Marketers face a myriad of decisions when developing a Web site for e-commerce. In this article, we attempt to organize our current understanding of consumer behavior into streams of research that address the development of marketplaces for the digital economy. We start by characterizing...

This research shows when and how food-related warnings can backfire by putting consumers in a state of reactance. Across three studies, we demonstrate that dieters (but not nondieters) who see a one-sided message focusing on the negative aspects of unhealthy food (vs. a one-sided positive or...

This article extends the idea that priming can influence preferences by making selected attributes focal. Our on-line experiments manipulate the background pictures and colors of a Web page, affecting consumer product choice. We demonstrate that these effects occur for both experts and novices,...

This research demonstrates that exposure to death-related stimuli can increase consumers' amounts of purchasing and consumption. We demonstrate that consumers who have been recently reminded of their own impending mortality wish to purchase higher quantities of food products (and actually eat...

This research illustrates how risk domain moderates the effects of priming the interdependent self versus the independent self on consumers' risk-taking. Experiment 1 showed that individuals whose interdependent selves were activated were more risk-seeking in their financial choices and less...

This research examines the conditions under which consumers experience an increased preference for nostalgic products, such as previously popular movies, television programs, foods, or automobiles. Specifically, participants for whom the need to belong is an active goal experience a...