We investigate the antecedents behind online consumers' attempt to disguise their identities through fabrication. We first develop a general conceptual model that draws on two extant theoretical frameworks: (1) Laufer and Wolfe's Multidimensional Approach to Privacy, and (2) Ajzen's Theory of...

Scent research has focused primarily on the effects of ambient scent on consumer evaluations. We focus instead on the effects of product scent on consumer memories. For instance, if a pencil or a facial tissue is imbued with scent (vs. not), recall for the brand's other attributes increases...