Consumers often search for a product that matches a previously encountered option, without knowing its exact name. Whether we watch an advertisement but fail to register the product’s name, see admired others using a product but are reluctant or unable to ask for details, or briefly experience a high quality product, we often later find ourselves looking, either online or in the store, for the specific product we encountered before. In the process, we typically browse through a sequence of
Aner Sela Articles: page 1
Consumers habitually seek the middle ground
Unpublished research shows avoiding the extremes is a common approach marketers need to address A foundation of consumer marketing is the malleable nature of our decision making process. When faced with choice, we’re expected to be rational actors who will study our options and make an on-the-fly decision based on the information available, and the framing of that information. In a review of published and unpublished research, Stanford’s Itamar Simonson, the University of Florida Warrington’s Aner Sela and UCLA Anderson’s
Faculty News Roundup: Warrington professors’ successes in 2017-2018
Over the 2017-2018 academic year, Warrington College of Business faculty members reminded us why they’re some of the best in the world. From producing hundreds of new research papers, to teaching countless students the fundamentals of business, to writing or being quoted in the news about trending topics like cryptocurrency, energy, leadership, IPOs, brick-and-mortar retail stores and entrepreneurship, Warrington faculty members continued to elevate the college into one of the most respected in the world. Warrington faculty had 176
Warrington marketing faculty rank in the top 5 in per capita research productivity among publics
GAINESVILLE, Fla. – The University of Florida Warrington College of Business Marketing faculty ranked 4th in per faculty research productivity among U.S. public business schools and 9th among business schools worldwide in the University of Texas at Dallas Top 100 Business School Research Rankings. Overall, Warrington’s Marketing faculty ranked 11th in the world, having produced 23 scholarly articles from 2014-2017. The rankings, maintained by UT-Dallas’ Naveen Jindal School of Management, tracked articles in four marketing publications including the Journal of
Don’t Be Surprised If Apple’s iPhone X Doesn’t Make You Happier
Looking to upgrade to the new iPhone X, but not sure it’s worth the nearly $1,000 price tag? You might want to check out the smart phone’s features before shelling out the cash. Assistant Professor of Marketing Aner Sela’s research on comparison neglect shows that few people actually compare features on smart phones unless they are prompted to so do. Read more of his research before you purchase the iPhone X in this Forbes article.
Why our choices don’t always define us
People say that our choices define us and reveal our true inner preferences. That may not always be the case, according to new research authored by University of Florida Marketing Professor Aner Sela, UF Graduate Research Assistant Joshua Kim and University of Pennsylvania Associate Professor of Marketing Jonah Berger. The new research suggests that self-control shapes how we define choice and how much we see our choices as reflecting our true preferences. Simply thinking of self-control makes us see our choices as
Retail research lands marketing professor in exclusive program
Dr. Woochoel Shin was named to Marketing Science Institute’s Young Scholar Program, a biennial program that “brings together some of the most promising scholars in marketing and closely related fields whose recent work suggests they are potential leaders of the ‘next generation’ of marketing academics.” The 2017 class includes 34 of the brightest marketing minds, who have received their doctorate within the past three to seven years. The by-invitation-only event, which encourages research collaboration and engagement among the honorees, begins
Yearning for a new phone? You might be suffering from ‘comparison neglect’
If you’re reading this on a shiny new iPhone 7, new research suggests you might not have given your old phone its due before trading up. Decades of research support the theory that people tend to rely on comparisons when making decisions. But when one of their options is a perceived upgrade over the status quo, consumers’ rationality disappears, according to new research by University of Florida marketing professor Aner Sela. Sela and Robyn LeBoeuf of Washington University examined the
Warrington scholars rank in top 20 in research productivity among U.S. publics
GAINESVILLE, Fla. – The faculty of the Warrington College of Business ranked 17th in research productivity among U.S. public business schools in the University of Texas at Dallas’ Top 100 Business Schools Research Rankings. Warrington’s faculty ranked 36th in the world, and 29th among all U.S. business schools. The rankings, maintained by UT-Dallas’ Jindal School of Management, tracked publications in 24 leading business journals from 2011 to 2015. Warrington’s faculty had 96 articles published in those journals during that time
Mowing the lawn in those new running shoes? You may not be happy with them
GAINESVILLE, Fla. – When it comes to how many different ways you use the things you buy, more may not necessarily be better. According to a new study coauthored by University of Florida marketing professor Aner Sela, the more the consumer uses a product in different situations, the more likely the consumer will report the product to be unsatisfactory. “The common intuition is that diversity is good, so a variety of experiences with a product should make people evaluate the