Want to get to know someone better? Take them to the mall. A series of experiments, published in the Journal of Consumer Research, found that there are two types of consumers: the explanation fiend and the explanation foe. A fiend is the type to meticulously scrutinize every single shampoo bottle in the aisle before settling for something. On the other hand, a foe will quickly decide and be done. According to the researchers, the fiends score high on measures of cognitive reflection, meaning they analyze information to death and are detail-oriented.
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