Marketing

Illusion Of Variety: Poor Readability Enhances Perceived Variety

Experiencing variety is central to our well-being (Morales et al. 2005; Rolls et al. 1981; Schwartz 2004). Given its central role, how accurate can we tell whether there is greater or smaller variety Read More »

Date: 2013
Author: Zhongqiang (Tak) Huang, Jessica Y. Y. Kwong
Contributor: eb™ Research Team

Marketing

What To Get And What To Give Up: Effectiveness Of Promotion Vs. Prevention Messages In Acquisition

In the current research, our main goal is to investigate the relative effectiveness of promotion- versus prevention-focused messages for different decision tasks and in the context of different type Read More »

Date: 2013
Author: Tilottama G. Chowdhury, Camelia Micu, S. Ratneshwar, Eunjin Kim
Contributor: eb™ Research Team

Marketing

Standing Out Or Fitting In? Memory Effects Of Ad Typicality Depend On Exposure Duration

Advertisers want to create memorable ads and brands. Developing ads that stand out from the crowd of other ads – that are “atypical” – is commonly believed to be an effective strategy to Read More »

Date: 2013
Author: Millie Elsen, Rik Pieters, Michel Wedel
Contributor: eb™ Research Team

Marketing

How Brands Shape Newness Perceptions

To be successful, innovations should be perceived as novel and different from existing alternatives (Gatignon and Xuereb 1997, Henard and Szymanski 2001). The handful of studies that explored the Read More »

Date: 2013
Author: Frank Goedertier, Kristof Geskens, Gregory S. Carpenter
Contributor: eb™ Research Team

Marketing

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 »

Date: 2013
Author: Thomas Allard, Dale Griffin
Contributor: eb™ Research Team