This study assesses the embarrassment associated with purchasing, carrying, storing, using and disposing of condoms. It incorporates coping theory into the investigation of embarrassment by analysing the strategies individuals use to cope with embarrassment during condom purchase. The results of...

In this reply, we focus on two major issues raised by our commentators. First, we deal with some empirical issues about whether asking questions really increases risky behavior. We argue that the results reviewed in our target article are valid, and are not due to lab-specific effects, or to...

Research shows that asking questions can fundamentally change behavior. We review literature on this question-behavior effect, which demonstrates that asking questions changes both normal and risky behaviors. We discuss potential explanations for the effect and review recent findings that reveal...

Previous research has shown that the activation of a goal leads to more implicit positivity toward goal-relevant stimuli. We examined how the actual pursuit of a goal influences subsequent implicit positivity toward such stimuli. Participants were consciously or non-consciously primed with a...

How and when does responding to hypothetical questions shape future judgment and behavior? We identify knowledge accessibility as an implicit process through which hypothetical questions influence individuals, and examine moderators of accessibility that determine when these effects obtain. In...

Consumers frequently tell stories about consumption experiences through word of mouth (WOM). These WOM stories may be told traditionally, through spoken, face-to-face conversation, or non-traditionally, through written online reviews or other electronic channels. Past research has focused on how...

This article examines explanation type in online word of mouth (WOM), focusing on what individuals explain: their actions (“I chose this product because . . .”) or their reactions (“I love this product because . . .”). Results show that review writers explain their actions more than...