Recent research has shown that processing based on the product-category schemas of consumers can influence the manner in which consumers evaluate products. This article presents a series of studies that explore how processing based on such schemas interacts with consumer expectations prior to...

A meta-analysis of pairwise relationships involving attitude toward the ad was conducted. Analyses of correlations across studies are first analyzed and reported. Because significant variance across studies was found, moderator analyses were conducted to account for interstudy variance. The...

This study demonstrates the facilitating effect of positive mood on brand attitudes for readers of print advertising and explores contingencies and cognitive processes underlying that effect. Mood appears to affect the amount of total cognitive elaboration, bias the evaluation of argument...

The role of situational ethnicity in consumption behaivor is examined, and the relationship between ethnicity and consumption is argued to be affected by the situational contexts in which choices are made. Situational effects are proposed to operate through changes in the level of felt ethnicity...