The Atlantic breaks down some of the newest research, including Assistant Professor of Marketing Yang Yang‘s “Specification Seeking: How Product Specifications Influence Consumer Preference,” in the Journal of Consumer Research. Learn more about this new research in The Atlantic.
Yang Yang Articles: page 2
We’ve Got Your Number: Consumers Choose Products With More Technical Specs
Many products have numbers attached: megapixels for cameras, wattage ratings for stereos, cotton counts for sheets. A new study in the Journal of Consumer Research from Assistant Professor of Marketing Yang Yang shows that consumers are heavily influenced by quantitative
Dazzled by digits: how we’re wooed by product specifications
“From megapixels and gigabytes to calorie counts and sun protection factors, there’s barely a product out there that isn’t proudly boasting its enviable specs to would-be purchasers. A new study suggests these figures exert a powerful, irrational effect on consumers’