The case for a Complexity Continuum (CC) is presented. Past research on the effects of syntactic complexity (and other contributors to complexity, such as difficult words) in an advertising context has yielded seemingly contradictory findings. Rather than being problematic, however, it is argued...

This paper examines the persuasiveness of assertive language (as in Nike’s slogan “Just do it”) as compared to nonassertive language (as in Microsoft’s slogan “Where do you want to go today?”). Previous research implies that assertive language should reduce consumer compliance. Two...

Figurative language in advertising affects product attitudes positively across contexts. In contrast, the present research demonstrates that the use and effectiveness of figurative language in consumer-generated content is context specific, because of conversational norms unique to this form of...

This paper is concerned with the tension between consumer persuasion and freedom of choice. We study how assertive language (as in the slogan Just do it!) affects consumer compliance in hedonic vs. utilitarian contexts. Previous literature consistently claimed that forceful language would cause...

Three studies using multiple methodologies investigated the development of consumer-based consumption constellations in children, finding an increasing linear age trend in the number of products and brands children use to form constellations, the degree to which these elements display symbolic...

This article proposes an expanded conceptualization of materialism that grounds materialism in research on the self. The article stresses the functions of materialistic goal pursuit, the processes by which these functions are developed and implemented, and their potential consequences. This...

Two experiments investigated the effects of phonetic symbolism on brand name preference. Participants indicated preference for fictitious brand names for particular products (or for products with particular attributes) from word pairs that differed only on vowel sound (e.g., front vs. back...

Purpose The purpose of this study is to examine the impact of psychological contract violation (PCV) as a mediating variable in the relationship between psychological contract breach (PCB) and workplace attitudes and behaviors. In addition, this study aims to expand the generalizability of...

This paper examines trading imbalance as well as traditional trading variables in the volume-volatility relation in futures market. Unlike the majority of studies which utilize daily data, our empirical investigation compares an array of intraday frequencies (from five minutes to one hour) with...

Based on an extensive sample of U.S. closed-end funds undergoing open-ending conversion, we examine the behavior of discounts prior to the announcement till the date of open-ending. Discounts are significantly reduced upon announcement of open-ending with price increase. Announcement period...