Purpose – This paper aims to respond to issues posed in the four commentaries on Armstrong, Du, Green and Graefe (2016, this issue) regarding the immediate usefulness of that paper’s test of advertisements’ compliance with persuasion principles, and regarding the need for further research....

When forecasting decisions in conflict situations, experts are often advised to figuratively stand in the other person’s shoes. We refer to this as “role thinking”, because, in practice, the advice is to think about how other protagonists will view the situation in order to predict their...