It is common to assess moderation effect with moderated regression analysis. If the interaction effect is detected by moderated regression analysis, one may subsequently assess the simple effect of the focal predictor with simple slopes analysis. However, the two traditional analyses may suffer...

This study investigated one particular way that contextual materials can affect the processing of ambiguous product information in print ads. It was proposed that prior exposure to contextual factors can prime certain product attributes and subsequently increase the likelihood that consumers...

Purpose – The present study seeks to examine how perceived uncertainty of reward schedule and reward frame (i.e. segregated vs aggregated) affect consumers ' evaluation of loyalty programs. Design/methodology/approach – The authors conducted three experiments to test the hypotheses. Findings...

Purpose This study aims to examine how social exclusion and the social status of a rejecter affect consumers’ purchase intentions toward ordinary products. Design/methodology/approach Three experiments were conducted to test the hypotheses. Findings The status of a rejecter, whether high or...

Purpose The purpose of this paper is to provide insightful advice that can improve the practice of using consumers’ pre-launch awareness and preference (AP) changes to predict the sales of new movies. Design/methodology/approach This paper applies a new movie box-office revenue forecasting...

This article investigates how the individual difference variable of state versus action orientation moderates the pattern of relationships among constructs in the theory of reasoned action. State orientation refers to a low capacity for the enactment of action-related mental structures, whereas...

Ratner and Kahn demonstrated that individuals believed that others would seek more variety than they themselves would seek. Building on this finding, we expected the variety-seeking tendency to be greater when people made choices for others, and we examined the mechanisms of this phenomenon....

This article examines three alternative procedures for analyzing multitrait-multimethod matrices: the Campbell-Fiske procedure, confirmatory factor analysis, and the direct product model. The implicit assumptions, as well as the strengths and weaknesses, of each approach are presented and their...