When developing new brand names, marketers face the dilemma of how similar their new brand name is or should be to familiar brand names in the market. The current research tests the complete range of conditions exploring how the degree of similarity of a new brand name to an existing one may...

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 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...

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...

Marketers actively solicit reviews from customers who used their products, and consumers interested in learning more about the products often rely on these reviews to form their attitudes. This paper discovers and examines an asymmetry in the relation between similarity of the language of...

This paper presents a novel conceptualization of the most common techniques firms use to communicate prices. First, we classify existing price communication techniques based on the type of action taken by firms. We then develop a framework to understand the influence of the different techniques...

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...

Despite the negative personal, economical and national implications of underfunded retirement accounts, the majority of people do not have sufficient money in these funds, or do not have such programs at all. Current efforts to enhance financial planning experience limited success. One reason...

This research investigates semantic precision – the extent to which the use of language describes objects or subjects exactly as they are. Employing linguistic categorization theory, we predict that, because more precise words are cognitively farther from the top of their semantic category,...