Wilbur O. and Ann Powers College of Business

Business research insights on stress-free holiday shopping resonate globally


Jennifer Siemens, Ph.D., associate dean and marketing professor in the Wilbur O. and Ann Powers College of Business at Clemson University, is leaving a significant mark, both locally and globally, with her expertise in consumer behavior. In a recent interview, Siemens shed light on the relationship between holiday shopping and consumer well-being. Her research and insights have gained extensive coverage worldwide in hundreds of media outlets, highlighting the Wilbur O. and Ann Powers College of Business’s steadfast commitment to sharing global knowledge.

Siemens’ and fellow Clemson marketing professor Anastasia Thyroff’s research delves into the effect of stressful times on consumer shopping habits and overall well-being. During stressful times, brands can strengthen their existing bond with consumers by helping them conserve their time, social and financial resources. Siemens’ recent interview advises that holiday shoppers are often short on time and money, causing psychological stress. Retailers who offer affordable options without time pressure and provide opportunities for brand community come out ahead in the long run.

Beyond the psychological insights, Siemens emphasized innovative strategies implemented by companies employing AI to target consumers effectively. She explained how these technological advancements, particularly via the internet and social media, create personalized advertising experiences, mitigating the risk of consumers making regrettable purchases and enhancing the overall shopping journey. “Technological advances are proving invaluable for consumers in the long run. By utilizing AI, companies can highly target consumers based on their search history, allow consumers to virtually try on products and offer deals at the right time, all which help reduce the stress associated with purchasing,” noted Siemens during the interview.

Jacob Chambers, marketing and communications director for the Wilbur O. and Ann Powers College of Business, emphasizes the global resonance of Siemens’ insights, stating, “Our faculty’s expertise transcends academia, resonating globally. Siemens’ contributions enrich local discussions on holiday shopping and shape international conversations.” This global recognition solidifies Clemson University and the Wilbur O. and Ann Powers College of Business as pivotal players in fostering cross-border dialogues. It reflects the institution’s unwavering commitment to offering invaluable insights globally, exemplifying a dedication to sharing knowledge that extends far beyond the confines of the campus.

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