In this paper, three experiments investigate the role of expertise as a moderator of the relationship between implicit and explicit measures of attitudes

A recent conceptualization of the structure of attitudes proposes that people may hold associations that contribute to their personal attitudes about an object (personal associations) but also highly salient associations that do not contribute to their attitudes toward the object (extrapersonal...

This paper investigates the effect of national identity salience on responses to ads in two contexts: national identity activated through media context, and national identity activated through advertising appeals. The results remain consistent with the idea that heightening national identity...

This article examines a psycholinguistic model of bilingual concept organization and extends it to the processing of advertisements by bilingual consumers. The model suggests that second-language (L2) messages result in inferior memory as compared with first-language (L1) stimuli. These language...

Bicultural bilingual individuals have incorporated two cultures within themselves and speak the languages of those cultures. When cued by a particular language, these individuals activate distinct sets of culture-specific concepts, or mental frames, which include aspects of their identities....

Code switching, the use of mixed-language expressions, is gaining prominence in advertising targeting linguistic minorities. Two studies investigate the existence of linguistic rules governing the use of code switching and identify situations in which those rules have a greater impact on...

This paper describes a model of acculturation for classifying minority consumers into distinct categories depending on their attitudes and behaviors toward their minority culture and toward the majority culture. These categories are assimilation, segregation, and integration. The model differs...

Building on a sociolinguistic framework, our research explores the impact of code-switching on the persuasiveness of marketing messages. Code-switching refers to mixing languages within a sentence, a common practice among bilingual consumers. We investigate how responses to different types of...

Recent research suggests consumers view brands anthropomorphically and often form self-connections with a particular brand. To date, however, no research has explored whether consumers vary with regard to their tendency to form such connections. In the current research, we conceptualize...

Purchase decisions for hedonic products and services are often characterized by ambivalence -sensory benefits make them attractive, but consumers may feel guilty about bying them. To overcome this ambivalence, consumers frequently adopt strategies that allow them to enloy hedonic benefits while...