Marketing
Is All That Glitters Gold? The Effect Of Product Surface Glossiness On Consumer Judgments
Glossiness describes how much the surface of an object reflects light in a specular (i.e. mirror-like) way (Nicodemus et al. 1977). Notwithstanding the importance of glossiness in product design, Read More »
When Less Is More - How Making Products More Personal Can Decrease Purchase Intention
Personalization (i.e., tailoring products and services to individual consumer needs) is central to many successful businesses (Kavadias, Ladas, and Loch 2016). Research on personalization has Read More »
The Impact Of Anthropomorphized Cute Brands On Consumer Preferences For Distinctive And
Marketers strategically use anthropomorphism (i.e., imbuing nonhuman objects with humanlike characteristics, motivations, intentions or behaviors; Puzakova, Kwak and Rocereto 2013) as a brand Read More »
Names Are The Mirrors Of The Soul: The Role Of Possessive Brand Names In Brand Evaluations
Marketing practitioners frequently rely on brand anthropomorphism (i.e., endowing brands with humanlike features (Puzakova and Kwak 2017) as an effective strategy that increases affective reactions Read More »
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To Touch Or Not To Touch?: How Touch Influences Decision Confidence
An unfortunate reality of online shopping is that people do not have the opportunity to touch the actual products. When choosing between different options online, people often wish that they could Read More »
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