Although the use of shocking content in advertising appeals has been widely adopted, the
effectiveness of such communication strategies has not been empirically investigated. In two …

Two field studies investigate the importance of social presence (real and imagined) and
familiarity with the purchase act in producing embarrassment in the context of an embarrassing …

This research examines how the body type of consumers affects the food consumption of
other consumers around them. We find that consumers anchor on the quantities others around …

This research uses consumer guilt narratives to identify a typology for consumption related
guilt. Three major dimensions of guilt circumstances emerged involving other individuals, …

Although both the academic and the trade literature have widely acknowledged the need to
foster the development of more-innovative products, little empirical research has examined …

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…

Across three studies, this research elucidates when loss- versus gain-framed messages are
most effective in influencing consumer recycling by examining the moderating role of …

While the majority of consumer research that has studied social influences has focused on
the impact of an interactive social presence, in this research we demonstrate that a …

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 …

The current research explores the effects of dissociative reference groups on consumer
preferences. Males had more negative evaluations of, and were less inclined to choose, a …