Keith Wilcox, Sandra Laporte, and Gabriel Ward

This research explores consumer perceptions of products made using traditional production methods. These sorts of products may use labels like craft or artisanal. We find that, when consumers know a product was made using a traditional method, they see it as higher in quality. This is because they view the maker (brand) as beneficial for society as they are concerned with the preservation of cultural heritage. 

The Journal of Consumer Research (JCR) 2023

https://academic.oup.com/jcr/advance-article-abstract/doi/10.1093/jcr/ucad073/7413177 

Gabriel Ward, Esther Uduehi, and Keith Wilcox

This research explores how elements of corporate DEI statements influence consumer perceptions of the brands that release them. Specifically, we find that when brands align with social values, DEI statements are seen as inauthentic. On the contrary, when the brand makes a "personal" stance (i.e., we find it important), the statement is seen as authentic. 

Gabriel Ward, Nicholas Olson, and Keith Wilcox

This project explores how a brand's engagement with adaptive reuse (i.e., the repurposing and renovating of old buildings) paradoxically increases perceptions of innovativeness. This effect occurs because adaptive reuse combines extant elements in a new way and creates value through the preservation of valuable heritage. We show that the effect is attenuated when the building is not adapted (e.g., turning an older restaurant into a newer restaurant) and when the brand does not preserve cultural heritage (e.g., when important elements of the building are removed). Ultimately, we show that increased perceived innovativeness translates into increased purchase intent. 

Gabriel Ward, Esther Uduehi, and Keith Wilcox

Should charities use inclusive language? 

We explore how using person-first language, rather than identity-first language, in the context of charitable giving affects consumer behavior towards charities. We explore the effect of using person-first language on donation intent, and we further explore the concept of internal locus of control and political ideology as moderators of this effect. 

Awarded an American Marketing Association CBSIG competitive research grant (2022)