We test an information theory of prosocial behavior whereby ego utility and self-signaling crowd out the effect of consumption utility on choice. The data come from two field experiments involving ...

The term consumer behavior gets tossed around a lot. Let’s take a moment to properly answer the question: What is consumer behavior? At its core, consumer behavior is an act of studying a specific ...

It’s sometimes said that people buy products they don’t really need, with money they don’t really have, to impress people they don’t really like. This behaviour is known as conspicuous consumption ...