When consumers shop, the flooring underfoot can prompt bodily sensations-a sense of comfort from soft carpeting or fatigue from hard tile flooring. Like moods, such bodily sensations may foster context effects on the products shoppers observe. However, whereas moods prompt only assimilation...

This study examines the effects of incidental similarity shared between a salesperson and a potential customer. We show that an incidental similarity, such as a shared birthday or birthplace, can result in a more favorable attitude and a higher intention to purchase. We argue and find that the...

Prior research on consumer response to preferential treatment has focused on treatment that has been earned through loyalty or effort, and most of this work has reported positive outcomes for recipients. Unearned preferential treatment (e.g., receiving a surprise discount, getting a free...