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 »
Brand Consensus And Multivocality: Disentangling The Effects Of The Brand, The Consumer, And The
Branding research and practice offer two contrasting perspectives on how much control managers have over brand meaning (Allen, Fournier, & Miller, 2008). The most established tradition positions Read More »
