Failing To Meet The Standards: How Guilt Triggers Preferences For Unrelated Self-Improvement
Guilt has traditionally been described as a self-conscious emotion stemming from some violation of normatively held standard of behavior (Basil, Ridgeway, and Basil 2006; Heidenreich 1968) and is Read More »
The Downstream Consequences Of Incidental Emotions And Preference Inconsistent Information
Consumers are constantly exposed to information, which sometimes conflicts with current preferences. Research has shown that consumers typically resist preference-inconsistent information (e.g., Read More »
Author: DaHee Han, Nidhi Agrawal, Morgan Poor, Adam Duhachek
Contributor: eb™ Research Team
Look Who’s Talking: Linguistic Signaling In C2C And B2C Communication
Consumers and firms communicate their intentions through a variety of language uses. Instances of such language uses may be pronoun use (‘I/we will consider your complaint’), negation (‘It Read More »
When The Choosing Gets Rough: Exploring Incidental Factors That Increase Choice Difficulty
Much research has investigated how consumers make difficult choices (Luce 1998, Nowlis, Dhar and Simonson 2010). To date, choice difficulty is generally considered a fixed property of the choice set, Read More »
How Audience Factors Influence Word-of-Mouth
How does the audience shape word of mouth? What audience characteristics influence what and how people communicate? Most research on word-of-mouth has focused on its consequences, or how it Read More »
