We compared effects of information about a stereotypical service provider with that about a counterstereotypical service provider on inferences about the similarity of employees within the firm and the firm's similarity to other firms (across-brand differentiation). Our three experiments varied...

Critics within the consumer behavior field have consistently debated three fundamental issues about the field's defining properties and goals: (1) whether consumer behavior should be an independent discipline, (2) what is (and is not) consumer behavior, and (3) whether our field should be...

A series of experiments examined the amount that consumers were willing to pay for products bundled together in a promotion. Describing one of the disparate products in the bundle as "free" decreased the price consumers were willing to pay for each product when sold individually. However, a...