Three experiments examine the role of attitudes toward the category to which a brand belongs in consumers' attitudes toward individual brands. The core findings indicate that what consumers think generally about a category affects their evaluations of singular brands belonging to the category....

This article promotes the development of clinical consumer psychology; the study of how dysfunctional and maladaptive cognitive and behavioral processes interact with individuals' consumer experience and behaviors. The article is organized around three primary discussion points: (a) A definition...

We study the impact of gender on asset allocation recommendations. Graduate business students and professional wealth managers are randomly assigned a male or female client. Participants recommend an allocation and choose an allocation for themselves. Male students choose a riskier allocation...