This paper introduces consumer empowerment as a promising research area. Going beyond
lay wisdom that more control is always better, we outline several hypotheses concerning (a…

In this research, the authors seek to advance the understanding of how marketing can facilitate
the new product design process. They focus on how designers’ use of a specific cognitive …

In designing print ads, one of the decisions the advertiser must make is which color(s) to
use as executional cues in the ad. Typically, color decisions are based on intuition and …

In three experiments, the effects of presenting a subset of competing brands on the recall of
the remaining brands was studied. The first two experiments showed that using a subset of …

Five experiments document that the mere circularity and angularity of a brand logo is powerful
enough to affect perceptions of the attributes of a product or company. It is theorized and …

Respondents in five experiments were more likely to choose a brand when the brand name
started with letters from their names than when it did not, a choice phenomenon we call “…

Virtually every broadcast advertisement uses the voice of an announcer, but due to lack of
guidance from the marketing literature, managers must rely on gut feel when choosing a voice…

The authors investigate the link between the color of a Web page's background screen
while the page is downloading and the perceived quickness of the download. They draw on …

A consumer's prior evaluation of an advertised brand is hypothesized to moderate the
effectiveness of humor in advertising. Further, cognitive responses are hypothesized as mediators …

The effects of brand salience on brand recall were investigated in five experiments, each
involving a different product category. The authors demonstrate that increasing the salience of …