Consumers’ Implicit Mindsets And Responses To Cause-related Marketing Campaigns
Cause-related marketing (CRM) efforts (e.g., contributing a portion of sales to charities) enhance purchase intentions (Henderson & Arora, 2010), while donation amount that CRM garners (Elfenbein & Read More »
Consumers’ Attribution Of Mind To Possessions As An Impediment To Sharing
Research has established that people perceive minds in a variety of objects and along two dimensions: agency referring to the capacity to plan and act, and experience referring to the capacity to Read More »
Author: Chi Hoang, Klemens Knöferle, Luk Warlop, Aradhna Krishna
Contributor: eb™ Research Team
Resolving Humorous Incongruity In Advertising Facilitates Impressions Of Firm Competence
Humor is a common executional tactic in advertising (Eisend 2009). Given that humor affects impression formation in interindividual settings (Greengross, Martin, and Miller 2012), we propose that Read More »
The “Healthy=Lighter” Heuristic
Prior research suggests that consumers rely mostly on heuristic-based decision making when it comes to food related decisions (Wansink and Chandon 2014). For instance, a “health=expensive” Read More »
Consumer Response To Innovations: The Differential Effects Of Focused And Defocused Attention On
Focused and defocused attention has been shown to foster novel product ideas (Ansburg and Hill 2003; Friedman, Fishbach, Förster and Werth, 2003; Nijstad, De Dreu, Rietzschel and Baas 2010) but how Read More »