Results of a controlled experiment on the role of brand awareness in the consumer choice process showed that brand awareness was a dominant choice heuristic among awareness-group subjects. Subjects with no brand awareness tended to sample more brands and selected the high-quality brand on the...

Recent research has shown that processing based on the product-category schemas of consumers can influence the manner in which consumers evaluate products. This article presents a series of studies that explore how processing based on such schemas interacts with consumer expectations prior to...

This study demonstrates the facilitating effect of positive mood on brand attitudes for readers of print advertising and explores contingencies and cognitive processes underlying that effect. Mood appears to affect the amount of total cognitive elaboration, bias the evaluation of argument...

The role of situational ethnicity in consumption behaivor is examined, and the relationship between ethnicity and consumption is argued to be affected by the situational contexts in which choices are made. Situational effects are proposed to operate through changes in the level of felt ethnicity...