Attitude persistence research in consumer behavior has been predominantly associated with high- rather than low-involvement processing. Advertising, however, is most often processed as a low-involvement communication. The authors predict that different low-involvement cues lead to different...

This article builds a conceptualization for the crossmodal effect of attention on preferences, predicting when and why an irrelevant auditory signal will facilitate or impair preferences for visually processed target products located in the direction of the signal. Extending perspectives on...

This research investigates how observers react when they see someone else being given a compliment that is flattering but that appears sincere. Prior work suggests that to the extent the compliment is perceived to be genuine, observers will not judge the source negatively. Merging insights from...

This research examines the vitality produced by vices—products that offer immediate gratification at the cost of long-term adversity. While vices are intrinsically enjoyable, they also induce guilt. Our conceptualization incorporates these opposing forces to argue that vice consumption is...

This research examines the dynamic process of inference updating. We present a framework that delineates two mechanisms that guide the updating of personality trait inferences about brands. The results of three experiments show that chronics (those for whom the trait is accessible) update their...