Originality appeals are ubiquitously applied in marketing campaigns. However, the effect of originality on preference is still not well understood. In a series of 3 studies, the authors examine the
Across 4 studies, we assess both what (time vs. money) and to whom (a sad/empathetic target vs. a happy/less empathy-provoking target) consumers are asked to give, showing communal (vs. agentic)
Subjective financial deprivation (SFD) is a psychological discomfort emerging from social ascendant comparison and/or from the perception of a loss of buying power in comparison with a salient period
Two experiments tested whether social exclusion increases consumers’ susceptibility to advertising strategies that appeal to the need to belong. Socially excluded (vs. socially accepted)
Social psychologists and marketing researchers have found great success in using Ajzen’s (1991) behavioral intention model. However, few studies have found significant support for the moderator
