People typically demand more to relinquish a good they own than they would be willing to pay to acquire the good. This phenomenon is known as the endowment effect (Kahneman, Knetsch, and Thaler,
Research has established that people perceive minds in a variety of objects and along two dimensions: agency referring to the capacity to plan and act, and experience referring to the capacity to
Humor is a common executional tactic in advertising (Eisend 2009). Given that humor affects impression formation in interindividual settings (Greengross, Martin, and Miller 2012), we propose that
Prior research suggests that consumers rely mostly on heuristic-based decision making when it comes to food related decisions (Wansink and Chandon 2014). For instance, a “health=expensive”
