Past research finds that consumers exhibit weak self-brand connections to brands associated with out-groups. We extend this work by demonstrating that products associated with dissociative reference groups have a greater impact on consumers' negative self-brand connections, product evaluations,...

Norm violations disrupt social order, and according to prior research, social order can be restored through the punishment of norm violators. Based on this conceptual framework, the current research examines a prevalent yet overlooked behavior in the consumer literature by showing that consumers...

This research focuses on understanding when low body esteem consumers are most likely to engage in negative social comparisons and examines how this process influences product evaluations. In a series of three studies, we find that two pieces of social information are needed for negative...

In designing print ads, one of the decisions the advertiser must make is which color(s) to use as executional cues in the ad. Typically, color decisions are based on intuition and anecdotal evidence. To provide guidelines for these decisions, this research proposes and tests a conceptual...

Conventional wisdom suggests that more concrete and detailed information is helpful in evaluating new products. The current research, however, demonstrates that when consumers use visualization to evaluate new products, the value of concrete versus abstract visualization is dependent on the...

Purpose – The purpose of this paper is to focus on the perceptions that undergraduate students formed and provides further insight into the relationship between perceived teaching quality (with its descriptors) and student motivation. Design/methodology/approach – The paper reports the...