Prosocial behavior is contagious, such that prior work has shown people (across all ages) rely on social examples –whether and what others contribute – as guides of their own prosocial decisions.
There has been a recent trend in charitable giving, in which increasing number of donors are requesting that their donations be used for a specific initiative, instead of being directed to a
Research suggests that consumers seek masculine or feminine choices to reinforce their gender identities (Debevec and Iyer 1986; Grohmann 2009). But, is the entire allure of a masculine or a feminine
The marketplace is awash with masculine or feminine brands and products designed to appeal specifically to men or women (Grohmann 2009; Yan 2016). Are such binary appeals truly effective, or might
Consumers develop expertise in some areas (Alba and Hutchinson 1987), but are necessarily ignorant in others and must defer to experts. Deference creates a trust problem because others often have
