Somewhere Out There: The Power Of Brands To Act As Virtual Proxies Signifying Safety And
There are about 1,400,000 active military personnel across all branches: 103,000 are “afloat” and 297,000 are installed in foreign countries (US Census 2012, Table 509). All are in a state of Read More »
Author: Hope Jensen Schau, Mary C. Gilly, Mary Wolfinbarger Celsi
Contributor: eb™ Research Team
When A Picture Is Worth Less Than A Thousand Words
The use of technology, and particularly social media, has be come exceedingly common, especially among young adult consumers. Consumers multitask; check Facebook while in meetings, tweet while Read More »
Coping With Stress In The Age Of Warcraft: A Conceptual Framework For Consumer Escapism
This research explores the phenomenon of consumer escapism within the context of online gaming. While there exist many strategies for coping that involve the consumption of products, escapism through Read More »
Virtual Learning About Alcohol Through Narrative Transportation Into Television Episodes
This research focuses on the health implications of immersing oneself into a virtual story, in our case, a fictional television episode. We pursue this research question in the context of a major Read More »
The Braggart’s Dilemma: On The Social Rewards And Penalties Of Advertising Prosocial Behavior
Public displays of generosity are ubiquitous. People often signal their generosity to others by wearing t-shirts or announcing their good deeds to wide audiences on social networking sites. One Read More »
Author: Jonathan Z. Berman, Emma E. Levine, Alixandra Barasch, Deborah A. Small
Contributor: eb™ Research Team
Leave Them Smiling: How Concretely Framing A Prosocial Goal Creates More Happiness
A growing body of research has demonstrated that behaving prosocially creates a “helper’s high” (Luks, 1988) and increases subjective well-being (Anik et al., 2009; Lyubomirsky et al., 2004; Read More »
Giving To What We Want Instead Of To What We Should
There is a puzzling phenomenon in charitable giving that people give a lot of money to seemingly low-priority causes (e.g., sports fundraisers) while other highly pressing causes remain severely Read More »
Crowdfunding To Make A Difference: The Role Of Choice In Funding Social Ventures
In recent years, the Internet has allowed individuals across the globe to contribute to and even actively participate in ventures influencing pressing social issues. The growing prevalence of online Read More »
Author: Scott Sonenshein, Michal Herzenstein, Utpal M. Dholakia
Contributor: eb™ Research Team
Emotional Counter-Conditioning Of Brand Attitudes
We investigate a situation when a brands’ image suffers from negative emotional associations, such as for the Škoda car brand in the UK, which presumably was associated with embarrassment Read More »
Author: Vincent Nijs, Eva Walther, Jana Moeller, C. Miguel Brendl
Contributor: eb™ Research Team
Riding Coattails: When Co-branding Helps Versus Hurts Less-known Brands
New brands often partner with established brands to leverage existing associations. Conventional wisdom holds that such partnerships disproportionately benefit the less-known (Aaker and Keller 1990; Read More »
Author: Marcus Cunha Jr., Mark R. Forehand, Justin W. Angle
Contributor: eb™ Research Team