Consumer Behavior

An important challenge for many firms is to identify the life transitions of its customers, such as job searching, expecting a child, or purchasing a home. Inferring such transitions, which are generally unobserved to the firm, can offer the firms opportunities to be more relevant to their customers. In this paper, we demonstrate how a social network platform can leverage its longitudinal user data to identify which of its users are likely to be job seekers. Identifying job seekers is at the heart of the business model of professional social network platforms.

This research sheds light on consumer motivations for participating in the sharing economy and examines downstream consequences of the uncovered motivations.

We find that people who experience social marginalization are more likely to share COVID-19 news indiscriminately, that is, sharing news that is factually untrue and true, as well as news that seems surprising and unsurprising. This effect, driven by their general motivation to seek meaning, holds when people self-identify as being socially marginalized (i.e., experiencing frequent feelings of discrimination) and when they are situationally induced to feel marginalized. We demonstrate that an intervention to help people obtain a temporary sense of meaning by having high (vs.

This research investigates the joint effect of calorie posting and social context on consumers’ food choices and embarrassment. We hypothesize and demonstrate that posting calorie information on a menu becomes more effective in reducing the total calorie of meal orders when the food is ordered in public (vs. in private).

Logos serve a fundamental role as the visual figureheads of brands. Yet, because of the difficulty of using unstructured image data, prior research on logo design has largely been limited to nonquantitative studies. In this work, we explore the interplay between logo design and brand identity creation from a data-driven perspective.

Smartphones have made it nearly effortless to share images of branded experiences. This research classifies social media brand imagery and studies user response. Aside from packshots (standalone product images), two types of brand-related selfie images appear online: consumer selfies (featuring brands and consumers’ faces) and an emerging phenomenon the authors term “brand selfies” (invisible consumers holding a branded product).