“I Desire A Brand When I See How They are Different from Me”: Differential Effects of Blatant and Subtle Brand Rejection
People choose brands to express their self-concepts (Carroll and Ahuvia, 2006, pp. 82). When the brand they aspire to does not consider them as valuable consumers, they feel being rejected. In this
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2018
• #Customer Satisfaction
Is Warm Always Trusting? The Effect of Seasonality on Trustworthiness
Sensory marketing has shown that non-conscious triggers and sensory experiences influence consumers’ perceptions, judgments, and behaviors (Krishna 2012). The current work focuses on temperature
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2018
• #Customer Service
A Model of Consumer Self-Regulation Failure
Self-regulation is fundamental to consumers’ ability to achieve their goals. Most existing self-regulation models focus on the psychological processes that promote goal-consistent behavior. These
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2018
• #Ethical Lifestyle
Paying to Purchase a Conversation Topic
People want to express themselves (Berger and Heath 2008), and signaling research has found that they use products to do so (Escalas and Bettman 2003). However, sometimes people do not want to
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2018
• #Marketing
Growing Up Rich and Insecure Makes Objects Seem Human: Childhood Material and Social Environments Predict Anthropomorphism
The socioeconomic environments in which people grow up have a lasting influence on how they think and behave. Of unique interest to this research, social class can influence people’s preferred
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2018
• #Marketing
Product Retention (vs. Acquisition) Choices and Preference for Person-Related Features
People regularly make choices about products they already own, such as which of two sneakers bought through Zappos.com to retain. However, decision research has focused on situations where choice
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2018
• #Research and Development
Contagion and Product Physicality: A Study of Consumer Response to Recycled-content Products.
The purchase of recycled-content products poses dilemmas for consumers. Consumers may want to preserve the environment, but simultaneously can be concerned about potential contamination resulting
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2018
• #Product Quality
Cultural Values and Consumers’ Brand Preference
Consumers routinely need to choose between mass-market (e.g., Häagen-Dazs) and niche brands (e.g., Halo Top), yet little research has examined the factors that influence such choices (Dalgic and
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2018
• #Marketing