Nationwide Insurance and Johnnie Walker Scotch aired advertisements that encouraged people to contemplate death.What are the immediate emotional and perceptual outcomes of such advertisements? With five studies, thinking about death was found to attenuate emotional reactions and perceptions, a...

Consumers desire products that provide meaningful experiences. Therefore, a marketer's success often depends on familiarizing consumers with the unique experience a product offers. Marketers recognize the value in communicating about a product experience through analogy, but little research has...