Across four studies, the authors demonstrate that consumers intuitively link disconfirmation, specifically sensory disconfirmation (when touch disconfirms expectations by sight), to a brand's personality. Negative disconfirmation is often associated with negative post-trial evaluations. However,...

Morality is an abstract consideration, and language is an important regulator of abstract thought. In instances of moral ambiguity (e.g., ethically ambiguous business practices), individuals may pay particular attention to matters of interactional justice (i.e., how consumers are treated with...