Our brains are wired to seek order when we feel out of control. A framed logo, an organized grocery store, and a well-designed website all provide unconscious signals of stability to consumers navigating uncertainty.

In this episode, Professor Keisha Cutright of Duke University’s Fuqua School of Business discusses her research on how consumers respond to instability. In her widely cited paper, The Beauty of Boundaries: When and Why We Seek Structure in Consumption (Journal of Consumer Research), Cutright reveals that when people feel like they cannot control the outcomes in their lives, even subtle design cues become psychologically reassuring.

Cutright traces her insights back to her days at Procter & Gamble, where she first observed consumer segments deeply focused on orderly living. Her subsequent academic research revealed that this wasn’t just a preference, it was a psychological response to feeling powerless. When people believe things happen randomly in their environment, subtle cues that reflect intentionality can be comforting. These findings have proven consistent across major disruptions, from post-9/11 shopping behaviors to the surge in structured activities like baking during COVID-19.

The conversation covers practical applications for business leaders, from packaging to retail layouts and digital interfaces. Cutright explains how structured environments can serve as substitutes for community support, particularly for vulnerable populations, and why brands that understand this dynamic appeal to customers.

More than a decade after its publication, Cutright's research remains strikingly relevant as consumers navigate an increasingly uncertain world.

Duke Fuqua Insights features digestible conversations with our faculty about the most impactful research from their careers, including studies they teach in Fuqua classes. New episodes every other week in season.

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