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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