This research examines the impact of asking intention questions about quot;vice behaviors,quot; or behaviors about which respondents simultaneously hold both negative explicit and positive implicit attitudes. Asking questions about the likelihood of engaging in behaviors for which respondents...

This research examines the persuasive effect of emotional appeals on members of collectivist versus individualist cultures. The results of two experiments demonstate that ego-focused (e.g., pride, happiness) versus other-focused (e.g., empathy, peacefulness) emotional appeals lead to more...

This research investigated motivational influences associated with age on responses to emotional advertisements. Experiment 1 showed increased liking and recall of emotional ads among older consumers and that time horizon perspective moderates these age-related differences. Experiment 2 revealed...

This research investigated the moderating role of product category type (hedonic vs. utilitarian) on age-related differences in responses to affective vs. rational ads. An experiment showed that elderly consumers (age 65 plus) had more favorable attitudes toward affective (vs. rational) ads,...