The Cognitive and Behavioral Consequences of Considering Low-Fit Brand Extensions
Launching new products is a risky and expensive endeavor. Accordingly, many firms attempt to mitigate this risk by introducing new offerings under existing brand names. A great deal of academic
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2013
• #New Products and Services
When Being Happy Makes Choosing Harder
Being in a positive mood confers a wide range of benefits on consumers. Positive affect enhances creativity (Isen et al. 1985), promotes self-control (Aspinwall 1998; Ragunathan and Trope 2002), and
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2013
• #Personal Choice
Answering Why: Action and Reaction Explanations in Word of Mouth
Word of mouth (WOM), where consumers share information about experiences with others, is an everyday occurrence that strongly influences consumers (Arndt 1967) and firms (Chevalier and Mayzlin 2006).
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2013
• #Marketing
Using Incentives to Encourage Word-of-Mouth Transmissions That Lead To Fast Information Diffusion
Unlike traditional advertising campaigns or sales promotions, word-of-mouth (WOM) marketing relies on consumer-to-consumer interactions to spread awareness, generate interest, and drive sales.
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2013
• #Marketing
Compensatory Communication: Consumer Knowledge Discrepancies and Knowledge Signaling in Word-of-Mouth
People who believe they are knowledgeable about products tend to share this knowledge more with others. This tenet is central to research on word-of-mouth motivation (e.g. Engel et al. 1969; Feick
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2013
• #Movement: Consumer Rights
Broadcasting and Narrowcasting: How Audience Size Impacts What People Share
Does the mere number of people with whom consumers communicate impact what they talk about and share? Some conversations involve communicating with just one person (narrowcasting), whereas others
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2013
• #Marketing Messaging
Moral Identity and Competition in a Working Class Neighborhood
An enduring finding in consumption communities and socio logical research is that consumers socially stratify themselves (Veblen 1994/1899). Bourdieu (1977, 1984) theorizes society as made up of
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2013
• #Social Division
Consumer Negotiation and Acquisition at the Bottom of-the-Pyramid: The Case of Women Market Traders
Fresh food markets, whether centrally organized by governments or ad hoc in nature, provide the world’s market traders, the vast majority of whom are women, with a critical source of income.
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2013
• #Economic Empowerment