Framework For The Evaluation Of Experiences Before Consumption: Self, Vividness, And Narrative
We present a framework that explains how consumers evaluate experiences before consumption, and how this evaluation differs from that of products. We suggest that experiences are evaluated closer to Read More »
When The Right Is Not So Rigid: Political Ideology And Charitable Giving Revisited
The mental rigidity of ideological conservatives, known as the rigidity-of-the-right, is well-documented. In their thorough review, Jost et al. (2003, 352) conclude that “by far the most convincing Read More »
Author: Andrew M. Kaikati, Carlos J. Torelli, Karen Page Winterich
Contributor: eb™ Research Team
Social Comparison To Advertising Depictions: Exploring Advertising Practitioners’ Perspectives
Social comparison, proposed nearly 60 years ago by Festinger (1954) is defined as an evaluative process in which an individual compares himself or herself on some dimension to a target of comparison Read More »
Effects Of Construal Level On Omission Detection And Multiattribute Evaluation
Consumers often rely on limited information that is readily available while neglecting missing information. Research has demonstrated that insensitivity to missing information results in Read More »
Author: Hélène Deval, Bruce E. Pfeiffer, Frank R. Kardes, Douglas R. Ewing, Maria L Cronley, Xiaoqi Han
Contributor: eb™ Research Team
Strong Attitudes Without Elaboration: The Threshold Difference Effect
Dweck, Chiu, and Hong (1995) identify two distinct implicit self-theories—entity vs. incremental theory. People who endorse entity theory (entity theorists) believe that their personal traits Read More »
Author: Jaehwan Kwon, Dhananjay Nayakankuppam, William M. Hedgcock
Contributor: eb™ Research Team
Why Do You Think They Do That? Consumer Elaboration In The Detection Of Manipulative Intent And Its
Consumer awareness of deception is important in order to effectively cope with marketers’ strategic attempts to unfairly influence them. Yet, in spite of the widespread prevalence of marketplace Read More »
Author: Robert Madrigal, Catherine Armstrong-Soule, Leslie Koppenhafer
Contributor: eb™ Research Team
This Is Important (But Don’t Tell Me That): The Backfire Effect Of Emphasizing Goal Importance
Conventional wisdom and prior research suggest that when goals are more important, people will strive harder to reach them and increase self-control efforts (Trope and Fishbach 2000). However, might Read More »
Too Tired To Choose It: Shifting Preference Of To Do Or To Have While Seeking Happiness
Some people endeavor to attain happiness whatever they are doing. They might pursue happiness even while choosing a simple stuff. Can seeking happiness change individuals’ buying habits? Which Read More »
The Role Of Power Distance In Influencing Non-Loyalty Status Customers’ Satisfaction
Loyalty programs are increasingly being preferred by businesses as a tool to increase customer retention (Dreze and Nunes 2009). We explore how power distance belief – the extent to which hierarchy Read More »
Framing The Game: How Positioning Brands In Competition Can Be Strategically Used To Increase Brand
A prominent narrative in contemporary consumer culture is one in which “category killer” brands like Amazon, Starbucks, Home Depot, and Wal-Mart are forcing mom and pop independent bookstores, Read More »