In this paper, we explain the repeat exposure effect of Internet advertising. By using a field data set of 34 advertising campaigns, we analyze functional forms of the repeat exposure effect of Internet advertising. Among four ad effectiveness measures including aided brand awareness, message...

We argue that a way culture influences decisions is through the reasons that individuals recruit when required to explain their choices. Specifically, we propose that cultures endow individuals with different rules or principles that provide guidance for making decisions, and a need to provide...

During conversations, people generally comply with norms such as keeping the story interesting for the listener. If word-of-mouth about a previous consumption experience is communicated in a conversational format, then adherence to conversational norms could result in changes to the...

Uncertainty about whether an episode will end positively or negatively elicits anticipatory emotions such as excitement and anxiety. The within-experience existence of anticipatory emotions can impact the evaluations of the event. Given that gamblers choose to play games with uncertain outcomes,...

Consumers often find themselves in situations in which they are tempted to lie in order to obtain otherwise unattainable material rewards or financial benefits (e.g., when refunding or exchanging a product, qualifying for discounts and promotions, negotiating with a salesperson, etc.). This...