This research investigates how framing moderates the use of message cues on performance risk evaluations. Understanding the moderating impact of the frame is important from a theoretical perspective as the frame is a critical contingency factor in how evaluations are formed. This research...

This research demonstrates that the effect of product information on the evaluation of an experiential product depends on the order with which such information is presented. In a series of experiments, we find that when information is presented before consuming an experiential product, the...

Regulatory fit, or the match between an individual's regulatory orientation and the strategy used to sustain it, offers a pervasive predictor of customer behavior. Merely reaching a decision in a certain way influences the value of a decision or an outcome. In this research, we conduct a...

Customers' in-store experiences are having a profound impact on their shopping behavior. In this special issue, two key variables are highlighted: the retail environment and role of nonverbal cues. The eight papers in this special issue present numerous cutting edge issues in these two research...

Store atmospherics affect consumer behavior. This message has created a revolution in sensory marketing techniques, such that across virtually every product category, retailers and manufacturers seek to influence the consumer's “sensory experience.” The key question is how should a company...