Journal of Consumer Research 2006-2007 Volume 33 Author Index ASHWORTH, Laurence see DARKE, Peter R. (December A 2006) ABENDROTH, Lisa J. and Kristin DIEHL (2006), Now or Never: Effects of Limited Purchase Opportunities on ASKEGAARD, So¢ren see KJELDGAARD, Dannie (Sep- Patterns of Regret over Time (December), 342-351. tember 2006) Prior research has demonstrated that actions are regretted more than inactions in the short term. We show that, in limited purchase op B portunities—situations where the purchase decision cannot be re- BAKAMITSOS, Georgios A. (2006), A Cue Alone or a versed—not purchasing (inaction) is seen as a loss and is associated Probe to Think? The Dual Role of Affect in Product with greater short-term regret than purchasing, reversing the omission Evaluations (December), 403-412. bias. With respect to long-term regret, we use coping and availability mechanisms to suggest that, contrary to prior findings, inaction (non- Two studies investigate the conditions under which mood acts as a purchase) regrets decrease over time. We also argue that action (pur- heuristic cue that influences the judgments of a message and when chase) regrets should increase over time, but only when long-term mood acts as a resource (facilitates relational elaboration). The find- utility is low. We support our predictions with a field study and two ings indicate that mood serves as a cue when the message information laboratory experiments. is not easily accessible. This outcome is qualified by the individuals’ willingness to hold accurate beliefs. When respondents are alerted to AGGARWAL, Pankaj and Meng ZHANG (2006), The the potential effect of their mood on their judgment, they correct for Moderating Effect of Relationship Norm Salience on it. Positive mood acts as a resource when information about the target Consumers’ Loss Aversion (December), 413-419. is accessible and there are contextual cues that are perceived as rel- evant to the judgment of a target. People are said to be loss averse when their pain of losing something exceeds their joy of gaining it. This research proposes and tests a BEARDEN, William O. see HAWS, Kelly L. (December new moderator of loss aversion: the type of relationship norms salient 2006) at the time the loss or the gain is experienced. We suggest that mere salience of the norms of a communal relationship (based on concern BLOOM, Paul N. see BOLTON, Lisa E. (June 2006) for the partner) relative to those of an exchange relationship (based BOLTON, Lisa E., Joel B. COHEN, and Paul N. BLOOM on quid pro quo) leads to a greater degree of loss aversion. A typical endowment effect study supports our overall thesis and shows that (2006), Does Marketing Products as Remedies Create differences across relationship norms are stronger in selling prices “Get Out of Jail Free Cards”? (June), 71-81. (willingness to accept) than in buying prices (willingness to pay) Our research investigates the marketing of preventive and curative AGRAWAL, Nidhi see JAIN, Shailendra Pratap (June 2006) “remedies” (products and services that offer ways of mitigating risk by decreasing either its likelihood or severity). Examples include debt ALBA, Joseph W. see BOLTON, Lisa E. (September 2006) consolidation loans and smoking cessation aids. Like risk-avoidance messages, advertisements for remedies aim to reduce risk—by ad- ALBA, Joseph W. see HOEGG, JoAndrea (March 2007) vocating the use of the branded product or service promoted by the marketer. In a series of experiments, we demonstrate that remedy ALLENBY, Greg M. see MORRIN, Maureen (September messages undermine risk perceptions and increase risky behavioral 2006) intentions as consumer problem status rises. Ironically, remedies un- dermine risk avoidance among those most at risk—a boomerang effect ARGO, Jennifer J., Katherine WHITE, and Darren W. with negative consequences for consumer welfare. DAHL (2006), Social Comparison Theory and Decep- tion in the Interpersonal Exchange of Consumption In- BOLTON, Lisa E. and Joseph W. ALBA (2006), Price Fair- formation (June), 99-108. ness: Good and Service Differences and the Role of Vendor Costs (September), 258-265. Four experiments demonstrate that self-threatening social comparison information motivates consumers to lie. Factors related to self-threat, Prior research suggests that consumers are forgiving of a price in- including relevance of the social comparison target (i.e., the impor- crease that is commensurate with increased vendor costs. We argue tance of the comparison person), comparison discrepancy (i.e., the that the perceived fairness of the price increase will also depend on magnitude of the performance difference), comparison direction (.e., the alignability of the cost and price increases, such that alignable whether one performs better or worse), nature of the information (i.e. increases will be perceived as more acceptable than nonalignable whether the comparison is social or objective), and perceived attain- increases. Moreover, we predict that when a cost increase is nona- ability (i.e., the possibility of achieving the compared performance), lignable, consumers will be more receptive to a service price increase influenced consumers’ willingness to engage in deception. Results than a goods price increase. Evidence from a series of experiments extend social comparison theory by demonstrating that comparisons supports both predictions. that threaten public and private selves have implications for lying BOTTI, Simona and Ann L. MCGILL (2006), When Choos- behaviors. ing Is Not Deciding: The Effect of Perceived Respon- ARIELY, Dan see LEE, Leonard (June 2006) sibility on Satisfaction (September), 211-219. JOURNAL OF CONSUMER RESEARCH Prior research has found differences in satisfaction for choosers and consumers’ preferences and the consistency of these preferences with nonchoosers of the same outcome. Two studies show that differen- options’ prices. tiability of the choice-set options moderates this effect. When options are more differentiated, choice enhances consumers’ satisfaction with CHERNEYV, Alexander (2006), Articulation Compatibility positive and dissatisfaction with negative outcomes; when options are in Eliciting Price Bids (December), 329-341. less differentiated, choosers experience the same level of satisfaction Do consumers prefer auctions that allow them to place more precise as nonchoosers, regardless of the option valence. We test the hy- bids to auctions that accept less precise bids? Can consumers accu- pothesis that the effect of outcome differentiability is due to differ- rately estimate their need for price-elicitation precision? This research ences in perceived responsibility and subsequent self-credit and self- addresses these questions by applying the notion of compatibility to blame for the decision outcome. A third study separates the effects the relationship between consumers’ bidding price uncertainty and of differentiability from random choice. the precision implied by the price-elicitation task. Data from four BRENNER, Lyle see ROTTENSTREICH, Yuval (March experiments show that when consumers are uncertain about the op- 2007) timal bidding price, decision tasks requiring elicitation of precise bids lead to lower decision confidence, and vice versa. It is further shown that consumers display stronger preference for high-precision auc- tions, even though such auctions are associated with less confident . pricing decisions. CALDER, Bobby J. see WANG, Jing (September 2006) CHERNEYV, Alexander (2007), Jack of All Trades or Master CHANDRAN, Sucharita and Vicki G. MORWITZ (2006), of One? Product Differentiation and Compensatory The Price of “Free”-dom: Consumer Sensitivity to Pro- Reasoning in Consumer Choice (March), 430-444. motions with Negative Contextual Influences (Decem- This research examines consumer reactions to two common posi- ber), 384-392. tioning strategies: a specialized-positioning strategy in which an op- Past research has shown that monetary promotions (e.g., discounts) tion is described by a single feature, and an all-in-one strategy in are more likely to be processed relative to and integrated with the which an option is described by a combination of features. The em- original product price than are free promotions. We posit that because pirical data reported in this article demonstrate that a product spe- of this difference, free promotions are more focal and salient than cializing on a single attribute is perceived to be superior on that monetary promotions. In a set of three experiments, we demonstrate attribute relative to an all-in-one option, even when this attribute is that this salience results in free promotions being less susceptible than exactly the same for both options. It is further shown that the observed equivalent monetary discounts to negative contextual information on devaluation of the all-in-one option can be mitigated by introducing quality that can potentially lower purchase intentions. We show that another attribute on which the all-in-one option is inferior to the this effect can be reversed when respondents focus on other pieces specialized option. of information that diminish the salience of the free promotion. COHEN, Joel B. and Americus REED II (2006), A Multiple CHATTOPADHYAY, Amitava see DARKE, Peter R. (De- Pathway Anchoring and Adjustment (MPAA) Model of cember 2006) Attitude Generation and Recruitment (June), 1-15. CHEN, Cathy Yi see MAHESWARAN, Durairaj (December The Multiple Pathway Anchoring and Adjustment (MPAA) model 2006) integrates prior research on attitude formation, accessibility, strength, and attitude-behavior relationships and responds to key challenges to CHERNEV, Alexander (2006), Decision Focus and Con- the traditional view of attitudes as enduring predispositions that guide sumer Choice among Assortments (June), 50-59. behavior. The MPAA model emphasizes multiple pathways to attitude formation, including outside-in (object-centered) and inside-out (per- [his research examines an empirical paradox documented by prior son-centered) pathways. The model also provides a nonoverlapping research: when choosing among assortments, consumers opt for the cognitions rationale for the coexistence of competing attitudes. The variety offered by larger assortments; however, consumers often are MPAA model introduces two subjective assessment criteria (repre- less confident in choices made from larger rather than from smaller sentational and functional sufficiency) to explain how an anchoring assortments. By implying that consumers cannot always accurately and adjustment process functions to permit attitudes to guide behavior. predict their need for variety, this preference inconsistency also raises the question of what factors influence consumers’ tendency to over- COHEN, Joel B. and Americus REED II (2006), Perspec- estimate their need for the flexibility offered by larger assortments tives on Parsimony: How Long Is the Coast of England? Building on the view of choice as a hierarchical decision process, A Reply to Park and MacInnis; Schwarz; Petty; and this research posits that choice among assortments is a function of Lynch (June), 28-30. consumers’ decision focus and, in particular, the degree to which the subsequent task of making a choice from the selected assortment is salient to consumers. The data from four experiments offer converging evidence for the moderating role of decision focus on choice among COHEN, Joel B. see BOLTON, Lisa E. (June 2006) assortments. CORNWELL, T. Bettina, Michael S. HUMPHREYS, CHERNEV, Alexander (2006), Differentiation and Parity in Angela M. MAGUIRE, Clinton S. WEEKS, and Assortment Pricing (September), 199-210. Cassandra L. TELLEGEN (2006), Sponsorship-Linked Marketing: The Role of Articulation in Memory (De- Are consumers more likely to purchase an item from an assortment cember), 312-321. in which options are priced at parity or from an assortment in which options vary in price? This research examines the influence of parity- Corporate sponsorship of events contributes significantly to marketing pricing and differentiation-pricing strategies on consumer choice and aims, including brand awareness as measured by recall and recog- identifies conditions in which parity pricing facilitates choice, as well nition of sponsor-event pairings. Unfortunately, resultant advantages as conditions in which choice is facilitated by differential pricing. In accrue disproportionately to brands having a natural or congruent fit a series of three experiments, the impact of assortment pricing on with the available sponsorship properties. In three cued-recall exper- choice is shown to be a function of the uncertainty associated with iments, the effect of articulation of sponsorship fit on memory for VOLUME 33 AUTHOR INDEX sponsor-event pairings is examined. While congruent sponsors have a natural memory advantage, results demonstrate that memory im- F provements via articulation are possible for incongruent sponsor-event FABER, Ronald J. see VOHS, Kathleen D. (March 2007) pairings. These improvements are, however, affected by the presence of competitor brands and the way in which memory is accessed. FEINBERG, Fred see YOON, Carolyn (June 2006) FITZSIMONS, Gavan J. see TAVASSOLI, Nader T. (Sep- D tember 2006) DAHL, Darren W. see ARGO, Jennifer J. (June 2006) G DARKE, Peter R., Amitava CHATTOPADHYAY, and Laurence ASHWORTH (2006), The Importance and GERSHOFE Andrew D., Ashesh MUKHERJEE, and Functional Significance of Affective Cues in Consumer Anirban MUKHOPADHYAY (2007), Few Ways to Choice (December), 322-328. Love, but Many Ways to Hate: Attribute Ambiguity and the Positivity Effect in Agent Evaluation (March), Existing evidence for affect’s influence on information processing 499-505. and choice under high elaboration is mixed. In addition, affective choice is often viewed as erroneous in that it is assumed to lead to Recent research has identified a positivity effect in consumers’ eval- regret. We show that affect has a reliable impact on choice under uations of agents, such as friends and professional critics, who provide high elaboration, which occurs through a combination of heuristic word-of-mouth evaluations and recommendations. Specifically, agree- and systematic processing. Furthermore, consumers were able to cor ment with an agent on previously loved alternatives is perceived as rect for the impact irrelevant affect had on systematic processing but more diagnostic of the agent’s suitability than agreement on previ- not for its impact on less conscious heuristic processing. Finally, ously hated alternatives. This article argues that the positivity effect affective purchases led to greater long-term satisfaction for important arises from greater ambiguity about attribute ratings of hated versus purchases, suggesting that affective choice can be functional. loved alternatives. Three studies support this by showing that the effect is moderated by the number of attributes, the number of al- DIEHL, Kristin see ABENDROTH, Lisa J. (December ternatives, and the revelation of an agent’s attribute ratings, and is 2006) mediated by attribute ambiguity. DIMOFTE, Claudiu V. and Richard F. YALCH (2007), Con- GIESLER, Markus (2006), Consumer Gift Systems (Sep- sumer Response to Polysemous Brand Slogans (March), tember), 283-290. 515-522. This article develops a critique of the dyadic model of consumer gift Polysemous brand slogans have multiple meanings that may convey giving and an extension of the classic paradigm of gift giving as several product attributes. We build on extant research by suggesting elaborated in fundamental anthropological and sociological texts. | that some consumers automatically access multiple meanings of a conceptualize and present empirical evidence for the notion of a con- polysemous brand slogan, whereas others access only a single, im- sumer gift system, a system of social solidarity based on a structured mediately available meaning. A novel measure of automatic access set of gift exchange and social relationships among consumers. Social to secondary meaning (the Secondary Meaning Access via the Au- distinctions, norm of reciprocity, and rituals and symbolisms are de- tomatic Route Test, or SMAART) is developed to capture this indi- fined as key characteristics of a consumer gift system and are shown vidual difference and show its consequences for consumer responses to be present in peer-to-peer music file sharing at Napster. Implications to polysemous slogans with unfavorable secondary meanings. The for extant research on solidarity, gift giving, and consumption are automatic-access account is further validated by employing the Im- discussed, and future research directions are provided. plicit Association Test (Greenwald, McGhee, and Schwartz), sug- gesting that the unconscious impact of polysemous brand slogans can GOTLIEB, Jerry see ROGGEVEEN, Anne L. (June 2006) be more influential than intuitively expected. GREWAL, Dhruv see ROGGEVEEN, Anne L. (June 2006) DREZE, Xavier see VANHUELE, Marc (September 2006) GUTCHESS, Angela H. see YOON, Carolyn (June 2006) DREZE, Xavier see SOOD, Sanjay (December 2006) H E HAWS, Kelly L. and William O. BEARDEN (2006), Dy- ESCALAS, Jennifer Edson (2007), Self-Referencing and namic Pricing and Consumer Fairness Perceptions (De- Persuasion: Narrative Transportation versus Analytical cember), 304-311. Elaboration (March), 421-429. Dynamic pricing practices by sellers in response to segment and individual-level differences have been made more feasible as internet This article contrasts narrative self-referencing with analytical self- buyer behavior increases. While benefits from these pricing practices referencing. I propose that narrative self-referencing persuades can accrue to sellers and buyers, the potential for (un)fairness per- through transportation, where people become absorbed in a story—in ceptions to mitigate these advantages is important. In an effort to this case, in their storylike thoughts (Green and Brock 2000). When investigate these issues, this article reports the results of three studies ad viewers are transported by these narrative thoughts, persuasion is that examine the effects of seller-, consumer-, time-, and auction- not negatively affected by weak ad arguments. Conversely, analytical based price differences on perceived price fairness and purchase sat- self-referencing persuades via more traditional processing models, isfaction. The findings underscore the potential negative effects as- wherein cognitive elaboration is enhanced by relating incoming in- sociated with price differences from dynamic pricing practices. formation to one’s self or personal experiences, which results in a differential persuasive effect of strong versus weak arguments. I also HERR, Paul M. see KANG, Yong-Soon (June 2006) propose that ad skepticism moderates the effect of narrative trans- portation. My assertions are tested in two experiments in the context HOEGG, JoAndrea and Joseph W. ALBA (2007), Taste Per- of mental simulation as a form of narrative self-referencing. ception: More than Meets the Tongue (March), 490-498. JOURNAL OF CONSUMER RESEARCH Perceptual discrimination is fundamental to rational choice in many interplay between motivation and cognition and the impact of implicit product categories yet rarely examined in consumer research. The pre- processes on consumer behavior. We examine these themes in three sent research investigates discrimination as it pertains to consumers’ core areas of information processing research—memory, affect, and ability to identify differences—or the lack thereof—among gustatory persuasion. We also discuss methodological innovations that have stimuli. Three experiments reveal systematic bias resulting from the enabled theory building and conclude with suggestions for future presence of common visual and verbal product cues. Particularly note- theoretical work in consumer research. worthy is the finding that the amount of bias induced by a subtle, nonevaluative cue can far exceed the bias induced by overt and well- JOHAR, Gita Venkataramani see MUKHOPADHYAY, An- established evaluative cues. In addition, the effects these cues have on irban (March 2007) perceptual discrimination diverge from the effects they have on JOHAR, Gita Venkataramani see ZEMBORAIN, Martin R. preference. (March 2007) HUMPHREYS, Michael S. see CORNWELL, T. Bettina JOHN, Deborah Roedder see MONGA, Alokparna Basu (December 2006) (March 2007) J K JAIN, Shailendra Pratap, Nidhi AGRAWAL, and Durairaj KAHN, Barbara E., Mary Frances LUCE, and Stephen M. MAHESWARAN (2006), When More May Be Less: NOWLIS (2006), Debiasing Insights from Process Tests The Effects of Regulatory Focus on Responses to Dif- (June), 131-138. ferent Comparative Frames (June), 91-98. Most of the articles appearing in JCR that are characterized as be- We examined the consequences of regulatory focus on exposure to havioral decision theory (BDT) address some kind of bias or deviation two types of comparative advertising frames—a maximal claim from normative decision making. In addition to pointing out biases, (“brand A is superior to brand B”) and a minimal claim (“brand A these articles often examine underlying decision processes. We lev- is equivalent or similar to brand B”)—in three experiments. In ex- erage approaches that researchers have used to understand process periment 1, we manipulated these frames, basing the sponsor brand’s for insights into when and how biases can be corrected. We argue claim on comparison with an existing brand. In experiment 2, we that some of these biases can be corrected by directly altering the operationalized the frames using a comparison featuring a sponsor decision maker’s conscious processes, while other biases can be cor- brand targeting an established standard (Food and Drug Administra- rected more indirectly by altering the decision environment. tion guidelines). A third experiment provided convergent evidence for the process underlying these effects. Consistent with theoretical KANG, Yong-Soon and Paul M. HERR (2006), Beauty and reasoning, we found that promotion-focused individuals were more the Beholder: Toward an Integrative Model of Com- persuaded by maximal comparisons while prevention-focused indi- munication Source Effects (June), 123-130. viduals were either equally persuaded by the two frames or more persuaded by minimal frames. For prevention-focused individuals, We present a framework applicable to market communications that maximal frames represented either a “no loss” or a “deviation from prominently feature the message source, with little or no argumen- the norm.” The no loss representation led to maximal and minimal tation. Based on dual-process theories and the recent literatures on frames being equally persuasive. The deviation from the norm rep- resource matching and bias correction, we argue that source effects resentation led to greater negative elaboration on maximal frames, occur through one or more of the following three processes: periph- making them less persuasive than minimal frames. For promotion- eral/heuristic processing of source as a cue, central/systematic pro- focused people, a maximal frame simply represented a gain over a cessing of source as product arguments, and correction of source minimal frame, and hence it induced more favorable elaboration and biases. This three-process model sets boundary conditions for the greater persuasion. existing source models (i.e., main-effect models and source-by-prod- uct interaction models) and explains negative source effects. JANAKIRAMAN, Narayan, Robert J. MEYER, and Andrea C. MORALES (2006), Spillover Effects: How Consum- KEINAN, Anat see KIVETZ, Ran (September 2006) ers Respond to Unexpected Changes in Price and Qual- KELLER, Punam A. (2006), Regulatory Focus and Efficacy ity (December), 361-369. of Health Messages (June), 109-114. This article examines how unexpected changes in the marketing mix Two studies support the premise that a person’s regulatory focus of one product in a retail setting can influence demand for other, determines the salience of self-efficacy (perceived ease) or response unrelated, items. Results from two laboratory studies show that spill- efficacy (perceived effectiveness) of health behaviors. The findings over effects can occur in response to both positive and negative indicate greater regulatory-efficacy fit (experiment |) and higher in- changes in either the price or quality of a product, such that positive tentions to perform the advocated behaviors (experiment 2) when changes increase total spending on other items and negative changes self-efficacy features are paired with promotion focus and when re- reduce it. The results also demonstrate that an attributional process sponse efficacy features are paired with prevention focus. The data underlies these effects, indicating that consumers experience specific support the premise that self-efficacy is weighed more than response affective responses directed at the retailer that lead them either to efficacy when the regulatory focus is promotion, whereas the reverse reward or punish the retailer accordingly. is true in prevention regulatory focus. JOHAR, Gita Venkataramani, Durairaj) MAHESWARAN, KIVETZ, Ran and Anat KEINAN (2006), Repenting Hy- and Laura A. PERACCHIO (2006), MAPping the Fron- peropia: An Analysis of Self-Control Regrets (Septem- tiers: Theoretical Advances in Consumer Research on ber), 273-282. Memory, Affect, and Persuasion (June), 139-149. This article proposes that supposedly farsighted (hyperopic) choices Information processing research published in the Journal of Consumer of virtue over vice evoke increasing regret over time. We demonstrate Research has produced theoretical advances in our understanding of that greater temporal separation between a choice and its assessment consumer behavior. This article highlights two themes that have enhances the regret (or anticipated regret) of virtuous decisions (e.g., emerged in consumer research over the past 15 years. These are the choosing work over pleasure). We argue that this finding reflects the VOLUME 33 AUTHOR INDEX differential impact of time on the affective determinants of self-control uct attitudes. Yet, consumers are often inaccurate predictors, even for regrets. In particular, we show that greater temporal perspective at- familiar others. We provide strong evidence that target familiarity can tenuates emotions of indulgence guilt but accentuates wistful feelings even hurt accuracy in the presence of attitude feedback. Although of missing out on the pleasures of life. We examine alternative ex- overprojection and lack of product-specific attitude information have planations, including action versus inaction regrets and levels of been identified as possible reasons for prediction inaccuracy, our re- construal. sults suggest a retrieval explanation. When presented with product- specific attitude feedback, predictors adapted their level of projection KJELDGAARD, Dannie and S¢ren ASKEGAARD (2006), and encoded the attitude information, but they did not use this in- The Glocalization of Youth Culture: The Global Youth formation. Instead, they retrieved less diagnostic, pre-stored infor- Segment as Structures of Common Difference (Septem- mation about the familiar targets to predict their product attitudes. ber), 231-247. LINDSEY, Charles D. and H. Shanker KRISHNAN (2007), In this article we present an analysis of global youth cultural con- Retrieval Disruption in Collaborative Groups due to sumption based on a multisited empirical study of young consumers Brand Cues (March), 470-478. in Denmark and Greenland. We treat youth culture as a market ide- ology by tracing the emergence of youth culture in relation to mar- This research examines the effect of brand cues on retrieval of target keting and how the ideology has glocalized. This transnational market brands by individuals in collaborative (vs. noncoliuborative) settings. ideology is manifested in the glocalization of three structures of com- We examine two theories, salience of the brand cue and retrieval- mon difference that organize our data: identity, center-periphery, and strategy disruption, as potential explanations. Two experiments show reference to youth cultural consumption styles. Our study goes beyond that brand cues lead to greater inhibition of target brands in a col- accounts of global homogenization and local appropriation by show- laborative versus a noncollaborative setting. The theoretical contri- ing the glocal structural commonalities in diverse manifestations of bution is the exposition of a double-cueing effect of brand cues such youth culture. that both (a) cue salience and (b) cue-induced retrieval-strategy dis- ruption are greater for individuals in a collaborative setting. The dis- KRISHNAN, H. Shanker see MAO, Huifang (June 2006) cussion highlights additional theoretical implications of this research. KRISHNAN, H. Shanker see LINDSEY, Charles D. (March LUCE, Mary Frances see KAHN, Barbara E. (June 2006) 2007) LYNCH, John G., Jr. (2006), Accessibility-Diagnosticity and the Multiple Pathway Anchoring and Adjustment Li Model (June), 25-27. LABROO, Aparna A. and Suresh RAMANATHAN (2007), I discuss how the Multiple Pathway Anchoring and Adjustment model The Influence of Experience and Sequence of Conflict- is similar to and different from the Feldman and Lynch accessibility- ing Emotions on Ad Attitudes (March), 523-528. diagnosticity model, elaborated as an anchoring and adjustment model by Lynch, Marmorstein, and Weigold. Cohen and Reed’s concept of Two experiments suggest that when participants evaluate an ad, they representational sufficiency embraces both attitude coherence and re- prefer improving ad emotions, because attitudes are based on an as- trieval fluency; these map to prior operationalizations of diagnosticity sessment of whether the emotions deviate positively or negatively in past accessibility-diagnosticity research. Cohen and Reed’s func- from previous levels of emotions. In contrast, when emotions are tional sufficiency maps closely to Lynch et al.’s notion of a com- experienced, positive emotions facilitate coping with later negativity, parison of cumulative diagnosticity to a diagnosticity threshold in an and an ad with declining (vs. improving) emotions results in more anchoring and adjustment process. I identify differences between the favorable attitudes. This beneficial effect of experienced positive emo- two models and call for research to distinguish their predictions. tions in reducing the impact of subsequent negative emotions is re- versed when the positive emotions are allowed to dissipate over a time delay between the experiences of the two emotions. M LAURENT, Gilles see VANHUELE, Marc (September MACINNIS, Deborah J. see PARK, C. Whan (June 2006) 2006) MACINNIS, Deborah J. see PATRICK, Vanessa M. (March LEE, Jonathan see MORRIN, Maureen (September 2006) 2007) LEE, Leonard and Dan ARIELY (2006), Shopping Goals, MAGUIRE, Angela M. see CORNWELL, T. Bettina (De- Goal Concreteness, and Conditional Promotions (June), cember 2006) 60-70. MAHESWARAN, Durairaj see JAIN, Shailendra Pratap We propose a two-stage model to describe the increasing concreteness (June 2006) of consumers’ goals during the shopping process, testing the model with a series of field experiments at a convenience store. Using a MAHESWARAN, Durairaj see JOHAR, Gita Venkatara- number of different process measures (experiment 1), we first estab- mani (June 2006) lished that consumers are less certain of their shopping goals and construe products in less concrete terms when they are in the first MAHESWARAN, Durairaj and Cathy Yi CHEN (2006), (vs. second) stage of the shopping process. The results of experiments Nation Equity: Incidental Emotions in Country-of-Or- 2 and 3 next demonstrate that goal-evoking marketing promotions igin Effects (December), 370-376. (e.g., conditional coupons) are more effective in influencing consum- ers’ spending when consumers’ goals are less concrete Different from past research on country-of-origin effects that has focused on cognitive factors, this article examines the impact of in- LEROUGE, Davy and Luk WARLOP (2006), Why It Is So cidental emotions and cognitive appraisals associated with these emo- Hard to Predict Our Partner’s Product Preferences: The tions on country-of-origin effects. Experiment | compared anger and Effect of Target Familiarity on Prediction Accuracy sadness and demonstrated that country of origin influenced evalua- (December), 393—402. tions only in the angry (vs. sad) condition where human (vs. situation) control was high. Experiment 2 further identified the effects of agency Many buying decisions require predictions of another person’s prod- control using a different emotion, frustration. Based on these obser- JOURNAL OF CONSUMER RESEARCH vations, this article suggests that, like brands, countries also have MORWITZ, Vicki G. see CHANDRAN, Sucharita (Decem- equity associated with them, termed “nation equity,” that has both ber 2006) performance and emotional components. MUKHERJEE, Ashesh see GERSHOFE Andrew D. (March MAO, Huifang and H. Shanker KRISHNAN (2006), Effects 2007) of Prototype and Exemplar Fit on Brand Extension Eval- uations: A Two-Process Contingency Model (June), MUKHOPADHYAY, Anirban and Gita Venkataramani 41-49. JOHAR (2007), Tempted or Not? The Effect of Recent Purchase History on Responses to Affective Advertising The brand extension literature suggests that consumers will favorably (March), 445-453. evaluate a brand extension when (a) it has high fit with the brand and (b) the brand has positive evaluations. We suggest that when a Three experiments investigate the emotions that arise from buying or brand operates in multiple product domains, extension evaluations not buying at an unintended purchase opportunity and how they color are more complex than have been conceptualized, and favorable con- evaluations of affective advertising appeals that are viewed subse- sumer responses may result even in the absence of the above two quently. We demonstrate that buying can cause happiness tempered conditions. Our two-process contingency model proposes two di- with guilt, while not buying causes pride. Consistent with the felt mensions of fit (brand prototype fit and product exemplar fit) and two affect, respondents who had bought at time | subsequently prefer evaluative processes (top-down and parallel attitude transfer) that happiness appeals to pride appeals, while those who had refrained drive extension evaluations in different ways, depending on the level prefer pride appeals. Drawing attention to the initial purchase decision of cognitive resources. Three empirical studies found consistent sup- and varying the affect by manipulating the discount both moderate port for the model. this effect. These results contribute to the literatures on self-regulation, emotions, and persuasion. MCGILL, Ann L. see BOTTI, Simona (September 2006) MUKHOPADHYAY, Anirban see GERSHOFF, Andrew D. MEYER, Robert J. see JANAKIRAMAN, Narayan (De- (March 2007) cember 2006) MUTHUKRISHNAN, A. V. and Luc WATHIEU (2007), MISHRA, Arul and Dhananjay NAYAKANKUPPAM Superfluous Choices and the Persistence of Preference (2006), Consistency and Validity Issues in Consumer (March), 454—460. Judgments (December), 291-303. Superfluous choices are unnecessary choice steps that could be re- Prior research has traced poor judgment quality to poor calibration. moved without affecting the final choice context and outcome. They We suggest inconsistency to be another reason for poor judgment are introduced in this article in order to study the mere effects of quality—utilizing different models on different occasions resulting in consumer participation. Superfluous choices have no immediate im- increased wandering in judgments. We demonstrate differing consis- pact on the chosen option but strongly increase consumers’ propensity tency in the utilization of models depending upon which variable is to persist with the same option on future choice occasions. Four used as a cue and which is used as the criterion to be predicted. This experiments that isolate and investigate this indirect effect and its results in differing correlations underlying judgments between the moderators highlight the impact of consumer participation that derives same two variables, an internally inconsistent pattern. We trace this from a perception of greater deliberation and fluency in decision to the utilization of lay causal models to make predictions but with making. the strength of the causal story moderating the consistency in use of the model. N MONGA, Alokparna Basu and Deborah Roedder JOHN (2007), Cultural Differences in Brand Extension Eval- NAYAKANKUPPAM, Dhananjay see MISHRA, Arul (De- uation: The Influence of Analytic versus Holistic Think- cember 2006) ing (March), 529-536. NOWLIS, Stephen M. see KAHN, Barbara E. (June 2006) Consumers evaluate brand extensions by judging how well they fit with the parent brand. We examine this process across cultures. We O predict that consumers from Eastern cultures, characterized by holistic thinking, perceive higher brand extension fit and evaluate brand ex- O’GUINN, Thomas C. see PRACEJUS, John W. (June tensions more favorably than do Western consumers, characterized 2006) by analytic thinking. Study | supports the existence of these cultural differences, with study 2 providing support for styles of thinking OLSEN, G. Douglas see PRACEJUS, John W. (June 2006) (analytic vs. holistic) as the drivers of cultural differences in brand OSTROM, Amy L. see WARD, James C. (September 2006) extension evaluations. OZA, Shweta see SRIVASTAVA, Joydeep (September MORALES, Andrea C. see JANAKIRAMAN, Narayan 2006) (December 2006) MORRIN, Maureen, Jonathan LEE, and Greg M. i ALLENBY (2006), Determinants of Trademark Dilu- tion (September), 248-257. PARK, C. Whan and Deborah J. MACINNIS (2006), What’s In and What’s Out: Questions on the Boundaries of the A hierarchical Bayes associative network model for brand information Attitude Construct (June), 16-18. is developed and tested to measure the extent of harm from trademark dilution. In the proposed model, category activation thresholds are While reasonably comprehensive in nature, Cohen and Reed’s inte- modeled in terms of brand/category familiarity, activation flows are grative attitude model may benefit from an articulation of the bound- modeled in terms of relative category knowledge, and consumer con- aries of the attitude construct. As evidence, the present comment fusion and its correlates are used to capture the asymmetric effects focuses on the extent to which attitudes can or should account for of dilution on retrieval probabilities for first and second users. hot affect-based brand relationships and stronger forms of behaviors VOLUME 33 AUTHOR INDEX consumers reveal with brands. The authors recommend that the are examined for high and low commitment participants. In study 2, boundary conditions of the attitude construct can be elucidated by the effect of sufficient versus insufficient elaboration on a message differentiating attitudes from a construct termed “emotional attach- is examined in the context of arousal reduction. The relationship ment.” Potential differences between these two constructs are between the two types of arousal—tense and energy—is also articulated. examined. PARK, C. Whan see PATRICK, Vanessa M. (March 2007) RAMANATHAN, Suresh see LABROO, Aparna A. (March 2007) PATRICK, Vanessa M., Deborah J. MACINNIS, and C. Whan PARK (2007), Not as Happy as I Thought I'd REED, Americus, II see COHEN, Joel B. (June 2006) Be? Affective Misforecasting and Product Evaluations ROGGEVEEN, Anne L., Dhruy GREWAL, and Jerry (March), 479-489. GOTLIEB (2006), Does the Frame of a Comparative We introduce the concept of affective misforecasting (AMF) and study Ad Moderate the Effectiveness of Extrinsic Information its impact on product evaluations. Study | examines whether and Cues? (June), 115—122. when AMF affects evaluations, finding that AMF has an impact on evaluations when the affective experience is worse (but not when This research investigates how framing moderates the use of message better) than forecasted. Study 2 tests a process model designed to cues on performance risk evaluations. Understanding the moderating understand how and why AMF influences evaluations. The extent of impact of the frame is important from a theoretical perspective as the elaboration is shown to underlie the observed effects. The studies frame is a critical contingency factor in how evaluations are formed. demonstrate the robustness of the findings by controlling for alter- This research extends previous results by testing whether framing native factors, specifically experienced affect, expectancy disconfir- affects the use of other extrinsic cues, determining the effect when mation, and actual performance, which might have an impact on these there are multiple extrinsic cues, determining the impact when ex- judgments. trinsic information is not explicitly provided, and providing evidence that positively framed messages engender more thorough analysis of PERACCHIO, Laura A. see JOHAR, Gita Venkataramani message cues than negatively framed messages and affect how ex- (June 2006) trinsic cues are used. PETTY, Richard E. (2006), A Metacognitive Model of At- ROTTENSTREICH, Yuval, Sanjay SOOD, and Lyle titudes (June), 22—24. BRENNER (2007), Feeling and Thinking in Memory- The Cohen and Reed model of attitudes provides a useful addition Based versus Stimulus-Based Choices (March), 461-469. to the literature. This article relates their framework to a metacognitive We contrast memory-based and stimulus-based choices, using dual- model of attitudes suggesting that attitude objects are associated not process theories such as Kahneman and Frederick’s system I/system 2 only with positive and/or negative evaluative tags but also with va- dichotomy. Systems | and 2 are conceptualized as distinct modes of lidity tags. According to this model, an attitude can be described as thought, the former automatic and affective, the latter controlled and univalent (either positive or negative associations exist), explicitly deliberate. Cognitive load impedes system 2, yielding greater reliance ambivalent (both positive and negative associations exist and are on system |. In memory-based choice, consumers must maintain rel- endorsed), or implicitly ambivalent (one evaluative association is en- evant options in working memory. Thus, memory-based choices are dorsed, and the opposite exists but is rejected). associated with greater cognitive load than stimulus-based choices. In- POLK, Thad A. see YOON, Carolyn (June 2006) deed, we find that memory-based choices favor immediately compel- ling, affect-rich system | options, whereas stimulus-based choices favor PRACEJUS, John W., G. Douglas OLSEN, and Thomas C. affect-poor options whose attractiveness emerges from deliberative sys- O’GUINN (2006), How Nothing Became Something: tem 2 thought. White Space, Rhetoric, History, and Meaning (June), 82-90. S We seek to advance visual theory in the domain of commercial rhet- SCHLOSSER, Ann E. (2006), Learning through Virtual oric (advertising) by demonstrating how objects and symbols derive meaning from their histories. We do this by examining a single visual Product Experience: The Role of Imagery on True ver- trope common in advertising, white space. The choice of white space sus False Memories (December), 377-383. was purposeful in that it is not a picture and its history is both accessible and traceable. Our sociohistorical theory is supported by Two experiments examined the effect of interacting with a virtual showing how specific movements and social forces acted upon the object (object interactivity) on true and false memories. Although meaning of this particular visual rhetorical device and how this mean- object interactivity may improve memory of associations compared ing is today shared and understood by both producers of ads (ad to static pictures and text, it may lead to the creation of vivid internally agency creative directors) and the readers of ads (ordinary consum- generated recollections that pose as real memories. Consequently, ers). We conclude with a discussion of the implications of this ap- compared to information conveyed via static pictures and text, object proach to rhetorical and other major theoretical formulations. interactivity may cause people to falsely recognize more nonpresented features. The results support these hypotheses and provide converging evidence that this false-recognition effect is due to using imagery R during retrieval and is robust, emerging regardless of individuals’ goals (to search or browse) or learning intent. RAJU, Sekar and H. Rao UNNAVA (2006), The Role of Arousal in Commitment: An Explanation for the Num- SCHWARZ, Norbert (2006), Attitude Research: Between ber of Counterarguments (September), 173-178. Ockham’s Razor and the Fundamental Attribution Error (June), 19-21. This article identifies arousal as the motivating variable that helps high commitment consumers generate more counterarguments re- Attitudes are hypothetical constructs invented by researchers to ex- sulting in resistance to attitude change. Two studies examine the role plain phenomena of interest. Their appeal reflects the common pref- of arousal on high and low commitment participants. In the first study, erence for dispositional explanations. Construal models account for arousal is externally manipulated, and the effects of increased arousal the same phenomena without assuming enduring predispositions and JOURNAL OF CONSUMER RESEARCH are better suited to accommodate a core requirement of any adaptive prices verbally, visually, and in terms of the prices’ magnitude. The system of evaluation, namely, high context sensitivity. encoding used influences immediate recall performance. The mem- orability of prices depends on their verbal length, usualness, and on SOOD, Sanjay and Xavier DREZE (2006), Brand Exten- the other prices to be memorized simultaneously. The performance sions of Experiential Goods: Movie Sequel Evaluations of consumers is affected by their auditory and visual recall ability, (December), 352-360. their pronunciation speed, and price abbreviation habits. Overall, con- sumers recall prices better than suggested by previous digit span We examine movie sequels as brand extensions of experiential goods. studies with simple numbers. Study | reveals a reversal of the traditional categorization model such that dissimilar extensions are rated higher than similar extensions. VOHS, Kathleen D. and Ronald J. FABER (2007), Spent This reversal is moderated by the name of the sequel; numbered Resources: Self-Regulatory Resource Availability Af- sequels (Daredevil 2) are influenced by similarity more than named fects Impulse Buying (March), 537-547. sequels (Daredevil: Taking It to the Streets). Study 2 reveals that the reversal arises because numbered sequels invoke a greater degree of This research investigated impulse buying as resulting from the de- assimilation with the parent movie, thereby increasing consumers’ pletion of a common—but limited—resource that governs self-con- level of satiation of experiential attributes. The Internet Movie Da- trol. In three investigations, participants’ self-regulatory resources tabase (IMDb) provides external validity for our results (study 3). were depleted or not; later, impulsive spending responses were mea- SOOD, Sanjay see ROTTENSTREICH, Yuval (March sured. Participants whose resources were depleted, relative to partic- 2007) ipants whose resources were not depleted, felt stronger urges to buy, were willing to spend more, and actually did spend more money in SRIVASTAVA, Joydeep and Shweta OZA (2006), Effect unanticipated buying situations. Participants having depleted re- of Response Time on Perceptions of Bargaining Out- sources reported being influenced equally by affective and cognitive comes (September), 266-272. factors and purchased products that were high on each factor at equal rates. Hence, self-regulatory resource availability predicts whether This research reports three studies that examine how cues which people can resist impulse buying temptations. emerge from the bargaining environment, such as the time taken by an opponent to respond to an offer, influence perceptions of bargaining outcomes. Study 1 finds that bargainers were more satisfied with W outcomes when an offer was accepted after a delay than when ac- cepted immediately. Study 2 shows that inferences of the level of WANG, Jing and Bobby J. CALDER (2006), Media Trans- conflict within the opponent underlie the effect of response time on portation and Advertising (September), 151-162. perceptions of bargaining outcomes. Study 3 shows that the presence of an objective (or diagnostic) referent moderates the influence of Advertising is commonly presented in the context of media articles response time. or programs that are intended to engage the consumer. An important aspect of this engagement is media transportation, where a person not only attends to information but also is absorbed into the narrative T flow of a story in a pleasurable and active way. This research examines TAVASSOLI, Nader T. and Gavan J. FITZSIMONS (2006), the effects of the transportation experience produced by the media context on the impact of ads that appear in that context. Three studies Spoken and Typed Expressions of Repeated Attitudes: show that transportation can have both positive and negative effects Matching Response Modes Leads to Attitude Retrieval on advertising. Intrusion of the ad into the transportation process is versus Construction (September), 179-187. shown to mediate the negative effects, which occurs independently of involvement. Speaking and typing recruit different cognitive, motor, and perceptual systems that result in the encoding of differentiated memory traces. WARD, James C. and Amy L. OSTROM (2006), Com- These factors did not affect the expression of stimulus-based attitudes. plaining to the Masses: The Role of Protest Framing in However, matching response modes resulted in more consistent re- peated attitudes in experiment | and more predictable choice behav- Customer-Created Complaint Web Sites (September), iors in experiment 2 than mismatching response modes. Judgment- 220-230. confidence and recall data in experiment 3 indicate that matching (mismatching) response modes leads to attitude retrieval (construc- Consumers who once might have voiced their dissatisfaction with a tion). These findings are of growing relevance to marketers and opin- firm to a few friends and acquaintances are now constructing Web ion pollsters who assess attitudes expressed orally and, increasingly, sites to tell the world about their dissatisfaction. Protest-framing the- in typed form over the Internet. ory reveals the interlocking rhetorical tactics (injustice, identity, and agency framing) consumers use to mobilize mass audiences against TELLEGEN, Cassandra L. see CORNWELL, T. Bettina a firm, contributing important insights to our understanding of neg- (December 2006) ative word of mouth. Moreover, an analysis of protest sites reveals that consumers “frame” their corporate betrayal to the public to dem- onstrate their power to influence others and gain revenge. As a result, U a community of discontent may arise in which both individual and UNNAVA, H. Rao see RAJU, Sekar (September 2006) social identities appear to be constructed and affirmed. WARLOP, Luk see LEROUGE, Davy (December 2006) V WATHIEU, Luc see MUTHUKRISHNAN, A. V. (March VANHUELE, Marc, Gilles LAURENT, and Xavier DREZE 2007) (2006), Consumers’ Immediate Memory for Prices (September), 163-172. WEEKS, Clinton S. see CORNWELL, T. Bettina (December 2006) We examine the cognitive mechanics involved in keeping prices in short-term memory for subsequent recall. Consumers code and store WHITE, Katherine see ARGO, Jennifer J. (June 2006) VOLUME 33 AUTHOR INDEX WOOTEN, David B. (2006), From Labeling Possessions to neural correlates of product versus human descriptor judgments in- Possessing Labels: Ridicule and Socialization among dicated greater activation in the medial prefrontal cortex regions for persons; for products, activation was greater in the left inferior pre- Adolescents (September), 188-198. frontal cortex, an area known to be involved in object processing. This research explores ridicule as a mechanism through which ado- These findings serve to challenge the view that processing of products lescents exchange information about consumption norms and values. and brands is akin to that of humans and set a precedent for the use The author finds that adolescents use ridicule to ostracize, haze, or of fMRI techniques in consumer neuroscience studies. admonish peers who violate consumption norms. Targets and ob- servers learn stereotypes about avoidance groups, consumption norms of aspirational groups, the use of possessions to communicate social ys linkages and achieve acceptance goals, and social consequences of ZEMBORAIN, Martin R. and Gita Venkataramani JOHAR nonconformity. As a result, many targets and observers of ridicule (2007), Attitudinal Ambivalence and Openness to Per- alter their perceptions, acquisition, use, and disposition of objects in order to avoid unwanted attention. suasion: A Framework for Interpersonal Influence (March), 506-514. Y Our two-stage framework predicts that, during impression formation, individuals who hold ambivalent attitudes toward an issue are influenced YALCH, Richard F. see DIMOFTE, Claudiu V. (March by other sources regardless of their perceived reliability on the target 2007) issue. Less ambivalent individuals are presumed likely to check the reliability of the message’s source before accepting it. Experiment | YOON, Carolyn, Angela H.GUTCHESS, Fred FEINBERG, finds that highly ambivalent participants do not differentiate between a and Thad A. POLK (2006), A Functional Magnetic Res- more versus less reliable source when forming impressions of a political onance Imaging Study of Neural Dissociations between candidate, whereas less ambivalent participants do. Experiments 2 and Brand and Person Judgments (June), 31—40. 3 show that less ambivalent individuals’ attitudes can be influenced by less reliable sources if participants are unaware of this influence or if Functional magnetic resonance imaging (f{MRI) was used to inves- participants’ cognitive resources are curtailed. tigate whether semantic judgments about products and persons are processed similarly. Our results suggest they are not: comparisons of ZHANG, Meng see AGGARWAL, Pankaj (December 2006) Volume 33 Subject Index Volume/Issue/Page Advertising Chernev (Mar. 2007) Pracejus, Olsen, and O’Guinn 33 (June 2006) 82 Rottenstreich, Sood, and Brenner (Mar. 2007) Jain, Agrawal, and Maheswaran 33 (June 2006) 9] Zemborain and Johar (Mar. 2007) Kelles 33 (June 2006) 109 Roggeveen, Grewal, and Gotlieb 33 (June 2006) 115 Brand Equity/Extensions Kang and Herr 33 (June 2006) 123 Mao and Krishnan (June 2006) Wang and Calder 33 (Sept. 2006) 151 Sood and Dréze 33 (Dec. 2006) Cornwell, Humphreys, Maguire, Weeks, and Monga and John (Mar. 2007) Tellegen 33 (Dec. 2006) Bakamitsos 33 (Dec. 2006) Brand Loyalty Escalas 33 (Mar. 2007) Raju and Unnava (Sept. 2006) Mukhopadhyay and Johar 33 (Mar. 2007) Muthukrishnan and Wathieu (Mar. 2007) Dimofte and Yalch 33 (Mar. 2007) Labroo and Ramanathan 33 (Mar. 2007) Buyer-Seller Interaction Muthukrishnan and Wathieu (Mar. 2007) Aesthetic/Hedonic Consumption Patrick, MacInnis, and Park 33 (Mar. 2007) Categorization Sood and Dréze (Dec. 2006) Affect/Emotions/Mood Johar, Maheswaran, and Peracchio (June 2006) Charity and Gift Giving Kivetz and Keinan (Sept. 2006) Giesler (Sept. 2006) Darke, Chattopadhyay, and Ashworth (Dec. 2006) Abendroth and Diehl (Dec. 2006) Child/Adolescent Consumer Janakiraman, Meyer, and Morales (Dec. 2006) Wooten (Sept. 2006) Maheswaran and Chen (Dec. 2006) Kjeldgaard and Askegaard (Sept. 2006) Bakamitsos (Dec. 2006) Mukhopadhyay and Johar (Mar. 2007) Choice (Brand or Product Level) Rottenstreich, Sood, and Brenner (Mar. 2007) Chernev (June 2006) Patrick, MacInnis, and Park (Mar. 2007) Kahn, Luce, and Nowlis (June 2006) Zemborain and Johar (Mar. 2007) Chernev (Sept. 2006) Labroo and Ramanathan (Mar. 2007) Botti and McGill (Sept. 2006) Darke, Chattopadhyay, and Ashworth (Dec. 2006) Assimilation/Contrast Chernev (Mar. 2007) Sood and Dréze (Dec. 2006) Muthukrishnan and Wathieu (Mar. 2007) Bakamitsos (Dec. 2006) Rottenstreich, Sood, and Brenner (Mar. 2007) Zemborain and Johar (Mar. 2007) Attitudes Cohen and Reed II (June 2006) Cognitive Processes Park and MacInnis (June 2006) Cohen and Reed II (June 2006) Schwarz mWwWU WwWWW (June 2006) Park and MacInnis (June 2006) Petty (June 2006) Schwarz (June 2006) Lynch Jr. (June 2006) Petty (June 2006) Kang and Herr 4WW wwwmWW (June 2006) Lynch Jr. (June 2006) Wang and Calder (Sept. 2006) Yoon, Gutchess, Feinberg, and Polk (June 2006) Tavassoli and Fitzsimons (Sept. 2006) Kang and Herr (June 2006) Chandran and Morwitz (Dec. 2006) Kahn, Luce, and Nowlis (June 2006) Lerouge and Warlop (Dec. 2006) Johar, Maheswaran, and Peracchio (June 2006) Bakamitsos (Dec. 2006) Vanhuele, Laurent, and Dréze (Sept. 2006) Escalas (Mar. 2007) Tavassoli and Fitzsimons (Sept. 2006) Labroo and Ramanathan WWWwwww W¢ WWWWW wwWWwWW WW( M ar. 2007) Bolton and Alba (Sept. 2006) Mishra and Nayakankuppam WWWWWWwwWWW WWWWW WwwWWWWWw WWW WWWWW( WD e c. 2006) Attribution/Self-Perception Cornwell, Humphreys, Maguire, Weeks, and Botti and McGill (Sept. 2006) Janakiraman, Meyer, and Morales (Dec. 2006) Tellegen (Dec. 2006) Maheswaran and Chen (Dec. 2006) Bargaining/Negotiation Chandran and Morwitz WWwwwyW w(D ec. 2006) Srivastava and Oza (Sept. 2006) Lindsey and Krishnan (Mar. 2007) Dimofte and Yalch WWwwWW¢WU wo (Mar. 2007) Bayesian Inference Monga and John (Mar. 2007) Morrin, Lee, and Allenby (Sept. 2006) Cognitive Structure Behavioral Decision Theory Morrin, Lee, and Allenby (Sept. 2006) Chernev (June 2006) Lindsey and Krishnan (Mar. 2007) Kahn, Luce, and Nowlis (June 2006) Cherney (Sept. 2006) Communication Mishra and Nayakankuppam (Dec. 2006) Pracejus, Olsen, and O’Guinn (June 2006) Chernev (Dec. 2006) Kang and Herr (June 2006)