, a renowned pastry chef, is making a new batch of chocolate. Not paying attention, he leaves the chocolate in the oven for an extra five minutes by mistake, resulting in the chocolate having a different taste than he had intended. In light of this chef’s mistake, how interested are you in buying this chocolate? Companies, in general, hesitate to release mistakes, much less advertise them to consumers as a unique product.
The results of our recent experiments show that displaying healthy food to the left of an unhealthy option can influence the selection and consumption volume of the healthier choice. Since managers typically have considerable flexibility in terms of how they display food items in retail outlets and restaurant menus, they can use the findings of our research to design optimal menu formats to suit their sales objectives.
Imagine that you are going to buy a health care product. You see a highly attractive salesperson. What would be your reaction? Would you feel very happy? Would you spend more time interacting with the salesperson and be more likely to buy his/her products?