How do consumers react when they believe that a transaction partner will view them through the lens of a stereotype? We predicted and found that being aware of a negative stereotype about a group to which one belongs (e.g., gender) made consumers sensitive to whether service providers were...

Two studies examine how different emotions of the same valence influence product evaluation when products make specific emotional claims. Vacation products with adventurous (serene) appeals were evaluated more favorably when participants felt excited (peaceful) rather than peaceful (excited)....