Seeing Brands Through Rose-Colored Lenses: When Fear Of Being Taken Advantage Of Leads To Increased
People often face issues and domains that they do not understand. As such, people are often dependent on experts to manage complex issues (Deci and Ryan 1985; Iyengar and Lepper 2000). In the context Read More »
Neural Pattern Similarity Reveals Brand Equity
Memory about a brand is associated with memory about the category of the brand’s product (Hutchinson, 1983). Consequently, when thinking about products in that category, that brand is likely to be Read More »
_1709688855.jpg)
Round It Up: Preference Exists For Rounded Totals (PERT)
In recent years, charitable giving has stagnated. In the US, on average individuals only donate about 2% of their annual disposable income, a level of contribution that has remained fairly constant Read More »
_1709688731.jpg)
A Conceptual Framework Of Violation Of Trust And Negative Emotional Responses During Brand
Though parallels to interpersonal relationships are drawn to explain various facets of consumer-brand relationships, seldom focus has been shown on explaining the nature of trust and its role in Read More »
When Less Is More - How Making Products More Personal Can Decrease Purchase Intention
Personalization (i.e., tailoring products and services to individual consumer needs) is central to many successful businesses (Kavadias, Ladas, and Loch 2016). Research on personalization has Read More »
