The Moderating Role of Numeracy in the Effectiveness of Cause-Related Marketing
Cause-related marketing (CRM) is a well-known selling strategy to improve the success of a product by including a donation to a charitable cause into the product price (Varadarajan, & Menon,
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Cognitive Motivation and Its Impact on Price Cognition
As defined by Cacioppo and Petty (1982), need for cognition (NFC) refers to individuals’ tendency of engaging in effortful thinking. Tenets of dual process theory invoke that low NFC individuals
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2013
• #Marketing Messaging
Fairness or Compassion? Cultural Differences in Power Norms Affect Judgments of Power-Holders
Cultures appear to differ in the degree to which they nurture personalized versus socialized power concepts (Torelli and Shavitt 2010). European Americans seem more likely to conceptualize power as
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Behind the “Privacy Paradox”: Decreasing Disclosure by Viewing Information as a Constrained Resource
The issue of protecting consumer privacy has continued to grow in prominence over the past several years. Companies have grown increasingly sensitive to privacy concerns as the Federal Trade
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2013
• #Data Protection
Incandescent Affect: Turning on the Hot Emotional System with Bright Light
We propose that turning on the light can turn on the hot emotional system. Across six studies we show that ambient brightness makes people feel warmer, which increases the intensity of their
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2013
• #Culture and Lifestyle
Charities, Connections, and Costs: Why and When Moral Identity Triggers Preferences to Donate Time versus Money
In this article, we propose that motivation to connect with others is a key driver of the effect of moral identity on preference for giving time rather than money. This identity-based motivation
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2013
• #Social Benefit
The Better You Do, the Worse You Feel: Selective Information Processing Approaches Based on Social Comparisons Moderates the Effect of Absolute Performance on Satisfaction
Consumption settings in which consumers are evaluated in comparison to others are ubiquitous. A prime example of such settings is the postsecondary education industry with, in the USA alone, its 21
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2013
• #Customer Satisfaction
Malleable Estimation: The Effect of Language Directionality on Spatial Sets
Neoclassical economic theory considers man to be a utility maximizer who will choose the same alternative under any circumstance given it provides to him the maximum utility (Luce 1959). However,
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2013
• #Personal Choice