Do Others Influence What We Say? The Impact Of Interpersonal Closeness On Word-of-Mouth Valence
A great deal of research in word-of-mouth (WOM) has aimed to understand whether consumers are more likely to share positive or negative information (Brown & Reingen 1987; Herr, Kardes, & Kim Read More »
Power And Resistance To Social Influence: The Moderating Role Of Attitude Certainty
A consistent finding in consumer research is that attitudes toward products, services, and consumption in general can be influenced by other people’s opinions (e.g., Bearden and Etzel 1982). Read More »
Abstract Art As An Emotional Buffer
Art plays an important cultural role by acting as a medium of communication for important sources of information. Given this role, it is not surprising that art has permeated consumption specific Read More »
The Impact Of Fear On Emotional Brand Attachment
The current research investigates the role of fear in the creation of emotional attachment to a brand. Previous research examining the influence of incidental negative emotions on brand evaluations Read More »
Strategies To Cope With Social Identity Threats: Defending The Self Without Sabotaging Self-Control
Consumers often encounter situations when important aspects of their identities are negatively evaluated and threatened. Imagine a sports fan who watches his beloved team lose to an objectively Read More »