Originality: Perception And Preference
Originality appeals are ubiquitously applied in marketing campaigns. However, the effect of originality on preference is still not well understood. In a series of 3 studies, the authors examine the Read More »
All Charity Is Not Created Equally: The Role Of Target Affect And Agentic (vs. Communal)
Across 4 studies, we assess both what (time vs. money) and to whom (a sad/empathetic target vs. a happy/less empathy-provoking target) consumers are asked to give, showing communal (vs. agentic) Read More »
Dimensions And Effects Of Consumer Subjective Financial Deprivation
Subjective financial deprivation (SFD) is a psychological discomfort emerging from social ascendant comparison and/or from the perception of a loss of buying power in comparison with a salient period Read More »
Author: Laurent Bertrandias, Manu Carricano, Alexandre Lapeyre
Contributor: eb™ Research Team
When The Need For Affiliation Heightens Consumers’ Susceptibility To Persuasion Tactics
Two experiments tested whether social exclusion increases consumers’ susceptibility to advertising strategies that appeal to the need to belong. Socially excluded (vs. socially accepted) Read More »
The Moderator Role Of Self-Efficacy In The Intention-Behavior Gap
Social psychologists and marketing researchers have found great success in using Ajzen’s (1991) behavioral intention model. However, few studies have found significant support for the moderator Read More »
Author: Julio D. Vecino Gravel, María A. Ramón-Jeronimo
Contributor: eb™ Research Team
