Consumer behavior researchers have documented that individuals frequently try to avoid threatening information by engaging in compensatory consumption—the increased purchase of or actual
Prior research has established how proximity to goal attainment impacts the motivation to pursue that goal. What is relatively unknown is how the desirability of an extrinsic reward associated with
Nowadays, one can buy colorful cake lollipops, shower gels made of “magical leaves”, to enter a store selling human size LEGO just next to sex toys, and to sleep in hotels offering Batman’s
A great deal of research in word-of-mouth (WOM) has aimed to understand whether consumers are more likely to share positive or negative information (Brown & Reingen 1987; Herr, Kardes, & Kim
A consistent finding in consumer research is that attitudes toward products, services, and consumption in general can be influenced by other people’s opinions (e.g., Bearden and Etzel 1982).