Marketing Messaging
Taking A Leaf Out Of My Review: The Asymmetrical Link Between Linguistic Similarity And Attitude
Firms and research have recognized the importance of investigating what makes WOM persuasive (e.g., Homburg, Ehm, and Artz 2015; Rosario et al. 2016). In particular, several studies have suggested Read More »
Narrative Transportation And Cognitive Responses: The Other Side Of The Story
Narrative transportation is the sensation of being physically relocated (“transported”) into a story (Green and Brock 2000). Narrative transportation is posited to robustly and positively affect Read More »
Alternative “Facts”: The Effects Of Narrative Processing On The Acceptance Of Factual
Recent research in persuasion has distinguished between “narrative” processing, evoked by stories, and “analytical” processing, evoked by facts (Escalas 2007). In practice, consumers often Read More »
Surprise! The Positive Impact Of Uncertainty On The Evaluation Of Experiential Purchases
Most people, most of the time, would prefer to have more information rather than less. Information generally leads to better decisions and hence greater utility (Stigler 1961). When individuals Read More »
Author: Iñigo Gallo, Thomas Gilovich, Lily Jampol, Alberto Rampullo
Contributor: eb™ Research Team
Time-of-Day Effects On Consumers’ Social Media Engagement
Imagine that it is early in the morning and you have a couple of minutes to spend on Twitter. Which article would you “like” more: an article that guarantees a fun time with its catchy title or Read More »
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