• ‘Consumption Sacrifice’: How Relationships Impact Consumer Behavior

  • Oct 17 2024
  • Length: 9 mins
  • Podcast

‘Consumption Sacrifice’: How Relationships Impact Consumer Behavior

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  • Summary

  • In marketing research, it’s common to observe the resources a consumer spends during the search process or purchase of a product. But what isn’t so easy to observe is who that purchase is for. Is the consumer sacrificing those resources for another?


    Dr. Ximena Garcia-Rada, an assistant professor of marketing at Mays Business School, introduces the idea of “consumption sacrifice” in a new study published in the Journal of Consumer Psychology. In this episode of Created at Mays, Dr. Garcia-Rada shares some of the key takeaways from the study, including how consumers are sacrificing their time, money, or preferences to purchase something for a loved one and the impact this may have on business practices.


    Read Dr. Ximena Garcia-Rada’s full study here.


    The Created at Mays Podcast is a production of Mays Business School and Texas A&M University and is produced by University FM.


    Show Links:


    • Faculty profile of Dr. Ximena Garcia-Rada
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