We show that consumers' intra-brand choices (e.g., Mercedes C330 vs. C340) can be affected by exposure to a competitor alphanumeric brand name that forms an incidental trend with the numbers in the focal brand names (e.g., BMW350i). We propose and test two mechanisms. First, when no attribute...

Asking people a question about performing a target behavior influences future performance of that behavior. While contextually robust and methodologically simple, this “question-behavior effect” reveals theoretical complexity as evidenced by the large number of proposed explanations for the...

The relationship between the consideration of future and immediate consequences (CFC) and consumer preference for gasoline, cellulose-based and corn-based ethanol fuels was investigated using data from a representative panel of U.S. consumers. A panel of U.S. consumers completed the...

Previous research has focused attention on state skepticism over corporate social responsibility (CSR) communications, but little work has focused on how to override pre-existing differences in consumer skepticism. To gain insight into this issue, the present studies explore whether company ads...