Knowledge that Transforms

How do brands change in environments defined by increasing consumer heterogeneity? Drawing on assemblage theory, this research develops the concepts of brand morphogenesis and consumer sub-assemblage to explain how heterogeneous consumer groups instigate, reinforce and hinder the evolution of a brand. This longitudinal case study of a Swedish fashion brand delineates the role of heterogeneous consumer sub-assemblages in the continual process of emergence and transformation of a brand assemblage through space and time—a process defined as brand morphogenesis. The findings detail brand morphogenesis in the sub-assemblage dynamics of exploration, actualization, and habituation of value, as heterogeneous consumer groups form consumer sub-assemblages in interaction with other brand components and interact in patterns of coexisting with, coopting, and contesting other sub-assemblages. By charting consumers’ value negotiations as they play out within and among consumer sub-assemblages, this research contributes to understanding continuity and change for brands that face increasing consumer heterogeneity.

Whether watching a movie, sports game, or musical performance, consumers often seek entertainment experiences that are produced by one or more individuals. And although consumers often witness producers acting spontaneously, little is known about the preference for spontaneity in entertainment. Six studies, including real consumer-relevant decisions and a Facebook field experiment, reveal that consumers prefer spontaneity (vs. planned behavior) across several entertainment contexts, as spontaneous producers seem more authentic than planned producers. At the same time, however, spontaneous actions are also believed to beget lower-quality outcomes, suggesting that consumers generally prefer spontaneity even despite the possibility of reduced quality. Subsequent experiments examine the characteristics of the entertainment context and the producer to provide further insight into how consumers manage the authenticity–quality tradeoff: by shaping when and why spontaneity is associated with increased authenticity and decreased quality expectations, as well as the relative importance of these dimensions, higher-stakes contexts (e.g., when consumers’ outcomes are enmeshed with the producer’s), negative inferences about spontaneity (e.g., laziness, lack of concern), and low-competence producers attenuate the effects. Together, this research advances knowledge about spontaneity and authenticity and has implications for those seeking to produce appealing entertainment experiences.

From time, to money, to energy, many consumers are feeling more constrained than ever before. One potential solution to the pervasive feeling of constraint is self-gifting, which is the process of invoking a hedonic consumption experience with the a priori intention of boosting one’s emotional well-being. But despite being a potentially powerful tool for mood repair, are consumers effectively coping with constraint by engaging in self-gifting? And if not, what is stopping them? A correlational pilot and six studies examine the relationship between the feeling of constraint and self-gifting consumption. When consumers feel constrained, they are less (rather than more) interested in self-gifting, and this is driven by a belief that feeling constrained will hamper their ability to derive the emotional well-being benefits of self-gifting. Importantly, though, this belief is miscalibrated: resource-constrained consumers can derive substantial well-being benefits from self-gifting, relative to those feeling less constrained. The effects generalize across several sources of constraint, do not occur for non-self-gifts, and cannot be explained by feelings of deservingness or justifiability. This research advances understanding of self-gifting, affective forecasting, and consumer decision-making, yields practical recommendations to marketers of self-gifting consumption, and has important consumer implications for people seeking to boost their well-being.

Every day, consumers make decisions that have both direct and indirect impact on their health. The COVID-19 pandemic, and the long-term physical and mental complications that have ensued, underscores the importance of developing a holistic understanding of drivers of consumers’ health and medical decisions. Without this comprehensive approach, health appeals or interventions are destined to fall short of achieving positive and long-lasting outcomes. Beyond the pandemic, medical and biotechnological advancements can have greater impact on global lifespan when the behavioral sciences offer a critical, complementary lens to enhance the understanding, adoption, and implementation of these new technologies. By illuminating how consumers think, feel, choose, and behave in this multi-faceted decision environment, consumer researchers are well equipped to contribute to the ongoing quest to improve population health. In this curation, we review many articles published in the Journal of Consumer Research (JCR) that focus on a spectrum of health and medical decisions, while highlighting five (Bolton et al. 2008; Botti, Orfali, and Iyengar 2009; Briley, Rudd, and Aaker 2017; Longoni, Bonezzi, and Morewedge 2019; Moorman and Matulich 1993). We define consumer health and medical decisions broadly, as those relating to the prevention (e.g., minimizing stress, moderating alcohol consumption), diagnosis (e.g., utilizing health professionals for checkups), remedy and improvement (e.g., taking medication to cure an infection), and maintenance (e.g., monitoring dietary intake) of consumer health (Moorman and Matulich 1993). We build on these articles to propose a new 5S (Self, Social, Solution, Service provider, Societal/Situational) framework to explain holistic drivers underlying consumers’ health and medical decisions (figure 1). We hope that researchers will find this conceptual framework useful in structuring the existing consumer research literature on health. Furthermore, the 5S framework provides a clear set of four key directions that future researchers will find worthwhile in undertaking research on health and medical decision-making—either by delving deeper into the 5Ss or by going bigger and broader beyond the scope of past research.

This article suggests a theory-driven approach to address the managerial problem of distinguishing between real and fake reviews. Building on memory research and linguistics, we predict that when recollecting an authentic experience in a product review, people rely to a greater extent on episodic memory. By contrast, when writing a fictitious review, people do not have episodic memory available to them. Therefore, they must rely to a greater extent on semantic memory. We suggest that reliance on these different memory types is reflected in the language used in authentic and fictitious reviews. We develop predictions about five linguistic features characterizing authentic versus fictitious reviews. We test our predictions via a multi-method approach, combining computational linguistics, experimental design, and machine learning. We employ a large-scale experiment to derive a dataset of reviews, as well as two datasets containing reviews from online platforms. We also test whether an algorithm relying on our theory-driven linguistic features is context independent, relative to other benchmark algorithms, and shows better cross-domain performance when tested across datasets. By developing a theory that extends memory and psycholinguistics research to the realm of word of mouth, this work contributes to our understanding of how authentic and fictitious reviews are created.

This research reveals how a fundamental and pervasive psychological state, feeling powerful, asymmetrically impacts consumers’ construction of and response to communications. For senders, power reduces consumers’ need-for-justification and lowers the degree of support they seek and use to construct their communications. This lowered degree of support is evidenced by reduced information search, the use of fewer rational-based arguments, and a greater reliance on more concise language. In contrast, for receivers, power increases consumers’ expectations for others to justify their positions. As a result, high-power receivers require a greater degree of support in communications from others. Based on a need-for-justification mechanism, the current work derives and demonstrates theoretically driven boundary conditions (e.g., attenuation when a heightened need-for-justification or support already exists) of this relationship. Together, these results provide new insights into how power influences consumers’ need-for-justification and how this need affects the ways that consumers construct and respond to communications.

Omnivorousness is the tendency of culturally and economically privileged individuals to consume both highbrow and lowbrow products. Prior research explores omnivorousness as a manifestation of status distinction in which consumers deploy the aesthetic disposition—a generic and transposable ability to appreciate cultural products through a formal gaze—to lowbrow options. Existing work emphasizes the acquisition of the aesthetic disposition, but it does not explain how consumers transpose their generic disposition to specific cultural contexts and develop omnivorous tastes. Therefore, we study the formation of omnivorous consumer subjects and highlight its enabling conditions. Building on a 7-year ethnography of coffee consumption in France, we find that omnivorous subjects develop a dual and flexible cultural competence. First, they acquire a common appreciation of coffee during their primary socialization and enjoy the energizing and socializing functions of lowbrow coffee. Then, they develop a formal appreciation of coffee later in life as a result of market work conducted by market professionals. Specifically, market professionals do three types of market work: qualification, captation, and activation. Consumers respond to market work by transposing their aesthetic disposition to highbrow coffee and, therefore, enjoy its formal characteristics. We extend prior research on taste, omnivorousness, and consumer subject formation.

Care is a central dimension of family consumption. Previous studies have explored it as interpersonal, emotional work performed through everyday consumption practices. Most of these studies have investigated care as articulated in the present time and within nuclear families. This study sets out to explore the relations between grandparents and grandchildren, arguing that it provides an intriguing case for enriching the current understanding of care in family consumption and its multitemporal nature. To this aim, the study conducts qualitative interviews and employs a narrative version of the theory of generativity to conceptualize the multifaceted ways in which caring manifests through consumption in grandparent–grandchild relations. As a result, the study offers a processual framework of intergenerational caring through consumption (ICTC). The analysis identifies, first, the multilayered nature of ICTC, consisting of three layers of caring enacted through generative acts. Second, it identifies three temporal perspectives to ICTC, revealing its multitemporal nature. The framework provides novel insights into how familial caring is done from generation to generation, and how a desire to care is kept alive in today’s consumer society.

This is an ethnography among poor migrants from Kerala, India to the Middle East. This study offers insights into how the poor accumulate sacrificial money through sufferings and self-abnegation, and earmark it for consumption in Kerala. The hardships endured to earn the sacrificial money transform it into a sacred object. The phenomena of accumulation, earmarking, and meaning making of sacrificial money by the poor can be understood through the concept of sacrificial work. Sacrificial work is a spatially demarcated circuit of accumulation of money through hardships and its conflict-ridden transfer to family, community, and self for consumption. In sacrificial work, the poor erect a boundary around this money, and earmark it as caring, communal, and transformative. By delineating the various aspects of sacrificial work, this study brings to the center a behavior that has, in spite of its ubiquity, been relegated to the margins of consumer research.

Can the sensation of moving fast versus slow systematically influence consumer behavior? With recent technological innovations, people increasingly experience speed during decision making. They can be physically on the move with their devices or virtually immersed in speed simulated through their devices. Through seven experiments, we provide evidence for a speed-abstraction effect, where the perception of moving faster (vs. slower) leads people to rely on more abstract (vs. concrete) mental representations during decision making. This effect manifests for virtually simulated (experiment 1) and physically experienced (experiment 2) movement on moving trains. We suggest that it stems from an underlying speed-abstraction schema where people associate faster speed with abstraction and slower speed with concreteness (experiments 3a–3c). Weakening this schema attenuates the effect (experiment 4). Through a field study, experiment 5 demonstrates that video ads placed on Facebook are more engaging when virtually simulated speed matches the linguistic abstraction level of the message. Dimensions of psychological distance (time, space) and factors influencing mental representation (affect, fluency, spatial orientation) are addressed as possible alternative explanations that cannot account for the effect. We propose a framework for understanding how experiencing speed—both physical and virtual—can influence decision making.