Joandrea Hoegg
Biographic Data
| ID | 172406 |
|---|---|
| NAME | Joandrea Hoegg |
| GIVEN NAMES | Joandrea |
| FAMILY NAME | Hoegg |
| SIGNATURE | HOEGG J |
| AFFILIATIONS | University of British Columbia |
| ORCID | 0000-0002-2071-9528 |
| VERIFIED | Yes |
| TOTAL WORKS | 23 |
| TOTAL CITATIONS | 171 |
| AUTHOR COUNT | 8 |
| EDITOR COUNT | 15 |
| FIRST PUBLICATION YEAR | 2007 |
| LATEST PUBLICATION YEAR | 2024 |
| H-INDEX | 9 |
Want” versus “Need”: How Linguistic Framing Influences Responses to Crowdfunding Appeals
This research uses a crowdfunding context to examine when and why a simple difference in frame—using “want” versus “need” in the request—affects funders’ compliance with an appeal for contributions. Building on the semantic framing and psycholinguistics literature, we propose that using “want” (vs. “need”) signals that the fundraiser is a relatively less (vs. more) dependent person. This perception difference then exerts opposing effects on the t…
Consequentialist Motives for Punishment Signal Trustworthiness
Sizes Are Gendered: The Effect of Size Cues in Brand Names on Brand Stereotyping
Size cues are increasingly common in brand names (e.g., Xiaomi and Mini Cooper), but scant research has investigated whether and how brand name size cues influence consumers' perceptions. This research shows that a brand name size cue can evoke gender associations, which subsequently affect consumers' perceived warmth and competence of the target brand. A series of seven studies provide converging evidence that brands with a size cue of smallness…
Consumers as Naive Physicists: How Visual Entropy Cues Shift Temporal Focus and Influence Product Evaluations
Marketers often use images to promote their products. For example, an advertisement for kitchen tools might display the tools alongside various ingredients, or an advertisement for a bookstore might showcase pictures of the store's interior. One underlying visual characteristic of such images is the degree of 'entropy'-or disorder-in their content. Motivated by a fundamental principle from physics-namely, that entropy can only increase over time-…
Makeup Who You Are: Self-Expression Enhances the Perceived Authenticity and Public Promotion of Beauty Work
Although consumers put substantial effort toward their appearance, engaging in beauty work is often seen as inauthentic, posing challenges for beauty companies that increasingly rely on social media-driven product promotion where authenticity perceptions are consequential. This article draws on existentialist notions of authenticity (wherein the true self is created rather than innate) to explore how framing beauty work as self-expression alters …
How the Eyes Connect to the Heart: The Influence of Eye Gaze Direction on Advertising Effectiveness
A model's eyes are a powerful and ubiquitous visual feature in virtually any advertisement depicting a person. But does where the ad model's eyes look matter? Integrating insights from social psychology and performance and visual art theory, we demonstrate that when the ad model's gaze is averted (looking away from the viewer), the viewer is more readily transported into the ad narrative and responds more favorably to the ad than when the ad mode…
Trickle-Round Signals: When Low Status Is Mixed with High
Trickle-down theories suggest that status symbols and fashion trends originate from the elites and move downward, but some high-end restaurants serve lowbrow food (e.g., potato chips, macaroni and cheese), and some high-status individuals wear downscale clothing (e.g., ripped jeans, duct-taped shoes). Why would high-status actors adopt items traditionally associated with low-status groups? Using a signaling perspective to explain this phenomenon,…
The Meaning of Distraction: How Metacognitive Inferences from Distraction during Multitasking Affect Brand Evaluations
Consumers often encounter advertisements in the background while primarily focused on other stimuli (e.g., while multitasking). Consumers' perceived level of distraction by these background ads serves as a metacognitive cue from which inferences are drawn. When consumers perceive themselves to be relatively distracted by a background advertisement, they draw on an underlying lay theory that distraction implies interest in the contents of the dist…
I Am, Therefore I Buy: Low Self-Esteem and the Pursuit of Self-Verifying Consumption
The idea that consumers use products to feel good about themselves is a basic tenet of marketing. Yet, in addition to the motive to self-enhance, consumers also strive to confirm their self-views (i.e., self-verification). Although self-verification provides self-related benefits, its role in consumer behavior is poorly understood. To redress that gap, we examine a dispositional variable-trait self-esteem-that predicts whether consumers self-veri…
Disgusted and Afraid: Consumer Choices under the Threat of Contagious Disease
Consumers regularly encounter cues of contagious disease in daily life-a commuter sneezes on the train, a colleague blows their nose in a meeting, or they read recent headlines about the dangerous spread of a disease. Research has overwhelmingly argued that the dominant response to these cues is disgust-an emotion that leads to a desire to reject and avoid potential contamination. We argue, however, that contagious disease cues can also elicit fe…
How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty? Generalizations from a Meta-Analysis of Brand Relationship Elasticities
To advance understanding of how well different types of brand relationships drive customer brand loyalty and to help companies improve the effectiveness of their relationship-building investments, this article conducts a meta-analysis of the link between five consumer-brand relationship constructs and customer brand loyalty. The analysis of 588 elasticities from 290 studies reported in 255 publications over 24 years (n = 348,541 across 46 countri…
Brands as Rivals: Consumer Pursuit of Distinctiveness and the Role of Brand Anthropomorphism
Although past research has shown that anthropomorphism enhances consumers' attraction to a brand when social-connectedness or effectance motives are active, the current research demonstrates that anthropomorphizing a brand becomes a detrimental marketing strategy when consumers' distinctiveness motives are salient. Four studies show that anthropomorphizing a brand positioned to be distinctive diminishes consumers' sense of agency in identity expr…
Word of Mouth versus Word of Mouse: Speaking about a Brand Connects You to It More Than Writing Does
This research merges insights from the communications literature with that on the self-brand connection to examine a novel question: how does speaking versus writing about a liked brand influence the communicator's own later reactions to that brand? Our conceptualization argues that because oral communication involves a greater focus on social interaction with the communication recipient than does written communication, oral communicators are mor…
Made by Mistake: When Mistakes Increase Product Preference
Mistakes are often undesirable and frequently result in negative inferences about the person or company that made the mistake. Consequently, research suggests that information about mistakes is rarely shared with consumers. However, we find that consumers actually prefer products that were made by mistake to otherwise identical products that were made intentionally. This preference arises because consumers perceive that a product made by mistake …
The Influence of Social Crowding on Brand Attachment
Feeling crowded in a shopping environment can decrease consumers' evaluations of a product or service and lower customer satisfaction. However, the present research suggests that a crowded environment can sometimes have a positive impact on consumer behavior. Although feeling crowded motivates consumers to avoid interacting with others, it leads them to become more attached to brands as an alternative way of maintaining their basic need for belon…
So Close I Can Almost Sense It: The Interplay between Sensory Imagery and Psychological Distance
Across the five sensory modalities we examine an unexplored difference in imagery: psychological distance. In particular, we propose that imagined senses can be psychologically more proximal or distal based on the maximum physical distance typically required for a stimulus to be sensed. Specifically, we propose that imagined senses that require close proximity to the body in order to be sensed (i.e., taste, touch) will feel more psychologically p…
The Impact of Fear on Emotional Brand Attachment
The current research investigates the role of fear in the creation of emotional attachment to a brand. Previous research examining the influence of incidental negative emotions on brand evaluations has generally found that negative emotions lead to negative evaluations. The current research suggests that for fear, the relationship may be more positive. Since people cope with fear through affiliation with others, in the absence of other individual…
Does injustice affect your sense of taste and smell? The mediating role of moral disgust
Consumer Reaction to Unearned Preferential Treatment
Prior research on consumer response to preferential treatment has focused on treatment that has been earned through loyalty or effort, and most of this work has reported positive outcomes for recipients. Unearned preferential treatment (e.g., receiving a surprise discount, getting a free upgrade), in contrast, has received little attention. The current research demonstrates that, although receiving unearned preferential treatment does generate po…
"The Future Looks "Right: Effects of the Horizontal Location of Advertising Images on Product Attitude
Consumers from cultures that read from left to right possess a spatial representation of time whereby the past is visualized on the left and the future is visualized on the right. Across four studies, the current research investigates whether and how this past-left, future-right conceptualization of time affects attitudes toward time-related products. Specifically, when consumers view advertisements in which product images are positioned congruen…
Knowing Too Much: Expertise-Induced False Recall Effects in Product Comparison
A long history of research has shown that experts’ well-developed knowledge structures provide numerous advantages in memory-based decisions and tasks. More recently, research has shown that in certain situations experts’ more detailed knowledge can hinder memory performance by resulting in the creation of false memories. The current research adds to this growing literature by showing how experts can fall prey to a different type of false memory …
The Persuasive Role of Incidental Similarity on Attitudes and Purchase Intentions in a Sales Context
This study examines the effects of incidental similarity shared between a salesperson and a potential customer. We show that an incidental similarity, such as a shared birthday or birthplace, can result in a more favorable attitude and a higher intention to purchase. We argue and find that the need for connectedness underlies its persuasive effects in an interpersonal context. In addition, we show that the valence of the salesperson's behavior an…
Taste Perception: More than Meets the Tongue
Perceptual discrimination is fundamental to rational choice in many product categories yet rarely examined in consumer research. The present research investigates discrimination as it pertains to consumers' ability to identify differences—or the lack thereof—among gustatory stimuli. Three experiments reveal systematic bias resulting from the presence of common visual and verbal product cues. Particularly noteworthy is the finding that the amount …
Taste Perception: More than Meets the Tongue
Perceptual discrimination is fundamental to rational choice in many product categories yet rarely examined in consumer research. The present research investigates discrimination as it pertains to consumers' ability to identify differences—or the lack thereof—among gustatory stimuli. Three experiments reveal systematic bias resulting from the presence of common visual and verbal product cues. Particularly noteworthy is the finding that the amount …
"The Future Looks "Right: Effects of the Horizontal Location of Advertising Images on Product Attitude
Consumers from cultures that read from left to right possess a spatial representation of time whereby the past is visualized on the left and the future is visualized on the right. Across four studies, the current research investigates whether and how this past-left, future-right conceptualization of time affects attitudes toward time-related products. Specifically, when consumers view advertisements in which product images are positioned congruen…
The Persuasive Role of Incidental Similarity on Attitudes and Purchase Intentions in a Sales Context
This study examines the effects of incidental similarity shared between a salesperson and a potential customer. We show that an incidental similarity, such as a shared birthday or birthplace, can result in a more favorable attitude and a higher intention to purchase. We argue and find that the need for connectedness underlies its persuasive effects in an interpersonal context. In addition, we show that the valence of the salesperson's behavior an…
Trickle-Round Signals: When Low Status Is Mixed with High
Trickle-down theories suggest that status symbols and fashion trends originate from the elites and move downward, but some high-end restaurants serve lowbrow food (e.g., potato chips, macaroni and cheese), and some high-status individuals wear downscale clothing (e.g., ripped jeans, duct-taped shoes). Why would high-status actors adopt items traditionally associated with low-status groups? Using a signaling perspective to explain this phenomenon,…
The Influence of Social Crowding on Brand Attachment
Feeling crowded in a shopping environment can decrease consumers' evaluations of a product or service and lower customer satisfaction. However, the present research suggests that a crowded environment can sometimes have a positive impact on consumer behavior. Although feeling crowded motivates consumers to avoid interacting with others, it leads them to become more attached to brands as an alternative way of maintaining their basic need for belon…
The Impact of Fear on Emotional Brand Attachment
The current research investigates the role of fear in the creation of emotional attachment to a brand. Previous research examining the influence of incidental negative emotions on brand evaluations has generally found that negative emotions lead to negative evaluations. The current research suggests that for fear, the relationship may be more positive. Since people cope with fear through affiliation with others, in the absence of other individual…
I Am, Therefore I Buy: Low Self-Esteem and the Pursuit of Self-Verifying Consumption
The idea that consumers use products to feel good about themselves is a basic tenet of marketing. Yet, in addition to the motive to self-enhance, consumers also strive to confirm their self-views (i.e., self-verification). Although self-verification provides self-related benefits, its role in consumer behavior is poorly understood. To redress that gap, we examine a dispositional variable-trait self-esteem-that predicts whether consumers self-veri…
Consumer Reaction to Unearned Preferential Treatment
Prior research on consumer response to preferential treatment has focused on treatment that has been earned through loyalty or effort, and most of this work has reported positive outcomes for recipients. Unearned preferential treatment (e.g., receiving a surprise discount, getting a free upgrade), in contrast, has received little attention. The current research demonstrates that, although receiving unearned preferential treatment does generate po…
Disgusted and Afraid: Consumer Choices under the Threat of Contagious Disease
Consumers regularly encounter cues of contagious disease in daily life-a commuter sneezes on the train, a colleague blows their nose in a meeting, or they read recent headlines about the dangerous spread of a disease. Research has overwhelmingly argued that the dominant response to these cues is disgust-an emotion that leads to a desire to reject and avoid potential contamination. We argue, however, that contagious disease cues can also elicit fe…
How the Eyes Connect to the Heart: The Influence of Eye Gaze Direction on Advertising Effectiveness
A model's eyes are a powerful and ubiquitous visual feature in virtually any advertisement depicting a person. But does where the ad model's eyes look matter? Integrating insights from social psychology and performance and visual art theory, we demonstrate that when the ad model's gaze is averted (looking away from the viewer), the viewer is more readily transported into the ad narrative and responds more favorably to the ad than when the ad mode…
The Meaning of Distraction: How Metacognitive Inferences from Distraction during Multitasking Affect Brand Evaluations
Consumers often encounter advertisements in the background while primarily focused on other stimuli (e.g., while multitasking). Consumers' perceived level of distraction by these background ads serves as a metacognitive cue from which inferences are drawn. When consumers perceive themselves to be relatively distracted by a background advertisement, they draw on an underlying lay theory that distraction implies interest in the contents of the dist…
Does injustice affect your sense of taste and smell? The mediating role of moral disgust
Brands as Rivals: Consumer Pursuit of Distinctiveness and the Role of Brand Anthropomorphism
Although past research has shown that anthropomorphism enhances consumers' attraction to a brand when social-connectedness or effectance motives are active, the current research demonstrates that anthropomorphizing a brand becomes a detrimental marketing strategy when consumers' distinctiveness motives are salient. Four studies show that anthropomorphizing a brand positioned to be distinctive diminishes consumers' sense of agency in identity expr…
Word of Mouth versus Word of Mouse: Speaking about a Brand Connects You to It More Than Writing Does
This research merges insights from the communications literature with that on the self-brand connection to examine a novel question: how does speaking versus writing about a liked brand influence the communicator's own later reactions to that brand? Our conceptualization argues that because oral communication involves a greater focus on social interaction with the communication recipient than does written communication, oral communicators are mor…
Knowing Too Much: Expertise-Induced False Recall Effects in Product Comparison
A long history of research has shown that experts’ well-developed knowledge structures provide numerous advantages in memory-based decisions and tasks. More recently, research has shown that in certain situations experts’ more detailed knowledge can hinder memory performance by resulting in the creation of false memories. The current research adds to this growing literature by showing how experts can fall prey to a different type of false memory …
How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty? Generalizations from a Meta-Analysis of Brand Relationship Elasticities
To advance understanding of how well different types of brand relationships drive customer brand loyalty and to help companies improve the effectiveness of their relationship-building investments, this article conducts a meta-analysis of the link between five consumer-brand relationship constructs and customer brand loyalty. The analysis of 588 elasticities from 290 studies reported in 255 publications over 24 years (n = 348,541 across 46 countri…
Made by Mistake: When Mistakes Increase Product Preference
Mistakes are often undesirable and frequently result in negative inferences about the person or company that made the mistake. Consequently, research suggests that information about mistakes is rarely shared with consumers. However, we find that consumers actually prefer products that were made by mistake to otherwise identical products that were made intentionally. This preference arises because consumers perceive that a product made by mistake …
So Close I Can Almost Sense It: The Interplay between Sensory Imagery and Psychological Distance
Across the five sensory modalities we examine an unexplored difference in imagery: psychological distance. In particular, we propose that imagined senses can be psychologically more proximal or distal based on the maximum physical distance typically required for a stimulus to be sensed. Specifically, we propose that imagined senses that require close proximity to the body in order to be sensed (i.e., taste, touch) will feel more psychologically p…
Sizes Are Gendered: The Effect of Size Cues in Brand Names on Brand Stereotyping
Size cues are increasingly common in brand names (e.g., Xiaomi and Mini Cooper), but scant research has investigated whether and how brand name size cues influence consumers' perceptions. This research shows that a brand name size cue can evoke gender associations, which subsequently affect consumers' perceived warmth and competence of the target brand. A series of seven studies provide converging evidence that brands with a size cue of smallness…
Makeup Who You Are: Self-Expression Enhances the Perceived Authenticity and Public Promotion of Beauty Work
Although consumers put substantial effort toward their appearance, engaging in beauty work is often seen as inauthentic, posing challenges for beauty companies that increasingly rely on social media-driven product promotion where authenticity perceptions are consequential. This article draws on existentialist notions of authenticity (wherein the true self is created rather than innate) to explore how framing beauty work as self-expression alters …
Consumers as Naive Physicists: How Visual Entropy Cues Shift Temporal Focus and Influence Product Evaluations
Marketers often use images to promote their products. For example, an advertisement for kitchen tools might display the tools alongside various ingredients, or an advertisement for a bookstore might showcase pictures of the store's interior. One underlying visual characteristic of such images is the degree of 'entropy'-or disorder-in their content. Motivated by a fundamental principle from physics-namely, that entropy can only increase over time-…
Taste Perception: More than Meets the Tongue
Perceptual discrimination is fundamental to rational choice in many product categories yet rarely examined in consumer research. The present research investigates discrimination as it pertains to consumers' ability to identify differences—or the lack thereof—among gustatory stimuli. Three experiments reveal systematic bias resulting from the presence of common visual and verbal product cues. Particularly noteworthy is the finding that the amount …
The Persuasive Role of Incidental Similarity on Attitudes and Purchase Intentions in a Sales Context
This study examines the effects of incidental similarity shared between a salesperson and a potential customer. We show that an incidental similarity, such as a shared birthday or birthplace, can result in a more favorable attitude and a higher intention to purchase. We argue and find that the need for connectedness underlies its persuasive effects in an interpersonal context. In addition, we show that the valence of the salesperson's behavior an…
Knowing Too Much: Expertise-Induced False Recall Effects in Product Comparison
A long history of research has shown that experts’ well-developed knowledge structures provide numerous advantages in memory-based decisions and tasks. More recently, research has shown that in certain situations experts’ more detailed knowledge can hinder memory performance by resulting in the creation of false memories. The current research adds to this growing literature by showing how experts can fall prey to a different type of false memory …
Does injustice affect your sense of taste and smell? The mediating role of moral disgust
Consumer Reaction to Unearned Preferential Treatment
Prior research on consumer response to preferential treatment has focused on treatment that has been earned through loyalty or effort, and most of this work has reported positive outcomes for recipients. Unearned preferential treatment (e.g., receiving a surprise discount, getting a free upgrade), in contrast, has received little attention. The current research demonstrates that, although receiving unearned preferential treatment does generate po…
"The Future Looks "Right: Effects of the Horizontal Location of Advertising Images on Product Attitude
Consumers from cultures that read from left to right possess a spatial representation of time whereby the past is visualized on the left and the future is visualized on the right. Across four studies, the current research investigates whether and how this past-left, future-right conceptualization of time affects attitudes toward time-related products. Specifically, when consumers view advertisements in which product images are positioned congruen…
The Impact of Fear on Emotional Brand Attachment
The current research investigates the role of fear in the creation of emotional attachment to a brand. Previous research examining the influence of incidental negative emotions on brand evaluations has generally found that negative emotions lead to negative evaluations. The current research suggests that for fear, the relationship may be more positive. Since people cope with fear through affiliation with others, in the absence of other individual…
So Close I Can Almost Sense It: The Interplay between Sensory Imagery and Psychological Distance
Across the five sensory modalities we examine an unexplored difference in imagery: psychological distance. In particular, we propose that imagined senses can be psychologically more proximal or distal based on the maximum physical distance typically required for a stimulus to be sensed. Specifically, we propose that imagined senses that require close proximity to the body in order to be sensed (i.e., taste, touch) will feel more psychologically p…
Brands as Rivals: Consumer Pursuit of Distinctiveness and the Role of Brand Anthropomorphism
Although past research has shown that anthropomorphism enhances consumers' attraction to a brand when social-connectedness or effectance motives are active, the current research demonstrates that anthropomorphizing a brand becomes a detrimental marketing strategy when consumers' distinctiveness motives are salient. Four studies show that anthropomorphizing a brand positioned to be distinctive diminishes consumers' sense of agency in identity expr…
Word of Mouth versus Word of Mouse: Speaking about a Brand Connects You to It More Than Writing Does
This research merges insights from the communications literature with that on the self-brand connection to examine a novel question: how does speaking versus writing about a liked brand influence the communicator's own later reactions to that brand? Our conceptualization argues that because oral communication involves a greater focus on social interaction with the communication recipient than does written communication, oral communicators are mor…
Made by Mistake: When Mistakes Increase Product Preference
Mistakes are often undesirable and frequently result in negative inferences about the person or company that made the mistake. Consequently, research suggests that information about mistakes is rarely shared with consumers. However, we find that consumers actually prefer products that were made by mistake to otherwise identical products that were made intentionally. This preference arises because consumers perceive that a product made by mistake …
The Influence of Social Crowding on Brand Attachment
Feeling crowded in a shopping environment can decrease consumers' evaluations of a product or service and lower customer satisfaction. However, the present research suggests that a crowded environment can sometimes have a positive impact on consumer behavior. Although feeling crowded motivates consumers to avoid interacting with others, it leads them to become more attached to brands as an alternative way of maintaining their basic need for belon…
How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty? Generalizations from a Meta-Analysis of Brand Relationship Elasticities
To advance understanding of how well different types of brand relationships drive customer brand loyalty and to help companies improve the effectiveness of their relationship-building investments, this article conducts a meta-analysis of the link between five consumer-brand relationship constructs and customer brand loyalty. The analysis of 588 elasticities from 290 studies reported in 255 publications over 24 years (n = 348,541 across 46 countri…
Trickle-Round Signals: When Low Status Is Mixed with High
Trickle-down theories suggest that status symbols and fashion trends originate from the elites and move downward, but some high-end restaurants serve lowbrow food (e.g., potato chips, macaroni and cheese), and some high-status individuals wear downscale clothing (e.g., ripped jeans, duct-taped shoes). Why would high-status actors adopt items traditionally associated with low-status groups? Using a signaling perspective to explain this phenomenon,…
The Meaning of Distraction: How Metacognitive Inferences from Distraction during Multitasking Affect Brand Evaluations
Consumers often encounter advertisements in the background while primarily focused on other stimuli (e.g., while multitasking). Consumers' perceived level of distraction by these background ads serves as a metacognitive cue from which inferences are drawn. When consumers perceive themselves to be relatively distracted by a background advertisement, they draw on an underlying lay theory that distraction implies interest in the contents of the dist…
I Am, Therefore I Buy: Low Self-Esteem and the Pursuit of Self-Verifying Consumption
The idea that consumers use products to feel good about themselves is a basic tenet of marketing. Yet, in addition to the motive to self-enhance, consumers also strive to confirm their self-views (i.e., self-verification). Although self-verification provides self-related benefits, its role in consumer behavior is poorly understood. To redress that gap, we examine a dispositional variable-trait self-esteem-that predicts whether consumers self-veri…
Disgusted and Afraid: Consumer Choices under the Threat of Contagious Disease
Consumers regularly encounter cues of contagious disease in daily life-a commuter sneezes on the train, a colleague blows their nose in a meeting, or they read recent headlines about the dangerous spread of a disease. Research has overwhelmingly argued that the dominant response to these cues is disgust-an emotion that leads to a desire to reject and avoid potential contamination. We argue, however, that contagious disease cues can also elicit fe…
Makeup Who You Are: Self-Expression Enhances the Perceived Authenticity and Public Promotion of Beauty Work
Although consumers put substantial effort toward their appearance, engaging in beauty work is often seen as inauthentic, posing challenges for beauty companies that increasingly rely on social media-driven product promotion where authenticity perceptions are consequential. This article draws on existentialist notions of authenticity (wherein the true self is created rather than innate) to explore how framing beauty work as self-expression alters …
How the Eyes Connect to the Heart: The Influence of Eye Gaze Direction on Advertising Effectiveness
A model's eyes are a powerful and ubiquitous visual feature in virtually any advertisement depicting a person. But does where the ad model's eyes look matter? Integrating insights from social psychology and performance and visual art theory, we demonstrate that when the ad model's gaze is averted (looking away from the viewer), the viewer is more readily transported into the ad narrative and responds more favorably to the ad than when the ad mode…
Consequentialist Motives for Punishment Signal Trustworthiness
Sizes Are Gendered: The Effect of Size Cues in Brand Names on Brand Stereotyping
Size cues are increasingly common in brand names (e.g., Xiaomi and Mini Cooper), but scant research has investigated whether and how brand name size cues influence consumers' perceptions. This research shows that a brand name size cue can evoke gender associations, which subsequently affect consumers' perceived warmth and competence of the target brand. A series of seven studies provide converging evidence that brands with a size cue of smallness…
Consumers as Naive Physicists: How Visual Entropy Cues Shift Temporal Focus and Influence Product Evaluations
Marketers often use images to promote their products. For example, an advertisement for kitchen tools might display the tools alongside various ingredients, or an advertisement for a bookstore might showcase pictures of the store's interior. One underlying visual characteristic of such images is the degree of 'entropy'-or disorder-in their content. Motivated by a fundamental principle from physics-namely, that entropy can only increase over time-…
Want” versus “Need”: How Linguistic Framing Influences Responses to Crowdfunding Appeals
This research uses a crowdfunding context to examine when and why a simple difference in frame—using “want” versus “need” in the request—affects funders’ compliance with an appeal for contributions. Building on the semantic framing and psycholinguistics literature, we propose that using “want” (vs. “need”) signals that the fundraiser is a relatively less (vs. more) dependent person. This perception difference then exerts opposing effects on the t…
Psychology (22 works) · Consumer Behavior in Brand Consumption and Identification (16 works) · Social Psychology (15 works) · Advertising (13 works) · Business (13 works) · Cognitive psychology (7 works) · Computer Science (7 works) · Marketing (6 works) · Digital Marketing and Social Media (5 works) · Perception (5 works)