What political candidates say during their campaign and when they say it are critical to their success. In three experiments, we show that abstract, "why"-laden appeals are more persuasive than concrete, "how"-laden appeals when voters' decision is temporally distant; the reverse is true when...

How do consumers react when they believe that a transaction partner will view them through the lens of a stereotype? We predicted and found that being aware of a negative stereotype about a group to which one belongs (e.g., gender) made consumers sensitive to whether service providers were...

Two studies examine how different emotions of the same valence influence product evaluation when products make specific emotional claims. Vacation products with adventurous (serene) appeals were evaluated more favorably when participants felt excited (peaceful) rather than peaceful (excited)....

This research examines whether various forms of brand associations-overall brand beliefs (e.g., Sony is high quality) versus exemplars of the brand (e.g., Sony TV)-are differentially accessible for individuals with independent self-views and those with an interdependent self-view. Since...

When evaluating the net impact of a series of percentage changes, we predict that consumers may employ a "whole number" computational strategy that yields a systematic error in their calculation. We report on three studies conducted to examine this issue. In the first study we identify the...