Resources / Ripples & Wipeouts

Some intriguing research reports were released this summer, including several on consumer behavior that seem to fly in the face of conventional wisdom. Here are four articles that focus on especially interesting topics, including the behavior of American shoppers, the power of a brand to influence consumer perceptions and the evolution of a green concept called eco-driving.

I have long believed that the most effective form of protest is economic and two new surveys provide support for that view. The annual Civility in America poll conducted by Weber Shandwick and Powell Tate found that 7 out of 10 Americans stop patronizing companies that allow uncivil behaviors in their places of business. In a separate survey, 64% of respondents told Consumer Reports that they had left a store due to poor service.

Apparently, the “Made in the USA” label matters to shoppers. A survey of 1,500 adults conducted by Perception Research Services International found that 60% of people claim that seeing the US label influences their purchase decisions. The most often cited reason for buying American was “to help the economy” but researchers say they also detected a subtle expectation among consumers that “Made in the USA” signals quality. 

Both of the studies above were reported in The Daily Dog, a free aggregation of public relations content that is published by Bulldog Reporter. Subscribe here.

Along those same lines, a group of PhD students at the University of Michigan studied the power of brand to inspire bias. They wondered how the logo of the Al Jazeera English (AJE) television channel might be influencing viewers’ perceptions of bias in its news content. To find out, they screened the same news story for different groups of viewers, some of whom saw the story with the AJE logo and others who saw the story with a fake CNN logo. Harvard’s Nieman Journalism Lab reported the results.

Ever heard of eco-driving? The term refers to a group of techniques that drivers can use to maximize mileage, save fuel and reduce tailpipe emissions. These ideas have been around for quite awhile, but few drivers are aware (or perhaps patient) enough to put them into practice. Now, however, researchers at UC Berkeley’s Institute of Transportation Studies believe that eco-driving’s time may have finally arrived.

This blog’s content recommendations are updated monthly (more or less). If you would like to receive email alerts when we have new recommendations, subscribe here.