Two experiments explore conditions that mitigate negative customer reactions to high-equity brand failures. Results indicate that such brands fare best when responses are timed immediately after the failure and when the failure is severe or there is substantial distraction present in the...

Past research has found that changes in price endings can result in “left‐digit effects” whereby the magnitude of an item’s price relative to the price of a reference product is influenced by the leftmost digits of both prices. We extend this work by investigating the impact of changes in...

Does asking people about their future behavior increase or decrease the likelihood that they will repeat their past behavior? In two laboratory and two field experiments, we find that behavior prediction strengthens behavior repetition, making people more likely to do what they normally do, when...

Having people predict whether they will perform a socially normative behavior increases their probability of performing that target action. Recent empirical evidence supports a dissonance-based theoretical explanation for this self-prophecy effect. While the effect is robust, few boundary...