Monthly Archives: June 2026

The Hidden Forces Behind Financial Decisions: Loss, Regret and Risk

People make financial decisions not simply by weighing potential risks against expected returns, but also by trying to avoid losing money and experiencing regret, according to new research led by Lisa Posey, associate professor of risk management in the Penn State Smeal College of Business. Published in the Journal of Risk and Uncertainty, the study challenges the long-standing economic assumption that people act primarily to maximise financial gains. Instead, the findings suggest that emotions play a central role in shaping investment and spending decisions. The researchers found that loss aversion and regret aversion often work together, providing a more realistic explanation of how people make financial choices than traditional risk-return models alone.

To investigate these behaviours, the research team recruited 228 participants, giving each person $17 to take part in a series of gambling experiments. Participants repeatedly chose between two gambles with different combinations of potential gains and losses. One gamble remained unchanged throughout the experiment, while the alternative gradually became more attractive by offering smaller losses and larger gains. Participants had a 75% chance of receiving the better outcome from their chosen gamble and a 25% chance of receiving the lower outcome. They were not told the results after each round, allowing researchers to isolate the effect of potential loss on decision-making.

The results showed that participants were eager to switch to the second option as soon as it no longer carried any possibility of losing money, even though waiting longer would have produced a more profitable opportunity. Rather than focusing solely on maximising returns, many people preferred the certainty of avoiding losses. Across the study, participants were 10 percentage points more likely to reject a gamble if it included any chance of losing money than if it guaranteed no loss. Women demonstrated an even stronger tendency toward loss avoidance, being 15 percentage points more likely than average to avoid potential losses, compared with an eight-percentage-point increase among men.

The researchers also examined how regret influences financial decisions. Participants completed two additional versions of the experiment. In one, they learned only the outcome of the gamble they selected. In the other, they also saw what would have happened had they chosen the alternative option. When participants could compare both outcomes, every decision carried the possibility of regret if the unchosen option produced a better result. When only the selected outcome was revealed, regret was limited because participants could not determine whether the alternative would have been more rewarding.

Women were six percentage points more likely to alter their decisions to avoid future regret, while men’s choices were largely unaffected by this factor. Posey explained that someone choosing between two investments might be satisfied with earning a profit, but still regret their decision if they later discovered the alternative investment performed even better. Anticipating those feelings influenced future choices. Because participants were simultaneously trying to avoid both financial losses and emotional regret, their decisions often differed substantially from those predicted by conventional economic theories.

The findings have practical implications for businesses, financial institutions and policymakers seeking to influence consumer behaviour. Companies that market insurance, investment products or retirement savings plans may be more successful if they recognise that customers are motivated not only by potential returns but also by their desire to avoid losses and regret. Posey added that these psychological forces likely extend beyond financial decisions, shaping everyday choices ranging from selecting investments to choosing careers, homes or even romantic partners. Understanding how people balance financial outcomes with emotional consequences may help organisations design products, services and policies that better reflect real human behaviour.

More information: Lisa Posey et al, The coexistence of loss aversion and regret aversion in decision making under risk, Journal of Risk and Uncertainty. DOI: 10.1007/s11166-026-09476-y

Journal information: Journal of Risk and Uncertainty Provided by Penn State

AI Can Deliver Relevant Advertising Without Invading Online Privacy, Research Shows

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The belief that effective digital advertising requires tracking users across websites has shaped the online economy for years. However, new research from the University of Kansas suggests artificial intelligence can deliver relevant advertising without collecting users’ personal data or monitoring their online behaviour. The findings indicate that AI-powered contextual advertising can achieve strong marketing results by analysing the content people are viewing rather than building detailed profiles of individual users. As governments and technology companies tighten privacy protections through measures such as Europe’s General Data Protection Regulation, California’s Consumer Privacy Act and the phase-out of third-party cookies, the research offers a privacy-friendly alternative for digital advertising.

Vaibhav Diwanji, assistant professor of journalism and mass communications at the University of Kansas, investigated whether AI could generate meaningful advertising experiences without relying on surveillance. His study, published in the Journal of Promotion Management, explored a fundamental question: Can digital advertising remain effective if it abandons the extensive tracking that has become standard practice? According to Diwanji, the industry’s long-held assumption has been that greater relevance requires collecting more information about users. His findings challenge that belief, demonstrating that relevance can instead come from understanding the immediate context of the content a person is already reading or viewing.

The research consisted of four experiments involving more than 1,000 participants, each interacting with websites displaying AI-generated contextual advertisements. The first study found that animated advertisements attracted more attention than static ones, increasing perceived value, improving attitudes toward the advertised brands and raising purchase intentions. The second study showed that advertisements embedded directly within articles outperformed those placed in sidebars or separate sections. In-article ads were more noticeable without being perceived as intrusive, resulting in stronger engagement and more favourable consumer responses.

The third experiment examined whether advertisements aligned with the surrounding webpage content produced better results. Participants responded more positively when advertisements matched the topic and context of the page, making the messages easier to process and increasing both perceived advertising value and awareness of the surrounding content. The fourth study investigated whether product type influenced these effects. Advertisements for high-involvement products, such as automobiles, health insurance and cruise vacations, generated stronger responses than those for everyday items such as candy or cleaning products. Combined with reduced intrusiveness and stronger contextual relevance, these factors further improved advertising effectiveness.

Taken together, the findings demonstrate that AI can create personalised advertising experiences without identifying or profiling individual users. Rather than relying on browsing histories or behavioural tracking, AI systems interpret a webpage’s structure, semantic meaning and emotional tone to determine which advertisements are most relevant. According to Diwanji, this distinction separates the concepts of personalisation and personal data. The technology does not need to know who a person is to understand what they are interested in at that moment, offering marketers an effective approach that better respects consumer privacy.

The study builds on Diwanji’s broader research into artificial intelligence, advertising and consumer behaviour. As AI becomes increasingly integrated into digital marketing, concerns about online surveillance continue to grow among regulators, businesses and consumers. These findings suggest that AI-driven contextual advertising can provide an alternative that balances commercial effectiveness with stronger privacy protections. Diwanji believes the research demonstrates that surveillance is not a prerequisite for successful digital advertising. Instead, AI can become the primary mechanism for creating relevance in real time by understanding content rather than collecting personal information, potentially reshaping the future of online advertising.

More information: Vaibhav Shwetangbhai Diwanji, The AI Leap in Contextual Advertising: Delivering Ad Relevance in a Privacy-First Era, Journal of Promotion Management. DOI: 10.1080/10496491.2026.2663430

Journal information: Journal of Promotion Management Provided by University of Kansas

Simple Recognition Encourages Repeat Participation in Take-Back Programs

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Companies may be able to significantly increase repeat customer participation in recycling and reuse programs with a surprisingly simple strategy: sending an acknowledgment message. A new study led by researchers at Penn State found that a basic email confirming receipt of returned items, such as reusable food containers, coffee pods or used electronics, encouraged customers to participate again. The findings, published in the Journal of Consumer Research, suggest that this low-cost approach not only strengthens customer engagement but also enhances a company’s reputation for sustainability.

The research began with an everyday observation about single-use coffee pods and whether companies could motivate customers to recycle more consistently. Across a series of seven experiments, the researchers discovered that simply acknowledging a customer’s participation was more effective than expressions of gratitude alone. According to co-author Sara Dommer, assistant professor of marketing at Penn State’s Smeal College of Business, customers who received a message confirming that their returned item had been received were more likely to participate in the program again, helping make environmentally responsible behaviour more sustainable over time.

To understand why acknowledgment works, the researchers conducted multiple online experiments involving more than 3,700 participants. In the initial studies, participants imagined taking part in a fictional coffee pod recycling program and received different follow-up emails. Those who received acknowledgment messages consistently reported stronger intentions to participate again than those who received no acknowledgment or only general thank-you messages. Additional experiments showed that acknowledgment strengthened consumers’ emotional attachment to the company, increased their sense of partnership with the brand and led them to perceive the company as more committed to sustainability.

The researchers also found that acknowledgment was especially effective among customers who were less connected to a brand. Rather than reinforcing the behaviour of loyal customers who already participated regularly, acknowledgment messages helped engage infrequent participants—the very group companies often struggle to retain. Another experiment demonstrated that the positive effect was unique to sustainability initiatives. Acknowledging participation in a take-back program increased future engagement, whereas acknowledging unrelated actions, such as submitting an online review, did not produce the same response. The study also showed that perceptions of greenwashing reduced customers’ willingness to participate again, highlighting the importance of authentic sustainability efforts.

The team’s findings were reinforced through a real-world field study conducted with Topanga. This foodservice technology company partners with Penn State to reduce single-use waste in campus dining halls. Students ordering takeout meals in reusable containers received an email each time they returned a container, confirming receipt and showing how many disposable containers had been diverted from landfill through their participation. Over the one-month study, the researchers tracked 710 participants and sent 1,589 acknowledgment emails. Compared with baseline data from the previous year, repeat participation among infrequent users increased threefold after acknowledgment messages were introduced.

According to co-author Karen Winterich, distinguished professor of marketing at Penn State’s Smeal College of Business, take-back and reuse programs depend on ongoing participation rather than one-time actions. The study demonstrates that a simple acknowledgment message can help companies build stronger relationships with customers while encouraging long-term sustainable behaviour. Following the success of the Penn State project, Topanga expanded the acknowledgment messaging system to partner institutions across the United States, demonstrating how a small communication can have a meaningful impact on customer engagement and environmental sustainability.

More information: Yuly Hong et al, Received! How Acknowledgment Increases a Company’s Sustainability Image and Drives Repeat Customer Participation in Take-Back Programs, Journal of Consumer Research. DOI: 10.1093/jcr/ucag007

Journal information: Journal of Consumer Research Provided by Penn State

Cannabis Packaging and Branding May Undermine Efforts to Reduce Youth Appeal, Study Finds

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Unlike cigarettes or alcohol, cannabis products are often sold as gummies, chocolates, candies and other snack-like items that can closely resemble products found in grocery stores. A new study from Washington State University suggests that some of these products may continue to attract the attention of underage consumers despite complying with existing cannabis packaging regulations. Although cannabis products are sold only through licensed retailers where minors are prohibited, young people may still encounter product packaging through family members, friends, social media and other channels.

Published in the International Journal of Drug Policy, the study examined how adolescents and young adults perceive the packaging of legally approved cannabis edibles in Washington state. Researchers surveyed 454 participants, including 149 teens aged 13 to 17 and 305 young adults aged 18 to 20. More than 80% of respondents reported that at least some of the cannabis gummy and candy products shown to them would likely appeal to individuals under the age of 21. Seattle & King County Public Health and the Washington State Liquor and Cannabis Board supported the project.

The research builds on earlier findings showing that adolescents often view cannabis edibles favourably because they resemble familiar snacks and health foods. In this study, participants were shown images of five cannabis edible products currently available for legal sale, including gummies, candy, chocolate, pretzels and a cannabis-infused soda. Those who believed a product would appeal to underage consumers used a hotspot analysis tool to identify the specific package features they found most attractive.

Across all product categories, participants consistently highlighted colourful logos, brand names, bold typography and images that resembled familiar foods and snacks. By contrast, warning labels, ingredient information and nutritional details received far less attention. One notable finding involved branding elements that complied with state regulations but attracted young viewers. For example, many respondents identified a turtle logo on a cannabis chocolate package as one of the most attention-grabbing features despite the logo meeting all regulatory requirements.

According to lead author Stacey J.T. Hust, professor in Washington State University’s Edward R. Murrow College of Communication, the study helped identify the specific design features that resonate with young people. Co-author Jessica Fitts Willoughby noted that adolescents may not distinguish between package design and brand identity, often viewing logos, colours and symbols as appealing product features. The findings suggest that young consumers may interpret branding elements differently than regulators anticipate when crafting packaging rules.

The researchers say the results raise important questions about whether current regulations fully address how young people perceive cannabis products. Washington already prohibits packaging that uses cartoons or bubble lettering, yet participants still identified colourful logos, playful fonts and other branding features as appealing. Hust noted that similar concerns emerged decades ago in the tobacco industry, where cartoon mascots were eventually removed because of their appeal to children. The researchers argue that adolescent perspectives should play a greater role in future discussions about cannabis packaging regulations, helping policymakers better understand which design features may continue to attract underage audiences while balancing legal access for adults.

More information: Stacey J.T. Hust et al, Not just a label: Teens’ perceptions of what elements of cannabis product packaging appeal to underage individuals, International Journal of Drug Policy. DOI: 10.1016/j.drugpo.2026.105355

Journal information: International Journal of Drug Policy Provided by Washington State University

When Politics Meets Logistics: The Impact of Tariffs and Polarization on Supply Chains

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How do political beliefs shape business decisions? While supply chain management is often viewed as a discipline driven by data, costs, and operational efficiency, new research suggests that political ideology may play a larger role than many organizations realize.

In today’s increasingly complex global trade environment, supply chain professionals regularly confront decisions influenced by tariffs, trade restrictions, economic nationalism, and geopolitical tensions. These issues are no longer confined to the political arena; they directly affect sourcing strategies, supplier selection, inventory management, and long-term business planning. As a result, understanding how political perspectives influence professional judgment has become an important area of study.

A recent study published in the Transportation Journal explores this issue by examining whether political ideology and perceived ideological alignment affect how supply chain professionals evaluate operational decisions involving tariffs. The research was conducted by Scott DuHadway of Portland State University and Craig Carter of Arizona State University, both recognized scholars in the field of supply chain management.

The researchers conducted a controlled experiment involving 216 supply chain professionals. Participants were asked to evaluate a sourcing strategy developed in response to tariff-related conditions. Importantly, all participants received identical operational information and were presented with the same sourcing plan. The study then examined how participants’ political ideologies, as well as their perceptions of the manager presenting the plan, influenced their evaluations.

The results revealed that more than objective business considerations influenced decision-making. Participants’ political beliefs significantly affected how they viewed both the sourcing strategy and the manager responsible for recommending it. Individuals were generally more supportive of the operational plan and expressed greater trust in the manager when they perceived ideological alignment between themselves and the decision-maker.

According to DuHadway, “When evaluating identical sourcing strategies tied to tariffs, we found that participants’ political ideology and their perceptions of a manager’s ideology significantly shaped both trust in leadership and support for the operational plan. Even neutral presentations of politically charged issues were enough to activate bias and influence decision-making.”

The findings suggest that tariffs and similar policy issues carry symbolic political meaning that extends beyond their economic implications. Even when managers present recommendations in a neutral and fact-based manner, employees and stakeholders may interpret those recommendations through a political lens. As a result, the same operational decision can receive very different reactions depending on the political beliefs of those evaluating it.

These insights have important implications for organizations operating in politically sensitive environments. As governments around the world increasingly use tariffs and trade policies to advance economic and strategic objectives, supply chain leaders must navigate not only operational challenges but also the social and political dynamics that influence organizational decision-making.

The study highlights the importance of recognizing potential biases when evaluating business proposals. Leaders may need to devote greater attention to communication strategies, transparency, and trust-building efforts when discussing decisions linked to politically charged topics. By understanding how ideological perceptions can shape reactions to operational recommendations, organizations can foster more constructive discussions and make better-informed decisions.

As political polarization continues to influence public discourse and economic policy, this research serves as a reminder that supply chain decisions do not occur in a vacuum. The intersection of politics and logistics is becoming increasingly important, and successful leaders must be prepared to manage both the technical and human dimensions of decision-making.

More information: Scott DuHadway et al, “And Here’s What I Think About Tariffs…”: What Happens When Politics Enters Supply Chain Decisions? Transportation Journal. DOI: 10.1002/tjo3.70027

Journal information: Transportation Journal Provided by Portland State University

Voice Cloning Technology: Amazing Potential, Alarming Risks

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Voice cloning technology has advanced rapidly in recent years, making it possible to replicate a person’s voice using only a few seconds of recorded audio. While this innovation offers exciting opportunities in areas such as accessibility, entertainment, customer service, and personalised digital experiences, it also raises significant concerns about fraud, manipulation, and consumer protection.

Researchers have found that the human voice plays a powerful role in shaping trust and influencing decision-making. As voice recognition and artificial intelligence technologies become increasingly accessible, understanding how people respond to familiar-sounding voices has become more important than ever. One area of research focuses on whether individuals are more likely to be persuaded by someone whose voice resembles their own or sounds familiar to them.

Studies examining consumer-spokesperson interactions suggest that vocal similarity can have a meaningful impact on persuasion. When people hear a voice that sounds familiar, they may unconsciously lower their guard and become more receptive to the message being delivered. In some cases, a spokesperson whose vocal characteristics closely resemble those of the listener may be perceived as more trustworthy, even when there is no objective reason to consider that person more credible.

A key factor behind this phenomenon is a vocal characteristic known as timbre. Timbre refers to the unique quality or colour of a person’s voice that distinguishes it from others. Even when two individuals speak at the same pitch, volume, and tone, their voices can still be differentiated because of differences in timbre. Much like a fingerprint or a facial feature, timbre contributes to the distinctiveness of every individual’s voice.

Advances in machine learning now allow researchers and developers to analyse and model vocal characteristics using remarkably short audio samples. In many cases, less than ten seconds of speech is sufficient to identify distinctive vocal traits and generate highly realistic voice replicas. As a result, creating synthetic voices that closely resemble real individuals has become easier and more affordable than ever before.

Research has shown that similar voices can increase the effectiveness of persuasive messages. Across various analyses and controlled experiments, participants were more likely to respond positively to speakers whose voices shared characteristics with their own. This effect persisted even when listeners had no additional information suggesting that the speaker was knowledgeable, reliable, or trustworthy. Simply hearing a familiar-sounding voice appeared to create a sense of connection and credibility.

While these findings offer valuable insights for marketers, educators, and communication professionals, they also highlight potential risks. Criminals can exploit voice cloning technology to impersonate family members, colleagues, financial advisors, or public figures. Because people naturally associate familiar voices with trust and authenticity, they may be more vulnerable to deceptive requests involving money, personal information, or sensitive data. This helps explain why voice-based impersonation scams have become an increasing concern for consumer protection agencies.

As voice cloning technology continues to evolve, individuals and organisations must remain aware of both its benefits and its risks. The ability to recreate a human voice presents remarkable opportunities for innovation, but it also underscores the importance of digital literacy, privacy safeguards, and verification procedures. Understanding how voice similarity influences trust and persuasion is an essential step toward using this powerful technology responsibly while protecting consumers from potential misuse.

More information: Kimberly Hyun et al, Vocal Similarity, Timbre, and Persuasion in Consumer-Spokesperson Interactions, Journal of Marketing Research. DOI: 10.1177/00222437261440557

Journal information: Journal of Marketing Research Provided by University of Cincinnati

Well-Being Has No Social Class

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New research suggests that concerns about social status diminish significantly when health enters the picture. While people often compare themselves with others when evaluating income, education, career success, or social standing, these comparisons become far less important when decisions involve health and well-being. Instead of focusing on whether they are doing better than others, people tend to prioritise what will provide the best outcome for themselves.

Social comparison is a common feature of everyday decision-making. For example, a salary increase may feel less satisfying if colleagues receive larger raises, even though one’s own financial situation has improved. In such cases, relative standing can matter as much as, or even more than, the absolute benefit received. However, researchers found that this tendency changes markedly when health-related factors are introduced. When health is at stake, people become less concerned with outperforming others and more focused on achieving the most favourable personal outcome.

Researchers from the School of Management in Angers, France, and the University of East London conducted the study. Nearly 400 participants in France took part in two experiments designed to explore how social comparison influences decision-making. Participants were presented with a series of hypothetical scenarios in which they could either maximise their own benefit or choose an option that placed them in a better position than others, even if it required sacrificing some personal advantage.

The findings revealed a clear distinction between health and non-health decisions. In situations unrelated to health, many participants preferred options that improved their status relative to others. However, when choices involved health-related issues, this preference largely disappeared. Scenarios involving life expectancy, surgery waiting times, and health insurance prompted participants to focus on securing the best possible outcome for themselves rather than maintaining a superior position compared with others.

According to the researchers, these results demonstrate that health occupies a unique place in human decision-making. Co-author Professor Kirk Chang of the Royal Docks School of Business and Law at the University of East London explained that people naturally compare themselves with others across many aspects of life. Still, this tendency weakens when health information becomes part of the decision. Rather than asking whether they are better off than others, individuals become more concerned with what will maximise their own well-being because the consequences are more meaningful and personally significant.

The researchers believe these findings have important implications for policymakers, healthcare providers, and public health communicators. Understanding how different types of health information influence decision-making could help organisations develop more effective communication strategies and encourage healthier choices. The study also found that not all health information carries equal weight. Information related to life expectancy, surgery waiting times, and health insurance had the strongest impact in shifting attention away from social status and towards personal well-being. The findings reinforce a simple but powerful message: when health is involved, people are far more likely to focus on what is best for themselves than on how they compare with others.

More information: Jérémy Celse et al, Better for self or better than others, the secret of relative position in behavior, Review of Behavioral Economics. DOI: 10.1108/RBE-12-2025-0126

Journal information: Review of Behavioral Economics Provided by University of East London

Human Touch, Hidden Risks: Rethinking Food Safety Practices

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Consumers often assume that hand-prepared foods are fresher, more authentic, higher quality, and safer than factory-packaged alternatives. However, a new study suggests that these perceptions may create a food-safety blind spot. Researchers found that consumers tend to associate human involvement in food preparation with positive qualities that may not actually exist, a phenomenon they describe as the “handmade food halo.” The findings also show that carefully designed messaging can significantly influence purchasing decisions and encourage consumers to consider safer food options.

The study, led by Lavi Peng, Assistant Professor of Hospitality and Tourism Management at the University of Massachusetts Amherst, examined consumer attitudes toward deli meat. According to Peng, people often assume that hand-sliced products receive greater care and are therefore superior in quality. Yet from a food-safety perspective, greater human handling does not necessarily translate into a better product. In some cases, additional handling may increase opportunities for contamination and foodborne illness.

To explore these perceptions, researchers conducted two online experiments involving 344 U.S. consumers. Participants were asked to evaluate either hand-sliced deli meat prepared at a grocery store counter or factory-sliced, prepackaged deli meat. They rated the products based on appeal and purchase intention. Afterward, participants were presented with scientific information explaining that hand-sliced deli meat is associated with a substantially higher risk of listeriosis than prepackaged alternatives because increased human contact can elevate contamination risks.

The results confirmed the existence of the handmade food halo. Before receiving the food-safety information, participants consistently rated hand-sliced deli meat as more appealing and expressed stronger intentions to purchase it. Surprisingly, however, learning about the higher food-safety risks did not make consumers view the prepackaged option more favourably. Instead, the information merely reduced enthusiasm for the hand-sliced product. This finding suggests that correcting safety misconceptions alone may not be enough to shift consumer preferences toward safer alternatives.

In a second experiment, researchers modified the presentation of the prepackaged deli meat by incorporating cues associated with human care and authenticity. Packaging included images of farmers and messages emphasizing careful preparation and attention to quality. When participants were exposed to both the redesigned packaging and the food-safety information, their responses changed significantly. They rated the redesigned prepackaged product as more appealing and reported stronger purchase intentions than for either the standard packaged product or the hand-sliced deli meat.

The findings suggest that consumers are not necessarily seeking human contact itself, but rather the signals of care, trustworthiness, and authenticity that human involvement represents. For marketers and public health communicators, the study highlights the importance of making safety information visible at the point of purchase while also ensuring that safer products remain attractive and emotionally appealing. Although the research focused on deli meat because of its well-documented food-safety risks, the insights may also apply to other ready-to-eat foods, such as sushi and street foods, where consumers often equate handmade preparation with superior quality despite potential safety concerns.

More information: Heyao Yu et al, Human touch vs. food safety: How information interventions impact the handmade food halo, International Journal of Hospitality Management. DOI: 10.1016/j.ijhm.2026.104770

Journal information: International Journal of Hospitality Management Provided by University of Massachusetts Amherst

Prioritise Video Reviews in Late-Stage Shopping

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More Americans are turning to online video reviews instead of visiting stores to compare products before making a purchase. According to Pew Research, 55% of Americans reported watching online product reviews as early as a decade ago. By late 2024, 62% said they used TikTok to view product reviews and recommendations. As video content continues to shape consumer behaviour, businesses and marketers are increasingly interested in understanding whether video reviews actually influence purchasing decisions and, if so, how they can be used most effectively.

Research by Muhammad Jawad, Clinical Assistant Professor of Information, Risk, and Operations Management at the McCombs School of Business at The University of Texas at Austin, suggests that video reviews can indeed boost purchasing decisions—but only when they are presented at the right time. His findings reveal that the same video review can either encourage a purchase or have little impact, depending on where consumers are in their decision-making journey. Rather than the content alone, the timing of exposure plays a critical role in determining its effectiveness.

Jawad’s interest in the topic stemmed from his own shopping habits. When considering a product, he typically begins by searching online to explore available options and then turns to YouTube for review videos. These videos provide information that text reviews often cannot, such as demonstrations of how a product looks, feels, and functions in real-world situations. While recognising the unique value of video reviews, he wanted to determine when they provide the greatest benefit to consumers making purchase decisions.

To investigate, Jawad and his co-author, Raquel Benbunan-Fich of the City University of New York, conducted an experiment involving 120 undergraduate students. Participants were asked to imagine purchasing a smartphone case as a gift. The shopping experience was designed to mirror real-world online purchasing behaviour. First, they reviewed eight smartphone cases and narrowed their choices to two finalists. Next, they selected a final product from those two options. Different groups received different combinations of review formats during each stage of the process.

The results showed that matching review format to the appropriate stage significantly improved consumer outcomes. Participants who used text reviews during the initial narrowing-down phase and video reviews during the final selection stage performed substantially better than those who experienced the reverse sequence. They rated review quality 9% higher, engaged with the information 16% more deeply, and demonstrated 18% stronger purchase intent. According to Jawad, participants were more likely to proceed with a purchase because the information was presented in a sequence that aligned with their decision-making needs.

The study suggests that retailers, marketers, and content creators should carefully consider when video reviews are displayed. Text reviews appear most useful when shoppers are comparing a large number of options. In contrast, video reviews become more valuable once consumers have narrowed their choices and are deciding between a few finalists. Jawad notes that Amazon already places video reviews on product detail pages, where shoppers are further along in the buying process. Other e-commerce platforms may benefit from adopting a similar strategy. By prioritising video reviews in late-stage shopping, businesses may help consumers make more confident decisions and ultimately increase sales.

More information: Muhammad Jawad et al, Why video reviews are not always better: The role of format–stage fit in online decision-making, Decision Support Systems. DOI: 10.1016/j.dss.2026.114634

Journal information: Decision Support Systems Provided by University of Texas at Austin

The Highest-Consuming 10% Leave a $5.7 Trillion Environmental Footprint Annually, Overshadowing Global Conservation and Climate Investments

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The environmental damage caused by the world’s highest-consuming 10% of people is estimated at between $1.7 trillion and $5.7 trillion annually, according to a new study published in Communications Sustainability. At the central and upper estimates, this damage exceeds current international commitments for climate action and biodiversity conservation several times. It approaches the scale of the global funding required to address these environmental crises. The study places a monetary value on environmental harm linked to four planetary boundaries: climate change, biodiversity loss, nutrient pollution, and freshwater use.

Researchers found that the average person within the global top 10% of consumers generates environmental damage worth between $2,300 and $7,500 per year. The burden is substantially higher in the United States, where per-person damages range from $19,000 to $63,000 annually—equivalent to roughly 6–20% of income or 0.8–3% of personal wealth. More than 60% of the world’s highest-consuming individuals live in the United States and the European Union. In the EU, approximately 40–45% of the population falls within this group, while in the United States the figure exceeds 50%.

Biodiversity loss emerged as the largest contributor to the global environmental damage bill, accounting for 47–56% of total damages. Climate change represented an additional 36–45%, while nutrient pollution and freshwater use contributed the remainder. These findings reinforce growing calls from scientists and policymakers to address climate change and biodiversity loss as interconnected challenges rather than separate environmental issues.

The authors emphasise that their estimates are conservative. The analysis covers only four of the nine recognised planetary boundaries and focuses exclusively on impacts associated with direct household consumption. It does not include emissions and environmental pressures linked to investments, which account for approximately half of the carbon footprint of the highest-income individuals. As a result, the true environmental costs associated with affluent lifestyles are likely substantially higher than those reported.

The study also highlights the potential implications of applying the polluter-pays principle to high-consuming groups. If environmental damages were reflected in taxation or other policy measures, the resulting revenue could significantly contribute to climate and biodiversity solutions. The researchers note that taxes targeting luxury consumption are generally more progressive and more effective at reducing emissions than taxes on essential goods. However, they stress that pricing mechanisms alone cannot compensate for environmental degradation and must be accompanied by stronger regulations and preventive measures.

Lead author Inge Schrijver of Leiden University noted that while placing a monetary value on nature is inherently uncomfortable because nature’s true worth is immeasurable, financial estimates can help illustrate the scale of environmental harm and responsibility. Co-author Paul Behrens of the University of Oxford added that the highest-consuming 10% possess unique leverage to drive change. Beyond their consumption habits, they influence environmental outcomes through their investments, business decisions, and social influence. Together, the findings underscore the disproportionate environmental impact of affluent consumers and the critical role they could play in reducing global environmental pressures.

More information: Inge Schrijver et al, Environmental damages of the top ten percent consumers exceed global climate and biodiversity funding gaps, Communications Sustainability. DOI: 10.1038/s44458-026-00079-x

Journal information: Communications Sustainability Provided by University of Oxford

Anti-Smoking Messages and the Rise of Vaping: An Unintended Link

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Graphic anti-smoking advertisements are designed to discourage smoking by highlighting its serious health consequences. However, new research suggests that these campaigns may have an unintended effect: encouraging some smokers to switch to vaping rather than quit nicotine altogether. Researchers found that when smokers are exposed to highly graphic warnings on cigarette packaging, but only mild text warnings on e-cigarettes, they may perceive vaping as a safer and less threatening alternative.

The study, published in the Journal of Business Ethics, was led by Elizabeth Howlett and colleagues from Utah Valley University. According to Howlett, the research examined the unintended consequences of fear-based anti-smoking messaging. The findings suggest that graphic cigarette warnings reduce the perceived risks associated with e-cigarettes because vaping products do not carry similarly vivid health warnings. As a result, some smokers become more inclined to try vaping instead of quitting tobacco use entirely.

Graphic health warnings have long been used in public health campaigns because they effectively capture attention and create fear about the consequences of smoking. Many countries already require disturbing visual images on cigarette packaging, and the U.S. Food and Drug Administration has approved regulations mandating graphic images showing the effects of smoking-related diseases such as cancer, stroke, and heart disease. By contrast, warnings on e-cigarette products are typically limited to brief statements noting that nicotine is addictive.

To better understand consumer reactions, researchers conducted four online experiments examining how smokers responded to different warning environments. Participants exposed to strong graphic warnings on cigarettes, alongside minimal warnings on vaping products, showed more favourable attitudes toward e-cigarettes and greater intentions to vape rather than quit smoking. However, when participants were shown more balanced warnings across both cigarettes and e-cigarettes, positive attitudes toward vaping were reduced. The findings suggest that consumers interpret differences in warning styles as signals about relative safety.

The study highlights the importance of clear and balanced public health communication, particularly as vaping continues to grow in popularity. Smoking remains the leading cause of preventable disease and death in the United States, causing nearly half a million deaths annually. Although some evidence suggests vaping may be less harmful than smoking traditional cigarettes, researchers caution that “less harmful” does not mean safe. Emerging evidence has linked vaping to cardiovascular, respiratory, and gastrointestinal problems, while nicotine itself continues to pose significant health risks. At the same time, public understanding of vaping risks remains limited compared with awareness of smoking dangers.

Researchers also warned that health messaging does not affect only current smokers. Young people who may never have considered smoking can still be influenced by perceptions that vaping is relatively harmless. While e-cigarettes were initially promoted as a potential harm-reduction tool for adult smokers, the rapid growth of vaping among youth has become a major public health concern. The authors argue that policymakers should consider the broader messaging environment across all nicotine products rather than evaluating warnings in isolation. Providing stronger and more consistent health warnings on both cigarettes and e-cigarettes may help consumers make more informed decisions about the risks associated with tobacco and nicotine use.

More information: Kamal Ahmmad et al, Unintended Consequences: The Effects of Cigarette Graphic Health Warnings on Electronic Cigarette Risk Perceptions and Intentions, Journal of Business Ethics. DOI: 10.1007/s10551-026-06325-5

Journal information: Journal of Business Ethics Provided by Washington State University

Proposed Tobacco Industry Levy May Raise £4.9bn and Improve Public Health Outcomes

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The UK could raise £4.9 billion over five years and improve public health outcomes through a proposed tobacco industry levy that would cap wholesale tobacco prices while increasing taxes, according to new research from the University of Bath Tobacco Control Research Group and the University of Sheffield’s Addictions Research Group. The study provides the first real-world modelling of a “polluter pays” tobacco levy designed to prevent tobacco companies from using pricing as a marketing strategy while generating significant revenue for the government.

Researchers found that the proposed policy could raise between £1 billion and £4.9 billion over five years, depending on how quickly the price cap is introduced and the level at which it is set. Over 20 years, the policy could also prevent up to 10,000 hospital admissions, save nearly 44,000 years of life, and reduce smoking-related deaths. The findings suggest that stronger price caps combined with higher tobacco taxes would produce the greatest improvements in public health, particularly among the most disadvantaged communities.

Dr Rob Branston, Co-Director of the University of Bath Tobacco Control Research Group and co-author of the study, said the policy could build on the UK Government’s Tobacco and Vapes Act by further reducing the harms caused by smoking. He noted that tobacco companies continue to generate substantial profits from products that kill more than half of their long-term users. According to Dr Branston, the levy would deliver “multiple wins” by raising government revenue, improving health outcomes, and benefiting lower-income populations the most.

Under the proposed scheme, the government would set a maximum wholesale price that tobacco companies could charge for cigarettes and other tobacco products. Taxes would then be increased to prevent retail prices from falling, ensuring that smoking remains less affordable while shifting profits away from the tobacco industry and towards public revenue. Researchers noted that cigarette prices currently vary widely in shops, with some packs costing around £13 while others approach £20, despite causing the same level of harm. Standardising prices at a higher level could reduce smoking rates while generating additional tax income.

The modelling exercise, led by the Sheffield Addictions Research Group, tracked 250,000 individuals in England aged 18 to 89 across six policy scenarios. The analysis compared different levels of price caps and implementation speeds against a business-as-usual scenario. Researchers found consistent results across all scenarios, including reduced smoking prevalence, fewer hospital admissions and deaths, higher tax revenues, and narrower price differences in the tobacco market. An immediate hard cap introduced in England could generate £4.9 billion by 2029 and prevent more than 1,600 deaths and over 10,000 hospital admissions by 2044.

Health organisations, including ASH, Cancer Research UK, STOP, and the All-Party Parliamentary Group on Smoking and Health, have previously supported the idea of a polluter pays levy. Hazel Cheeseman, Chief Executive of ASH, said there is strong public support for making tobacco companies pay for the harms caused by their products rather than placing the burden on taxpayers. She added that as smoking becomes increasingly concentrated among disadvantaged populations, sustained funding is needed to support smoking cessation efforts and reduce health inequalities. With the Tobacco and Vapes Act now in place, campaigners are urging ministers to consider the levy as part of a long-term strategy to create a smokefree UK within the next two decades.

More information: Duncan Gillespie et al, Reducing tobacco supplier profits and pricing power: Modelling the impact of a tobacco price cap and tax increase on socioeconomic inequalities in England, Social Science & Medicine. DOI: 10.1016/j.socscimed.2026.119325

Journal information: Social Science & Medicine Provided by University of Bath