For brands to thrive they must understand consumer sentiment; if consumers’ likelihood to share their opinion is a function of their attitude toward a brand, then brands’ perception of consumer sentiment may be systematically biased. While research in consumer-to-consumer sharing (i.e., word...

How does controversy affect conversation? We use both lab and field data to address this question. Contrary to popular belief, controversial things are not necessarily more likely to be discussed. Data from an online news forum show that controversy increases likelihood of discussion at low...

Research demonstrates that people utilize both reasoning and feeling in decision making and that both strategies can be advantageous. However, little is known about how people perceive their decision making relative to others. Despite research findings and popular appeals supporting the use of...

Advancements in mobile technologies mean that consumers can engage the digital world wherever they are and whenever they want. This intersection between the digital and the physical has important implications for consumer decision-making. We propose that mobile ecosystems vary in their...

We propose that the variety a brand offers can influence brand quality perceptions, and consequently, affect brand choice, even when the available option set is held constant. Specifically, brands that offer greater variety of compatible (i.e., focused and internally consistent) options are...

Can the type of polling place in which people vote (e.g. church, school, or firehouse) influence how they cast their ballot? Results of two studies suggest it can. A field study using Arizona's 2000 general election found that voters were more likely to support raising the state sales tax to...