Three studies find that when hope is threatened consumers engage in motivated reasoning related to products that purport to enable goal attainment. Specifically, they (a) selectively search for information from a product-favorable information source, (b) regard this information as more credible,...

Three studies find that when hope is threatened consumers engage in motivated reasoning related to products that purport to enable goal attainment. Specifically, they (a) selectively search for information from a product-favorable information source, (b) regard this information as more credible,...

Considerable research suggests that advertising executional cues can influence communication effectiveness. Related research indicates that communication effectiveness is in part driven by consumers'motivation, opportunity, and ability (MOA) to process brand information from an ad. However,...