According to the processing fluency model, advertising exposures enhance the ease with which a brand can be recognized and processed. This increased perceptual fluency in turn leads to more favorable attitudes toward the brand. The present research extends the processing fluency model to examine...

This research presents a comprehensive conceptual model of the dynamics of goal revision over multiple periods. First, based on an integrative literature review, we derive four principles that govern how individuals update their goals over time (monotonicity, diminishing sensitivity, aspiration...

This research examines how the visual perspectives that people take to appraise an event, that is, whether they view themselves as actors in the situation or observers of it, influence the intensities of the emotions they experience. We predict that in a situation that elicits emotions, greater...

The findings of the present study are being documented with an aim for invoking a paradigm shift in the attitudes and perceptions about natural hazards; this shift should make the state and the people more prepared to face such calamities, and consequently minimize the loss of life and property,...

Department: School of Business

This research investigates how consumers respond to food-related temptations as a function of recalling their own behavior when faced with a similar temptation in the recent past. Bringing together different streams of relevant research, we propose and find that chronically nonimpulsive...

We demonstrate the effect of consumers' lay theories of self-control on goal-directed behavior as evidenced by New Year's and other resolutions. Across three studies, we find that individuals who believe that self-control is a malleable but inherently limited (vs. unlimited) resource tend to set...

Three experiments investigate the emotions that arise from buying or not buying at an unintended purchase opportunity and how they color evaluations of affective advertising appeals that are viewed subsequently. We demonstrate that buying can cause happiness tempered with guilt, while not buying...