We examine the role of language choice in advertising to bilinguals in global markets. Our results reveal the existence of asymmetric language effects for multinational corporations (MNCs) versus local firms when operating in a foreign domain, such that the choice of advertising language affects...

The negativity effect, or the greater weighing of negative as compared with equally extreme positive information in the formation of overall evaluations, is widely believed by media planners and appears to be a well-proven phenomenon in consumer psychology. Although this effect has been...

Previous research has led to mixed findings regarding the effect of extensions on the family brand name. This research identifies "accessibility of extension information" as a factor that moderates the effects of the valence of extension information and extension category on brand evaluations....

This article investigates two competing explanations of the mere exposure effect-the cognition-based perceptual fluency/misattribution theory (PF/M) and the affect-based hedonic fluency model (HFM)-under incidental exposure conditions. In two studies, the classical mere exposure effect is...