The Effect of Color vs . Black-and-White on Information Processing
The effects of using color in various forms of marketing communications (e.g., television and magazine advertising, package design) have received much attention from marketing researchers. One area
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2013
• #Marketing Messaging
When a Sequence of Decisions Leads to Unfavorable Outcome: The Conflicting Roles of Perceived Control
Consumers make numerous decisions every day. These decisions may form a causal sequence in which earlier decisions influence subsequent ones. For example, a decision of which restaurant to go to is a
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2013
• #Consumer Protection
A Fluency Account of How Price Operates as a Cue to Psychological Distance
Building on construal level theory (CLT; Trope and Liberman, 2003), we propose that the price of a product, like time (e.g., Liberman and Trope, 1998), spatial distance (e.g., Fujita, et al. 2006),
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2013
• #Marketing
Fear Not, For You Can Help! The Effect of Fear of Failure And Self-Construal on Charitable Giving
Extant literature offers mixed findings as to how people respond to having an aspect of the self threatened, reporting both social contact seeking (Maner et al. 2007), and avoiding behavior (Murray
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2013
• #Personal Choice
Happiness from Giving: When Consumers Misforecast Their Affective Responses to Prosocial Behavior
Consumer giving has steadily declined over the last few years (Giving USA 2010). When consumers do give, approximately 50% are motivated to only give once and not give again (Nonprofit Times 2003).
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2013
• #Social Impact
Cultured Materialism: The Culturally Bound Link Between Materialism and Subjective Well-Being
Materialism, defined as a focus on the acquisition and possession of material objects, is described as an essential component of the social value system of societies (Burroughs and Rindfleisch 2002).
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2013
• #Culture and Lifestyle
Focusing on Desirability versus Feasibility: The Influence of Fit between Goal Progress and Construal Level on Subsequent Self-Regulation
According to control theory (Carver and Scheier 1990), high goal progress induces a sense of goal attainment and signals that less effort is needed. Thus, people tend to decrease their effort when
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2013
• #Work Lifestyle
The Inverse Power of Praise: How Pro-Social Marketing Messages Influence Consumer Behavior
Each year companies spend billions of dollars on corporate social responsibility (CSR) programs (Luo and Bhattacharya 2009) and highlight these activities in their advertisements to establish a
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