June Cotte

Biographic Data

ID96753
NAMEJune Cotte
GIVEN NAMESJune
FAMILY NAMECotte
SIGNATURECOTTE J
AFFILIATIONSWestern University
ORCID0000-0003-0770-8338
VERIFIEDYes
TOTAL WORKS81
TOTAL CITATIONS188
AUTHOR COUNT13
EDITOR COUNT68
FIRST PUBLICATION YEAR1997
LATEST PUBLICATION YEAR2026
H-INDEX7

  • Turning Uncertainty into Opportunity: Preference Uncertainty Can Be Beneficial When Consumers Have Outcome Uncertainty

    Open AccessXiang Wang, Amin Shiri et al.ARTICLEJournal of Consumer Research2026

    Consumers can experience two types of uncertainty when purchasing a product. Preference uncertainty refers to the uncertainty associated with the horizontal product benefits one desires (e.g., “How strong do I want my coffee to be?”). Outcome uncertainty refers to the uncertainty associated with the actual benefits the product will deliver (e.g., “How strong will the coffee be?”). Ideally, retailers should strive for outcome certainty (i.e., stan…

  • The Benefits of Bundling Material Goods with Moderate Usage Complementarity

    Open AccessEugenia C Wu, Sarah G Moore et al.ARTICLEJournal of Consumer Research2026

    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-…

  • Whom You Pay Matters: How the Payment Path of Shared Expenses Affects Purchase Satisfaction

    Open AccessHan Young Jung, Joseph P Redden et al.ARTICLEJournal of Consumer Research2026

    This research investigates how the method of paying a shared expense affects purchase satisfaction. When multiple consumers share an expense (e.g., a meal, Uber ride, or vacation), each consumer can pay their own share directly, or one consumer can pay the total and others can repay them. Eight preregistered studies showed that indirect payment through another consumer led to higher purchase satisfaction versus direct payment to the vendor. This …

  • A Mega-Replication of the Effect of Cash Versus Card Payment on Pain of Paying: Magnitude, Behavioral Outcomes, and Moderators

    Open AccessChristopher J Bechler, Rhia Catapano et al.ARTICLEJournal of Consumer Research2026

    We revisit the widely accepted finding that paying with cash is more painful than paying with card by conducting the first systematic mega-replication (including 13 large-scale preregistered replications; a total of 32,371 participants, 65 products, and 57 price points ranging from $1.09 to $400). The aggregate evidence reveals four insights: (1) leveraging a broad set of established paradigms, we replicate the finding that paying with cash is mo…

  • Are Critics More Credible? When Positivity Is Expected, Negative Reviewers Are Perceived to Be Less Credible

    Open AccessJunha Kim, Joseph K Goodman et al.ARTICLEJournal of Consumer Research2026

    When writing a review, influencers market their credibility–a critical antecedent to consumers’ attitudes towards reviewers, reviews, and brands. This research examines how consumer reviews shape source credibility and subsequent word-of-mouth (WOM) of influencers. Nineteen studies (N = 7,330), across several product categories and situations, find that consumers perceive negative reviewers as less credible than positive reviewers due to an expec…

  • The Final Countdown: Temporal Frames of Environmental Threats

    Open AccessOzlem Tetik, David Faro et al.ARTICLEJournal of Consumer Research2026

    Scientists, NGOs, companies, and the press typically communicate temporal predictions about environmental threats in terms of the calendar date by which the threat is expected to occur (e.g., “Water shortage in the UK by 2040”). However, across eight online studies and a field experiment, we find that referring instead to the amount of time left until the threat (e.g., “Water shortage in the UK within 20 years”) makes the threat feel temporally c…

  • The Robustness of Mental Accounting Across 21 Countries

    Open AccessGiulia Priolo, Federica Stablum et al.ARTICLEJournal of Consumer Research2026

    First introduced four decades ago, the influential concept of mental accounting—how people mentally organize, evaluate, and track financial activities—posits that consumers often defy traditional economic rationality, treating money as non-fungible across discrete mental accounts. In this research, we present the first large-scale test of the replicability and generalizability of mental accounting effects, using a sample of 5,589 participants fro…

  • How Can Questions Encourage Engagement with Retirement Planning? A Good Question

    Open AccessAnn Kronrod, June Cotte et al.ARTICLEJournal of Consumer Research2026

    We spend nearly a third of our lives in retirement, sometimes as long as the time we work and save for it. Yet, despite the severe personal, economic, and national consequences of under-funded retirement accounts, people often procrastinate and avoid retirement planning. Current efforts to encourage planning achieve limited success, partly because individuals do not think about retirement, often until it is too late. Addressing this challenge, we…

  • Invisible Rankings: When Do Consumers Assume Best-to-Worst Ordinality When Choosing from an Unnumbered List?

    Open AccessMathew S Isaac, Milica Mormann et al.ARTICLEJournal of Consumer Research2026

    Consumers frequently use lists that were created by marketers, experts, or media platforms, such as a list of favorite restaurants. The authors refer to such lists as curated lists because they include items that appear to be endorsed or recommended by the list maker. Although these lists are typically ranked and numbered, marketers sometimes create lists that are not numbered, making it unclear whether the items have been ranked. Twelve studies …

  • When Goods Were Odds: Do People Prefer Uncertain Goods After Uncertainty Is Resolved

    Open AccessBeidi Hu, Siyuan Yin et al.ARTICLEJournal of Consumer Research2026

    Much of the uncertainty people face is eventually resolved (e.g., a person entered in a raffle eventually learns what prize they have received). How do people evaluate goods (e.g., a prize of a $50 gift card) resulting from uncertain promotions (e.g., raffles)? Seven experiments (total N = 12,128) provide evidence for an uncertainty spillover effect: People prefer goods originating from uncertain prospects compared to those that were always known…

  • A Framework for Understanding Consumer Response to the Depiction of Historically Underrepresented Identities in Marketing Communications

    Open AccessCory Haltman, Jianna Jin et al.ARTICLEJournal of Consumer Research2026

    In recent years, firms’ depictions of some historically underrepresented identities (HUIs) in marketing communications have elicited backlash, while depictions of other HUIs have been more broadly accepted. The present work develops a framework to explain when and why these divergent responses occur. We propose that, while liberals respond positively to the depiction of all HUIs due to their prioritization of the Fairness moral foundation, conser…

  • Identities without Products: When the Preference for Self-Linked Products Weakens

    Open AccessLiad Wei, Robin J Tanner et al.ARTICLEJournal of Consumer Research2025References: 59

    Extant literature and common marketing practices converge around the idea that stronger self-links to a brand and its products lead to increased brand loyalty. In this article, we challenge this conventional notion by revealing situations where the preference for self-linked brands diminishes, despite the self-links remaining unchanged. We introduce a key distinction between two types of consumer identities based on whether identity expression re…

  • Sustainability Cues Can Delay Consumption

    Open AccessFeifei Huang, Rafay A Siddiqui et al.ARTICLEJournal of Consumer Research2025

    With the rise of environmental concerns in recent decades, many companies have joined the initiative to advertise and promote sustainable consumption. The current research examines how providing sustainability cues to consumers might have unintended consequences of which practitioners and policymakers may not be fully aware. One pilot study and 10 main studies, including two real-choice studies, show that a sustainability cue may delay consumptio…

  • When Diversity Backfires: The Asymmetric Role of Multicultural Diversity on Brand Perception

    Open AccessEsther Uduehi, Julian K Saint Clair et al.ARTICLEJournal of Consumer Research2025Cited by: 1References: 78

    Brands are expanding their market to new consumers by displaying cultural diversity in marketing campaigns—but the risks are unclear. This article explores the role of the brand’s characteristics in multicultural diversity. Our findings suggest that when brands launch a new multicultural diversity campaign, it may be well-received if the brand’s original focus was on the needs of nonmarginalized consumers. However, for brands with a focus on the …

  • Seeking Structure in Collections: Desire for Control Motivates Engagement in Collecting

    Open AccessC Clark Cao, Merrie Brucks et al.ARTICLEJournal of Consumer Research2025References: 70

    Across six studies, we provide converging and robust lab and field evidence that the fundamental human desire for control motivates consumer engagement in collecting, defined as the act of acquiring items that belong to an existing collection. This is because consumers who desire control seek structure, which is created when interconnected components form a holistic entity. A collection can provide such a structure, as it comprises related items …

  • How Numerical Cognition Explains Ambiguity Aversion

    Open AccessMarina Lenkovskaya, Steven Swelden et al.ARTICLEJournal of Consumer Research2025References: 53

    Consumers generally prefer precise probabilities or outcomes over imprecise ranges with the same expected value, a bias known as “ambiguity aversion.” We argue that two elementary principles of numerical cognition explain great heterogeneity in this bias, affecting consumer choices in many domains where options are characterized by varying levels of uncertainty (e.g., lotteries, discounts, investment products, vaccines, etc.). The first principle…

  • Means-Goal Conflict and Novel Brand Choice

    Open AccessJessica Gamlin, Danielle J Brick et al.ARTICLEJournal of Consumer Research2025References: 62

    Globalization and technological advancements have spurred a rapid increase in the number of novel brands in the marketplace. When and why consumers choose a novel brand are increasingly important questions for marketers. The present research explores these questions and posits that consumers are more likely to choose a novel brand depending upon the choice context. Specifically, we theorize that consumers are more likely to choose a novel brand u…

  • Let Me Show You What Your Tips Can Do! Materially Referenced Tip Recommendations Prompt Tipping

    Open AccessCe Liang, Lu Meng et al.ARTICLEJournal of Consumer Research2025References: 67

    Given the emergence of new technologies (e.g., online payment systems) and new service contexts (e.g., app-based services), the use of tip recommendations is becoming increasingly prevalent. Based on one large secondary dataset analysis (176,237 food delivery orders) and nine experiments, this research identifies an effective and easily implementable tip recommendation design—materially referenced tip recommendations (i.e., referencing a product …

  • Extremeness Aversion and Choice Set Composition: Exposure to Multiple Extreme Options Reduces Extremeness Aversion

    Open AccessMarissa A Sharif, Elizabeth Webb et al.ARTICLEJournal of Consumer Research2025References: 44

    Extremeness aversion—the tendency for consumers to prefer middling options in a choice set—is an incredibly robust and well-studied phenomenon. However, it has primarily been studied in the context of two- or three-option choice sets. In six studies (Ntotal = 9,377), we suggest that consumers’ aversion to extreme options depends on the frequency of similar options in the choice set. In particular, we find that consumers are relatively more likely…

  • Are “10 Grams of Protein” Better than “Ten Grams of Protein”? How Digits versus Number Words Influence Consumer Judgments

    Open AccessMarisabel Romero, Adam W Craig et al.ARTICLEJournal of Consumer Research2025References: 73

    Numerical information can be communicated using different number formats, such as digits (“5”) or number words (“five”). For example, a battery product may claim to last for “5 hours” or “five hours.” And while these two formats are used interchangeably in the marketplace, it is not clear how they influence consumer judgments and behavior. Via six experimental studies, two online ad campaigns, and one large secondary dataset analysis, we find tha…

  • The Confirmation Nudge: Prompts to Change or Confirm Initial Preferences Steer Consumer Choice

    Open AccessKellen Mrkva, Shannon M Duncan et al.ARTICLEJournal of Consumer Research2025References: 34

    Across two field experiments and several preregistered lab experiments, we demonstrate that confirmation nudges, which ask consumers whether they would like to confirm or change their initial choice, impact choice. First, consumers navigating a subscription company’s smartphone app were randomized to a control or confirmation nudge condition, which asked them to either confirm their initial choice or switch to an annual subscription. Confirmation…

  • Source Memory Is More Accurate for Opinions than for Facts

    Open AccessDaniel J Mirny, Stephen A Spiller et al.ARTICLEJournal of Consumer Research2025References: 70

    Effective communication relies on consumers remembering, sharing, and applying relevant information. Source memory, the ability to link a claim to its original source, is an essential aspect of accurate recall, attitude formation, and decision making. We propose that claim objectivity, whether a claim is a fact or an opinion, affects memory for the claim’s source. This proposal follows a two-step process: (i) opinions provide more information abo…

  • Positive Contrast Scope Insensitivity

    Open AccessGuy Voichek, Nathan Novemsky et al.ARTICLEJournal of Consumer Research2025References: 45

    When consumers compare a worse product to a better product, negative contrast can make the worse product less attractive, and positive contrast can make the better product more attractive. We show that positive contrast is relatively scope insensitive: the size of the difference between products affects negative contrast but not positive contrast. Even when the difference between products is small enough to make negative contrast negligible, posi…

  • Mixed Couples, Mixed Attitudes: How Interracial Couples in Marketing Appeals Influence Brand Outcomes

    Open AccessNicole Davis, Rosanna Smith et al.ARTICLEJournal of Consumer Research2025References: 56

    Interracial couples are increasingly featured in marketing messages, yet little is known about how their representation influences consumer behavior. Across six experiments (N = 4,956) and a field study on Facebook, interracial couples in marketing appeals enhance brand outcomes relative to monoracial dominant (i.e., White) couples, but decrease brand outcomes relative to monoracial nondominant (i.e., minority) couples. These effects stem from ho…

  • Beauty as a Goal: Creating Harmony Between Health and Taste

    Open AccessEda Erensoy, Louise Lu et al.ARTICLEJournal of Consumer Research2025References: 76

    People frequently perceive a trade-off between health and taste, leading to poor dietary choices. This research identifies a novel pathway to healthier eating: seeking beauty in food. Across seven preregistered field and lab studies, pursuing beautiful food systematically increased healthy choices without diminishing perceived taste. This effect arises because beauty is positively associated with both health and taste, effectively creating health…