Existing research shows that the attractiveness of advertising models enhances the effectiveness of firms’ commercial messages. However, it is unclear how consumers react to models who have enhanced their physical attractiveness through cosmetic surgery. We report on three empirical studies...

Suicide among gay men with AIDS constitutes a significant theoretical and practical problem. In order to understand this problem it is necessary to consider the specific circumstances that surround these individuals. Whilst there are many theories of suicide with which to address the problem,...

Purpose: As consumers read multiple reviews, so consumer review consistency is important. The purpose of this paper is to investigate the role of consumer review consistency in influencing attitudes toward brands by examining its underlying effect on consumers’ emotions after they read...

According to disposition effect theory, people hold losing investments too long. However, many investors eventually sell at a loss, and little is known about which psychological factors contribute to these capitulation decisions. This study integrates prospect theory, utility maximization...