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Consumer Sciences

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Consumer Sciences

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Research Frontiers in Behavioral Economics and Irrational Consumer Choice

Study of cognitive biases, heuristics, and psychological factors that lead to seemingly irrational consumer decisions.

Temporal Discounting and the Paradox of Delayed Gratification
Sunk Cost Fallacy in High-Stakes Consumer Decisions
Choice Overload and the Paralysis of Abundance
Anchoring Effects Across Digital and Physical Retail
Loss Aversion in Brand Switching and Loyalty Dynamics
Herding Behavior in Emerging and Niche Markets
Framing Effects on Sustainable Consumption Choices
Endowment Effect and Secondary Market Valuations
Present Bias in Long-Term Service Commitments
Status Quo Bias in Default Preference Configurations

All Consumer Sciences PhD categories