Proper identification of event sponsors is a key concern in sponsorship communication.
Although practitioners have assumed that event sponsors are identified primarily through pure …

This research examines the dynamic process of inference updating. The authors present a
framework that delineates two mechanisms that guide the updating of personality trait …

It has been recently suggested that sponsor identification may be biased in favor of prominent
brands. All things equal, consumers are more likely to attribute sponsorship to brands that …

This article examines the effects of evaluative inconsistencies in product attribute information
on the strength of the resultant attitude, as manifested in its predictive ability. The existing …

We investigate the effects of babyfaceness on the trustworthiness and judgments of a company's
chief executive officer in a public relations crisis. Experiment 1 demonstrates boundary …

This research investigates the effects of refraining from a purchase temptation at one point
in time on choices made at a subsequent opportunity to purchase or consume a tempting …

Results from Experiment 1 reveal that consumers highly involved in processing an advertisement
are likely to make invalid inferences from incomplete-comparison claims at the time of …

Technologies are becoming increasingly autonomous, able to make decisions and complete
tasks on behalf of consumers. Virtual assistants already take care of grocery shopping by …

We demonstrate the effect of consumers' lay theories of self-control on goal-directed behavior
as evidenced by New Year's and other resolutions. Across three studies, we find that …

The marketing discipline today constitutes a great paradox. The nation stands deeply troubled.
It seeks solutions to grave problems both within and without its own society. Marketing …