Two new research papers from Paul College Assistant Professor of Marketing Justin Pomerance will soon be featured in leading academic journals.
The papers explore key aspects of consumer behavior and financial decision-making.
The first, "Party Over Product: People Exaggerate the Influence of Political Cues on Others' Consumption Preferences," (forthcoming in the International Journal of Research in Marketing), reveals how consumers often overestimate the impact of political cues on others' purchasing decisions. This work challenges common assumptions about partisan influences in the marketplace, offering important insights for firms navigating politically charged branding.
The second paper, "A Glass Half Full of Money: Dispositional Optimism and Wealth Accumulation Across the Income Spectrum," (forthcoming in the Journal of Personality and Social Psychology), examines how optimism affects savings behavior. Findings suggest that optimism plays a crucial role in wealth accumulation, particularly for lower-income individuals, and highlights the potential for psychological interventions to improve financial well-being.
Feel free to reach out to Justin if you'd like to discuss these studies further!
