This paper extends previous research on the framing effect from single-alternative and single-attribute to multi-alternative and multi-attribute situations. Two experimental studies demonstrate that attribute framing and goal framing influence consumer decision-making in multi-attribute and...

In four experiments, participants made a purchase decision about a counterfeit product under either constrained or unconstrained cognitive resource conditions. Participants were less likely to purchase the counterfeit when their cognitive resources were constrained than when they were not....

Two studies demonstrate that strong brand relationship quality (BRQ) enhances consumer judgments about brand extensions. Different methods (survey vs. experiment), participants (real consumers vs. college students), and cultural contexts (Korea vs. Canada) demonstrate that this effect...