Arguably, all choice options involve three basic attributes: magnitude (outcome size), time (of occurrence), and probability (of occurrence) and are evaluated in one of two basic evaluation modes: JE (joint evaluation, involving comparison of multiple options) and SE (single evaluation, without...

This research presents a new scale, the health regulatory focus scale, which measures an individual's tendency to use promotion or prevention strategies in the pursuit of health goals. We conducted five studies in France to develop the scale which is made up of two subscales for prevention and...

The third biennial Transformative Consumer Research Conference at Baylor University in June 2011 encouraged consumer researchers from around the world to address some of the world's most pressing social and economic problems. Researchers discussed with conceptual rigor nine substantive areas:...

Prior research suggests that young adolescents' perceptions of smokers are strongly associated with smoking initiation. Thus, we experimentally investigated the effects of antismoking and cigarette advertising on nonsmoking youths' perceptions (evaluative judgments) of a peer who smokes. Results...

There is discrepancy between practitioners' views of comparative advertising and null findings by academics. However, in most studies, subjects' attention to and memory of the comparative claims were inflated, which may have precluded effects on these variables and on purchase intentions. This...

Ninth graders were randomly exposed to one of eight slice-of-life videotapes showing stimulus advertising (cigarette, antismoking, both, neither) and unfamiliar peers who either did or did not smoke cigarettes. The findings indicate that the cigarette advertising primed positive smoker...

The explicit superiority claims in direct comparative ads should facilitate differentiation of the advertised brand from the comparison brand. However prior research suggests that such ads primarily associate brands. This problem is investigated by considering the categorization and inferential...

Organizations often present data related to clinical trials, and other product efficacy information, in partitioned or aggregated formats, as successes or failures, and as frequencies or percentages. We examine how such different data presentation formats might interact to influence product...