The age-related labels ‘third age’, ‘elderly’, ‘50+,’ ‘senior’ and ‘retired’ were evaluated by a 40+ sample. Results of a qualitative and quantitative study showed that the labels ‘third age’ and ‘elderly’ evoked predominantly negative associations, while the...

The purpose of the current study was to gain more insight in the evaluation of advertisements containing different gender role portrayals (stereotypical/astereotypical) by examining explicit and implicit processes of ad evaluation. The results of two experiments showed an explicit preference for...

De hedendaagse consument wordt aanhoudend bestookt met informatie. Deze informatie wil soms louter informeren, maar vaker nog beïnvloeden of verleiden. Hoe redt een consument zich in dit overaanbod, zeker nu het de laatste tientallen jaren duidelijk is geworden dat de consument noch over de...

The literature shows that consumers can be characterized by their brand purchasing patterns. While some tend to repeat purchase, others seek variety in their purchases. In this article we examine the role of subtle situational cues (priming) in breaking through the buying patterns of consumers....

We propose a method to quantify other-regarding preferences in group decisions. Our method is based on revealed preference theory. It measures willingness-to- pay for others' consumption and willingness-to-pay for equality in consumption by evaluating consumption externalities in monetary terms....

We conducted an experiment to collect data on consumption decisions made by children of different age categories. In particular, our experiment involves unsophisticated discrete consumption choices, and we present a rationality test that is specifically designed for the resulting choice data....

Research presented in this article examines the impact of private self-awareness on consumer decision making. Three studies report converging evidence that by increasing self-awareness, consumers encounter fewer problems in determining their product attitudes and, thereby, behave in a way that...

The purpose of the current study was to gain more insight in the evaluation of advertisements containing different gender role portrayals (stereotypical/a-stereotypical) by examining explicit and implicit processes of ad evaluation. The results of two experiments showed an explicit preference...