Building on past research, this article illustrates when a price-quality relationship holds in the presence of multiple extrinsic cues. When intrinsic information is scarce, the relationship is more pronounced when a positive price cue is paired with a positive second cue (e.g., strong warranty,...

Marketers seek new ways of gaining attention in our age of information bombardment, and one popular way has been to utilize schema-incongruent language. The present article investigates how a common situational factor-consumer mood-influences consumers' ability to process incongruent information...

Research indicates that reactions to brand extensions are influenced by the fit between the parent brand and the extension product category. The normative nature of this effect is limited because assessments of brand extensions are typically obtained in the absence of competition. The boundaries...