Journal of Consumer Research 2009-2010 Volume 36 Author Index ing market commoditization. Implications for consumer theory and A research are considered. AAKER, Jennifer see MOGILNER, Cassie (August 2009) BELK, Russell W. see VARMAN, Rohit (December 2009) ADAVAL, Rashmi see SHEN, Hao (February 2010) BERTINI, Marco, Elie OFEK, and Dan ARIELY (2009), AGRAWAL, Nidhi and Echo Wen WAN (2009), Regulating The Impact of Add-On Features on Consumer Product Risk or Risking Regulation? Construal Levels and De- Evaluations (June), 17-28. pletion Effects in the Processing of Health Messages he research presented in this article provides evidence that add-on (October), 448-462. features sold to enhance a product can be more than just discretionary The depietion effect occurs when individuals who exert self-control benefits. We argue that consumers draw inferences from the mere in a previous task (i.e., depleted individuals) exhibit less self-control availability of add-ons, which in turn lead to significant changes in on a subsequent task relative to individuals who did not previously the perceived utility of the base good itself. Specifically, we propose exert self-control. This article presents two experiments that implicate that the improvements supplied by add-ons can be classified as either construal levels to understand the processes underlying depletion ef- alignable or nonalignable and that they have opposing effects on fects in the context of consumer health. At low-level construals, in- evaluation. A set of four experiments with different product categories dividuals rely on resource accessibility cues (e.g., feelings of tired- confirms this prediction. In addition, we show that the amount of ness) to determine self-control. Hence, they exert less self-control product information available to consumers and expectations about only when they assess themselves as depleted, manifesting the de- product composition play important moderating roles. From a prac- pletion effect. High-level construais reduce the resource focus and tical standpoint, these results highlight the need for firms to be mindful enhance a goal focus, which diminishes and even reverses the de- of the behavioral implications of making add-ons readily available in pletion effect. the marketplace. AHN, Hee-Kyung see HA, Young-Won (October 2009) BERUCHASHVILI, Mariam see MOISIO, Risto (February 2010) AMIR, On see LEE, Leonard (August 2009) BEVERLAND, Michael B. and Francis J. FARRELLY ANDRADE, Eduardo B. and Teck-Hua HO (2009), Gaming (2010), The Quest for Authenticity in Consumption: Emotions in Social Interactions (December), 539-552. Consumers’ Purposive Choice of Authentic Cues to Shape Experienced Outcomes (February), 838-856. One’s own emotions may influence someone else’s behavior in a social interaction. If one believes this, she or he has an incentive to Drawing from image-elicited depth interviews, we investigate game emotions—to strategically modify the expression of a current whether consumers pursue the consumption of authentic objects with emotional state—in an attempt to influence her or his counterpart. In specific personal goals in mind. We find that consumers are motivated a series of three experiments, this article investigates the extent to to focus on those particular cues in objects that for them convey which people (1) misrepresent a current emotional state, (2) willfully authenticity (what is genuine, real, and/or true) and that this decision- acknowledge their strategic actions, (3) choose to game emotions over making process is driven by a desire to draw different identity benefits nonemotional information, and (4) improve their financial well-being (control, connection, virtue) from authentic objects. Our interpretive from emotion gaming. analysis elaborates contributions to theorizing related to consumer ARIELY, Dan see BERTINI, Marco (June 2009) agency in seeking authentic consumption experience. We provide cultural explanations for the desire to assert the authentic self in these ARIELY, Dan see LEE, Leonard (August 2009) particular ways. BLOCK, Lauren see WILCOX, Keith (October 2009) B BLOCK, Lauren G. see SEN, Sankar (June 2009) BATES, Kenneth see HOWLETT, Elizabeth A. (October BOTTI, Simona, Kristina ORFALI, and Sheena S. YYENGAR 2009) (2009), Tragic Choices: Autonomy and Emotional Re- BELK, Russell (2010), Sharing (February), 715-734. sponses to Medical Decisions (October), 337—352. Sharing is a fundamental consumer behavior that we have either We investigate how making highly consequential, highly undesirable tended to overlook or to confuse with commodity exchange and gift decisions affects emotions and preference for autonomy. We examine giving. Sharing is a distinct, ancient, and increasingly vital consumer individuals facing real or hypothetical decisions to discontinue their research topic that bears on a broad array of consumption issues infants’ life support who either choose personally or have physicians ranging from sharing household resources versus atomized family choose for them. Findings from a multidisciplinary approach con- possessions to file sharing versus intellectual property rights. This sisting of a qualitative analysis of in-depth interviews and three lab- theoretical review distinguishes between sharing in and sharing out, oratory studies reveal that perceived personal causality for making and suggests that sharing in dissolves interpersonal boundaries posed tragic decisions generates more negative feelings than having the same by materialism and possession attachment through expanding the ag- choices externally made. Tragic decisions also undermine coping abil- gregate extended self. However, such sharing is challenged by grow- ities, weakening the desire for autonomy. Consequently, participants 1084 JOURNAL OF CONSUMER RESEARCH disliked making decisions but also resented relinquishing their option CHATTOPADHYAY, Amitava see LAJOS, Joseph (June to choose. 2009) BRADFORD, Tonya Williams (2009), Intergenerationally CHATTOPADHYAY, Amitava see JIANG, Lan (February Gifted Asset Dispositions (June), 93-111. 2010) This study examines the mechanisms by which intergenerationally CHEN, Tao, Ajay KALRA, and Baohong SUN (2009), Why gifted assets are transformed into inalienable wealth and describes Do Consumers Buy Extended Service Contracts? (De- how such gifts convey and transfer meaning within families. The cember), 611-623. study’s findings reveal that individuals employ indexical accounts to allocate assets in support of relational goals and employ prosaic ac- We examine purchases of extended service contracts, which are es- counts to achieve utilitarian goals. These findings contribute to in- sentially insurance products, for electronic products in a retail setting. tergenerational gifting theories by demonstrating how an asset tran- The primary insurance purchase determinants are perceived proba- sitions between inalienable and alienable states, identifying bility of loss, extent of loss, risk aversion, and amount of insurance antecedents and consequences of prosaic and indexical accounts, ex- premium. We examine how product characteristics (hedonic/utilitar- plaining the interactions between inalienable and alienable states and ian, manufacturer’s warranty) and retailer actions (promotions, feature between indexical and prosaic account allocations, and discussing the advertising) influence the purchase of extended service contracts. We implications of labeled assets on consumer behavior. also investigate the impact of consumer characteristics (income, gen- der, and prior usage) on these insurance purchase determinants. To BRADLOW, Eric T. see HUI, Sam K. (October 2009) test the predictions, we use revealed preferences from panel data of electronic purchases across several product categories. BRUYNEEL, Sabrina see DEWITTE, Siegfried (October 2009) D BURNKRANT, Robert E. see RAJAGOPAL, Priyali (Au- gust 2009) DAHL, Darren W., Jaideep SENGUPTA, and Kathleen D. VOHS (2009), Sex in Advertising: Gender Differences BURROUGHS, James E. see RINDFLEISCH, Aric (June and the Role of Relationship Commitment (August), 2009) 215-231. BURTON, Scot see HOWLETT, Elizabeth A. (October This study draws on differences between men and women’s attitudes 2009) about sex, either as an end in itself (men) or as inextricably linked to relationship commitment (women) to understand attitudes toward the gratuitous use of sex in advertising. In line with predictions, four > experiments showed that women’s spontaneous dislike of sexual ads softened when the ad could be interpreted in terms of commitment- CHAN, Haksin, Lisa C. WAN, and Leo Y. M. SIN (2009), related resources being offered by men to women. In contrast, men’s The Contrasting Effects of Culture on Consumer Tol- positive attitudes toward sexual ads were relatively unaffected by the erance: Interpersonal Face and Impersonal Fate (Au- salience of relationship commitment cues. These results not only offer gust), 292-304. insights into consumer reactions to sexual advertising but also inform theories on how men and women conceptualize sexual behaviors and This research highlights two cultural tendencies—concern for face relationships. and belief in fate—that are characteristic of Asian (vs. Western) con- sumers. In three cross-cultural studies on service failures, we show DAHL, Darren W. see JIANG, Lan (February 2010) that these cultural tendencies have contrasting effects on consumer DAHL, Darren W. see MCFERRAN, Brent (April 2010) tolerance, such that Asian (vs. Western) consumers are more dissa- tisfied with social failures but less dissatisfied with nonsocial failures. DAS, Sanjiv R. see RAGHUBIR, Priya (April 2010) We further demonstrate that these contrasting effects of culture are sensitive to pertinent contextual factors such as the presence of other DEWITTE, Siegfried, Sabrina BRUYNEEL, and Kelly consumers or a fate-suggestive brand name. Overall, our research GEYSKENS (2009), Self-Regulating Enhances Self- evinces the multidimensionality of cultural influence and points to Regulation in Subsequent Consumer Decisions Involv- the need for a sharper focus in conceptualizing cross-cultural con- ing Similar Response Conflicts (October), 394—405. sumer behavior. Ego depletion, the observation that self-regulation reduces subsequent CHAPLIN, Lan Nguyen and Tina M. LOWREY (2010), self-regulation, is a remarkably robust phenomenon, and the gener- The Development of Consumer-Based Consumption alization to the consumer domain appears undisputable. Contrary to Constellations in Children (February), 757-777. most other self-regulatory situations, however, consecutive self-reg- ulatory decisions in consumer settings tend to be similar in the control Three studies using multiple methodologies investigated the devel- processes that they recruit. Three experiments demonstrate the pivotal opment of consumer-based consumption constellations in children, role of similarity. When two consecutive self-regulatory situations finding an increasing linear age trend in the number of products and require similar control processes (e.g., restraining food intake), initial brands children use to form constellations, the degree to which these engagement in self-regulation enhances subsequent self-regulation. elements display symbolic complementarity, and the accessibility of Our data thus challenge the self-regulatory strength model of (con- constellations in memory. However, by early adolescence, as stereo- sumer) self-regulatory decision making but are consistent with cog- types become stronger, constellations become smaller and less flex- nitive control theory. ible. Although seventh graders use more products and brands to form DHAR, Ravi see WANG, Jing (August 2009) constellations than younger children, they do so in place of other ways to define roles, such as personality traits, therefore forming DHAR, Ravi see FREDERICK, Shane (December 2009) constellations with fewer elements overall. By late adolescence, in- dividuals develop more flexible constellations with a greater number DISKSTERHUIS, Ap see NORDGREN, Loran F. (June of elements. 2009) VOLUME 36 AUTHOR INDEX 1085 DONG, Lily and Kelly TIAN (2009), The Use of Western EPP, Amber M. and Linda L. PRICE (2010), The Storied Brands in Asserting Chinese National Identity (Octo- Life of Singularized Objects: Forces of Agency and ber), 504-523. Network Transformation (February), 820-837. Chinese consumers employ Western brands to assert competing ver- Our study contributes to understanding the role of material culture sions of Chinese national identity. These uses emerged from findings in families. Findings from a longitudinal case study extend Kopytoff’s that Chinese form meanings of Western brands, drawing from select theory of singularization by explaining what occurs between the sin- historical national narratives of East-West relations: the West as lib- gularization of a focal object and its recommodification. We uncover erator and Western brands as instruments of democratization; the West processes that move an already singularized object in and out of a as oppressor and Western brands as instruments of domination; the network of practices, objects, and spaces; identify forces that constrain West as subjugated and Western brands, by their own subjugation, as and empower a singularized object’s agency within that network; and symbolically erasing China’s past humiliations; and the West as part- demonstrate network transformations that result from the focal ob- ner and Western brands as instruments of economic progress. Our ject’s movement. This extension explains some paradoxical findings emergent theory elaborates processes by which Western brands are in consumer research: how objects are granted agency even while shaped by macrolevel, sociohistorical forces to motivate consumers’ displaced, when irreplaceable objects can be replaced, and why fam- responses to them as political action tied to nation making. ilies sometimes displace central identity practices. DROLET, Aimee, Mary Frances LUCE, and Itamar SIMONSON (2009), When Does Choice Reveal Pref- F erence? Moderators of Heuristic versus Goal-Based FADER, Peter S. see HUI, Sam K. (October 2009) Choice (June), 137-147. FARRELLY, Francis J. see BEVERLAND, Michael B. Heuristic use is a central topic in consumer research, but the factors (February 2010) that determine when consumers will settle for shortcut solutions to FEDORIKHIN, Alexander see KAMINS, Michael A. (De- choice problems (e.g., compromise) versus rely on “true” preferences cember 2009) (e.g., self-goals) remain unclear. We propose that both motivation to use self-goals, as indexed by need for cognition (NFC), and cognitive FITZSIMONS, Gavan J. see WILCOX, Keith (October ability, manipulated through cognitive load, influence the use of the 2009) compromise heuristic. Three studies showed that NFC is associated with less compromise at baseline but not under load. Process measures FITZSIMONS, Gavan J. see MCFERRAN, Brent (April and moderation tests suggest that load disrupts access to self-goals 2010) and that NFC relates to self-goal use. Thus, load differentially influ- ences compromise choice across levels of NFC. FOLKES, Valerie S. see KAMINS, Michael A. (December 2009) FOLKES, Valerie S. see MACINNIS, Deborah J. (April E 2010) EBERT, Jane E. J., Daniel T. GILBERT, and Timothy D. FREDERICK, Shane, Nathan NOVEMSKY, Jing WANG, WILSON (2009), Forecasting and Backcasting: Pre- Ravi DHAR, and Stephen NOWLIS (2009), Opportu- dicting the Impact of Events on the Future (October), nity Cost Neglect (December), 553-561. 353-366. To properly consider the opportunity costs of a purchase, consumers In many choices they make—for example, choosing between a movie must actively generate the alternatives that it would displace. The and a play or deciding whether to attend a sports game shortly before current research suggests that consumers often fail to do so. Even a birthday party—consumers are guided by how they expect an event under conditions promoting cognitive effort, various cues to consider will make them feel. They may predict their feelings by forecasting opportunity costs reduce purchase rates and increase the choice share (imagining their feelings when the impacting event occurs, then con- of more affordable options. Sensitivity to such cues varies with sidering how those feelings might change over time) or by backcasting chronic dispositional differences in spending attitudes. We discuss the (imagining their feelings in a future period, then considering how implications of these results for the marketing strategies of economy those feelings might be different were the impacting event to happen). and premium brands. Four studies show that backcasters expect events to have a greater hedonic impact than do forecasters, largely because they think more about the impacting event. The studies also reveal that backcasters G consider other information that forecasters tend to ignore. GALAK, Jeff see NELSON, Leif D. (August 2009) ELDER, Ryan S. and Aradhna KRISHNA (2010), The Ef- GALAK, Jeff, Joseph P. REDDEN, and Justin KRUGER fects of Advertising Copy on Sensory Thoughts and (2009), Variety Amnesia: Recalling Past Variety Can Ac- Perceived Taste (February), 748-756. celerate Recovery from Satiation (December), 575-584. We propose that advertisement (ad) content for food products can Consumers frequently consume items to the point where they no affect taste perception by affecting sensory cognitions. Specifically, longer enjoy them. In a pilot study and two experiments spanning we show that multisensory ads result in higher taste perceptions than three distinct classes of stimuli, we find that people can recover from ads focusing on taste alone, with this result being mediated by the this satiation by simply recalling the variety of alternative items they excess of positive over negative sensory thoughts. Since the ad effect have consumed in the past. And yet, people seem to exhibit “variety is thoughts-driven or cognitive, restricting cognitive resources (im- amnesia” in that they do not spontaneously recall this past variety posing cognitive load) attenuates the enhancing effect of the multiple- despite the fact that it would result in a desirable decrease in satiation. sense ad. Our results are exhibited across three experiments and have Thus, rather than satiation being a fixed physiological process, it many implications for cognition and sensory perception research appears that it is at least partially constructed in the moment. We within consumer behavior, as well as several practical implications. discuss some of the theoretical implications of these findings and 1086 JOURNAL OF CONSUMER RESEARCH provide some prescriptive measures for both marketers and may influence consumers’ product evaluations and consumption be- consumers. haviors. In the context of away-from-home food consumption, we find that product claims and consumer motivation moderate the effects GAO, Leilei, S. Christian WHEELER, and Baba SHIV of nutrition information provision. Consumer health and welfare im- (2009), The “Shaken Self’: Product Choices as a Means plications of our findings are discussed. of Restoring Self-View Confidence (June), 29-38. HUGGINS, Kyle see HOWLETT, Elizabeth A. (October The present research shows that when a confidently held self-view 2009) (e.g., “I am an exciting person”) is temporarily cast in doubt, indi- viduals are motivated to choose products that bolster their original HUI, Sam K., Eric T. BRADLOW, and Peter S. FADER self-view (e.g., choosing brands with exciting brand personalities). (2009), Testing Behavioral Hypotheses Using an Inte- The findings across three studies suggest that subtle manipulations grated Model of Grocery Store Shopping Path and Pur- can temporarily “shake” one’s self-view confidence, resulting in an chase Behavior (October), 478-493. increased propensity of choosing self-view-bolstering products in a subsequent choice task. The consequences of the “shaken self” for product choices are examined in different self-domains. The findings We examine three sets of established behavioral hypotheses about consumers’ in-store behavior using field data on grocery store shop- also suggest that the effects of the shaken self are attenuated when individuals have the opportunity to restore their self-view confidence ping paths and purchases. Our results provide field evidence for the following empirical regularities. First, as consumers spend more time prior to the final choice task. in the store, they become more purposeful—they are less likely to GEYSKENS, Kelly see DEWITTE, Siegfried (October spend time on exploration and more likely to shop/buy. Second, con- 2009) sistent with “licensing” behavior, after purchasing virtue categories, consumers are more likely to shop at locations that carry vice cate- GIESLER, Markus see LUEDICKE, Marius K. (April 2010) gories. Third, the presence of other shoppers attracts consumers to- ward a store zone but reduces consumers’ tendency to shop there. GILBERT, Daniel T. see EBERT, Jane E. J. (October 2009) GILLY, Mary C. see SCHAU, Hope Jensen (August 2009) GOODMAN, Joseph K. see NICOLAO, Leonardo (August I 2009) IRWIN, Julie R. see NICOLAO, Leonardo (August 2009) IYENGAR, Sheena S. see BOTTI, Simona (October 2009) H HA, Young-Won, Sehoon PARK, and Hee-Kyung AHN (2009), The Influence of Categorical Attributes on J Choice Context Effects (October), 463-477. JAYANTI, Rama K. and Jagdip SINGH (2010), Pragmatic Learning Theory: An Inquiry-Action Framework for This article documents the influence of categorical attributes on choice context effects. We demonstrate that the asymmetric dominance effect Distributed Consumer Learning in Online Communities is attenuated by the introduction of a unique categorical feature in (April), 1058-1081. the competing option, while the tendency to prefer a middle option is not significantly affected. Our findings indicate that the presence We examine consumer social learning from distributed inquiry ca- of an important/salient categorical attribute facilitates “editing out” pabilities in online communities. Using an inquiry-action framework of the asymmetrically dominated option, weakening the asymmetric rooted in pragmatic learning theory, we longitudinally trace com- dominance effect. Further, when initial category-based elimination is munity inquiry processes and their link to individual action in six enforced, the asymmetric dominance effect and the tendency to prefer health-related online communities. Our interpretive analyses reveal a middle option are both mitigated. leaps and lapses in social learning. Generative learning is evident when collective productive inquiry is linked to expanding individual HAMILTON, Rebecca W. see THOMPSON, Debora Viana action repertoires. Individual disengagement diverts inquiry and dis- (December 2009) rupts inquiry-action linkages, creating lapses that degenerate learning. Within these extremes, instances of individual faltering are evident HERD, Kelly B. see MOREAU, C. Page (February 2010) when inquiry is productive but individuals fail to leverage inquiry HO, Teck-Hua see ANDRADE, Eduardo B. (December for empowered action. 2009) JIANG, Lan, Joandrea HOEGG, Darren W. DAHL, and HOCH, Stephen J. see REDDEN, Joseph P. (October 2009) Amitava CHATTOPADHYAY (2010), The Persuasive Role of Incidental Similarity on Attitudes and Purchase HOEGG, Joandrea see JIANG, Lan (February 2010) Intentions in a Sales Context (February), 778-791. HOFFMAN, Donna L. see NOVAK, Thomas P. (June 2009) This study examines the effects of incidental similarity shared be- HOWLETT, Elizabeth A., Scot BURTON, Kenneth BATES, tween a salesperson and a potential customer. We show that an in- and Kyle HUGGINS (2009), Coming to a Restaurant cidental similarity, such as a shared birthday or birthplace, can result Near You? Potential Consumer Responses to Nutrition in a more favorable attitude and a higher intention to purchase. We Information Disclosure on Menus (October), 494—503. argue and find that the need for connectedness underlies its persuasive effects in an interpersonal context. In addition, we show that the Is the increase in away-from-home food consumption partially re- valence of the salesperson’s behavior and the possibility of an ex- sponsible for the rising prevalence of overweight consumers? Some tended service relationship moderate the process. When the need for believe that this may be the case since restaurants are not required connectedness is mitigated, the positive effects of incidental similarity to make easily accessible nutrition information available at the point can be lost or even reversed. of purchase. A field study, experiment, and consumer food diaries were used to explore how nutrition information disclosure on menus JIANG, Yuwei see SHEN, Hao (February 2010) VOLUME 36 AUTHOR INDEX 1087 tions for both desirability and the feasibility of using it, while antic- K ipating either its immediate or future use. They were later asked to KALRA, Ajay see CHEN, Tao (December 2009) reevaluate the product for use at either the same or a different point in time. Participants who reevaluated the product for future use based KAMINS, Michael A., Valerie S. FOLKES, and Alexander their judgments on desirability considerations regardless of when they FEDORIKHIN (2009), Promotional Bundies and Con- had considered using it initially. However, participants who reeval- sumers’ Price Judgments: When the Best Things in Life uated the product for immediate use also based their judgments on Are Not Free (December), 660-670. desirability considerations unless they had initially considered im- mediate use as well. These results were consistent with a conceptu- A series of experiments examined the amount that consuiners were alization of consumer judgment processes that incorporated impli- willing to pay for products bundled together in a promotion. De- cations of research on construal level theory and on person memory scribing one of the disparate products in the bundle as “free” decreased and judgments. the price consumers were willing to pay for each product when sold individually. However, a “freebie” offer did not influence the overall KRATZER, Jan and Christopher LETTL (2009), Distinctive price for the bundle of disparate products, a finding robust across two Roles of Lead Users and Opinion Leaders in the Social different settings and populations. The differential effect of freebies Networks of Schoolchildren (December), 646-659. is explained by varying judgment difficulty, with the price being easier to arrive at for just a single product than for the combination. Con- Prior research has shown that both lead users and opinion leaders sistent with this explanation, factors that influence judgment difficulty may propel the diffusion of innovation. This raises the question of (the salience of the company’s motive for offering the freebie and whether lead users and opinion leaders are positioned similarly in time pressure to make a judgment) moderated the effects of a free social networks, which we address using a sample of 23 school classes offer on the amount consumers were willing to pay. consisting of 537 children. Research among children is very scarce KARMARKAR, Uma R. and Zakary L. TORMALA (2010), in this particular domain. Our statistical analyses based on hierarchical Believe Me, I Have No Idea What I’m Talking About: linear modeling reveal two general results: first, lead users among children appear to possess a variety of links between clusters; second, The Effects of Source Certainty on Consumer Involve- opinion leaders are locally positioned within clusters of children and ment and Persuasion (April), 1033-1049. have many direct links. This research explores the effect of source certainty—that is, the level of certainty expressed by a message source—on persuasion. The au- KRISHNA, Aradhna see ELDER, Ryan S. (February 2010) thors propose an incongruity hypothesis, suggesting that source cer- tainty effects depend on perceived source expertise. In three exper- KRUGER, Justin see GALAK, Jeff (December 2009) iments, consumers receive persuasive messages from sources of varying expertise and certainty. Across studies, low expertise sources violate expectancies, stimulate involvement, and promote persuasion L when they express certainty, whereas high expertise sources violate expectancies, stimulate involvement, and promote persuasion when LABROO, Aparna A. and Anirban MUKHOPADHYAY they express uncertainty. Thus, nonexpert (expert) sources can gain (2009), Lay Theories of Emotion Transience and the interest and influence by expressing certainty (uncertainty). Search for Happiness: A Fresh Perspective on Affect KATONA, Zsolt see LAJOS, Joseph (June 2009) Regulation (August), 242-254. KELLER, Punam Anand see LEE, Angela Y. (February Across six studies, we demonstrate that consumers have beliefs per- 2010) taining to the transience of emotion, which, along with their current KHARE, Adwait see ZHANG, Yinlong (October 2009) feelings, determine the extent to which they regulate their immediate affect. If consumers believe that emotion is fleeting, those feeling KIM, Hakkyun, Kiwan PARK, and Norbert SCHWARZ happy (vs. unhappy) engage in affect regulation because they infer (2010), Will This Trip Really Be Exciting? The Role that they need to take actions to maintain their positive feelings. In of Incidental Emotions in Product Evaluation (April), contrast, if consumers believe that emotion is lasting, those feeling unhappy (vs. happy) engage in affect regulation because they infer 983-991. that the negative feelings will persist unless they take actions to repair Two studies examine how different emotions of the same valence them. These effects are obtained with measured and with manipulated influence product evaluation when products make specific emotional beliefs, and they occur only when the theories pertain specifically to claims. Vacation products with adventurous (serene) appeals were emotion. Implications and areas for future research are discussed. evaluated more favorably when participants felt excited (peaceful) rather than peaceful (excited). This emotion-congruency effect was LAJOS, Joseph, Zsolt KATONA, Amitava not observed when participants were aware of the incidental nature CHATTOPADHYAY, and Miklos SARVARY (2009), of their feelings (study 1) and was mediated by the influence of Category Activation Model: A Spreading Activation feelings on participants’ expectations that the product will deliver Network Model of Subcategory Positioning When Cat- what it promises (study 2). The findings show that consumers dif- egorization Uncertainty Is High (June), 122-136. ferentiate between distinct positive emotions and use them as infor- mation in assessing a product’s emotional claims. We develop a spreading activation model, which we call the category KIM, Yeung-Jo, Jongwon PARK, and Robert S. WYER Jr. activation model, to predict where within a category structure con- (2009), Effects of Temporal Distance and Memory on sumers are likely to position a subcategory that they have created to Consumer Judgments (December), 634-645. accommodate a new hybrid product. Based on this model, we hy- pothesize that the probability that an individual will position a new Once a product has been evaluated for use, the circumstances can category subordinate to a particular category i is proportional to the change and it must be reevaluated for use at a different time. Four relative number of categories that are already subordinate to i. We experiments investigated processes underlying these reevaluations. report the results of two studies that support this hypothesis and Participants received information about a product that had implica- provide evidence that accessibility is an underlying mechanism. 1088 JOURNAL OF CONSUMER RESEARCH LALWANI, Ashok K. (2009), The Distinct Influence of LEE, Leonard, On AMIR, and Dan ARIELY (2009), In Cognitive Busyness and Need for Closure on Cultural Search of Homo Economicus: Cognitive Noise and the Differences in Socially Desirable Responding (August), Role of Emotion in Preference Consistency (August), 305-316. 173-187. Understanding the role of emotion in forming preferences is critical Research suggests that cognitive busyness and need for closure have in helping firms choose effective marketing strategies and consumers similar effects on a host of consumer phenomena, leading some re- make appropriate consumption decisions. In five experiments, par- searchers to treat the two variables as substitutes. We propose that ticipants made a set of binary product choices under conditions de- cognitive busyness and need for closure have distinct roots and can signed to induce different degrees of emotional decision processing. have different effects. We examine their distinction in the context of The results consistently indicate that greater reliance on emotional cultural differences in the two types of socially desirable respond- reactions during decision making is associated with greater preference ing—impression management and self-deceptive enhancement. Our consistency and less cognitive noise. Additionally, the results of a findings indicate that high (vs. low) cognitive busyness weakens the meta-analytical study based on data from all five experiments further relationship between culture and impression management, but not that show that products that elicit a stronger emotional response are more between culture and self-deceptive enhancement. In contrast, high likely to yield consistent preferences. (vs. low) need for closure strengthens both relationships. The article concludes with a discussion of the theoretical, methodological, and LEE, Michelle P. and Kwanho SUK (2010), Disambiguating practical implications of these findings. the Role of Ambiguity in Perceptual Assimilation and Contrast Effects (February), 890-897. LARAN, Juliano (2010), Choosing Your Future: Temporal Distance and the Balance between Self-Control and In- We examine how perceptions of a product are affected by the presence dulgence (April), 1002-1015. of extreme exemplars and find that ambiguity of the product is an important moderator. When the target is a novel one, perceptions assimilate to the context, whereas when it is highly familiar, percep- This article investigates how temporal distance influences consumers’ tions are immune to the influence of context. This is as predicted by self-control. We demonstrate that self-control is dependent on the the interpretation-comparison model. Contrary to this model, however, content of currently active information in decisions for the future. we find that effects on perceptions are not always assimilative in When indulgence information is currently active, decisions for the nature. Wher. product ambiguity falls between the extremes of novel future tend to be oriented toward self-control. When self-control in- and highly familiar, a contrast effect in perception can occur. This is formation is currently active, decisions for the future tend to be ori- consistent with the selective accessibility model, which says that a ented toward indulgence. In four experiments investigating two self- perceptual contrast effect occurs when conditions orient respondents control domains (healthy eating and saving money), we find evidence to dissimilarities rather than to similarities among context and target for an information activation/inhibition account of the influence of items. In the experiments conducted, context-induced response lan- temporal distance on self-control decisions. guage effects were circumvented by employing forced-anchor scales. LAU-GESK, Loraine and Joan MEYERS-LEVY (2009), LEE, Yih Hwai and Cheng QIU (2009), When Uncertainty Emotional Persuasion: When the Valence versus the Re- Brings Pleasure: The Role of Prospect Imageability and source Demands of Emotions Influence Consumers’ At- Mental Imagery (December), 624-633. titudes (December), 585-599. Consumers generally prefer certainty to uncertainty, which leads them to shun uncertain situations. This research demonstrates, however, Can properties of emotions other than valence influence consumers’ that consumers facing uncertainty (rather than certainty) associated responses to emotional ads? We show that consumers’ processing with a positive event (e.g., winning a lucky draw but not knowing motivation moderates whether their attitudes are based on the valence the exact prize won) can experience greater, longer-lasting positive of or the resource demands imposed by the emotion featured in an feelings. The sustainability of this pleasurable uncertainty effect ad. When motivation is low, consumers respond more favorably to hinges on the (right) level of imagery elaboration that consumers positively versus negatively valenced emotional ads. However, when generate about the various possible favorable prospects of the event motivation is high, attitudes are more favorable when the magnitude (e.g., imagining the possible prizes from winning a lucky draw). of allocated resources matches that required to process the ad. Three Findings from two experiments support the proposed imageability- studies identify three distinct properties of emotions (univalence, pu- based framework. rity, and self-consciousness) that can influence the resource demands of an ad. LEROUGE, Davy (2009), Evaluating the Benefits of Dis- traction on Product Evaluations: The Mind-Set Effect LEE, Angela Y., Punam Anand KELLER, and Brian (October), 367-379. STERNTHAL (2010), Value from Regulatory Construal Fit: The Persuasive Impact of Fit between Constrmer Past research in consumer behavior typically assumes that distraction Goals and Message Concreteness (February), 735-747. during the decision process needs to be avoided. However, a common piece of advice given to consumers who have to make complex de- cisions is to distract their attention away from the decision problem This research investigates the relationship between regulatory focus for some moments. The current research shows that distraction can and construal level. The findings indicate that promotion-focused in- indeed help consumers to differentiate attractive from unattractive dividuals are more likely to construe information at abstract, high products. Yet this occurs only for consumers with a configural mind- levels, whereas those with a prevention focus are more likely to set who tend to form coherent representations of products in their construe information at concrete, low levels (experiments | and 2). memory. For consumers with a featural mind-set, who typically hold Further, such fit (vs. nonfit) between an individual’s regulatory focus mixed product representations, distraction does not affect product and the construal level at which information is represented leads to evaluations. This implies that it is the specific processing mind-set more favorable attitudes (experiments 3 and 4) and enhances per- of consumers that determines whether distraction leads to more prod- formance on a subsequent task (experiment 3). These outcomes occur uct differentiation or not. because fit enhances engagement that in turn induces processing flu- ency and intensifies reactions. LETTL, Christopher see KRATZER, Jan (December 2009) VOLUME 36 AUTHOR INDEX 1089 LEVAV, Jonathan and Rui (Juliet) ZHU (2009), Seeking features prompts more favorable target evaluations (enhancement), Freedom through Variety (December), 600-610. whereas in others it results in more negative evaluations of the target (dilution). We predict when each of these outcomes will occur on the This article examines the effect of spatial confinement on consumer basis of a fit between an individual’s regulatory goal focus and the choices. Building on reactance theory and the environmental psy- means of goal pursuit depicted in the message presentation. Enhance- chology literature, we propose that spatially confined consumers react ment occurs when there is a fit between an individual’s regulatory against an incursion to their personal space by making more varied goal and how message information is presented, and dilution occurs and unique choices. We present four laboratory experiments and one when there is nonfit. field study to support our theorizing. Study | demonstrates that people in narrower aisles seek more variety than people in wider aisles. Study MANDEL, Naomi see SMEESTERS, Dirk (April 2010) 2 indicates that this effect of confinement in narrow aisles also extends MANNING, Kenneth C. and David E. SPROTT (2009), to more unique choices. Study 3 shows that perceptions of confine- Price Endings, Left-Digit Effects, and Choice (August), ment exert their strongest influence on people who are chronically high in reactance. Study 4 suggests that influencing perceptions of 328-335. confinement is sufficient to evoke variety seeking. Finally, the field Past research has found that changes in price endings can result in study uses crowding as a proxy for confinement and finds a positive “left-digit effects” whereby the magnitude of an item’s price relative relationship between crowding and variety seeking in real grocery to the price of a reference product is influenced by the leftmost digits purchases. of both prices. We extend this work by investigating the impact of LOWREY, Tina M. see CHAPLIN, Lan Nguyen (February changes in price endings and associated leftmost price digits on 2010) choice. Findings indicate that assigning different combinations of price endings to two products (e.g., $2.00 and $2.99 vs. $1.99 and LUCE, Mary Frances see DROLET, Aimee (June 2009) $3.00 vs. $2.00 and $3.00) can shift choice share toward the lower- or higher-priced alternative. We also find that changes between just- LUEDICKE, Marius K., Craig J. THOMPSON, and Markus below (e.g., $29.99 and $39.99) and round (e.g., $30.00 and $40.00) GIESLER (2010), Consumer Identity Work as Moral pricing affect choice, with just-below pricing shifting share toward Protagonism: How Myth and Ideology Animate a lower-priced alternatives. The latter effects are found to be moderated Brand-Mediated Moral Conflict (April), 1016-1032. by price level and shopping goals. A three-path mediation model reveals the processes underlying the influence of price endings on Consumer researchers have tended to equate consumer moralism with choice. normative condemnations of mainstream consumer culture. Conse- quently, little research has investigated the multifaceted forms of iden- MARCOUX, Jean-Sébastien (2009), Escaping the Gift tity work that consumers can undertake through more diverse ideo- Economy (December), 671-685. logical forms of consumer moralism. To redress this theoretical gap, we analyze the adversarial consumer narratives through which a Researchers have analyzed the dark side of the gift, but they have brand-mediated moral conflict is enacted. We show that consumers’ remained blind to what it implies about the market. Drawing on the moralistic identity work is culturally framed by the myth of the moral experiences of a group of informants who participated in an ethno- protagonist and further illuminate how consumers use this mythic graphical study of house moving in Montreal, Canada, this article structure to transform their ideological beliefs into dramatic narratives provides significant evidence that the unattractiveness of the gift econ- of identity. Our resulting theoretical framework explicates identity- omy can incite people to turn to the market as an escape. It examines value—enhancing relationships among mythic structure, ideological how people use the market to free themselves from the straitjacket meanings, and marketplace resources that have not been recognized of social expectations—from the sense of indebtedness and emotional by prior studies of consumer identity work. oppression—which constrains them in their reciprocity relations in- side the gift economy. The standard views of CCT researchers con- cerning the valorization of the gift economy are challenged, as well M as the axiology that implicitly informs their research. As a result, it ‘s necessary to discuss the inversion of this axiology. MACINNIS, Deborah J. and Valerie S. FOLKES (2010), The Disciplinary Status of Consumer Behavior: A So- MCFERRAN, Brent, Darren W. DAHL, Gavan J. ciology of Science Perspective on Key Controversies FITZSIMONS, and Andrea C. MORALES (2010), Pll (April), 899-914. Have What She’s Having: Effects of Social Influence and Body Type on the Food Choices of Others (April), Critics within the consumer behavior field have consistently debated three fundamental issues about the field’s defining properties and 915-929. goals: (1) whether consumer behavior should be an independent dis- This research examines how the body type of consumers affects the cipline, (2) what is (and is not) consumer behavior, and (3) whether food consumption of other consumers around them. We find that our field should be interdisciplinary. Taking the perspective of the consumers anchor on the quantities others around them select but that sociology of science leads us to conclude that (1) consumer behavior these portions are adjusted according to the body type of the other is not an independent discipline; (2) consumer behavior is distin- consumer. We find that people choose a larger portion following an- guished from other fields by its focus on a consumer role, emphasizing other consumer who first selects a large quantity but that this portion the acquisition, consumption, and disposal of marketplace products, is significantly smaller if the other is obese than if she is thin. We services, and experiences; and (3) consumer behavior is not an in- also find that the adjustment is more pronounced for consumers who terdisciplinary field. are low in appearance self-esteem and that it is attenuated under MALAVIYA, Prashant and Brian STERNTHAL (2009), cognitive load. Parity Product Features Can Enhance or Dilute Brand MELLERS, Barbara see VALENZUELA, Ana (February Evaluation: The Influence of Goal Orientation and Pre- 2010) sentation Format (June), 112-121. MEYERS-LEVY, Joan see LAU-GESK, Loraine (December Two studies examine the impact of adding parity features to an ad- 2009) vertising message that compares a dominant target brand to a com- petitor. We document that in some instances the presence of parity MEYVIS, Tom see NELSON, Leif D. (August 2009) 1090 JOURNAL OF CONSUMER RESEARCH MISHRA, Arul (2009), Influence of Contagious versus Non- preference reversal due to the reduced accessibility of final or common contagious Product Groupings on Consumer Prefer- instances. ences (June), 73-82. MORALES, Andrea C. see MCFERRAN, Brent (April 2010) This article studies the influence of product groupings on consumer preferences. Specifically, it is proposed that when each product in MOREAU, C. Page and Kelly B. HERD (2010), To Each two groups has an equal chance of a gain, consumers prefer to choose His Own? How Comparisons with Others Influence from a group that appears more contagious (e.g., products arranged Consumers’ Evaluations of Their Self-Designed Prod- close together, similarly, or symmetrically). However, when each ucts (February), 806-819. product in two groups has an equal chance of a loss, consumers prefer to choose from a group that appears less contagious (e.g., products The vast majority of consumer behavior research has examined how arranged apart, dissimilarly, or asymmetrically). Across three exper- consumers respond to products that are offered on a “take it or leave iments, the effect is demonstrated, and contagion theory is used to it” basis by the manufacturer. Self-design changes the rules substan- explicate the underlying process. tially, allowing consumers to have much more control over the prod- uct’s characteristics. This research examines the factors influencing MITTAL, Vikas see WINTERICH, Karen Page (August consumers’ evaluations of self-designed products. Three studies dem- 2009) onstrate that a superior fit between consumers’ underlying preferences and their customized products cannot fully explain self-design eval- MOGILNER, Cassie and Jennifer AAKER (2009), “The uations. Comparisons with designers of comparable products can sig- Time vs. Money Effect’: Shifting Product Attitudes and nificantly influence evaluations as well. The first two experiments Decisions through Personal Connection (August), examine how social comparisons with the designers of similar “off- 277-291. the-rack” products influence evaluations, identifying two key mod- erators useful in overcoming the negative effects of an upward com- The results of five field and laboratory experiments reveal a “time parison. A third study uses a real online design task to gain versus money effect” whereby activating time (vs. money) leads to understanding of how the timing of the social comparison moderates a favorable shift in product attitudes and decisions. Because time the direction of the comparison (upward vs. equivalent) to influence increases focus on product experience, activating time (vs. money) evaluations. augments one’s personal connection with the product, thereby boost- ing attitudes and decisions. However, because money increases the MUKHOPADHYAY, Anirban see LABROO, Aparna A. focus on product possession, the reverse effect can occur in cases (August 2009) where merely owning the product reflects the self (i-e., for prestige possessions or for highly materialistic consumers). The time versus MUSSWEILER, Thomas see SMEESTERS, Dirk (April money effect proves robust across implicit and explicit methods of 2010) construct activation. MOISIO, Risto and Mariam BERUCHASHVILI (2010), N Questing for Well-Being at Weight Watchers: The Role NELSON, Leif D., Tom MEYVIS, and Jeff GALAK (2009), of the Spiritual-Therapeutic Model in a Support Group Enhancing the Television-Viewing Experience through (February), 857-875. Commercial Interruptions (August), 160-172. Why do millions of consumers in the United States struggling with Consumers prefer to watch television programs without commercials. the consequences of overconsumption believe that membership in a Yet, in spite of most consumers’ extensive experience with watching support group is crucial to their well-being? We examine how Weight television, we propose that commercial interruptions can actually im- Watchers, the world’s largest support group, aids its members’ at- prove the television-viewing experience. Although consumers do not tempts at managing their overweight condition. This article advances foresee it, their enjoyment diminishes over time. Commercial inter- the view that in the United States, support groups that are organized ruptions can disrupt this adaptation process and restore the intensity around issues of overconsumption, such as Weight Watchers, resonate of consumers’ enjoyment. Six studies demonstrate that, although peo- with members’ quest for well-being in light of the spiritual-therapeutic ple preferred to avoid commercial interruptions, these interruptions model. The spiritual-therapeutic model denotes the understanding of actually made programs more enjoyable (study 1), regardless of the well-being inscribed within the contemporary American cultural mi- quality of the commercial (study 2), even when controlling for the lieu. We find that among Weight Watchers members in the United mere presence of the ads (study 3), and regardless of the nature of States, the support group acts as a venue for angst-alleviating ther- the interruption (study 4). However, this effect was eliminated for apeutic confession, fosters the enactment of the support group as a people who are less likely to adapt (study 5) and for programs that benevolent system of therapeutic oversight, and facilitates a revital- do not lead to adaptation (study 6), confirming the disruption of izing practice of autotherapeutic testimonial. adaptation account and identifying crucial boundaries of the effect. MONTGOMERY, Nicole Votolato and H. Rao UNNAVA NICOLAO, Leonardo, Julie R. IRWIN, and Joseph K. (2009), Temporal Sequence Effects: A Memory Frame- GOODMAN (2009), Happiness for Sale: Do Experi- work (June), 83-92. ential Purchases Make Consumers Happier than Ma- terial Purchases? (August), 188-198. While much attention has been given recently to studying temporal sequences of events, relatively less attention has been directed to Previous theories have suggested that consumers will be happier if understanding the mechanisms behind the formation of global ret- they spend their money on experiences such as travel as opposed to rospective evaluations of temporal sequences. The findings from this material possessions such as automobiles. We test this experience research suggest that a memory-based framework can provide a par- recommendation and show that it may be misleading in its general simonious, comprehensive explanation for retrospective evaluations. form. Valence of the outcome significantly moderates differences in In addition to accounting for past findings such as a preference for respondents’ reported retrospective happiness with material versus improving over declining temporal sequences and the important role experiential purchases. For purchases that turned out positively, ex- of peak (both high intensity and unique) experiences, we demonstrate perientia! nurchases lead to more happiness than do material pur- that imposing a delay prior to retrospective evaluations can create a chases, as the experience recommendation suggests. However, for VOLUME 36 AUTHOR INDEX 1091 purchases that turned out negatively, experiences have no benefit over increased through touch for legal owners, or sellers of an object. We (and, for some types of consumers, induce significantly less happiness also explore valuation of an object and conclude that it is jointly than) material possessions. We provide evidence that this purchase influenced by both perceived ownership and by the valence of the type by valence interaction is driven by the fact that consumers adapt touch experience. We discuss the implications of this research for more slowly to experiential purchases than to material purchases, online and traditional retailers as well as for touch research and en- leading to both greater happiness and greater unhappiness for ex- dowment effect research. periential purchases. PETROVA, Petia K. see THOMPSON, Debora Viana (De- NORDGREN, Loran F. and Ap DIJKSTERHUIS (2009), cember 2009) The Devil Is in the Deliberation: Thinking Too Much Reduces Preference Consistency (June), 39-46. POCHEPTSOVA, Anastasiya and Nathan NOVEMSKY (2010), When Do Incidental Mood Effects Last? Lay In five experiments we found that deliberation reduces preference Beliefs versus Actual Effects (April), 992-1001. consistency. In experiments | and 2, participants who deliberated on their preferences were less consistent in their evaluations compared In a series of studies we examine how incidental mood present at the to those who did not deliberate. Experiment 3 demonstrated that this time of an experience affects judgments made long after the mood effect is due to the impediment of deliberation and not to the benefit has dissipated and compare this to lay beliefs about how mood affects of nondeliberation. We hypothesized that deliberation leads to the memory-based judgments. We find that memory-based judgments are inconsistent weighting of information, especially when the informa- affected by incidental mood only when there is an external prompt tion is complex. As such, we predicted and found in experiments 4 to evaluate the stimulus in real time. This is contrasted with lay beliefs and 5 that the extent to which deliberation decreases preference con- about the effects of mood, which are not sensitive to delay or to the sistency depends upon the complexity of the information. presence of real-time evaluations. The mismatch between lay beliefs and actual effects leads consumers to distort previously unbiased NOVAK, Thomas P. and Donna L. HOFFMAN (2009), The memory-based judgments when they are reminded of the source of Fit of Thinking Style and Situation: New Measures of the incidental mood. Situation-Specific Experiential and Rational Cognition (June), 56-72. PRICE, Linda L. see EPP, Amber M. (February 2010) Decades of research provide strong evidence that consumers process information in two distinct and qualitatively different ways, rational Q and experiential. However, little research has addressed situational influences on thinking style, and there have been no attempts to si- QIU, Cheng see LEE, Yih Hwai (December 2009) multaneously measure and validate two-dimensional situation-specific QUESTER, Pascale and Alexandre STEYER (2010), Revis- thinking. We develop and validate a new instrument for measuring iting Individual Choices in Group Settings: The Long situation-specific thinking style using performance tasks, consumer Web activities, and differing motivations. We establish differences in and Winding (Less Traveled) Road? (April), 1050—1057. thinking style across types of tasks and motivations, and congruence This study revisits Ariely and Levav’s previous findings in relation effects related to the fit of situation-specific thinking style and the to consumers’ need for variety when ordering (food or beverages) in nature of the task on performance and attitudinal outcomes. a group setting. We examine how group opinion and unanimity can NOVEMSKY, Nathan see WANG, Jing (August 2009) explain consumers’ individual choice in a group setting. We hypoth- - 2 esize that the relationship between individual choice and group opin- NOVEMSKY, Nathan see FREDERICK, Shane (December ion is nonmonotonic pi is moderated by the degree of tain 2009) around an alternative. We demonstrate this effect in two empirical studies. We show that choice patterns are curvilinear, with previous NOVEMSKY, Nathan see POCHEPTSOVA, Anastasiya findings accurately reflecting only specific sections of the overall (April 2010) pattern of individual choices in a group setting. NOWLIS, Stephen see FREDERICK, Shane (December ‘ 2009) R O RAGHUBIR, Priya and Joydeep SRIVASTAVA (2009), The Denomination Effect (December), 701-713. OFEK, Elie see BERTINI, Marco (June 2009) Labeled the “denomination effect,” study | shows in three field studies ORFALI, Kristina see BOTTI, Simona (October 2009) that the likelihood of spending is lower when an equivalent sum of money is represented by a single large denomination (e.g., one $20 P bill) relative to many smaller denominations (e.g., 20 $1 bills). In two of the three field studies, individuals spent more once the decision PARK, Jongwon see KIM, Yeung-Jo (December 2009) to spend had been made. Study 2 then shows that consumers delib- erately choose to receive money in a large denomination relative to PARK, Kiwan see KIM, Hakkyun (April 2010) small denominations when there is a need to exert self-control in spending. Study 3 further shows that the denomination effect is con- PARK, Sehoon see HA, Young-Won (October 2009) tingent on individual differences in people’s desire to reduce the pain PECK, Joann and Suzanne B. SHU (2009), The Effect of of paying associated with spending. The results suggest that the de- Mere Touch on Perceived Ownership (October), nomination effect occurs because large denominations are psycho- 434-447. logically less fungible than smaller ones, allowing them to be used as a strategic device to control and regulate spending. This research finds that merely touching an object results in an in- RAGHUBIR, Priya and Sanjiv R. DAS (2010), The Long crease in perceived ownership of that object. For nonowners, or buy- ers, perceived ownership can be increased with either mere touch or and Short of It: Why Are Stocks with Shorter Runs with imagery encouraging touch. Perceived ownership can also be Preferred? (April), 964—982. 1092 JOURNAL OF CONSUMER RESEARCH This article examines how consumers process graphical financial in- formation to estimate risk. We propose that consumers sample the S local maxima and minima of a graph to infer the variation around a SARVARY, Miklos see LAJOS, Joseph (June 2009) trend line, which is used to estimate risk. The local maxima and minima are more extreme the higher the run length of the stocks (the SCHAU, Hope Jensen, Mary C. GILLY, and Mary consecutive number of upward or downward movements of a price WOLFINBARGER (2009), Consumer Identity Renais- series with identical mean, variance, skewness, and kurtosis). Three sance: The Resurgence of Identity-Inspired Consumption experiments show that this leads to stocks with higher run lengths in Retirement (August), 255-276. being perceived as riskier: the run-length effect. Importantly, the run- length effect is greater for investors who are more educated, are Using multimethod data, we investigate retirement as a life stage employed full time, trade more frequently, have had longer experience centered on consumption, where cultural scripts are particularly con- trading, and trade a wider range of financial instruments. Implications tested and in flux and where we witness an increase in breadth and for the communication of financial products, public policy, and con- depth of identity-related consumption, which we term consumer iden- sumer welfare are discussed, as are theoretical implications for the tity renaissance. While prior research on older consumers focuses on processing of visual and financial information and behavioral finance. corporeal and cognitive decline and its impact on individual decision- making situations, our attention is drawn to the competency and RAJAGOPAL, Priyali and Robert E.B URNKRANT (2009), growth potential of those who have exited their formal productive Consumer Evaluations of Hybrid Products (August), stage and privilege consumption as a means to create and enact iden- 232-241. tity. Contrary to the received view of older consumers simply re- viewing and integrating their already developed identities, we find This article examines how consumers evaluate hybrid products. Hy- retirement can be a time of extensive identity work with multiple brid products possess features of more than one category and hence revived and emergent inspirations weaving across all time orientations may be categorized into alternative categories. We combine two dif- (past, present, and future) and involving intricate consumption ferent streams of literature—traditional categorization and psycholin- enactments. guistics—to demonstrate how beliefs about two different categories SCHWARZ, Norbert see KIM, Hakkyun (April 2010) can be elicited for a hybrid product using a priming approach. We also find that relative category knowledge can moderate the elicitation SELA, Aner and Baba SHIV (2009), Unraveling Priming: of multiple category beliefs. When Does the Same Prime Activate a Goal versus a REDDEN, Joseph P. and Stephen J. HOCH (2009), The Trait? (October), 418-433. Presence of Variety Reduces Perceived Quantity (Oc- Consumers are constantly exposed to subtle situational cues that can tober), 406-417. influence behavior by priming either goals or “mere” semantic rep- resentations such as personality traits. However, little is known about Against common intuition, we find that variety in an assortment re- when exactly such priming leads to goal activation, which can have duces its perceived quantity. Two studies show that people provide enduring behavioral effects, and when the same prime leads to se- larger quantity estimates when shown random patterns of identical mantic activation, characterized by short-lived effects. This research colored dots or geometric shapes than when those patterns contain proposes an activation-striving model, which proposes that behavioral variety. The difference in perceived quantity does not grow as the effects of primes are moderated by discrepancies between the prime number of different types increases beyond two, and it disappears if and the self-concept. Three studies suggest that self-consistent primes the overall area occupied by the set is made salient through context. are more likely to influence choice via semantic activation, whereas We attribute the results to the natural consolidation of identical items self-discrepant primes are more likely to influence choice via goal into a single Gestalt whole that makes the set seem larger. Two ad- activation. ditional studies show that this perceptual influence also causes people to pour more when using varied items to match a sample of food. SEN, Sankar and Lauren G. BLOCK (2009), “Why My The article closes with a discussion of the potential implications of Mother Never Threw Anything Out”: The Effect of these findings for variety research and portion control. Product Freshness on Consumption (June), 47-55. REDDEN, Joseph P. see GALAK, Jeff (December 2009) This research focuses on a pervasive but largely unexamined product attribute—freshness date—to shed light on how and why its influence RINDFLEISCH, Aric, James E.B URROUGHS, and Nancy on the consumption of perishable products changes with product own- WONG (2009), The Safety of Objects: Materialism, Ex- ership. Drawing on recent research on the endowment effect, we istential Insecurity, and Brand Connection (June), 1-16. demonstrate that even when the differential costs implicit in own- ership are controlled for, consumers are more likely to actually con- Over the past 2 decades, a large body of research has examined how sume a product past its freshness date when they own it than when materialism is formed and how this value influences well-being. Al- they do not. Moreover, this ownership-based increase in consumption though these studies have substantially contributed to our understand- is accompanied by lower estimates by consumers of their likelihood ing of materialism, they shed little light on this value’s relationship of getting sick from consuming the product past its freshness date. to consumer behavior. Our research seeks to address this gap by These outcomes are driven, in turn, by consumers’ ownership-based examining the influence of materialism on self- and communal-brand susceptibility to engage in selective and confirmatory testing of the connections. We ground our conceptualization in terror management hypothesis that the product past its freshness date is consumption theory and suggest that materialistic individuals form strong connec- worthy (i.e., approach goal) rather than the alternate, default hypoth- tions to their brands as a response to existential insecurity. We test esis that it is not consumption worthy (i.e., avoidance goal). this premise by conducting a national survey among 314 adults as SENGUPTA, Jaideep see DAHL, Darren W. (August 2009) well as an experiment among 125 college students. Our results provide broad support for our thesis and suggest that the fear of death en- SHEN, Hao, Yuwei JIANG, and Rashmi ADAVAL (2010), courages materialistic individuals to form strong connections with Contrast and Assimilation Effects of Processing Fluency their brands. (February), 876-889. ROSS, William T., Jr. see WINTERICH, Karen Page (Au- As processing difficulty associated with a product increases, infor- gust 2009) mation about a subsequently encountered product becomes easier to