Previous research in marketing and consumer research has shown that consumers/households often possess multiple ideal points in a given product/service category. In such cases, traditional segmentation and positioning models that estimate a single ideal point per individual/segment may render an...

Having people predict whether they will perform a socially normative behavior increases their probability of performing that target action. Recent empirical evidence supports a dissonance-based theoretical explanation for this self-prophecy effect. While the effect is robust, few boundary...

Past research has found that changes in price endings can result in “left‐digit effects” whereby the magnitude of an item’s price relative to the price of a reference product is influenced by the leftmost digits of both prices. We extend this work by investigating the impact of changes in...

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...

This study examines the role of optimum stimulation level (SOL) in exploratory consumer behavior. The concept of SOL and its measurement are discussed, and the literature on exploratory consumer tendencies and their relationship with SOL is reviewed. Hypotheses are developed concerning the...

We investigate how extraneous or incidental emotions influence product evaluations as a function of consumers' salient goals. By manipulating specific emotions that correspond closely to two basic categories of human goals (achievement vs. protection), we extend affect-as-information theory and...

Personality research has long been a fringe player in the study of consumer behavior. Little research is directly devoted to personality issues, and if consumer personality is investigated at all, it tends to be from the narrow perspective of developing yet another individual difference measure...

Assessing the applicability of frameworks developed in one country to other countries is an important step in establishing the generalizability of consumer behavior theories. In order for such comparisons to be meaningful, however, the instruments used to measure the theoretical constructs of...

This article investigates how the individual difference variable of state versus action orientation moderates the pattern of relationships among constructs in the theory of reasoned action. State orientation refers to a low capacity for the enactment of action-related mental structures, whereas...