The age-related labels ‘third age’, ‘elderly’, ‘50+,’ ‘senior’ and ‘retired’ were evaluated by a 40+ sample. Results of a qualitative and quantitative study showed that the labels ‘third age’ and ‘elderly’ evoked predominantly negative associations, while the...

The purpose of the current study was to gain more insight in the evaluation of advertisements containing different gender role portrayals (stereotypical/astereotypical) by examining explicit and implicit processes of ad evaluation. The results of two experiments showed an explicit preference for...

The present paper shows that people’s compliance with a request can be substantially increased if the requester first gets them to agree with a series of statements unrelated to the request, but selected to induce agreement. We label this effect the ‘mere agreement effect’, and present a...

We propose that weather conditions can influence consumers’ engagement in lottery play. A longitudinal study on the extent of lottery play in Belgium shows that lottery expenditures are indeed higher after reduced exposure to sunshine, even after controlling for people’s inertia,...

De hedendaagse consument wordt aanhoudend bestookt met informatie. Deze informatie wil soms louter informeren, maar vaker nog beïnvloeden of verleiden. Hoe redt een consument zich in dit overaanbod, zeker nu het de laatste tientallen jaren duidelijk is geworden dat de consument noch over de...

The literature shows that consumers can be characterized by their brand purchasing patterns. While some tend to repeat purchase, others seek variety in their purchases. In this article we examine the role of subtle situational cues (priming) in breaking through the buying patterns of consumers....

The present paper shows that when a person has the experience of giving advice but that advice is not acted upon, there is a reduced openness to external information. We call this the “referral backfire effect”. We argue that this referral backfire effect is due to the identity threatening...

We conducted an experiment to collect data on consumption decisions made by children of different age categories. In particular, our experiment involves unsophisticated discrete consumption choices,and we present a rationality test that is specially designed for the resulting choice data. Our...

We propose a method to quantify the willingness-to-pay for the consumption of others in group decisions. Our method is based on revealed preference theory. It measures willingness-to-pay for others' consumption by evaluating positive consumption externalities in monetary terms. Within the...