The purpose of this article is to understand how media frames affect consumer judgments of
legitimacy. Because frames exist on the sociocultural and individual level, our research …

About $10 billion a year is spent by consumers worldwide on online gambling, and that number
continues to grow. We present a qualitative, image-based study of 30 Las Vegas online …

The aficionado consumer is one who consumes and enjoys a hedonic product regularly but
has failed to obtain product expertise from his/her many experiences. We conceptualize the …

This paper examines the impact of mood on consumers' implicit and explicit responses to
false advertising. In our first experiment, we find that those consumers in a positive (versus a …

… Kathy dedicates this in memoriam to her husband, Mike LaTour, for his love, support, and
belief in this research investigation. The authors both would like to thank Tim Gaiser for his …

In this article, the authors introduce the concept that people's earliest and defining product
memories can be used as a projective tool to help managers more fully understand consumers…

… Kathryn A. Braun-LaTour is an assistant professor of hospitality marketing in the William F.
Harrah College of Hotel Administration at the University of Nevada–Las Vegas, Las Vegas, …

The online classroom is self-directed, where students decide when and how often they access
their course material. Even in the traditional classroom, students have shown a propensity …

Recent "paradigm shifting" research in consumer behavior dealing with reconstructive
memory processes suggests that advertising can exert a powerful retroactive effect on how …

A major goal for advertising is to have an enduring emotional impact on an audience by
facilitating their creation of personally relevant understandings of an advertisement. This is …