How Mortality Salience Shapes Consumers’ Responses To Brands
Consumers are frequently exposed to death-related information (e.g., news about terrorist attacks, natural disasters), which may make their mortality salient (MS; Greenberg et al. 1990). Yet, the Read More »
Author: Polina Landgraf, Antonios Stamatogiannakis, Haiyang Yang
Contributor: eb™ Research Team
Taking A Leaf Out Of My Review: The Asymmetrical Link Between Linguistic Similarity And Attitude
Firms and research have recognized the importance of investigating what makes WOM persuasive (e.g., Homburg, Ehm, and Artz 2015; Rosario et al. 2016). In particular, several studies have suggested Read More »
Cueing Backwards: Attention Processes In Multi-Attribute Choices
Marketers are naturally interested in biasing purchase decision in their favor. This can either be achieved bottom-up, biasing the choice between different alternatives, or top-down, influencing the Read More »
Author: Antonia Krefeld-Schwalb, Agnes Scholz, Ursa Bernardic, Benjamin Scheibehenne
Contributor: eb™ Research Team
Narrative Transportation And Cognitive Responses: The Other Side Of The Story
Narrative transportation is the sensation of being physically relocated (“transported”) into a story (Green and Brock 2000). Narrative transportation is posited to robustly and positively affect Read More »
Why Is 1 Out Of 20 Riskier Than 5%? Effect Of Representing Unlikely Events As Frequency Versus
Consider two individuals contemplating the purchase of a new laptop computer. Both are interested in the same specific brand and model. While one individual comes across a product review stating that Read More »
