This research investigates the effect of a zero-value attribute on consumer choice. It is argued that a zero attribute removes a reference point that consumers use to evaluate the size of attribute differences. As a consequence, the shift from a number to zero can make an advantage (or...

Many consumer price promotions (including new product launches) offer a product for free or for a low, discounted price along with a required purchase. This research demonstrates that consumers’ willingness to pay for the product after the promotion is retracted is higher when it was offered...

This research examines the effect of brand cues on retrieval of target brands by individuals in collaborative (vs. noncollaborative) settings. We examine two theories, salience of the brand cue and retrieval-strategy disruption, as potential explanations. Two experiments show that brand cues...

The brand extension literature suggests that consumers will favorably evaluate a brand extension when (a) it has high fit with the brand and (b) the brand has positive evaluations. We suggest that when a brand operates in multiple product domains, extension evaluations are more complex than have...

Previous research has shown that spacing of information (over time) leads to better learning of product information. We develop a theoretical framework to describe how massed or spaced learning schedules interact with different learning styles to influence product usage proficiency. The core...