Four studies investigate the interactive influence of the presence of an accompanying friend and a consumer's agency-communion orientation on the consumer's spending behaviors. In general, the authors find that shopping with a friend can be expensive for agency-oriented consumers (e.g., males)...

The current research examines the conditions under which consumers demonstrate associative versus dissociative responses to identity-linked products as a consequence of a social identity threat. Across four studies, the authors test the notion that reactions to social identity threat may be...

It has been known for some time that consumers' identities influence purchasing decisions and people form strong identity connections, or “links,” with products and brands. However, research has yet to determine whether identity-linked products are differentially treated at disposal in...

This research demonstrates that a consumer's physical appearance—and, more specifically, his or her body size—predictably influences the product(s) that the consumer is recommended. Four studies conducted in both field and lab settings show that agents more frequently recommend round (vs....

Across a series of studies conducted in both the field and the laboratory, we demonstrate that the presence of others (i.e., an entourage) alters a VIP's personal feelings of status. Specifically, we show that VIPs feel higher levels of status when they are able to experience preferential...

Two field studies investigate the importance of social presence (real and imagined) and familiarity with the purchase act in producing embarrassment in the context of an embarrassing product purchase. The results indicate that awareness of a social presence during purchase selection and...

The authors use a series of meta-analyses to demonstrate the impact of warning labels across five dimensions of effectiveness: attention, reading and comprehension, recall, judgments, and behavioral compliance. Subsequent moderator analyses indicate that attention is moderated by...

While the majority of consumer research that has studied social influences has focused on the impact of an interactive social presence, in this research we demonstrate that a noninteractive social presence (i.e., a mere presence) is also influential. We conduct two field experiments in a retail...