Marketing Messaging
Less About Me, More About You: How Self-Affirmation Changes Word-of-Mouth Intentions For The Self
Previous literature on WOM has focused on consumers’ communications about their own experiences (Berger and Schwartz 2011; Dichter 1966; Dye 2000), however, consumers may also talk about others’ Read More »
Promoting Portion Downsizing By Improving Consumer Response To Percentage Cost Vs. Percentage
Marketing communication, particularly in the domain of food, frequently contains percentage information about benefit changes (e.g., 50% larger food packages) or about cost changes (e.g., 50% price Read More »
Avoiding Behavioral Resistance To Diet And Exercise Messages
People are exposed to many persuasive health messages that encourage them to become healthy in different ways. For instance, some messages encourage people to eat healthy and diet, and other messages Read More »
Hardening My Heart: Persuasion Knowledge And Emotion Regulation
Consumers do not passively process marketing influence attempts, but rather use persuasion schemas to interpret, resist, and reject persuasion (Campbell and Kirmani 2000; Friestad and Wright 1994). Read More »
“So Cute I Can Eat It Up”: Priming Effects Of Cute Products On Indulgent Consumption
This research examines exposure to cute products – a previously unexplored factor that might affect the extent to which consumers engage in indulgent consumption. Companies market cute products in Read More »
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