Water bottle collection has become a trend. The impulse to collect, replace or upgrade is a choice shaped by consumer psychology. It allows consumers to blend personal style and usefulness while staying on trend. Aner Sela, City Furniture Professor, specializes
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DBA student to present AI research at prestigious world conference
Rahul Banerjee (DBA ’25) was recently selected to present his dissertation “Can AI truly learn? The role of consumer’s lay beliefs in algorithmic aversion,” at the Global Information Technology Management Association (GITMA) Conference in Sakarya, Turkey. It is rare for
Product Lineups: The More You Search, The Less You Find
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
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Unpublished research shows avoiding the extremes is a common approach marketers need to address A foundation of consumer marketing is the malleable nature of our decision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
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
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
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
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