The Effect Of Color Vs . Black-and-White On Information Processing
The effects of using color in various forms of marketing communications (e.g., television and magazine advertising, package design) have received much attention from marketing researchers. One area Read More »
When A Sequence Of Decisions Leads To Unfavorable Outcome: The Conflicting Roles Of Perceived
Consumers make numerous decisions every day. These decisions may form a causal sequence in which earlier decisions influence subsequent ones. For example, a decision of which restaurant to go to is a Read More »
A Fluency Account Of How Price Operates As A Cue To Psychological Distance
Building on construal level theory (CLT; Trope and Liberman, 2003), we propose that the price of a product, like time (e.g., Liberman and Trope, 1998), spatial distance (e.g., Fujita, et al. 2006), Read More »
Fear Not, For You Can Help! The Effect Of Fear Of Failure And Self-Construal On Charitable Giving
Extant literature offers mixed findings as to how people respond to having an aspect of the self threatened, reporting both social contact seeking (Maner et al. 2007), and avoiding behavior (Murray Read More »
Happiness From Giving: When Consumers Misforecast Their Affective Responses To Prosocial Behavior
Consumer giving has steadily declined over the last few years (Giving USA 2010). When consumers do give, approximately 50% are motivated to only give once and not give again (Nonprofit Times 2003). Read More »
Author: Stefanie Robinson, Caglar Irmak, William O. Bearden
Contributor: eb™ Research Team