Using celebrity endorsers can be an effective way to influence brand perceptions and elevate the brand. However, although there is a significant amount of research investigating how endorsers influence brand perceptions, there is little research showing whether traits associated with the brand...

Information about alternatives often appears in a multi-option multi-attribute table, with the alternatives hierarchically sorted on attribute levels. This research shows that the choice of the primary sorting attribute can affect peoples' evaluations. Three studies show that the attribute on...