This investigation used a daily diary methodology to examine goal revision and effort allocation processes over a single, 2-weeks performance episode in which individuals prepared for a course exam. Growth curve modeling revealed that daily goal exhibited a curvilinear trend in which it was...

In this research, we examine the role of two motivational forces associated with creation of electronic word-of-mouth (eWOM): regulatory focus and collective dissonance. Our studies show that generation of eWOM is enhanced by regulatory fit, while traditional WOM is dominated by the negativity...

In this research we distinguish between ads that compare two different brands (Across-Brand Comparison or ABC ads) and those that compare different versions of the same brand (Within-Brand Comparison or WBC ads). Results from an experiment indicate that when comparative ads use attributes that...