Consumption Utility
Consumption Utility
Carolina Raffaelli and Wendy Liu. How Long and How Often: Asymmetric Drivers of Usage Happiness.
Status: In preparation for submission.
Carolina Raffaelli and Wendy Liu. Consumption Share Neglect.
Status: Data collection.
Carolina Raffaelli and Wendy Liu. Long Lasting Clothes Misbeliefs: What Consumers Get Wrong.
Status: Data collection.
Uma Karmarkar, John Clithero, Carolina Raffaelli. Sequential Information Preferences in Uncertain Decision Making.
Status: Under 2nd round review.
Raffaelli, Carolina*, Elena Bocchi*, Zachary Estes, James S. Adelman (2025). "BRAND: Brand recognition and attitude norms database". Behavior Research Methods, 57 (1), 1-26, https://doi.org/10.3758/s13428-024-02525-x.
Research involving brands has increased substantially in recent decades. Yet, there is no extensive and free dataset of consumer responses to branding stimuli. The present research develops and validates such a dataset, which we call the Brand Recognition and Attitude Norms Database (BRAND). BRAND is the most comprehensive set of methodologically transparent, freely-available, research-relevant consumer responses to branding stimuli, with measures of familiarity (awareness), liking (attitudes), and memory (recognition) of more than 500 top brands and their logos, spanning 32 industries. BRAND includes 5,356 primary datapoints aggregated from 244,400 raw datapoints (i.e., individual familiarity, liking, and memory responses) collected from 2000 US-resident consumers in two years (i.e., 2020 and 2024). The data exhibit good reliability, face validity, external validity, robustness across samples and time, cross-validity, and discriminant validity. BRAND can be broadly useful for testing hypotheses involving responses to brands, and for selecting stimuli in any study involving brands or logos. Thus, BRAND can facilitate research not only in consumer behavior and psychology, but also in several related academic disciplines (e.g., economics, management, marketing).
Elena Bocchi*, Carolina Raffaelli*, Zachary Estes, James S. Adelman. Guidelines for Selecting and Modifying Logos: Updated and Extended.
Status: In preparation for submission.
In this paper, we retrieved consumer ratings of well-established design features (i.e., naturalness, elaborateness, and harmony – Henderson and Cote 1998) of the 500 most successful US-consumer brands, and tested whether these are predictive of logo attitude and memorability. Highly natural (e.g., Apple’s logo) and elaborate designs (e.g., Harley Davidson’s logo) increase logo attitude, whereas harmonious designs (e.g., McDonald’s logo) do not. Additionally, highly natural designs are also highly memorable, whereas elaborate and harmonious designs are only marginally so. Such effects are robust across both more and less familiar logos.