Cassie Theriault

Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.

Consumers buying habits can change rapidly as gift-giving times approach, according to a forthcoming report in the Journal of Consumer Research. The report shows that when time is short, products that are safe and sure appear more attractive to consumers than those billed as having that special zing. Market researchers recruited hundreds of college students for a series of experiments to see how their tastes changed as deadlines approached. One such experiment was to demonstrate that consumers’ perspective of time to decide affects purchasing decisions. In the experiment, students facing midterm examinations received sales pitches from a fictitious tutoring service with one

More Blogs