CHICAGO (NewsNation) — Home makeover shows might influence owners to make choices that prioritize future buyers instead of what makes them happy in the present, a new study first reported in the Washington Post found.
Dr. Annetta Grant, an assistant professor of markets, innovation and design at Bucknell University, took a closer look at this with Jay Handelman, an associate professor of marketing at the Smith School of Business.
Grant’s research looked into how this type of media is making homeowners worried about being judged or scrutinized and how some go the neutral route while renovating and decorating instead of making bolder choices that express who they are.
After talking to 17 homeowners doing renovations, Grant found most of them wanted to make smart choices so their homes could be worth more down the line.
Grant and Handelman