Research on Consumer Reactions to Mass Layoffs
Brand University congratulates Prof. Dr. Anne Kranzbühler on her latest publication in the Journal of Consumer Research (JCR)—one of the most prestigious journals in the field of marketing and consumer behavior.
In her research, Prof. Dr. Kranzbühler focuses on analyzing irrational consumer decisions and behaviors. Her latest study, "Collective Layoffs and Offshoring: A Social Contract Account," examines how consumers react to mass layoffs, particularly when they are driven by offshoring. The findings show that offshoring is perceived as a severe breach of trust, as it contradicts the societal expectation that companies should support their own communities.
The study is based on nine experimental studies, analyses of Reddit discussions, and data from the European Union. It provides valuable insights into the perception of corporate decisions and their impact on consumer behavior.
