A series of five field and laboratory studies reveal a temperature-premium effect: warm temperatures increase individuals' valuation of products. We demonstrate the effect across a variety of products using different approaches to measure or manipulate physical warmth and different assessments...

This paper examines the popular marketing practice of interdependent ideation where firms solicit ideas from customers through online platforms that allow for customers to be exposed to or “inspired” by other customers' ideas when generating their own. Although being exposed to others' ideas...

People share billions of pieces of content such as news, videos, and photos through social media every day. Marketers are interested in the extent to which such content propagates and, importantly, which factors make widespread propagation more likely. Extant research considers various factors,...

The call for papers for this special issue of the Journal of the Association for Consumer Research began with this vignette: “A street scene in New York, Shanghai or Moscow today differs from the same scene in 2005 in one particular respect: today most of the pedestrians, some of the cyclists,...

People share billions of pieces of content such as news, videos, and photos through social media every day. Marketers are interested in the extent to which such content propagates and, importantly, which factors make widespread propagation more likely. Extant research considers various factors,...