Focus: Consumer behavior
Michael A. Cacciatore, Yeo, S. K., Becker, A. B., & Anderson, A. A. (2023, May). “Cultivating interest in science through humor: Mirth as a leveler of gaps in science engagement,” […]
Read MoreHye Jin Yoon, Yoon-Joo Lee, Shuoya Sun (PhD alum), and Jinho Joo (forthcoming), “Does congruency matter for online green demarketing campaigns? Examining the effects of retargeting display ads embedded in […]
Read MoreAbstract: Given the increasing amount of public and government related attention devoted to issues surrounding e-cigarette use, the current study examined how disclosure source and content-publication fit in an ENDS […]
Read MoreAbstract: A pseudo-review is a type of online user-generated review (“review”) posted on an e-commerce website that often resembles an authentic review on the surface, telling an exaggerated story about […]
Read MoreAbstract: Trust is a significant factor in electronic word-of-mouth (eWOM) effects. Consumers often need to form judgments about others using heuristic cues when they cannot rely on previous cumulative experiences with […]
Read MoreAbstract: Online, consumers often cannot develop trust through cumulative experiences with another party but must instead rely on heuristic cues for their trust formation. Drawing on the theoretical construct of […]
Read MoreAbstract: A pseudo-review is a type of online user-generated review (“review”) posted on an e-commerce website that often resembles an authentic review on the surface, telling an exaggerated story about […]
Read MoreAbstract: Consumer-driven sharing and creation activities are valuable engagement activities as they help spread awareness and interaction for brands on social media. Loyal fans of brand pages are an important […]
Read MoreAbstract: The purpose of this study was to revisit the Bud Light “Superstitions” campaign, for which we examined how superstitious fans’ inferences of manipulative intention might influence their responses to […]
Read MoreAbstract: At the same time the 1960s sitcom Bewitched aired in reruns next to drag queens on LOGOtv, a cable channel targeted to LGBTQ viewers, it also aired on the […]
Read More