Marketing Messaging
Towards Understanding The Interplay Between Culture And Goals
From deciding what dessert to order to choosing which airline to fly so that one can accrue more mileage points, consumer behavior is largely goal driven. Goals can be broadly dichotomized into Read More »
Author: Haiyang Yang, Antonios Stamatogiannakis, Amitava Chattopadhyay
Contributor: eb™ Research Team
Understanding Through The Eyes Of Others: Inferences Regarding Chosen And Forgone Products
Consumers often make inferences by observing the behavior of others in the marketplace. These inferences can provide important information for our own judgments (Asch 1956; Yaniv et al 2011) and Read More »
Facial Expression Intelligence Scale (FEIS): Recognizing And Interpreting Facial Expressions And
Faces provide insights into the traits and characters of individuals. For example, attractive individuals are often perceived (or stereotyped) as having more positive personality traits and Read More »
The Advertising Of Experiences: Narrative Processing And The Importance Of Consistency
The marketing literature has traditionally differentiated among products, services, and experiences (Nelson 1970, Darby and Karni 1973). Given that these types of goods differ in important Read More »
The Top-Ten Effect: Consumers’ Subjective Perceptions Of Rankings
Lists of ranked items (e.g., Business Week’s top 25 MBA programs, Car and Driver’s top 10 cars) are ubiquitous in Western culture. From a consumption standpoint, there is considerable evidence Read More »
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