Building on past research, this article illustrates when a price-quality relationship holds in the presence of multiple extrinsic cues. When intrinsic information is scarce, the relationship is more pronounced when a positive price cue is paired with a positive second cue (e.g., strong warranty,...

Marketers seek new ways of gaining attention in our age of information bombardment, and one popular way has been to utilize schema-incongruent language. The present article investigates how a common situational factor-consumer mood-influences consumers' ability to process incongruent information...

Research indicates that reactions to brand extensions are influenced by the fit between the parent brand and the extension product category. The normative nature of this effect is limited because assessments of brand extensions are typically obtained in the absence of competition. The boundaries...

This paper builds on recent research that shows that product experience is based on the interaction of a range of sensory cues whose effect is non-conscious (e.g., visual cues affect taste perception) to revisit the classic issue of product taste testing. We propose that as consumers are unaware...

This paper examines the impact of sociodemographic variables (age, income, and occupation) on price memory. We argue that these variables may exert opposing effects on ability and motivation to process price information, explaining why prior literature has found inconclusive effects of...

This article examines systematic differences in people's spending behavior when using foreign currencies. Rather than overspend or underspend in general, we show that individuals' valuation of a product in an unfamiliar foreign currency is biased toward its nominal value--its face value--with...

The ease-of-retrieval hypothesis suggests that people use the ease with which information comes to mind as a heuristic in forming judgments (Schwarz et al. 1991). We examine the automaticity of the use of ease-of-retrieval as an input in judgments. We demonstrate that the ease-of-retrieval is...