Four studies investigate the interactive influence of the presence of an accompanying friend and a consumer's agency-communion orientation on the consumer's spending behaviors. In general, the authors find that shopping with a friend can be expensive for agency-oriented consumers (e.g., males)...

The current research examines the conditions under which consumers demonstrate associative versus dissociative responses to identity-linked products as a consequence of a social identity threat. Across four studies, the authors test the notion that reactions to social identity threat may be...

This research demonstrates that a consumer's physical appearance—and, more specifically, his or her body size—predictably influences the product(s) that the consumer is recommended. Four studies conducted in both field and lab settings show that agents more frequently recommend round (vs....

Across a series of studies conducted in both the field and the laboratory, we demonstrate that the presence of others (i.e., an entourage) alters a VIP's personal feelings of status. Specifically, we show that VIPs feel higher levels of status when they are able to experience preferential...

Despite the common belief that seating arrangements matter, little research has examined how the geometrical shape of a chair arrangement can impact persuasion. Across three studies, this research demonstrates that the shape of seating arrangements can prime two fundamental human needs which in...

The present research examines conditions under which consumers’ dispose of recyclable products in the garbage. Results from a field study and four laboratory studies demonstrate that a consumer’s decision to recycle a product or throw it in the trash can be determined by the extent to which...