Sun and her co-authors suggest that companies have two ways to sell “imperfect” products. The first is to sell at a lower price and appeal to consumers who are unable to afford the high-end product. The second is to position the product as “green” and appeal to environmentally-conscious customers. 

Remember in Spring 2018 when a Starbucks manager called the police after two black men asked to use the store’s restroom without making a purchase, and the men were arrested? Did it change your opinion of the coffee retailer, or would you chalk up the incident to a misunderstanding? 

Gatton marketing professor Adam Craig delves into the concept that time has a critical influence on consumer decisions choices and is a key component of many financial decisions.

Studies on brand identity and why people prefer certain brands has been around for a while. But looking at the impact it has on consumers is fairly new. Gatton's Aaron Garvey studies at the psychological impacts of products and brands. 

Building on budgeting and spending theories, Gatton marketing professor Dan Sheehan and co-authors conducted three lab and grocery store experiments, showing that real-time feedback has a marked impact on consumer spending.

In her study, Gatton marketing professor Alexis Allen found that developing new strategies to enhance relationships with consumers who are “already delighted” can lead to substantial gains.

Research by Gatton's Adam Craig found new parallels between idealized body images in advertising and consumer spending. 
 

Gatton marketing professor David Hardesty’s study finds that the positive emotions produced in one marketing message are often translated to unrelated products.