Marketing communications (e.g., advertising, packaging) can be either colorful or black and white. This research investigates how presence or absence of color affects consumer information processing. Drawing from construal-level and visual perception theory, five experiments test the hypothesis...

This study investigated one particular way that contextual materials can affect the processing of ambiguous product information in print ads. It was proposed that prior exposure to contextual factors can prime certain product attributes and subsequently increase the likelihood that consumers...

This article investigates how the individual difference variable of state versus action orientation moderates the pattern of relationships among constructs in the theory of reasoned action. State orientation refers to a low capacity for the enactment of action-related mental structures, whereas...

Ratner and Kahn demonstrated that individuals believed that others would seek more variety than they themselves would seek. Building on this finding, we expected the variety-seeking tendency to be greater when people made choices for others, and we examined the mechanisms of this phenomenon....

This article examines three alternative procedures for analyzing multitrait-multimethod matrices: the Campbell-Fiske procedure, confirmatory factor analysis, and the direct product model. The implicit assumptions, as well as the strengths and weaknesses, of each approach are presented and their...