Purpose – The purpose of this paper is to test whether the simple exposure to different types of products can trigger different motivational orientation on consumers (prevention vs promotion), which in turn would match message frame and increase persuasion. Design/methodology/approach –...

Martin and Tesser (1989) proposed a “rumination theory” to describe an unintentional and recurrent cognitive process where the individuals dwell on recurrent negative thoughts despite the absence of immediate environmental cueing. Their motivational approach presents rumination as a...

A substantial portion of produce harvested around the world is wasted because it does not meet consumers' shape expectations. Only recently has research begun investigating the causes underlying misshapen produce rejection by consumers. Generally, this limited research has concluded that...