This project introduces the method of Systematic Self-Observation (SSO) to business researchers, compares it to other modes of introspection, and illustrates its application in a study of consumers' conceptions of their practical wisdom (or lack thereof) during ongoing purchase events....

Consumer researchers show much interest in how the addition of products to a choice set changes the alignment of choice shares of existing products, specifically the attraction and superiority effects. Research in developed countries accounts for the vast majority of studies on these effects....

When we visit a retail outlet, we go there to complete some type of shopping goal. These goals may be very specific and precisely planned prior to entering the store, or more abstract, and something we think of on the spur of the moment. The stores may display tens of thousands of different...

Uncertainty about whether an episode will end positively or negatively elicits anticipatory emotions such as excitement and anxiety. The within-experience existence of anticipatory emotions can impact the evaluations of the event. Given that gamblers choose to play games with uncertain outcomes,...

This paper considers corporate brand image, focusing on cognitive and affective brand attributes in the context of business schools. While previous research on university or institutional branding has studied these elements separately via cognitive (e.g., service or educational quality...

When both high-equity and low-equity brands experience an innovation failure, does the high-equity brand fare better? This study investigates this question by exploring how consumers view and evaluate brands following an innovation failure. The researchers examine whether brand equity,...

This article investigates an understudied aspect of online word-of-mouth (eWOM) — the effects of emotional expressions in eWOM. Two experiments investigate how consumers interpret emotional expressions in online user reviews and the subsequent impact on their product evaluations. The findings...

Online innovation communities are often seen as a rich source of innovation that offers added value to its members. However, innovation in collaboration with communities may also create frustration and evoke angry reactions. This article with two combined studies investigates triggers of both...