New brands often partner with well-known brands under the assumption that they will benefit from the awareness and positive associations that well-known brands yield. However, this associations-transfer explanation may not predict co-branding results when the expected benefits of the co-branded...

Although it is well known that advertising can momentarily activate specific consumer identities and thereby influence preference for identity-relevant products, the influence of such identity activation on consumer memory is undocumented. Identity activation encourages consumers to link...

In three experiments, nonvolitional self-association is shown to improve implicit attitude, self-reported attitude, purchase intention, and product choice for both product categories and fictional brands. Experiments 1 and 2 demonstrate that arbitrary categorization of self-related content with...

An experiment reveals that the relationship between celebrity attitude and attitude toward brands paired with the celebrity's voice is moderated by identification of the celebrity but only when attitude is measured explicitly. Using explicit measures, celebrity attitude was positively...

Prior research suggests that consumers evaluate firms more negatively if they attribute the firm's business practices to firm-serving motivations rather than to motivations that serve the public good. The authors propose an alternative hypothesis: firm-serving attributions lower evaluation of...

In a very intriguing and groundbreaking study, Goldfarb and Tucker [Goldfarb, A., C. Tucker. 2011. Online display advertising: Targeting and obtrusiveness. Marketing Sci. 30(3) 389-404] show that online advertising targeting and obtrusiveness boost purchase intent independently, but not jointly....