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WSU News consumer behavior

Marketing Ph.D. student wins national recognition for paper

Ismail KarabasPULLMAN, Wash. – Research by Ismail Karabas, a Washington State University doctoral student in marketing, recently won the Best Student Paper Award at the national Marketing Theory and Practice Conference. » More …

Study finds people are willing to pay more for new biofuels

By Scott Weybright, College of Agricultural, Human & Natural Resource Sciences

PULLMAN, Wash. – When it comes to second generation biofuels, Washington State University research shows that consumers are willing to pay a premium of approximately 11 percent over conventional fuel. » More …

It’s all about ‘me:’ Narcissism and mass-customized products


By Sue McMurray, Carson College of Business

PULLMAN, Wash. – Researchers say a rising trend in narcissism is cause for retailing and manufacturing firms offering customizable products to rethink their marketing strategies. » More …

Lecture focus: consumer behavior, pleasure

“The New Science of Pleasure: Consumer Behavior and the Measurement of Well-Being,” will be addressed by Daniel L. McFadden, 2000 Nobel Laureate, at 7:30 p.m. Thursday, March 23, in Todd Hall 116.The annual Bertha C. Leigh Distinguished Lecture in Economics is made possible by a gift from the family of Duane Leigh, retired as chair of the Economics Department in 2005.McFadden is the E. Morris Cox Professor of Economics, director of the econometrics laboratory, and professor of the Graduate School at the University of California, Berkeley.

Advertisements invoke nostalgia among consumers

Whether by positioning their message over the familiar tracks of 20-year-old pop tunes or invoking by-gone eras in images that mimic old black and white films, advertisers are increasingly urging America’s consumers to “remember how good things used to be.”It’s a wistful trend in advertising that seems to be most evident during the holiday season. It employs a wide range of nostalgia-based messages and creative techniques to evoke an emotional response from consumers.And while scant data exists to explain what makes such ads effective, the very fact that the trend continues suggests it’s a useful weapon in the battle for market share.”If nostalgic cues in … » More …