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Wanting What Almost Wasn’t: Counterfactual Reflection Heightens Valuation Of Branded Products

Apple and Google were started in garages. Fedex took off with $27,000 in winnings at a Vegas blackjack table. Southwest was conceived on a cocktail napkin. The story behind a brand has always been Read More »

Date: 2013
Author: Hal E. Hershfield, Adam D. Galinsky, Neal J. Roese
Contributor: eb™ Research Team

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Somewhere Out There: The Power Of Brands To Act As Virtual Proxies Signifying Safety And

There are about 1,400,000 active military personnel across all branches: 103,000 are “afloat” and 297,000 are installed in foreign countries (US Census 2012, Table 509). All are in a state of Read More »

Date: 2013
Author: Hope Jensen Schau, Mary C. Gilly, Mary Wolfinbarger Celsi
Contributor: eb™ Research Team

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The Braggart’s Dilemma: On The Social Rewards And Penalties Of Advertising Prosocial Behavior

Public displays of generosity are ubiquitous. People often signal their generosity to others by wearing t-shirts or announcing their good deeds to wide audiences on social networking sites. One Read More »

Date: 2013
Author: Jonathan Z. Berman, Emma E. Levine, Alixandra Barasch, Deborah A. Small
Contributor: eb™ Research Team

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Emotional Counter-Conditioning Of Brand Attitudes

We investigate a situation when a brands’ image suffers from negative emotional associations, such as for the Škoda car brand in the UK, which presumably was associated with embarrassment Read More »

Date: 2013
Author: Vincent Nijs, Eva Walther, Jana Moeller, C. Miguel Brendl
Contributor: eb™ Research Team

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When Consumers Meet Humanized Brands: Effect Of Self-construal On Brand Anthropomorphism

Anthropomorphism is the attribution of humanlike characteristics, motivations, intentions, and emotions to nonhuman objects (Epley, Waytz, and Cacioppo 2007). It enables a brand to assume a social Read More »

Date: 2013
Author: Meng-Hua Hsieh, Shailendra Pratap Jain, Xingbo Li, Vanitha Swaminathan
Contributor: eb™ Research Team

Corporate Image

Wanting What Almost Wasn’t: Counterfactual Reflection Heightens Valuation Of Branded Products

Somewhere Out There: The Power Of Brands To Act As Virtual Proxies Signifying Safety And

The Braggart’s Dilemma: On The Social Rewards And Penalties Of Advertising Prosocial Behavior

Emotional Counter-Conditioning Of Brand Attitudes

When Consumers Meet Humanized Brands: Effect Of Self-construal On Brand Anthropomorphism

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