Marketing
On The Automatic Effects Of Advertising: The Uncontrollability Of Evaluative Conditioning Effects
Changing brand attitudes by pairing brands with affective stimuli is called evaluative conditioning (EC). EC is defined as the change in liking of conditioned stimuli or brands (CS) caused by their Read More »
Psychological Risk Aggregation: Selling Products Of Uncertain Qualities With Probabilistic
Companies often market products of uncertain qualities with probabilistic promotions (e.g., 50% chance of getting 15% off; 50% chance of getting 45% off). A product provides uncertain qualities to Read More »
The Influence Of Framing On Willingness To Pay As An Explanation Of The Uncertainty Effect
Gneezy, List, and Wu (2006) documented the intriguing uncertainty effect (UE) where risky prospects are valued less than their worst outcome. For example, people are willing to pay an average of $26 Read More »
The Effects Of Anthropomorphization On Brand Personality Perceptions: A Motivational Account
Anthropomorphism refers to the tendency that people have to imbue nonhuman agents with humanlike characteristics, motivations, intentions, or emotions (Epley, Waytz, and Cacioppo 2007). Past research Read More »
Answering Why: Action And Reaction Explanations In Word Of Mouth
Word of mouth (WOM), where consumers share information about experiences with others, is an everyday occurrence that strongly influences consumers (Arndt 1967) and firms (Chevalier and Mayzlin 2006). Read More »
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