Our research investigates the marketing of preventive and curative "remedies" (products and services that offer ways of mitigating risk by decreasing either its likelihood or severity). Examples include debt consolidation loans and smoking cessation aids. Like risk-avoidance messages,...

How can the hedonistic assumption (i.e., people's willingness to pursue pleasure and avoid pain) be reconciled with people choosing to expose themselves to experiences known to elicit negative feelings? We assess how (1) the intensity of the negative feelings, (2) positive feelings in the...

The Multiple Pathway Anchoring and Adjustment (MPAA) model integrates prior research on attitude formation, accessibility, strength, and attitude-behavior relationships and responds to key challenges to the traditional view of attitudes as enduring predispositions that guide behavior. The MPAA...