Barbara E. Kahn

Eric Bradlow, Raghuram Iyengar, Barbara E. Kahn, Jerry (Yoram) Wind (2021), Wharton Marketing: Where Academia Meets Practice, Customer Needs and Solutions , 8 (Customer Needs and Solutions ), pp. 105-109.

Description: Bradlow, E.T., Iyengar, R., Kahn, B.E. et al. Wharton Marketing: Where Academia Meets Practice,  Customer Needs and Solutions (2021)

Julio Sevilla, Tong Lu, Barbara E. Kahn (2019), Journal of Consumer Psychology, Journal of Consumer Psychology, 29 (), pp. 89-103.

Abstract: In this article, we examine the different ways in which consumers balance their consumption behavior in order to maximize utility. In particular, we focus on how people balance repeating the same options with the decision to seek variety. While earlier research represented variety seeking as a means of reducing physical satiation (McAlister, 1982), more recent research suggests that the relationship between choosing variety and minimizing satiation is more complex, as these behaviors may be motivated and influenced by exogenous factors. Past reviews have largely looked at the two processes separately. In this article, we discuss the nuanced relationship between these two constructs and point to future research directions that may help us further understand how consumers tackle the everyday challenge of maximizing enjoyment over time. (PsycInfo Database Record (c) 2020 APA, all rights reserved)

Barbara E. Kahn, The Shopping Revolution: How Successful Retailers Win Customers in an Era of Endless Disruption (Philadelphia: Wharton Digital Press, 2018)

Barbara E. Kahn (2016), Using Visual Design to Improve Customer Perceptions of Online Assortments, Journal of Retailing.

Abstract: In the future, we expect to see more shopping on-line or on smart phones. This suggests that understanding how visual design decisions can influence consumers' reactions to online assortments is important. New advances in neuro-marketing techniques, such as sophisticated eye tracking methodology, can help understand exactly what drives consumers' attention and processing efficiency. Visual stimuli on small screens is frequently processed very quickly leading to perceptions that form automatically often without cognitive intervention. Thus, savvy retailers should strategically use design elements of the assortments and of packaging to direct attention and increase the ease of processing. Assortments that are easier to process are liked more and are judged to have more perceived variety. Complexity must be minimized so that assortments can be parsed immediately. Categorization, organizational structure, filtering and other design elements can also help with choice overload. Keywords: online retailing, perceived variety, product assortment, perceptual fluency, attention, graphic design, visual complexity, choice overload  

Julio Sevilla and Barbara E. Kahn (2016), The Effect of Product Shape Completeness on Size Perceptions, Preference and Consumption, Journal of Marketing Research, LI (), pp. 57-68.

Julio Sevilla, Joao Zhang, Barbara E. Kahn (2016), Anticipation of Future Variety Reduces Satiation from Current Experiences, Journal of Marketing Research.

Abstract: Satiation frequently occurs from repeated consumption of the same items over time. However, results from five experiments show that when people anticipate consuming something different in the future, they satiate at a slower rate in the present. The authors find the effect in both food and nonfood consumption settings using different approaches to measure satiation. This effect is cognitive; specifically, anticipating variety in future consumption generates positive thoughts about that future experience. The authors find two boundary conditions: the future consumption outcome must be (1) in a related product category and (2) at least as attractive as the present consumption outcome. The authors rule out potential alternative explanations such as mere exposure to variety, the possibility that the future experience is more attractive (rather than just different) than the current one, and perceptions of scarcity associated with the item consumed in the present. Keywords: satiation, variety seeking, consumption

Lorena Martin, J. F. Signorile, Barbara E. Kahn, A. W Perkins, S. Ahn, A. C. Perry (2016), Improving Exercise Adherence and Physical Measures in English-Speaking Latina Women, Journal of Racial and Ethnic Health Disparities.

Xiaoyan Deng, Barbara E. Kahn, H. Rao Unnava, Hyojin Lee (2016), A “Wide” Variety: The Effects of Horizontal vs. Vertical Product Display, Journal of Marketing Research.

Barbara E. Kahn, Alexander Chernev, Ulf Bockenholt, Kate Bundorf, Michaela Draganska, Ryan Hamilton, Robert J. Meyer, Klaus Wertenbroch (2014), Consumer and Managerial Goals in Assortment Choice, Marketing Letters, 25 (), pp. 293-303.

Claudia Townsend and Barbara E. Kahn (2014), The “Visual Preference Heuristic:” The Influence of Visual versus Verbal Depiction on Assortment Processing, Perceived Variety, and Choice Overload, Journal of Consumer Research.