Calling consumers' attention to their cultural identity can make them aware of their membership in a group and, therefore, can induce a group mind-set. This mind-set, in turn, leads them to make decisions that minimize the risk of negative outcomes to both themselves and others. The effects of...

Two studies investigated the extent to which heavy television viewing affects consumers perceptions of social reality and the cognitive processes that underlie these effects. Both studies found evidence heavy viewers beliefs about social reality are more consistent with the content of television...

A case study of wedding planning is used to explore the concept of consumer ambivalence. Focus groups, in-depth interviews, and shopping trips were employed to generate text. A formal definition of consumer ambivalence is provided. Our analysis revealed four antecedents of consumer ambivalence:...