Figurative language in advertising affects product attitudes positively across contexts. In contrast, the present research demonstrates that the use and effectiveness of figurative language in consumer-generated content is context specific, because of conversational norms unique to this form of...

Using a goal theoretic approach we examine how goal-related mind-sets influence consumers' reactions to participative pricing mechanisms (where consumers participate in price determination; e.g., auctions) relative to economically equivalent, fixed price offers. We show that the congruence...

Consumers' budgets are influenced by the temporal frame used for the budget period. Budgets planned for the next month are much lower than recorded expenses, while those for the next year are closer to recorded expenses (study 1). The difficulty of estimating budgets for the next year imparts...

Past research has shown that monetary promotions (e.g., discounts) are more likely to be processed relative to and integrated with the original product price than are free promotions. We posit that because of this difference, free promotions are more focal and salient than monetary promotions....

Does asking people about their future behavior increase or decrease the likelihood that they will repeat their past behavior? In two laboratory and two field experiments, we find that behavior prediction strengthens behavior repetition, making people more likely to do what they normally do, when...

Ample research shows that consumers accept influence from a source they identify with and reject influence from a source they wish to dissociate from. The current article moves beyond the well-established identification principle and delineates a new influence process. Influence via...