Marketing Messaging
Two-Stage Decisions Increase Preference For Hedonic Options
When choosing from multiple options, decision-makers may directly choose an option (single-stage decision), or initially shortlist a subset of options, and then choose an option from this shortlist Read More »
Author: Rajesh Bhargave, Amitav Chakravarti, Abhijit Guha
Contributor: eb™ Research Team
Memory For Advertising: When Do Consumers Remember And When Do They Forget Social-identity Linked
What makes advertising memorable? One popular approach is to link ads to consumers’ social identities (e.g., gender, lifestyle, race). For instance, sales promotions routinely offer “10% discount Read More »
Smart Phones, Bad Decisions? The Impact Of In-store Mobile Technology Use On Consumer Decisions
A critical topic of interest to marketers, in-store decision making is common for many consumers (Inman and Winer 1998). One understudied factor impacting consumer decisions are mobile technologies Read More »
La Vie En Rose At The Top? Why Positive (Negative) Information Goes Up (Down) In A Hierarchy
A key concern for marketers, both in academia and practice, is understanding when and why positive and negative product information spreads through word-of-mouth (WOM). Indeed, positive WOM often Read More »
Less About Me, More About You: How Self-Affirmation Changes Word-of-Mouth Intentions For The Self
Previous literature on WOM has focused on consumers’ communications about their own experiences (Berger and Schwartz 2011; Dichter 1966; Dye 2000), however, consumers may also talk about others’ Read More »
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