Sarah G Moore
Biographic Data
| ID | 112956 |
|---|---|
| NAME | Sarah G Moore |
| GIVEN NAMES | Sarah G |
| FAMILY NAME | Moore |
| SIGNATURE | MOORE S G |
| AFFILIATIONS | University of Alberta |
| ORCID | 0000-0002-8832-1444 |
| VERIFIED | Yes |
| TOTAL WORKS | 16 |
| TOTAL CITATIONS | 69 |
| AUTHOR COUNT | 7 |
| EDITOR COUNT | 9 |
| FIRST PUBLICATION YEAR | 2008 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 5 |
The Benefits of Bundling Material Goods with Moderate Usage Complementarity
Firms can bundle material goods together in various ways, including based on their usage complementarity (i.e., the likelihood that the goods are used together). While prior research has investigated the consequences of bundling products that are high (vs. low) in usage complementarity, the current research uncovers the benefits of bundling products that are moderate in usage complementarity (e.g., a coffee mug and a folding chair). Thirteen pre-…
Inferences About Others’ Consumption Motives Influence What Consumers Expect from Similar Experiences
When consumers see someone else’s experience shared on social media, they often infer whether the sharer had relatively intrinsic or extrinsic motives for originally engaging in this experience. While prior research has documented how these inferred motives affect viewers’ social evaluations of the sharer, the present research demonstrates these inferences can shift viewer beliefs about the experience itself. The findings from six studies show th…
Search or Scroll: How Credibility versus Likability Premiums Shape Consumers’ Following Decisions
Consumers’ choices of whom to follow on digital platforms shape their informational landscape. In an era in which the credibility of informational sources is critical, this research examines two key questions: (1) When do consumers prioritize communicator credibility over likability in their decisions to follow? and (2) How do multiple credibility and likability cues interact to influence these decisions? Analyzing four large datasets from popula…
Intel Inside: The Linguistic Properties of Effective Slogans
How can marketers create slogans that consumers like and remember? We answer this question by analyzing how the lexical, semantic, and emotional properties of a slogan's individual words combine to influence slogan liking and slogan memory. Through a large correlational study with over 800 brand slogans, laboratory experiments, a biometric eye-tracking experiment, and a field study, we unearth the word properties that make slogans effective. We p…
The Emergence and Evolution of Consumer Language Research
Over the last 50+ years, there has been a huge rise in interest in consumer language research. This article spotlights the emergence and evolution of this area, identifying key themes and trends and highlighting topics for future research. Work has evolved from exploration of broad language concepts (e.g., rhetorics) to specific linguistic features (e.g., phonemes) and from monologues (e.g., advertiser to consumer) to two-way dialogues (e.g., con…
Participation in the Georgia Food for Health programme and CVD risk factors: A longitudinal observational study
Objective: To assess the relationship between programme attendance in a produce prescription (PRx) programme and changes in cardiovascular risk factors. Design: The Georgia Food for Health (GF4H) programme provided six monthly nutrition education sessions, six weekly cooking classes and weekly produce vouchers. Participants became programme graduates attending at least 4 of the 6 of both the weekly cooking classes and monthly education sessions. …
A Turn of the Tables: Psychological Contracts and Word of Mouth about Sharing Economy Platforms When Consumers Get Reviewed
The Peer-to-Peer sector of the sharing economy relies on reputation systems through which consumers and providers review each other. Whereas prior research has examined the effects of reviews by consumers on providers and firms, this research examines, for the first time, a turn of the tables in which consumers are evaluated. Across a pilot and seven studies (five preregistered), using multiple actual behaviors and sharing contexts, results revea…
I Really Know You: How Influencers Can Increase Audience Engagement by Referencing Their Close Social Ties
Despite firms' continued interest in using influencers to reach their target consumers, academic and practical insights are limited on what levers an influencer can use to enhance audience engagement using their posts. We demonstrate that posting stories with or about people whom they share close ties with-such as family, friends, and romantic partners-can be one effective lever. Content that incorporates close social ties can be effective for se…
Expression Modalities: How Speaking Versus Writing Shapes Word of Mouth
Consumers often communicate their attitudes and opinions with others, and such word of mouth has an important impact on what others think, buy, and do. But might the way consumers communicate their attitudes (i.e., through speaking or writing) shape the attitudes they express? And, as a result, the impact of what they share? While a great deal of research has begun to examine drivers of word of mouth, there has been less attention to how communic…
Influencer-Generated Reference Groups
This article explores the idea that consumer influencers can shape reference group meanings in social media. Through a survey in which over 5,000 participants provided open-ended reference group associations for 25 major brands, the authors find that social media influencers can either strengthen or change brand reference group associations. Specifically, the typicality of the influencer (relative to a brand's stereotypical consumer) can shape id…
Consumers Believe That Products Work Better for Others
Consumers tend to see themselves in a positive light, yet we present evidence that they are pessimistic about whether they will receive a product's benefits. In 15 studies (N = 6,547; including nine preregistered), we found that consumers believe that product efficacy is higher for others than it is for themselves. For example, consumers believe that consuming a sports drink (to satisfy thirst), medicine (to relieve pain), an online class (to lea…
Wine for the Table: Self-Construal, Group Size, and Choice for Self and Others
This research examines how consumers make unilateral decisions on behalf of the self and multiple others, in situations where the chosen option will be shared and consumed jointly by the group-for instance, choosing wine for the table. Results across six studies using three different choice contexts (wine, books, and movies) demonstrate that such choices are shaped by the decision-maker's self-construal (independent vs. interdependent) and by the…
Attitude Predictability and Helpfulness in Online Reviews: The Role of Explained Actions and Reactions
This article examines explanation type in online word of mouth (WOM), focusing on what individuals explain: their actions ("I chose this product because ...") or their reactions ("I love this product because ..."). Results show that review writers explain their actions more than their reactions for utilitarian products, but they explain their reactions more than their actions for hedonic products. They do so to be helpful to review readers, who f…
Some Things Are Better Left Unsaid: How Word of Mouth Influences the Storyteller
Consumers frequently tell stories about consumption experiences through word of mouth (WOM). These WOM stories may be told traditionally, through spoken, face-to-face conversation, or nontraditionally, through written online reviews or other electronic channels. Past research has focused on how traditional and nontraditional WOM influences listeners and firms. This research instead addresses how specific linguistic content in nontraditional WOM i…
Condom embarrassment: Coping and consequences for condom use in three countries
This study investigates embarrassment related to condom purchase, carrying, storage, use, and disposal in three countries. We identify the consequences of purchase embarrassment for condom use and explore strategies that individuals use to cope with purchase-related embarrassment. Surveys were distributed in Shanghai, China and Seoul, Republic of Korea based on a survey developed and previously distributed in Vancouver, Canada. Despite different …
Lecture absenteeism among students in higher education: A Valuable Route to Understanding Student Motivation
The reasons associated with lecture absenteeism among student groups could shed significant light on student motivation levels and orientations in university settings. Paying attention to the rationales for lecture absence provided by students themselves could also help institutions to diagnose levels of student engagement and respond in appropriate ways. This study demonstrates these assertions by engaging in a critical analysis of the evidence …
Attitude Predictability and Helpfulness in Online Reviews: The Role of Explained Actions and Reactions
This article examines explanation type in online word of mouth (WOM), focusing on what individuals explain: their actions ("I chose this product because ...") or their reactions ("I love this product because ..."). Results show that review writers explain their actions more than their reactions for utilitarian products, but they explain their reactions more than their actions for hedonic products. They do so to be helpful to review readers, who f…
Some Things Are Better Left Unsaid: How Word of Mouth Influences the Storyteller
Consumers frequently tell stories about consumption experiences through word of mouth (WOM). These WOM stories may be told traditionally, through spoken, face-to-face conversation, or nontraditionally, through written online reviews or other electronic channels. Past research has focused on how traditional and nontraditional WOM influences listeners and firms. This research instead addresses how specific linguistic content in nontraditional WOM i…
Wine for the Table: Self-Construal, Group Size, and Choice for Self and Others
This research examines how consumers make unilateral decisions on behalf of the self and multiple others, in situations where the chosen option will be shared and consumed jointly by the group-for instance, choosing wine for the table. Results across six studies using three different choice contexts (wine, books, and movies) demonstrate that such choices are shaped by the decision-maker's self-construal (independent vs. interdependent) and by the…
Lecture absenteeism among students in higher education: A Valuable Route to Understanding Student Motivation
The reasons associated with lecture absenteeism among student groups could shed significant light on student motivation levels and orientations in university settings. Paying attention to the rationales for lecture absence provided by students themselves could also help institutions to diagnose levels of student engagement and respond in appropriate ways. This study demonstrates these assertions by engaging in a critical analysis of the evidence …
The Emergence and Evolution of Consumer Language Research
Over the last 50+ years, there has been a huge rise in interest in consumer language research. This article spotlights the emergence and evolution of this area, identifying key themes and trends and highlighting topics for future research. Work has evolved from exploration of broad language concepts (e.g., rhetorics) to specific linguistic features (e.g., phonemes) and from monologues (e.g., advertiser to consumer) to two-way dialogues (e.g., con…
I Really Know You: How Influencers Can Increase Audience Engagement by Referencing Their Close Social Ties
Despite firms' continued interest in using influencers to reach their target consumers, academic and practical insights are limited on what levers an influencer can use to enhance audience engagement using their posts. We demonstrate that posting stories with or about people whom they share close ties with-such as family, friends, and romantic partners-can be one effective lever. Content that incorporates close social ties can be effective for se…
Expression Modalities: How Speaking Versus Writing Shapes Word of Mouth
Consumers often communicate their attitudes and opinions with others, and such word of mouth has an important impact on what others think, buy, and do. But might the way consumers communicate their attitudes (i.e., through speaking or writing) shape the attitudes they express? And, as a result, the impact of what they share? While a great deal of research has begun to examine drivers of word of mouth, there has been less attention to how communic…
Influencer-Generated Reference Groups
This article explores the idea that consumer influencers can shape reference group meanings in social media. Through a survey in which over 5,000 participants provided open-ended reference group associations for 25 major brands, the authors find that social media influencers can either strengthen or change brand reference group associations. Specifically, the typicality of the influencer (relative to a brand's stereotypical consumer) can shape id…
Consumers Believe That Products Work Better for Others
Consumers tend to see themselves in a positive light, yet we present evidence that they are pessimistic about whether they will receive a product's benefits. In 15 studies (N = 6,547; including nine preregistered), we found that consumers believe that product efficacy is higher for others than it is for themselves. For example, consumers believe that consuming a sports drink (to satisfy thirst), medicine (to relieve pain), an online class (to lea…
Intel Inside: The Linguistic Properties of Effective Slogans
How can marketers create slogans that consumers like and remember? We answer this question by analyzing how the lexical, semantic, and emotional properties of a slogan's individual words combine to influence slogan liking and slogan memory. Through a large correlational study with over 800 brand slogans, laboratory experiments, a biometric eye-tracking experiment, and a field study, we unearth the word properties that make slogans effective. We p…
A Turn of the Tables: Psychological Contracts and Word of Mouth about Sharing Economy Platforms When Consumers Get Reviewed
The Peer-to-Peer sector of the sharing economy relies on reputation systems through which consumers and providers review each other. Whereas prior research has examined the effects of reviews by consumers on providers and firms, this research examines, for the first time, a turn of the tables in which consumers are evaluated. Across a pilot and seven studies (five preregistered), using multiple actual behaviors and sharing contexts, results revea…
Condom embarrassment: Coping and consequences for condom use in three countries
This study investigates embarrassment related to condom purchase, carrying, storage, use, and disposal in three countries. We identify the consequences of purchase embarrassment for condom use and explore strategies that individuals use to cope with purchase-related embarrassment. Surveys were distributed in Shanghai, China and Seoul, Republic of Korea based on a survey developed and previously distributed in Vancouver, Canada. Despite different …
Lecture absenteeism among students in higher education: A Valuable Route to Understanding Student Motivation
The reasons associated with lecture absenteeism among student groups could shed significant light on student motivation levels and orientations in university settings. Paying attention to the rationales for lecture absence provided by students themselves could also help institutions to diagnose levels of student engagement and respond in appropriate ways. This study demonstrates these assertions by engaging in a critical analysis of the evidence …
Some Things Are Better Left Unsaid: How Word of Mouth Influences the Storyteller
Consumers frequently tell stories about consumption experiences through word of mouth (WOM). These WOM stories may be told traditionally, through spoken, face-to-face conversation, or nontraditionally, through written online reviews or other electronic channels. Past research has focused on how traditional and nontraditional WOM influences listeners and firms. This research instead addresses how specific linguistic content in nontraditional WOM i…
Attitude Predictability and Helpfulness in Online Reviews: The Role of Explained Actions and Reactions
This article examines explanation type in online word of mouth (WOM), focusing on what individuals explain: their actions ("I chose this product because ...") or their reactions ("I love this product because ..."). Results show that review writers explain their actions more than their reactions for utilitarian products, but they explain their reactions more than their actions for hedonic products. They do so to be helpful to review readers, who f…
Wine for the Table: Self-Construal, Group Size, and Choice for Self and Others
This research examines how consumers make unilateral decisions on behalf of the self and multiple others, in situations where the chosen option will be shared and consumed jointly by the group-for instance, choosing wine for the table. Results across six studies using three different choice contexts (wine, books, and movies) demonstrate that such choices are shaped by the decision-maker's self-construal (independent vs. interdependent) and by the…
Expression Modalities: How Speaking Versus Writing Shapes Word of Mouth
Consumers often communicate their attitudes and opinions with others, and such word of mouth has an important impact on what others think, buy, and do. But might the way consumers communicate their attitudes (i.e., through speaking or writing) shape the attitudes they express? And, as a result, the impact of what they share? While a great deal of research has begun to examine drivers of word of mouth, there has been less attention to how communic…
Influencer-Generated Reference Groups
This article explores the idea that consumer influencers can shape reference group meanings in social media. Through a survey in which over 5,000 participants provided open-ended reference group associations for 25 major brands, the authors find that social media influencers can either strengthen or change brand reference group associations. Specifically, the typicality of the influencer (relative to a brand's stereotypical consumer) can shape id…
Consumers Believe That Products Work Better for Others
Consumers tend to see themselves in a positive light, yet we present evidence that they are pessimistic about whether they will receive a product's benefits. In 15 studies (N = 6,547; including nine preregistered), we found that consumers believe that product efficacy is higher for others than it is for themselves. For example, consumers believe that consuming a sports drink (to satisfy thirst), medicine (to relieve pain), an online class (to lea…
Participation in the Georgia Food for Health programme and CVD risk factors: A longitudinal observational study
Objective: To assess the relationship between programme attendance in a produce prescription (PRx) programme and changes in cardiovascular risk factors. Design: The Georgia Food for Health (GF4H) programme provided six monthly nutrition education sessions, six weekly cooking classes and weekly produce vouchers. Participants became programme graduates attending at least 4 of the 6 of both the weekly cooking classes and monthly education sessions. …
A Turn of the Tables: Psychological Contracts and Word of Mouth about Sharing Economy Platforms When Consumers Get Reviewed
The Peer-to-Peer sector of the sharing economy relies on reputation systems through which consumers and providers review each other. Whereas prior research has examined the effects of reviews by consumers on providers and firms, this research examines, for the first time, a turn of the tables in which consumers are evaluated. Across a pilot and seven studies (five preregistered), using multiple actual behaviors and sharing contexts, results revea…
I Really Know You: How Influencers Can Increase Audience Engagement by Referencing Their Close Social Ties
Despite firms' continued interest in using influencers to reach their target consumers, academic and practical insights are limited on what levers an influencer can use to enhance audience engagement using their posts. We demonstrate that posting stories with or about people whom they share close ties with-such as family, friends, and romantic partners-can be one effective lever. Content that incorporates close social ties can be effective for se…
Intel Inside: The Linguistic Properties of Effective Slogans
How can marketers create slogans that consumers like and remember? We answer this question by analyzing how the lexical, semantic, and emotional properties of a slogan's individual words combine to influence slogan liking and slogan memory. Through a large correlational study with over 800 brand slogans, laboratory experiments, a biometric eye-tracking experiment, and a field study, we unearth the word properties that make slogans effective. We p…
The Emergence and Evolution of Consumer Language Research
Over the last 50+ years, there has been a huge rise in interest in consumer language research. This article spotlights the emergence and evolution of this area, identifying key themes and trends and highlighting topics for future research. Work has evolved from exploration of broad language concepts (e.g., rhetorics) to specific linguistic features (e.g., phonemes) and from monologues (e.g., advertiser to consumer) to two-way dialogues (e.g., con…
Search or Scroll: How Credibility versus Likability Premiums Shape Consumers’ Following Decisions
Consumers’ choices of whom to follow on digital platforms shape their informational landscape. In an era in which the credibility of informational sources is critical, this research examines two key questions: (1) When do consumers prioritize communicator credibility over likability in their decisions to follow? and (2) How do multiple credibility and likability cues interact to influence these decisions? Analyzing four large datasets from popula…
The Benefits of Bundling Material Goods with Moderate Usage Complementarity
Firms can bundle material goods together in various ways, including based on their usage complementarity (i.e., the likelihood that the goods are used together). While prior research has investigated the consequences of bundling products that are high (vs. low) in usage complementarity, the current research uncovers the benefits of bundling products that are moderate in usage complementarity (e.g., a coffee mug and a folding chair). Thirteen pre-…
Inferences About Others’ Consumption Motives Influence What Consumers Expect from Similar Experiences
When consumers see someone else’s experience shared on social media, they often infer whether the sharer had relatively intrinsic or extrinsic motives for originally engaging in this experience. While prior research has documented how these inferred motives affect viewers’ social evaluations of the sharer, the present research demonstrates these inferences can shift viewer beliefs about the experience itself. The findings from six studies show th…
Psychology (12 works) · Social Psychology (10 works) · Advertising (9 works) · Consumer Behavior in Brand Consumption and Identification (8 works) · Business (7 works) · Computer Science (7 works) · Digital Marketing and Social Media (7 works) · Marketing (5 works) · Political science (5 works) · Sociology (4 works)