Research suggests daydreaming might push consumers to spend beyond their means

Life is a constant battle between being engaged with one’s surroundings and daydreaming. Research at UC’s Carl H. Lindner College of Business explores the notion of that dreamy state-of-mind and whether drifting thoughts affect how people make buying decisions. Researchers found that price played a bigger role in purchase decision-making when consumers were engaged and paying attention to their environment as opposed to when their mind wandered, says Ryan Rahinel, assistant professor of marketing at the Lindner College of Business. —> Read More