Dr. Sylvia Chan-Olmsted and colleagues determined the definition of a “media brand” and explored consumer perceptions of media brands vs. other brands. An online survey of 300 German, South Korean, and American participants and qualitative surveys of 55 research assistants from Germany, South Korea, and the U.S. were conducted. Nine online interviews of media research … Continue reading What Differentiates Media Brands?
Dr. Grant Packard and Dr. Jonah Berger analyzed how the use of concrete language shaped consumer behavior and satisfaction. Concrete language was defined as the use of “specific, tangible, and real” words. An analysis of 200 customer service calls from a large American apparel retailer and 941 customer service interactions from a Canadian multi-channel retailer … Continue reading Consumers Prefer Concrete vs. Abstract Language
This summary is provided by the IPR Digital Media Research Center Morning Consult explored Americans’ perspectives on artificial intelligence (AI) and social media. Online interviews of 2,200 U.S. adults were conducted monthly from June 2022 to May 2023. Surveys of 10,000 non-U.S. adults were collected in May 2023. Key findings include: — 56% of all … Continue reading Current Social Media and AI Trends in the U.S.
Morning Consult analyzed Gen Z’s consumption habits, preferred brands, platforms, and forms of entertainment. A study of 2,205 U.S. adults was conducted from February 17-19, 2023. Key findings include: — 56% of Gen Z respondents said they prefer to buy from companies that reflect their social values, compared to:—- 59% of Millennials —- 61% of … Continue reading Majority of Gen Z Buys from Companies with Same Social Values
Morning Consult discovered the companies and products that consumers trust in 2022. Two datasets were analyzed: Research Intelligence and Brand Intelligence. The Research Intelligence dataset was gathered from April 8-14, 2022, with a sample of over 11,000 people across 10 countries. The Brand Intelligence dataset was gathered March 3-April 3, 2022, among representative samples of … Continue reading How Much Does Trust Affect Consumer Decisions About Brands?
Cen April Yue and colleagues explored the effects of corporate social responsibility (CSR) or corporate social irresponsibility (CSI) on consumer responses. Two experiments were conducted on 361 U.S. adult consumers and 291 U.S. adult consumers respectively. The first examined consumer responses to CSR and CSI when they occurred separately. The second explored the impact of … Continue reading The joint effect of corporate social irresponsibility and social responsibility on consumer outcomes
This summary is provided by the IPR Behavioral Insights Research Center Summary In March 2020, the World Health Organization declared the COVID-19 outbreak a pandemic. As a result, governments implemented lockdown measures to reduce the spread of the virus. This study assessed the effect that COVID-19 had on consumer expenses by examining changes in spending levels. The study … Continue reading How Personality Traits Affected Consumer Behavior During COVID-19