Maayan S. Malter’s research while affiliated with Columbia University and other places

In five experiments ( N = 1,490), participants were asked to imagine themselves as programmers of self-driving cars who had to decide how to program the car to respond in a potential accident: spare the driver or spare pedestrians. Alternatively, participants imagined that they were a mayor grappling with difficult moral dilemmas concerning COVID-19. Either they, themselves, had to decide how to program the car or which COVID-19 policy to implement (high-agency condition) or they were told by their superior how to act (low-agency condition). After learning that a tragic outcome occurred because of their action, participants reported their felt culpability. Although we expected people to feel less culpable about the outcome if they acted in accordance with their superior’s injunction than if they made the decision themselves, participants actually felt more culpable when they followed their superior’s order. Some possible reasons for this counterintuitive finding are discussed.

div> In five experiments (N=1,490), participants were asked to imagine themselves as programmers of self-driving cars who had to decide how to program the car in a potential accident: spare the driver or spare pedestrians. Alternatively, participants imagined they were a mayor, grappling with difficult moral dilemmas concerning COVID-19. Either they, themselves, had to decide how to program the car or which COVID-19 policy to implement (high agency), or they were told by their superior how to act (low agency). After learning that a tragic outcome occurred due to their action, participants reported their felt culpability. Although we expected people to feel less culpable about the outcome if they acted in accordance with their superior's injunction than if they made the decision themselves, participants actually felt more culpable when they followed their superior's order than when they made the decision themselves. Some possible reasons for this counterintuitive finding are discussed. </div

div> In five experiments (N=1,490), participants were asked to imagine themselves as programmers of self-driving cars who had to decide how to program the car in a potential accident: spare the driver or spare pedestrians. Alternatively, participants imagined they were a mayor, grappling with difficult moral dilemmas concerning COVID-19. Either they, themselves, had to decide how to program the car or which COVID-19 policy to implement (high agency), or they were told by their superior how to act (low agency). After learning that a tragic outcome occurred due to their action, participants reported their felt culpability. Although we expected people to feel less culpable about the outcome if they acted in accordance with their superior's injunction than if they made the decision themselves, participants actually felt more culpable when they followed their superior's order than when they made the decision themselves. Some possible reasons for this counterintuitive finding are discussed. </div

In this article, we document the evolution of research trends (concepts, methods, and aims) within the field of consumer behavior, from the time of its early development to the present day, as a multidisciplinary area of research within marketing. We describe current changes in retailing and real-world consumption and offer suggestions on how to use observations of consumption phenomena to generate new and interesting consumer behavior research questions. Consumption continues to change with technological advancements and shifts in consumers' values and goals. We cannot know the exact shape of things to come, but we polled a sample of leading scholars and summarize their predictions on where the field may be headed in the next twenty years.