Much prior literature has focused on the effect of self-construal on social judgment. We highlight the role of self-construal in spatial judgments. We show that individuals with independent (vs. interdependent) self-construals are more prone to spatial judgment biases in tasks in which the...

This research demonstrates that visual product depictions within advertisements, such as the subtle manipulation of orienting a product toward a participant’s dominant hand, facilitate mental simulation that evokes motor responses. We propose that viewing an object can lead to similar...

This research documents systematic gender performance differences (GPD) at a top business school using a unique administrative dataset and survey of students. The findings show that women’s grades are 11% of a standard deviation lower in quantitative courses than those of men with similar...

We propose that static visuals can evoke a perception of movement, i.e., dynamic imagery, and thereby impact consumer engagement and attitudes. Focusing on brand logos as the static visual element, we measure the perceived movement evoked by the logo. We demonstrate that the evoked dynamic...

Prior research shows that consumers stop purchasing from firms that treat them badly. In this research we show that consumers also resist firms that treat other consumers badly while favoring them. In three experiments, we demonstrate such social consciousness in the context of targeted...

The concept of olfactory imagery is introduced and the conditions under which imagining what a food smells like (referred to here as "smellizing" it) impacts consumer response are explored. Consumer response is measured by: salivation change (studies 1 and 2), actual food consumption (study 3),...

Packaging is a critical aspect of the marketing offer, with many implications for the multi-sensory customer experience. It can affect attention, comprehension of value, perception of product functionality, and also consumption, with important consequences for consumer experience and response....

Bundling of products is very prevalent in the marketplace. For example, travel packages include airfare, lodging, and a rental car. Considerable economic research has focused on the change in profits and consumer surplus that ensues if bundles are offered. There is relatively little research in...