Consumers often use an expected future price of a product as a reference for judging the current price, and consequently make purchase decisions such as whether to buy and how much to buy. Extant literature has acknowledged the use of an expected future price of a product in formation of price...

This paper describes how different self-construals influence people’s perception of temporal distance and in turn their task evaluation. We hypothesize that people with a more accessible interdependent (vs. independent) self-construal perceive future events as temporally more proximal, and...

According to the processing fluency model, advertising exposures enhance the ease with which a brand can be recognized and processed. This increased perceptual fluency in turn leads to more favorable attitudes toward the brand. The present research extends the processing fluency model to examine...

Meta-cognitive routes to judgment may be taken more often than suggested by Schwarz (2004). First, judgments that appear to be consistent with a systematic processing account may be based on higher-order meta-cognitive theories. Specifically, individuals' inferential judgments based on naive...

This research demonstrates that people's goals associated with regulatory focus moderate the effect of message framing on persuasion. The results of six experiments show that appeals presented in gain frames are more persuasive when the message is promotion focused, whereas loss framed appeals...

Prior research suggests that consumers make trade-offs between two products by focusing more on alignable differences (i.e., the values of the options on the same attributes are different) than on nonalignable differences (i.e., the options have different attributes). The present research...

The authors present the results of two studies showing that consumers' evaluation of an advertised brand can be influenced by prior advertising of products from related categories. When the regulatory goal of the target brand matches (conflicts with) the regulatory goal of the related product,...

We focus on three critical areas of future research on regulatory fit. The first focuses on how regulatory orientation gets sustained. We argue that there are two distinct approaches that bring about the 'just right feeling': (1) process-based (involving the interaction between regulatory...

Using Monte Carlo simulations, this paper evaluates the bias properties of common estimators used in growth regressions derived from the Solow model. We explicitly allow for measurement error in the right-hand side variables, as well as country-specific effects that are correlated with the...

This dissertation synthesizes previous research from consumer research, psychology and applied economics to develop a conceptual model explaining the effects of perceived price and perceived brand on consumers' pre-purchase service expectations. This research also addresses the extent consumers'...