The Impact Of Anthropomorphized Cute Brands On Consumer Preferences For Distinctive And
Marketers strategically use anthropomorphism (i.e., imbuing nonhuman objects with humanlike characteristics, motivations, intentions or behaviors; Puzakova, Kwak and Rocereto 2013) as a brand Read More »
Names Are The Mirrors Of The Soul: The Role Of Possessive Brand Names In Brand Evaluations
Marketing practitioners frequently rely on brand anthropomorphism (i.e., endowing brands with humanlike features (Puzakova and Kwak 2017) as an effective strategy that increases affective reactions Read More »
The Viciousness And Caring Of Sharing: Conflicts And Motivations Of Online Shamers
Public shaming is defined as informally punishing individuals who have deviated socially or morally, by informing the public about their conduct (Petley 2013). Our research focuses on individuals who Read More »
_1709693943.jpg)
Vicarious Pride: When Gift Customization Increases Recipients’ Appreciation Of The Gift
Traditionally, customization researchers have investigated whether and why consumers appreciate customization (e.g. Fiore, Lee, and Kunz 2004; Franke, Keinz, and Steger 2009). Consumers often Read More »
Beyond Subjectivity: Competing Governance Regimes And The Socio-Material Construction Of Rational
Rationality – originally assumed to be perfect, then to be more bounded – is the core tenet of economic theories of action. Consumer behavior provides a more nuanced picture with an entire Read More »
_1709694081.jpg)
To Touch Or Not To Touch?: How Touch Influences Decision Confidence
An unfortunate reality of online shopping is that people do not have the opportunity to touch the actual products. When choosing between different options online, people often wish that they could Read More »
How Passive Form Messages In CSR Advertisement Improve Consumer Reaction To The Campaign
Corporate Social Responsibility (CSR) literature has documented that running a pro-social campaign provides indirect benefits to companies such as higher purchase likelihood and better perceived Read More »
Author: Taehoon Park, Anastasiya Pocheptsova Ghosh, Elise Chandon Ince
Contributor: eb™ Research Team
_1709694242.jpg)
The Neutral Face Of Blue: How Color Can Make Consumers Stay Sensitive
According to The Largest U.S. Charities, released by Forbes (Forbes 2017), more than half of the top 50 charities in the US use red, blue, or both in their logos. Despite this widespread use of red Read More »
Author: Sung-Hee W. Paik, Jiao Zhang, Aparna Sundar, Gabriele Paolacci, Gizem Yalcin
Contributor: eb™ Research Team
With Or Without You: How Second Person Pronouns Engage Listeners
What makes cultural products popular? Could products that literally speak to “you” be more engaging? Academics have long been interested in whether the use of second person pronouns (e.g., you, Read More »
_1709694324.jpg)
How Awe Might Be Awesome: The Role Of Awe In Consumers’ Food Consumption And Perceptions Of
Consumers face numerous food choices that impact the wellbeing of themselves, the environment, and society. One such issue which is starting to receive greater attention is that of food waste. Nearly Read More »