Alexander Chernev
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Date
Title
Researchers
Translations
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Jan 1, 2012
Marketing
A Dieting Conundrum
Why is it that people serious about dieting always seem to have difficulty losing weight? Research by Alexander Chernev suggests the answer may be in the way we estimate the calories of meals with healthful sides.
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Jun 1, 2010
Markets & Customers
Corralling Consumer Choice
If consumers like to choose the products they buy, then providing more choice would seem like a smart business decision for a retailer. Research by Alexander Chernev suggests this is not always the case.
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Sep 1, 2009
Markets & Customers
Should I Stay or Should I Go?
Alexander Chernev has spent his career studying consumer behavior. In a recent study he found that a consumer’s personal goals, particularly their concern for safety and security, strongly influence how likely they are to switch to something new or stay with what they know.
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Nov 1, 2008
Markets & Customers
Jack of All Trades or Master of One?
Does an iPod play music better than an iPhone? Does a standalone printer make higher quality printouts than an all-in-one printer/fax/copy machine? When designing products, companies often choose one of two positioning strategies: they can opt for a narrow, specialized positioning or a broad, all-in-one positioning. Which of the two works best? Alexander Chernev set out to answer this question, studying how consumers evaluate specialized products relative to all-in-one products.
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Apr 16, 2007
Markets & Customers
Unsure What to Order?
A study by Alexander Chernev in the September Journal of Consumer Research finds that when a person is unsure what to choose, pricing all items identically can help ease the decision-making process. The strategy, known as "parity pricing," may increase the likelihood that the diner will order dessert at all.
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