How and when does responding to hypothetical questions shape future judgment and behavior? We identify knowledge accessibility as an implicit process through which hypothetical questions influence individuals, and examine moderators of accessibility that determine when these effects obtain. In...

One of the most common forms of consumer judgment is singular evaluation: the evaluation or appraisal of singular brands. Three experiments show that singular evaluation is often characterized by a brand positivity effect—brands tend to be evaluated more positively than warranted when judged...

One of the most common forms of consumer judgment is singular evaluation: the evaluation or appraisal of singular brands. Three experiments show that singular evaluation is often characterized by a brand positivity effect - brands tend to be evaluated more positively than warranted when judged...