Consumer Decisions Influenced by Parenting Stereotypes, Even Among Non-Parents

Activating a parenting mindset causes male and female consumers to make different decisions, even if they aren’t parents, according to new research by Kelly Haws, the Anne Marie and Thomas B. Walker Professor of Marketing at the Owen Graduate School of Management.

No Place Like Home — A Conversation With Steve Posavac

Recent research by Steve Posavac, E. Bronson Ingram Professor of Marketing at Vanderbilt’s Owen, finds that individuals with relatively elevated symptoms of Adult Separation Anxiety Disorder (ASAD) are more favorable to ads featuring concepts of home, suggesting a vulnerability that goes beyond the appeal of a product itself.  The findings may represent an opportunity for marketers, but also reflect a threat for sufferers of ASAD.