Five studies, using diverse methodologies, distinct consumption experiences, and different manipulations, demonstrate the novel finding that savoring an upcoming consumption experience heightens enjoyment of the experience both as it unfolds in real time (ongoing enjoyment) and when it is...

Conceptual advances are critical to the vitality of the marketing discipline, yet recent writings suggest that conceptual advancement in the field is slowing. The author addresses this issue by developing a framework for thinking about conceptualization in marketing. A definition of...

Consumer research often fails to have broad impact on members of our own discipline, on adjacent disciplines studying related phenomena, and on relevant stakeholders who stand to benefit from the knowledge created by our rigorous research. We propose that impact is limited because consumer...

Research has not verified the theoretical or practical value of the brand attachment construct in relation to alternative constructs, particularly brand attitude strength. The authors make conceptual, measurement, and managerial contributions to this research issue. Conceptually, they define...

Employers have moved away from traditional defined benefit pension plans to defined contribution plans such as 401(k)s. As a result, many individuals are now required to make their own retirement saving and investment decisions, which has raised concerns about their ability and desire to handle...

Although attachment theorists have examined the attachment concept in diverse relationship contexts (romantic relationship, kinship, and friendship, etc.), the nomological network of the construct has not been fully delineated. The purpose of the present paper is to develop this nomological...

This chapter examines three key issues in developing and establishing strong brand relationships with its customers. The first issue addresses the concept of attachment as a distinctive higher order construct that bears critical implications for the enhancement of brand equity. The second key...

Although marketing managers and customers often seek information to make decisions or gain knowledge, we know little about what affects individual judgments of the value of received information. We argue that, in settings where information comes from multiple information providers with whom the...

The authors test six theoretically-derived hypotheses about ad characteristics that influence digital sharing. Two completely independent field studies test these hypotheses using over 11 measures of emotions and over 60 ad characteristics. The results are consistent with our theory and robust...