Previous research suggests that consumers react negatively to price disparities (Feinberg, Krishna and Zhang 2002), view policies that produce them as unfair (Xia, Monroe and Cox 2004) and find the
Under the ‘misery-is-not-miserly’ effect, consumers’ incidental sadness influences their motivation to value goods and services. In particular, feelings of sadness (relative to happiness or
Stylistic properties influence product judgments by communicating symbolic meaning beyond what is explicitly stated (Doyle and Bottomley 2006; Meyers-Levy and Peracchio 1992; Peracchio &
Consumers often encounter product harm information in different forms such as product harm crises, warnings about side effects or rumors. Cancer-causing dyes and materials used by fashion companies,
Advertisers want to create memorable ads and brands. Developing ads that stand out from the crowd of other ads – that are “atypical” – is commonly believed to be an effective strategy to
