As mandated by the FDA, color graphics depicting some of the lesser-known negative health consequences of smoking will soon be required on all cigarette packaging and advertising. Extensive prior research has demonstrated that Graphic Health Warnings (GHW) are a highly cost-effective way to...

An experiment reveals that the relationship between celebrity attitude and attitude toward brands paired with the celebrity's voice is moderated by identification of the celebrity but only when attitude is measured explicitly. Using explicit measures, celebrity attitude was positively...

We demonstrate that brand relationships affect perceptions of a brand’s closeness to the self, resulting in mindset congruency effects when matched with an appropriate construal level. Brand relationships that are closer (distal) to the self yield improved evaluations when brand information is...