Endnotes 1 Jacob Jacoby, “Consumer Psychology: An Octennium,” in ed. Cassie Mogilner, “If Money Doesn’t Make You Happy, Con- Paul Mussen and Mark Rosenzweig, Annual Review of Psychol- sider Time,” Journal of Consumer Psychology 21, April 2011, ogy (Palo Alto, Calif.: Annual Reviews, 1976), pp. 331–358. pp. 126–130. 2 Karen Page Winterich and Gergana Y. Nenkov, “Save Like 4 See, for example, Wendy Parkins and Geoffrey Craig, “Slow the Joneses: How Service Firms Can Utilize Deliberation Living and the Temporalities of Sustainable Consumption,” and Informational Influence to Enhance Consumer Well- in eds. Tanai Lewis and Emily Potter, Ethical Consumption: A Being,” Journal of Service Research 18, no. 3, 2015, pp. 384–404; Critical Introduction (New York: Routledge, 2011), pp. 189–201; and Jennifer Savary, Kelly Goldsmith, and Ravi Dhar, “When S. P. Mantel and J. J. Kellaris, “Cognitive Determinants of Con- Tempting Alternatives Increase Willingness to Donate,” Jour- sumers’ Time Perceptions: The Impact of Resources Required nal of Marketing Research 52, no. 1, 2015, pp. 27–38. and Available,” Journal of Consumer Research, March 2003, 3 Subimal Chatterjee and Wilson Lin Chien-Wei, “When Los- pp. 531–538; and J. Cotte, S. Ratneshwar, and D. G. Mick, “The ing Hurts Less: How Spending Time versus Money Affects Times of Their Lives: Phenomenological and Metaphorical Outcome Happiness,” Advances in Consumer Research 40, Characteristics of Consumer Lifestyles,” Journal of Consumer 2012, pp. 675–677; and Jennifer Aaker, Melanie Rudd, and Research, September 2004, pp. 333–345.

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5 Erica Mina Okada and Stephen J. Hoch, “Spending Time Ver- Journal of Consumer Research 38, no. 4, December 2011, pp. sus Spending Money,” Journal of Consumer Research 31, no. 2, 743–762. 2004, pp. 313–323. 21 Emily N. Garbinsky, Anne-Kathrin Klesse, and Jennifer Aaker, 6 Leif D. Nelson and Tom Meyvis, “Interrupted Consumption: “Money in the Bank: Feeling Powerful Increases Saving,” Jour- Disrupting Adaptation to Hedonic Experiences,” Journal of nal of Consumer Research 41, no. 3, October 2014, pp. 610–623. Marketing Research, December 2008, pp. 654–664. 22 Wayne D. Hoyer, Rajesh Chandy, Matilda Dorotic, Manfred 7 Suzanne B. Shu and Ayelet Gneezy, “Procrastination of Enjoy- Krafft, and Siddharth S. Singh, “Consumer Cocreation in New able Experiences,” Journal of Marketing Research, October Product Development,” Journal of Service Research 13, no. 3, 2010, pp. 933–944; and Rik Pieters and Marcel Zeelenberg, “A 2010, pp. 283–296; and Andrea Hemetsberger, “When David Theory of Regret Regulation 1.0,” Journal of Consumer Psychol- Becomes Goliath: Ideological Discourse in New Online Con- ogy 17, no. 1, 2007, pp. 3–18. sumer Movements,” Advances in Consumer Research 33, 2006, 8 Ying-Ching Lin and Chiu-Chi Angela Chang, “Double Stan- pp. 494–500. dard: The Role of Environmental Consciousness in Green 23 Bradley Reeves, “Co-Creation Nation,” Media Post, March 21, Product Usage,” Journal of Marketing 76, no. 5, 2012, pp. 125– 2012, www.mediapost.com. 134; and Rosellina Ferraro, Amna Kirmani, and Ted Matherly, 24 Joydeep Srivastava and Priya Raghubir, “Debiasing Using “Look at Me! Look at Me! Conspicuous Brand Usage, Self- Decomposition: The Case of Memory-Based Credit Card Brand Connection, and Dilution,” Journal of Marketing Expense Estimates,” Journal of Consumer Psychology 12, no. 3, Research 50, No. 4, August 2013, pp. 477–488. 2002, pp. 253–264. 9 Robyn A. LeBoeuf, “Discount Rates for Time Versus Dates: 25 Russell W. Belk, “Ownership and Collecting,” in eds. Randy The Sensitivity of Discounting to Time-Interval Description,” O. Frost and Gail Steketee, The Oxford Handbook of Hoarding Journal of Marketing Research, February 2006, pp. 59–72. and Acquiring (New York: Oxford University Press, 2013), pp. 10 Baba Shiv, Ziv Carmon, and Dan Ariely, “Placebo Effects of 33–42. Marketing Actions: Consumers May Get What They Pay For,” 26 Anand Florack, Janet Kleber, Romy Busch, and David Stohr, Journal of Marketing Research, November 2005, pp. 383–393. “Detaching the Ties of Ownership: The Effects of Hand Wash- 11 Amar Cheema and Dilip Soman, “The Effect of Partitions on ing on the Exchange of Endowed Products,” Journal of Con- Controlling Consumption,” Journal of Marketing Research, sumer Psychology 24, no. 2, 2014, pp. 284–289. December 2008, pp. 665–675. 27 Hyeongmin Kim, “Situational Materialism: How Entering 12 Jonah Berger, Contagious: Why Things Catch On (New York: Lotteries May Undermine Self-Control,” Journal of Consumer Simon & Schuster, 2013). Research 40, no. 4, 2013, pp. 759–772. 13 Jacob Jacoby, Carol K. Berning, and Thomas F. Dietworst, 28 Gallup Poll, June 2015, www.gallup.com/poll. “What About Disposition?” Journal of Marketing, April 1977, 29 Larry Edsall, “Vehicle Wraps Cover Larger Share of Market,” pp. 22–28. Detroit News, December 25, 2014, www.detroitnews.com. 14 Joohyung Park and Sejin Ha, “Understanding Consumer 30 Kristine R. Ehrich and Julie R. Irwin, “Willful Ignorance in Recycling Behavior: Combining the Theory of Planned Behav- the Request for Product Attribute Information,” Journal of ior and the Norm Activation Model,” Family and Consumer Marketing Research, August 2005, pp. 266–277; and Markus Sciences Research Journal, Special Issue: The Significance of Giesler, “Consumer Gift Systems,” Journal of Consumer Community to Individual and Family Well-being 42, no. 3, 2014, Research 33, no. 2, 2006, pp. 283–290. pp. 278–291. 31 Shibo Li, Kannan Srinivasan, and Baohong Sung, “Internet 15 Easwar S. Iyer and Rajiv K. Kashyap, “Consumer Recycling: Auction Features as Quality Signals,” Journal of Marketing, Role of Incentives, Information, and Social Class,” Journal of June 2009, pp. 75–92; Michael Basnjak, Dirk Obermeier, and Consumer Behaviour 6, no. 1, 2007, pp. 32–47. Tracy L. Tuten, “Predicting and Explaining the Propensity to 16 Tom Szaky, “How Can Identifying Materials Reduce Packag- Bid in Online Auctions: A Comparison of Two Action-Theoret- ing Waste?” Packaging Digest, July 15, 2015, www.packaging- ical Methods,” Journal of Consumer Behaviour 5, no. 2, 2006, digest.com; Tom Szaky, “The Micro-Multinational,” New York pp. 102–116; and Charles M. Brooks, Patrick J. Kaufmann, and Times, March 21, 2012, www.nytimes.com; and Penelope Donald R. Lichtenstein, “Travel Configuration on Consumer Green, “Making Design out of Rubbish,” New York Times, Trip-Chained Store Choice,” Journal of Consumer Research 31, August 10, 2011, www.nytimes.com. no. 2, 2004, pp. 241–248. 17 Abigail B. Sussman and Adam L. Alter, “The Exception Is the 32 Nandita Bose, “Exclusive: In ‘Year of Apple Pay,’ Many Top Rule: Underestimating and Overspending on Exceptional Retailers Remain Skeptical,” Reuters, June 5, 2015, www Expenses,” Journal of Consumer Research 39, no. 4, December .reuters.com; Bryan Yurcan, “Will Mobile Electronic Wallets 2012, pp. 800–814. Replace Leather Wallets?” Information Week, March 20, 2012, 18 Yu Ma, Kusum L. Ailawadi, Dinesh K. Gauri, and Dhruv www.informationweek.com; and Matthew J. Bernthal, David Grewal, “An Empirical Investigation of the Impact of Gasoline Crockett, and Randall L. Rose, “Credit Cards as Lifestyle Prices on Grocery Shopping Behavior,” Journal of Marketing Facilitators,” Journal of Consumer Research 32, no. 1, 2005, pp. 75, no. 2, March 2011, pp. 18–35. 130–145. 19 Daniel Navarro-Martinez, Linda Court Salisbury, Katherine 33 Mark Penn, “The Teenage Dream of Owning a Car Is Dying,” N. Lemon, Neil Stewart, William J. Matthews, and Adam J. Fortune, July 22, 2015, http://fortune.com; Bardhi Fleura and L. Harris, “Minimum Required Payment and Supplemental Giana M. Eckhardt, “Access-Based Consumption: The Case of Information Disclosure Effects on Consumer Debt Repay- Car Sharing,” Journal of Consumer Research 39, no. 4, 2012, pp. ment Decisions,” Journal of Marketing Research 48, supple- 881–898. ment 1, October 2011, pp. S60–S77. 34 Jennifer J. Argo and Kelley J. Main, “Meta-Analysis of the 20 David Gal and Blakeley B. McShane, “Can Small Victories Help Effectiveness of Warning Labels,” Journal of Public Policy & Win the War? Evidence from Consumer Debt Management,” Marketing 23, no. 2, 2004, pp. 193–208.

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35 Keisha M. Cutright, “The Beauty of Boundaries: When and 53 Kathleen D. Vohs, Roy F. Baumeister, and Dianne M. Tice, Why We Seek Structure in Consumption,” Journal of Con- “Self-Regulation: Goals, Consumption and Choices, in, eds. Cur- sumer Research 38, no. 5, 2012, pp. 775–790. tis P. Haugtvedt, Paul M. Herr, and Frank R. Kardes, Handbook of 36 Delphine Dion, Ouidade Sabri, and Valerie Guillard, “Home Consumer Psychology (New York: Psychology Press), pp. 349–367. Sweet Messy Home: Managing Symbolic Pollution,” Journal 54 Allison R. Johnson and David W. Stewart, “A Re-Appraisal of of Consumer Research 41, no. 3, 2014, pp. 565–589. the Role of Emotion in Consumer Behavior: Traditional and 37 Jacoby, Berning, and Dietworst, “What About Disposition?” Contemporary Approaches,” in ed. Naresh Malhotra, Review 38 June Cotte, S. Ratneshwar, and David Glen Mick, “The Times of Marketing Research, vol. 1, 2004, pp. 1–33. of Their Lives: Phenomenological and Metaphorical Char- 55 Jung Wang, Juliet Zhu, and Baba Shiv, “The Lonely Consumer: acteristics of Consumer Timestyles,” Journal of Consumer Loner or Conformer,” Journal of Consumer Research 38, no. 6, Research 31, no. 2, 2004, pp. 333–345. 2012, pp. 1116–1128. 39 James F. Peltz, “Offering All-Day Breakfast Is a Made-To-Or- 56 Deborah J. MacInnis and Gustavo deMello, “The Concept of der Success for McDonald’s,” Minneapolis Star-Tribune, Jan- Hope and Its Relevance to Product Evaluation and Choice,” uary 2, 2016, www.startribune.com; and John D. Oravecz, Journal of Marketing, January 2005, pp. 1–14. “Panera Bread Will Debut Drive-Thru Window in North Hills 57 Kirsten Passyn and Mita Sujan, “Self-Accountability Emotions Store,” Pittsburgh Tribune-Review, January 3, 2015, http://trib- and Fear Appeals: Motivating Behavior,” Journal of Consumer live.com. Research 32, March 2006, pp. 583–589; and O. Shehryar and D. 40 Rongrong Zhou and Dilip Soman, “Looking Back: Exploring Hunt, “A Terror Management Perspective on the Persuasive- the Psychology of Queuing and the Effect of the Number of ness of Fear Appeals,” Journal of Consumer Psychology 15, no. People Behind,” Journal of Consumer Research, March 2003, 4, 2005, pp. 275–287. pp. 517–530. 58 Eric A. Greenleaf, “Reserves, Regret, and Rejoicing in Open 41 Stephen M. Nowlis, Naomi Mandel, and Deborah Brown English Auctions,” Journal of Consumer Research 31, no. 2, McCabe, “The Effect of a Delay between Choice and Con- 2004, pp. 264–273; Marcel Zeelenberg and Rik Pieters, “A The- sumption on Consumption Enjoyment,” Journal of Consumer ory of Regret Regulation 1.0,” Journal of Consumer Psychology Research, December 2004, pp. 502–210. 17, no. 1, 2007, pp. 3–18; Ran Kivetz and Anat Keinan, “Repent- 42 Erica Mina Okada, “Trade-ins, Mental Accounting, and Prod- ing Hyperopia: An Analysis of Self-Control Regrets,” Journal uct Replacement Decisions,” Journal of Consumer Research 27, of Consumer Research 33, no. 2, 2006, pp. 273–282; and Lisa J. March 2001, pp. 433–446. Abendroth and Kristin Diehl, “Now or Never: Effects of Lim- 43 Kurt A. Carlson and Jacqueline M. Conard, “The Last Name ited Purchase Opportunities on Patterns of Regret over Time,” Effect: How Last Name Influences Acquisition Timing,” Jour- Journal of Consumer Research 33, no. 3, 2006, pp. 342–351. nal of Consumer Research 38, no. 2, 2011, pp. 300–307. 59 Darren W. Dahl, Heather Honea, and Rajesh V. Manchanda, 44 Linda L. Price, Eric J. Arnould, and Carolyn Folkman Curasi, “The Three Rs of Interpersonal Consumer Guilt: Relationship, “Older Consumers’ Disposition of Special Possessions,” Jour- Reciprocity, Reparation,” Journal of Consumer Psychology 15, nal of Consumer Research, September 2000, pp. 179–201. no. 4, 2005, pp. 307–315. 45 See, for example, Rebecca W. Hamilton, Rebecca K. Ratner, 60 Darren Dahl, Rajesh V. Manchanda, and Jennifer J. Argo, and Debora V. Thompson, “Outpacing Others: When Con- “Embarrassment in Consumer Purchase: The Roles of Social sumers Value Products Based on Relative Usage Frequency,” Presence and Purchase Familiarity,” Journal of Consumer Journal of Consumer Research 37, no. 6, 2011, pp. 1079–1094. Research, December 2001, pp. 473–483. 46 Lisa E. Bolton and Joseph Q. Alba, “When Less is More: Con- 61 Alice M. Isen, “Positive Affect and Decision Processes: Some sumer Aversion to Unused Utility,” Journal of Consumer Psy- Recent Theoretical Developments with Practical Implica- chology 22, no. 3, July 2012, pp. 369–383. tions,” in eds. Curtis P. Haugtvedt, Paul M. Herr, and Frank 47 Jeff Galak, Justin Kruger, and George Loewenstein, “Slow R. Kardes, Handbook of Consumer Psychology (New York: Psy- Down! Insensitivity to Rate of Consumption Leads to Avoid- chology Press, 2008), pp. 273–296. able Satiation,” Journal of Consumer Research 39, no. 5, May 62 Aaron C. Ahuvia, “Beyond the Extended Self: Loved Objects 2012, pp. 993–1009. and Consumers’ Identity Narratives,” Journal of Consumer 48 Oliver Nieburg, “The New World of Chocolate,” Confection- Research 32, June 2005, pp. 171–184. ery News, October 9, 2014, www.confectionerynews.com; 63 Joel B. Cohen and Eduardo B. Andrade, “Affective Intuition and “Nestle: Recession Stunts Russian Confectionery Market and Task-Contingent Affect Regulation,” Journal of Consumer Growth,” Confectionery News, August 16, 2011, www.confec- Research 31, no. 2, 2004, pp. 358–367; and Nitika G. Barg, Brian tionerynews.com. Wansink, and J. Jeffrey Inman, “The Influence of Incidental 49 Wagner A. Kamakura and Rex Yuxing Du, “How Economic Affect on Consumers’ Food Intake,” Journal of Marketing, Contractions and Expansions Affect Expenditure Patterns,” January 2007, pp. 194–206. Journal of Consumer Research 39, no. 2, 2012, pp. 229–247. 64 Adam Duhachek, “Summing Up the State of Coping Research: 50 Abigal B. Sussman and Adam L. Alter, “The Exception is the Prospects and Prescriptions for Consumer Research,” in eds. Rule: Underestimating and Overspending on Exceptional Curtis P. Haugtvedt, Paul M. Herr, and Frank R. Kardes, Hand- Expenses,” Journal of Consumer Research 39, no. 4, 2012, pp. book of Consumer Psychology (New York: Psychology Press, 800–814. 2008), pp. 1057–1077. 51 Pierre Chandon and Brian Wansink, “When Are Stockpiled 65 Sheena Leek and Suchart Chanasawatkit, “Consumer Confu- Products Consumed Faster?” Journal of Marketing Research, sion in the Thai Mobile Phone Market,” Journal of Consumer August 2002, pp. 321–335. Behaviour 5, no. 6, 2006, pp. 518–532. 52 Joseph C. Nunes, “A Cognitive Model of People’s Usage Esti- 66 Teresa M. Pavia and Marlys J. Mason, “The Reflexive Rela- mations,” Journal of Marketing Research 38, November 2000, tionship between Consumer Behavior and Adaptive Coping,” pp. 397–409. Journal of Consumer Research 31, no. 2, 2004, pp. 441–454.

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67 Linda L. Price, Eric Arnould, and Carolyn Folkman Curasi, 83 Lawrence Ulrich, “German Luxury Car Brands Dominate and “Older Consumers’ Dispositions of Special Possessions,” Jour- Look to Extend Their Lead,” New York Times, July 2, 2015, www nal of Consumer Research, September 2000, pp. 179–201. .nytimes.com; and Christiaan Hetzner and Marton Dunai, 68 Natalie Ross Adkins and Julie L. Ozanne, “The Low Literate “Daimler to Launch 4-Door Compact Coupe in 2013,” Reuters, Consumer,” Journal of Consumer Research 32, no. 1, 2005, March 29, 2012, www.reuters.com. pp. 93–105. 84 Marley Jay, “Fitness Trackers Are Hot, But Do They Really 69 John G. Lynch and G. Zauberman, “Construing Consumer Improve Health?” Associated Press, June 30, 2015, www.den- Decision Making,” Journal of Consumer Psychology 17, no. 2, verpress.com. 2007, pp. 107–112. 85 Karl Greenberg, “Harley-Davidson Twists the Throttle at Stur- 70 John A. Bargh, “Losing Consciousness: Automatic Influences gis,” Marketing Daily, July 16, 2015, www.mediapost.com; and on Consumer Judgment, Behavior, and Motivation,” Journal of David Booth, “The New Harley-Davidson Wants You,” Edmonton Consumer Research, September 2002, pp. 280–285; Ap Dijks- Journal (Canada), March 20, 2012, www.edmontonjournal.com. terhuis, Pamela K. Smith, Rick B. Van Baaren, and Daniel H. J. 86 Robert D. Jewell and H. Rao Unnava, “Exploring Differences Wigboldus, “The Unconscious Consumer: Effects of Environ- in Attitudes Between Light and Heavy Brand Users,” Journal ment on Consumer Behavior,” Journal of Consumer Psychology of Consumer Psychology 14, no. 1–2, 2004, pp. 75–80. 15, no. 3, 2005, pp. 193–202. 87 “Builders Expand Home Size to Capture Multigenerational 71 Deborah J. MacInnis, Vanessa M. Patrick, and C. Whan Park, Trend,” Realtor Mag, August 18, 2014, http://realtormag.real- “Not as Happy as I Thought I’d Be? Affective Misforecast- tor.org; and John Gittelsohn, “Homebuilders Target In-Laws, ing and Product Evaluations,” Journal of Consumer Research, Dogs as Extended Families Grow,” Businessweek, November March 2007, pp. 479–490; and Deborah J. MacInnis, 17, 2011, www.businessweek.com. Vanessa M. Patrick, and C. Whan Park, “Looking Through 88 Johann Füller, Katja Hutter, and Rita Faullant, “Why Co-Cre- the Crystal Ball: Affective Forecasting and Misforecasting ation Experience Matters? Creative Experience and Its Impact in Consumer Behavior,” Review of Marketing Research 2, on the Quantity and Quality of Creative Contributions,” R&D 2006, pp. 43–80. Management, June 2011, pp. 259–273. 72 Donnel Briley, Robert S. Wyer, and En Li, “A Dynamic View of 89 Shambhavi Anand, “VoxPop Ties Up with Threadless Creative Cultural Influence: A Review,” Journal of Consumer Psychology Community,” Economic Times (India), July 6, 2015, http://arti- 24, no. 4, 2014, pp. 557–571. cles.economictimes.indiatimes.com; and John Jantsch, “How 73 See, for example, Linn Viktoria Rampl, Tim Eberhardt, Rein- Threadless Nailed the Crowdsource Model,” Social Media hard Schutte, and Peter Kenning, “Consumer Trust in Food Today, April 7, 2011, www.socialmediatoday.com. Retailers: Conceptual Framework and Empirical Evidence,” 90 Vincent M. Mallozzi, “The Honor of Your Postage Is International Journal of Retail & Distribution Management 40, Requested,” New York Times, February 19, 2012, p. ST-17. no. 4, 2012, pp. 254–272. 91 Judith Lynne Zaichkowsky, “Strategies for Distinctive Brands,” 74 Grant Gross, “Group Asks FCC to Make Websites Honor Brand Management 17, no. 8, 2010, pp. 548–560. Do-Not-Track Requests,” PC World, June 15, 2015, www 92 Shubham Mukherjee, “‘India a Very Complex Market to .pcworld.com; and Dina Wisenberg Brin, “The New Tech- Understand’: Datsun Head,” Times of India, April 6, 2015, nology Advertisers Use to Track Everything You Do,” CNN http://timesofindia.indiatimes.com; Jerry Hirsch, “Nissan to Money, June 29, 2015, http://time.com/money. Bring Back Datsun Car Brand in Selected Markets,” Los Ange- 75 Chantal Mack, “New Tobacco Warnings Become Mandatory,” les Times, March 20, 2012, www.latimes.com. Post Media News, March 21, 2012, www.canada.com; and 93 Adriana V. Madzharov and Lauren G. Block, “Effects of Prod- Melissa Healy, “Cigarette Packages in Medical Journals: New uct Unit Image on Consumption of Snack Foods,” Journal of Look for a New Age,” Los Angeles Times, August 4, 2011, www Consumer Psychology 29, no. 4, 2010, pp. 398–409. .latimes.com. 94 Barbara Soderlin, “How Do ConAgra and Other Food Compa- 76 Samantha Kareen Nair, “FDA Seeks Data on E-Cigarettes nies Reach Online Consumers?” Omaha World Herald, July 21, after Surge in Poisoning Cases,” Reuters, June 30, 2015, www 2015, www.omaha.com. .reuters.com. 95 Will Friedwald, “Celebrating 60 Years of Disneyland,” Wall 77 Douglas Bowman, Carrie M. Heilman, and P. B. Seetharaman, Street Journal, July 14, 2015, www.wsj.com; Daniel Roberts, “By “Determinants of Product-Use Compliance Behavior,” Journal the Numbers: Tourism, Wow!” Fortune, July 4, 2011, pp. 10–11; of Marketing Research, August 2004, pp. 324–338. and Huang Lan and Huan Cao, “Around the World in a Day,” 78 Dipankar Chakravarti, “Voices Unheard: The Psychology of China Daily, August 3, 2011, www.chinadaily.com.cn. Consumption in Poverty and Development,” Journal of Con- 96 Cheng-Wen Lee and Chi-Shun Liao, “The Effects of Consumer sumer Psychology 16, no. 4, 2006, pp. 363–376. Preferences and Perceptions of Chinese Tea Beverages on 79 Clifton B. Parker, “Targeted Policy Actions Could Help Dis- Brand Positioning Strategies,” British Food Journal 111, no. 1, courage Obesity, Stanford Expert Says,” Stanford Report (Stan- 2009, pp. 80–96. ford University), October 26, 2015, http://news.stanford.edu. 97 See Claudiu V. Dimofte and Richard F. Yalch, “Consumer 80 “Child Obesity,” Harvard T.H. Chan School of Public Health, Response to Polysemous Brand Slogans,” Journal of Consumer www.hsph.harvard.edu. Research 33, no. 4, 2007, pp. 515–522. 81 James R. Bettman, An Information Processing Theory of Con- 98 See Alexander Chernev, “Jack of All Trades or Master of One? sumer Choice (Reading, Mass.: Addison-Wesley, 1979). Product Differentiation and Compensatory Reasoning in 82 Michael Caliah, “Coca-Cola Sales Surprise on Dasani, Minute Consumer Choice,” Journal of Consumer Research 33, no. 4, Maid,” MarketWatch, April 15, 2014, www.marketwatch.com; 2007, pp. 430–444. and Jeremiah McWilliams, “Coca-Cola to Sell Not-from-con- 99 “Tide Dry Cleaners Stores Now Number 30,” American Dry centrate Minute Maid Orange Juice,” Atlanta Journal-Consti- Cleaner, May 25, 2015, http://americandrycleaner.com; Ray A. tution, August 19, 2011, www.ajc.com/business. Smith, “The New Dirt on Dry Cleaners,” Wall Street Journal,

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July 28, 2011, www.wsj.com; and Andrew Martin, “Smelling Effect of Discount Retraction on Subsequent Choice,” Journal an Opportunity,” New York Times, December 8, 2010, www of Consumer Research 31, no. 3, 2004, pp. 652–657. .nytimes.com. 114 Stephanie Dellande, Mary C. Gilly, and John L. Graham, 100 Sofia M. Fernandez, “NBC Sports Network Official Launch “Gaining Compliance and Losing Weight: The Role of the Ser- Replaces Versus on Monday,” Hollywood Reporter, January 2, vice Provider in Health Care Services,” Journal of Marketing 2012, www.hollywoodreporter.com; and Michael McCarthy, 68, July 2004, pp. 78–91; and Sean Dwyer, Orlando Richard, “Versus Set to Become the NBC Sports Network,” USA Today, and C. David Shepherd, “An Exploratory Study of Gender August 1, 2011, www.usatoday.com. and Age Matching in the Salesperson–Prospective Customer 101 See, for instance, Thales Teixeira, Michel Wedel, and Rik Pieters, Dyad,” Journal of Personal Selling and Sales Management, Fall “Emotion-Induced Engagement in Internet Video Advertise- 1998, pp. 55–69. ments,” Journal of Marketing Research 49, no. 2, 2012, pp. 144– 115 Thomas Manoj and Vicki Morwitz, “Penny Wise and Pound 159; Adam W. Craig, Yuliya Komarova Loureiro, Stacy Wood, and Foolish: The Left-Digit Effect in Price Cognition,” Journal of Con- Jennifer M. C. Vendemia, “Suspicious Minds: Exploring Neural sumer Research 32, no. 1, 2005, pp. 54–64; and Robert M. Schin- Processes During Exposure to Deceptive Advertising,” Journal dler and Patrick N. Kirby, “Patterns of Rightmost Digits Used of Marketing Research 49, no. 3, 2012, pp. 361–372; and Maarten in Advertising Prices: Implications for Nine-Ending Effects,” A. S. Boksem and Ale Smidts, “Brain Responses to Movie Trail- Journal of Consumer Research, September 1997, pp. 192–201. ers Predict Individual Preferences for Movies and Their Popula- 116 Jacob Jacoby, Jerry Olson, and Rafael Haddock, “Price, Brand tion-Wide Commercial Success,” Journal of Marketing Research Name, and Product Composition Characteristics as Deter- 52, no. 4, August 2015, pp. 482–492. minants of Perceived Quality,” Journal of Applied Psychology, 102 Hyoungkoo Khang, Eyun-Jung Ki, and Lan Ye, “Social Media December 1971, pp. 470–479; and Kent B. Monroe, “The Influ- Research in Advertising, Communication, Marketing, and ence of Price Differences and Brand Familiarity on Brand Pref- Public Relations, 1997–2010,” Journalism & Mass Communica- erences,” Journal of Consumer Research, June 1976, pp. 42–49. tion Quarterly, published online March 14, 2012, http://jmq 117 Devon DelVecchio, H. Shanker Krishnan, and Daniel C. Smith, .sagepub.com. “Cents or Percent? The Effects of Promotion Framing on Price 103 W. Glynn Mangold and David J. Faulds, “Social Media: The Expectations and Choice,” Journal of Marketing, July 2007, pp. New Hybrid Element of the Promotion Mix,” Business Hori- 158–170. For more on pricing effects associated with regular zons 52, 2009, pp. 357–365. and discount prices, see Keith S. Coulter and Robin A. Coulter, 104 Anocha Aribarg, Rik Pieters, and Michel Wedel, “Raising the “Distortion of Price Discount Perceptions: The Right Digit Bar: Bias-Adjustment of Advertising Recognition Tests,” Jour- Effect,” Journal of Consumer Research, August 2007, pp. 162–173. nal of Marketing Research, June 2010, pp. 387–400. 118 Daniel J. Howard and Roger A. Kerin, “Broadening the Scope 105 Asim Ansari and Carl Mela, “E-Customization,” Journal of of Reference Price Advertising Research: A Field Study of Marketing Research, May 2003, pp. 131–145. Consumer Shopping Involvement,” Journal of Marketing, 106 Jonah Berger and Katherine L. Milkman, “What Makes Online October 2006, pp. 185–204; Tridib Mazumdar, S. P. Raj, and Content Viral?” Journal of Marketing Research 49, no. 2, April Indrajit Sinha, “Reference Price Research: Review and Prop- 2012, pp. 192–205. ositions,” Journal of Marketing, October 2005, pp. 84–102; 107 Declan Harty, “Perfect Pair: Dog and Owner Put Kleenex on Ziv Carmon and Dan Ariely, “Focusing on the Forgone: How Top Viral Video Chart,” Advertising Age, June 30, 2015, www Value Can Appear So Different to Buyers and Sellers,” Journal .adage.com. of Consumer Research 27, December 2000, pp. 360–370; and 108 Cotton Delo, “Facebook Sets High Asking Price for Log-Out Tridib Mazumdar and Purushottam Papatla, “An Investigation Ads,” Advertising Age, March 23, 2012, www.adage.com; and of Reference Price Segments,” Journal of Marketing Research “Facebook Eyes Big Ad Opportunity from Log-Out Ads,” 37, May 2000, pp. 246–258. Forbes, March 28, 2012, www.forbes.com. 119 Dilip Soman and John T. 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07272_ch01_ptg01_002-027.indd 27 7/29/16 1:21 PM Endnotes 1 Andrew Perrin and Maeve Duggan, “Americans’ Internet 3 Hila Riemer and Sharon Shavitt, “Impression Management Access: 2000-2015,” Pew Research Center, June 26, 2015, www in Survey Responding: Easier for Collectivists or Individu- .pewinternet.org. alists?,” Journal of Consumer Psychology 21, no. 2, April 2011, 2 David Gal and Derek D. Rucker, “Answering the Unasked pp. 157–168. Question: Response Substitution in Consumer Surveys,” Jour- 4 Martijn G. de Jong, Rik Pieters, and Jean-Paul Fox, “Reducing nal of Marketing Research 48, no. 1, February 2011, pp. 185–195; Social Desirability Bias Through Item Randomized Response,” and Bert Weijters, Maggie Geuens, and Hans Baumgartner, Journal of Marketing Research, February 2010, pp. 14–27. “The Effect of Familiarity with the Response Category Labels 5 Joanne Young, “Tourism Group to Sell State with ‘Nebraska on Item Response to Likert Scales,” Journal of Consumer Nice,’” Lincoln Journal Star (Nebraska), May 8, 2014, http:// Research 40, no. 2, 2011, pp. 368–381. journalstar.com; and Scott Koperski, “Tourism Focus Group

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Held,” Beatrice Daily Sun (Nebraska), December 17, 2011, www 20 Robert V. Kozinets, “The Field Behind the Screen: Using Net- .beatricedailysun.com. nography for Marketing Research in Online Communities,” 6 Roksana Janghorban, Robab Latifnejad Roudsari, and Ali Journal of Marketing Research, February 2002, pp. 61–72; and Taghipour, “Skype Interviewing: The New Generation of Jonathan Reynolds and Jiyao Xun, “Applying Netnography to Online Synchronous Interview in Qualitative Research,” Market Research: The Case of the Online Forum,” Journal of International Journal of Qualitative Studies on Health and Targeting, Measurement, and Analysis for Marketing, March Well-Being, April 2015, www.ncbi.nlm.nih.gov. 2010, p. 17. 7 Anne Fisher, “Should You Join a Customer Advisory Board? 21 “Can Twitter Predict the Future?” Economist, June 4, 2011, And What Exactly Are They?,” Fortune, March 13, 2015, www. p. 12. fortune.com. 22 Jack Neff, “P&G’s Pritchard on Where Marketing, Media and 8 Steve Lohr, “Are We Suffering Global Gadget Fatigue?” New Metrics Are Going,” Advertising Age, March 16, 2015, www York Times, December 12, 2011, www.nytimes.com. .adage.com; and David Talbot, “A Social-Media Decoder,” 9 “Liberty Partners with Oblo Allowing Consumers to Create Technology Review, November–December 2011, p. 44ff. Personalized ‘Story-Telling’ Lifestyle Photo Products,” Leisure 23 Kimberlee Weaver and Norbert Schwarz, “Self-Reports in & Travel Business, January 14, 2008, p. 27. Consumer Research,” in eds. Curtis P. Haugtvedt, Paul M. 10 Sandra Yin, “Marketing Tools: The Power of Images,” Ameri- Herr, and Frank R. Kardes, Handbook of Consumer Psychology can Demographics, November 2001, pp. 32–33. (New York: Psychology Press, 2008), pp. 1081–1102. 11 Shaun O’Brien, “Consumer Preferences and the Use of 24 See Hilke Plassmann, Thomas Zoega Ramsoy, and Milica Cash: Evidence from the Diary of Consumer Payments Milosavljevic, “Branding the Brain: A Critical Review and Choice–Working Paper,” Federal Reserve Bank of San Fran- Outlook, Journal of Consumer Psychology 22, no. 1, January cisco, July 21, 2014, http://www.frbsf.org/cash/publications/ 2012, pp. 18–36; Rick Scott, “Losses, Gains and Brains: Neu- fed-notes/2014/july/consumer-preferences-cash-use. roeconomics Can Help to Answer Open Questions about 12 Elizabeth G. Olson, “Dr. Pepper: A Scrappy Survivor in a Sea of Loss Aversion,” Journal of Consumer Psychology 21, no. 4, 2011, Struggling Soda Giants,” Fortune, April 23, 2015, www.fortune. pp. 453–463; and Franz-Rudolf Esch, Thorsten Moll, Bernd com; Steven R. Thompson, “Dr Pepper to Test More 10-Cal- Schmitt, Christian E. Elger, Carolin Neuhaus, and Bernd orie Drinks in Columbus,” Dallas Business Journal, December Weber, “Brands on the Brain: Do Consumers Use Declarative 20, 2011, www.bizjournals.com; and Mae Anderson, “Dr Pep- Information or Experienced Emotions to Evaluate Brands?” per Ten ‘Not for Women,’” USA Today, October 10, 2011, www Journal of Consumer Psychology 22, no. 1, January 2012, .usatoday.com. pp. 75–85. 13 Roy C. Anderson and Eric N. Hansen, “The Impact of Environ- 25 Edith Smit, Sophie Boerman, and Lex van Meurs, “The Power mental Certification on Preferences for Wood Furniture: A of Direct Context as Revealed by Eye Tracking: A Model Conjoint Analysis Approach,” Forest Products Journal, March Tracks Relative Attention to Competing Editorial and Promo- 2004, pp. 42–50. tional Content,” Journal of Advertising Research 55, no. 22, June 14 Scott Anthony, “3 Ways to Predict What Consumers Want 2015, pp. 216–227. 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Penenberg, “NeuroFocus Uses Neuromarketing to Hack Your 17 Ben Rossi, “Big Data Doesn’t Come of Age: 5 Growing Pains Brain,” Fast Company, August 8, 2011, www.fastcompany.com. Facing Businesses Today,” Information Age, January 5, 2016, 30 Amber Haq, “This Is Your Brain on Advertising,” Business www.information-age.com; and Phil Doriot, “Marketing Week, October 8, 2007, www.businessweek.com. Research and Big Data Can Not Only Live Together, They Can 31 Anthony Crupi, “Nielsen Buys Neuromarketing Research Thrive Together,” Alert! Magazine, first quarter 2014, www Company Innerscope,” Advertising Age, May 27, 2015, www .marketingresearch.org. .adage.com. 18 Laura Goldsmith, “European Union Cookie Sweep Highlights 32 Hadley Malcolm, “Ikea Wants to Get a Little More Personal,” Need for Improved Compliance,” National Law Review, Febru- USA Today, June 14, 2015, www.usatoday.com; and Emma ary 27, 2015, www.natlawreview.com. 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to Expand in Gulf Markets,” Gulf News, December 22, 2011, pp. 1412–1425; and “Global Consumers Are Willing to Put www.gulfnews.com. Their Money Where Their Heart Is When It Comes to Goods 34 Missy Baxter, “FTC Clarifies Green Marketing Guidelines,” and Services from Companies Committed to Social Responsi- Credit Union Times, May 7, 2014, www.cutimes.com. bility,” Nielsen News Release, June 17, 2014, www.nielsen.com. 35 Chris Pullig, Carolyn J. Simmons, and Richard G. Nete- 38 Diane Cardwell, “A Light Bulb Goes On, Over the Mall,” New meyer, “Brand Dilution: When Do New Brands Hurt Existing York Times, July 19, 2015, www.nytimes.com; and Annalyn Brands?” Journal of Marketing, April 2006, pp. 52–66. Censky, “Malls Stop Tracking Shoppers’ Cell Phones,” CNN 36 Frank Browning, “The Restaurant of the Future: A Living Lab,” Money, November 28, 2011, www.cnn.com. NPR, May 17, 2009, www.npr.org; and Marlise Simons, “In the 39 “The Ghost in the Camera,” Consumer Reports, February 2016, Netherlands, Eat, Drink, and Be Monitored,” New York Times, pp. 43–45. November 26, 2007, p. A4. 40 Kenneth C. Schneider and Cynthia K. Holm, “­Deceptive 37 Alexander Chernev and Sean Blair, “Doing Well by ­Practices in Marketing Research: The Consumer’s Viewpoint,” Doing Good: The Benevolent Halo of Corporate Social California Management Review, Spring 1982, pp. 89–97. Responsibility,” Journal of Consumer Research, April 2015,

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48 Richard P. Bagozzi and Utpal Dholakia, “Goal Setting and 67 Ying Zhang, Ayelet Fishbach, and Ravi Dhar, “When Thinking Goal Striving in Consumer Behavior,” Journal of Marketing 63, Beats Doing: The Role of Optimistic Expectations in Goal- 1999, pp. 19–32. Based Choice,” Journal of Consumer Research, February 2008. 49 Catalina E. Kopetz, Aire W. Kruglanski, Zachary G. Arens, Jor- 68 Richard P. Bagozzi and Utpal Dholakia, “Goal Setting and dan Etkin, and Heather M. Johnson, “The Dynamics of Con- Goal Striving in Consumer Behavior,” Journal of Marketing 63, sumer Behavior: A Goal Systemic Perspective,” Journal of 1999, pp. 19–32. Consumer Psychology 22, no. 2, April 2012, pp. 208–223. 69 K. Lee, J. Choi, and Y.J. Li, “Regulatory Focus as a Predictor of 50 Berna Devezer, David E. Sprott, Eric R. Spangenberg, and Attitudes Toward Partitioned and Combined Pricing,” Journal Sandor Czellar, “Consumer Well-Being: Effects of Subgoal of Consumer Psychology 24, no. 3, July 2014, pp. 355–362; and Failures and Goal Importance,” Journal of Marketing 78, no. 2, Arnd Florack, Malte Friese, and Martin Scarabis, “Regulatory March 2014, pp. 118–134. Focus and Reliance on Implicit Preferences in Consumption 51 Mario Louro, Rik Pieters, and Marcel Zeelenberg, “Dynamics Contexts,” Journal of Consumer Psychology 20, no. 2, April of Multiple Goal Pursuit,” Journal of Personality and Social Psy- 2010, pp. 193–204. chology 93, no. 2, 2007, pp. 174–193. 70 Shailendra Pratap Jain, Pragya Mathur, and Durairaj 52 Liyin Jin, Szu-Chi Huang, and Ying Zhang, “The Unexpected Maheswaran, “The Influence of Consumers’ Lay Theories Positive Impact of Fixed Structures on Goal Completion,” on Approach/Avoidance Motivation,” Journal of Marketing Journal of Consumer Research 40, no. 4, December 2013, Research, February 2009, pp. 56–65. pp. 711–725. 71 Rui (Juliet) Zhu and Joan Meyers-Levy, “Exploring the Cog- 53 Claudia Townsend and Wendy Liu, “Is Planning Good for nitive Mechanism that Underlies Regulator y Focus Effects,” You? The Differential Impact of Planning on Self-Regula- Journal of Consumer Research 34, no. 1, 2007, pp. 89–98; Jing tion,” Journal of Consumer Research 39, no. 4, December 2012, Wang and Angela Y. Lee, “ The Role of Regulator y Focus in pp. 688–703. Preference Construction,” Journal of Marketing Research, Feb- 54 Amy N. Dalton and Stephen A. Spiller, “Too Much of a Good ruary 2006, pp. 28–38; Utpal M. Dholakia, Mahesh Gopinath, Thing: The Benefits of Implementation Intentions Depend on Richard P. Bagozzi, and Rajan Nataraajan, “The Role of Reg- the Number of Goals,” Journal of Consumer Research 39, no. 3, ulatory Focus in the Experience and Self-Control of Desire October 2012, pp. 600–614. for Temptations,” Journal of Consumer Psychology 16, no. 2, 55 Manoj Thomas and Claire I. Tsai, “Psychological Distance and 2006, pp. 163–175; and Jens Förster, E. Tory Higgins, and Lor- Subjective Experience: How Distancing Reduces the Feeling raine Chen Idson, “Approach and Avoidance Strength During of Difficulty,” Journal of Consumer Research 39, no. 2, August Goal Attainment,” Journal of Personality and Social Psychology, 2012, pp. 324–340. November 1998, pp. 1115–1131. 56 Ji Hoon Jhang and John G. Lynch Jr., “Pardon the Interruption: 72 Jinhee Choi and Ayelet Fishbach, “Choice as an End Versus a Goal Proximity, Perceived Spare Time, and Impatience,” Jour- Means,” Journal of Marketing Research, June 2011, pp. 544–554. nal of Consumer Research 41, 2015, pp. 1267–1283. 73 David Gal, “A Mouth-Watering Prospect: Salivation to Mate- 57 Szu-Chi Huang and Ying Zhang, “Motivational Consequences rial Reward,” Journal of Consumer Research 38, no. 6, April of Perceived Velocity in Consumer Goal Pursuit,” Journal of 2012, pp. 1022–1029. Marketing Research 48, no. 6, December 2011, pp. 1045–1056. 74 See, for example, B. McFerran, K. Aquino, and J. L. Tracy, 58 Maura L. Scott and Stephen M. Nowlis, “The Effect of Goal “Evidence for Two Facets of Pride in Consumption: Findings Specificity on Consumer Goal Reengagement,” Journal of from Luxury Brands,” Journal of Consumer Psychology 24, no. Consumer Research 40, no. 3, October 2013, pp. 444–459. 4, October 2014, pp. 455–471; and Xun (Irene) Huang, Ping 59 Minjung Koo and Ayelet Fishbach, “The Small-Area Hypothe- Dong, and Anirban Mukhopadhyay, “Proud to Belong or sis: Effects of Progress Monitoring on Goal Adherence,” Jour- Proudly Different? Lay Theories Determining Contrasting nal of Consumer Research 39, no. 3, October 2012, pp. 493–509. Effects of Incidental Pride on Uniqueness Seeking,” Journal of 60 Jordan Etkin and Rebecca K. Ratner, “The Dynamic Impact of Consumer Research 41, no. 3, October 2014, pp. 697–712. Variety among Means on Motivation,” Journal of Consumer 75 Allison R. Johnson and David W. Stewart, “A Reappraisal of Research 38, no. 6, April 2012, pp. 1076–1092. the Role of Emotion in Consumer Behavior,” in ed. Naresh 61 Cecile K. Cho and Gita Venkataramani Johar, “Attaining Sat- K. Malhotra, Review of Marketing Research, (London: M.E. isfaction,” Journal of Consumer Research 38, no. 4, December Sharpe, 2005), pp. 3–34. 2011, pp. 622–631. 76 Thomas Allard and Katherine White, “Cross-Domain Effects 62 Dilip Soman and Amar Cheema, “When Goals Are Coun- of Guilt on Desire for Self-Improvement Products,” Journal of terproductive,” Journal of Consumer Research, June 2004, Consumer Research 42, October 2015, pp. 401–419. pp. 52–62. 77 J. S. Lerner, Y. Li, and E. U. Weber, “The Financial Costs of Sad- 63 Amar Cheema and Rajesh Bagchi, “The Effect of Goal Visu- ness,” Psychological Science 24, no. 1, January 2013, pp. 72–79. alization on Goal Pursuit,” Journal of Marketing, March 2011, 78 Rod Duclos, Echo Wen Wan, and Yuwei Jiang, “Show Me the pp. 109–123. Honey! Effects of Social Exclusion on Financial Risk-Taking,” 64 Ayelet Fishbach and Ravi Dhar, “Goals as Excuses or Guides: Journal of Consumer Research 40, no. 1, June 2013, pp. 122–135. The Liberating Effect of Perceived Goal Progress on Choice,” 79 Sara Loughran Dommer, Vanitha Swaminathan, and Rohini Journal of Consumer Research 32, no. 3, 2005, pp. 370–377. Ahluwalia, “Using Differentiated Brands to Deflect Exclusion 65 Joseph C. Nunes and Xavier Drèze, “The Endowed Progress and Protect Inclusion: The Moderating Role of Self-Esteem Effect: How Artificial Advancement Increases Effort,” Journal on Attachment to Differentiated Brands,” Journal of Con- of Consumer Research 32, no. 4, 2006, pp. 504–512. sumer Research 40, no. 4, December 2013, pp. 657–675. 66 Xavier Drèze and Joseph C. Nunes, “Recurring Goals 80 Niels van de Ven, Marcel Zeelenberg, and Rik Pieters, “The and Learning,” Journal of Marketing Research, April 2011, Envy Premium in Product Evaluation,” Journal of Consumer pp. 268–281. Research, April 2011, pp. 984–998.

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81 Morgan Poor, Adam Duhachek, and Shanker Krishnan, “The Journal of Consumer Research 32, no. 2, 2005, pp. 355–362; Moderating Role of Emotional Differentiation on Satiation,” and S. I. Rick, B. Pereira, and K. A. Burson, “The Benefits of Journal of Consumer Psychology 22, no. 4, October 2012, Retail Therapy: Making Purchase Decisions Reduces Residual pp. 507–519. Sadness,” Journal of Consumer Psychology 24, no. 3, July 2014, 82 Seunghee Han, Jennifer S. Lerner, and Dacher Keltner, “Feel- pp. 373–380. ings and Consumer Decision Making: The Appraisal-Ten- 99 Nitika Garg and Jennifer S. Lerner, “Sadness and Consump- dency Framework,” Journal of Consumer Psychology 17, no. 3, tion,” Journal of Consumer Psychology 23, no. 1, January 2013, 2007, pp. 158–168. pp. 106–113. 83 Kathleen D. Vohs and Roy F. Baumeister, “Understanding 100 Anthony Salerno, Juliano Laran, and Chris Janiszewski, Self-Regulation: An Introduction,” in eds. Roy F. Baumeister and “Hedonic Eating Goals and Emotion: When Sadness Kathleen D. Vohs, Handbook of Self-Regulation: Research, Theory, Decreases the Desire to Indulge,” Journal of Consumer and Applications (New York: Guilford Press, 2004), pp. 1–9. Research 41, no. 1, June 2014, pp. 135–151. 84 Murat Usta and Gerald Häubl, “Self-Regulatory Strength and 101 Nathan Novemsky and Ravi Dhar, “Goal Fulfillment and Goal Consumers’ Relinquishment of Decision Control: When Less Targets in Sequential Choice,” Journal of Consumer Research Effortful Decisions Are More Resource Depleting,” Journal of 32, no. 3, 2005, pp. 396–404. Marketing Research 48, no. 2, April 2011, pp. 403–412. 102 Remi Trudel and Kyle B. Murray, “Why Didn’t I Think of That?” 85 Siegried Dewitte, Sabrina Bruyneel, and Kelly Geyskens, Journal of Marketing Research, August 2011, pp. 701–712. “Self-Regulating Enhances Self-Regulation in Subsequent 103 David Gal and Wendy Liu, “Grapes of Wrath: The Angry Consumer Decisions Involving Similar Response Conflicts,” Effects of Self-Control,” Journal of Consumer Research, Journal of Consumer Research, October 2009, pp. 394–405. October 2011, p. 445ff. 86 Uzma Khan and Ravi Dhar, “Where There Is a Way, Is 104 See, for example, Massimiliano Ostinelli, David Luna, and There a Will?” Journal of Experimental Psychology 136, 2007, Torsten Ringberg, “When Up Brings You Down: The Effects of pp. 277–288. Imagined Vertical Movements on Motivation, Performance, 87 Alexander Chernev and David Gal, “Categorization Effects and Consumer Behavior,” Journal of Consumer Psychology 24, in Value Judgments,” Journal of Marketing Research, August no. 2, Special Issue, April 2014, pp. 271–283. 2010, pp. 738–747. 105 Mike Hornick, “Earthbound Farm Brings Kale Caesar to Bowl 88 Remi Trudel and Kyle B. Murray, “Self-Regulatory Strength Line,” The Packer, July 21, 2015, www.thepacker.com. Amplification through Selective Information Processing,” Jour- 106 Jennifer Edson Escalas, “Narrative Processing: Building Con- nal of Consumer Psychology 23, no. 1, January 2013, pp. 61–73. sumer Connections to Brands,” Journal of Consumer Psychol- 89 Frank May and Caglar Irmak, “Licensing Indulgence in the ogy 14, no. 1/2, 2004, pp. 168–180. Present by Distorting Memories of Past Behavior,” Journal of 107 Nidhi Agrawal and Durairaj Maheswaran, “The Effects of Consumer Research 41, no. 3, October 2014, pp. 624–641. Self-Construal and Commitment on Persuasion,” Journal of 90 Kurt A. Carlson, Margaret G. Meloy, and Elizabeth G. Miller, Consumer Research 31, no. 4, 2005, pp. 841–849; and S. Chris- “Goal Reversion in Consumer Choice,” Journal of Consumer tian Wheeler, Richard E. Petty, and George Y. Bizer, “Self- Research 39, no. 5, March 2013, pp. 918–930. Schema Matching and Attitude Change: Situational and 91 For more about strategies for reducing desire and increasing Dispositional Determinants of Message Elaboration,” Journal willpower, see Stephen J. Hoch and George F. Loewenstein, of Consumer Research 31, no. 4, 2005, pp. 787–797. “Time-Inconsistent Preferences and Consumer Self-Control,” 108 Elise Hu, “How Millennials Are Reshaping Charity and Online Journal of Consumer Research, March 1991, pp. 492–507. Giving,” National Public Radio, October 13, 2014, www.npr.org; 92 Iris W. Hung and Aparna A. Labroo, “From Firm Muscles to and Gina Pace, “Creating Marketing Campaigns That Matter,” Firm Willpower: Understanding the Role of Embodied Cogni- Inc., May 16, 2011, www.inc.com. tion in Self-Regulation,” Journal of Consumer Research, April 109 Ravi Dhar and Itamar Simonson, “Making Complementary 2011, pp. 1046–1064. Choices in Consumption Episodes,” Journal of Marketing 93 Vanessa M. Patrick and Henrik Hagtvedt, “‘I Don’t’ versus Research 36, February 1999, pp. 29–44. ‘I Can’t’: When Empowered Refusal Motivates Goal-Directed 110 Jason Daley, “Why Fresh Fruits and Veggies Mean Healthy Behavior,” Journal of Consumer Research 39, no. 2, August Profits for Fast Food,” Entrepreneur, October 16, 2015, www 2012, pp. 371–381. .entrepreneur.com. 94 Danit Ein-Gar and Yael Steinhart, “The ‘Sprinter Effect’: When 111 Constance Gustke, “More Older Adults Are Becoming Inven- Self-Control and Involvement Stand in the Way of Sequential tors,” New York Times, April 17, 2015, www.nytimes.com. Performance,” Journal of Consumer Psychology 21, no. 3, July 112 Wayne D. Hoyer, Rajesh Chandy, Matilda Dorotic, Manfred 2011, pp. 240–255. Krafft, and Siddharth S. Singh, “Consumer Cocreation in New 95 Rita Coelho do Vale, Rik Pieters, and Marcel Zeelenberg, “Fly- Product Development,” Journal of Service Research 13, no. 3, ing under the Radar: Perverse Package Size Effects on Con- 2010, pp. 283–296. sumption Self-Regulation,” Journal of Consumer Research 35, 113 Alexander Chernev, “Goal Orientation and Consumer Pref- no. 3, 2008, pp. 380–390. erence for the Status Quo,” Journal of Consumer Research 31, 96 Hoch and Loewenstein, “Time-Inconsistent Preferences and no. 3, 2004, pp. 557–565. Consumer Self-Control,” Journal of Consumer Research, March 114 Emily Jed, “One-Of-A-Kind TCBY Frozen Yogurt Vending 1991, pp. 492–507. Machine Makes One-Show Debut,” Vending Times, May 2015, 97 Priya Raghubir and Joydeep Srivastava, “The Denomina- www.vendingtimes.com; and Jaime Levy Pessin, “Yogurt tion Effect,” Journal of Consumer Research, December 2009, Chains Give Power to the People,” Wall Street Journal, August pp. 701–713. 22, 2011, www.wsj.com. 98 See Eduardo B. Andrade, “Behavioral Consequences of 115 Raymond A. Bauer, “Consumer Behavior as Risk Taking,” in Affect: Combining Evaluative and Regulatory Mechanisms,” ed. Robert S. Hancock, Dynamic Marketing for a Changing

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World (Chicago: American Marketing Association, 1960), 132 Eric J. Johnson and J. Edward Russo, “Product Familiarity and pp. 389–398; Grahame R. Dowling, “Perceived Risk: The Con- Learning New Information,” Journal of Consumer Research, cept and Its Measurement,” Psychology and Marketing, Fall June 1984, pp. 542–550; Merrie Brucks, “The Effects of Prod- 1986, pp. 193–210; and Lawrence X. Tarpey and J. Paul Peter, uct Class Knowledge on Information Search Behavior,” Jour- “A Comparative Analysis of Three Consumer Decision Strate- nal of Consumer Research, June 1985, pp. 1–16; and Alba and gies,” Journal of Consumer Research, June 1975, pp. 29–37. Hutchinson, “Dimensions of Consumer Expertise,” Journal of 116 James R. Bettman, “Perceived Risk and Its Components,” Jour- Consumer Research, March 1987, pp. 411–454. nal of Marketing Research, May 1973, pp. 184–190. 133 Annamaria Lusardi, Olivia S. Mitchell, and Vilsa Curto, 117 Vincent W. Mitchell and Michael Greatorex, “Consumer Pur- “Financial Literacy Among the Young,” The Journal of Con- chasing in Foreign Countries,” International Journal of Adver- sumer Affairs 44, no. 2, 2010, pp. 358–380. tising 9, no. 4, 1990, pp. 295–307. 134 Jessica Y. Y. Kwong, Dilip Soman, and Candy K. Y. Ho, “The 118 “Marketing Briefs,” Marketing News, March 1995, p. 11. Role of Computational Ease on the Decision to Spend Loy- 119 Jacob Jacoby and Leon Kaplan, “The Components of Perceived alty Program Points,” Journal of Consumer Psychology 21, Risk,” in ed. M. 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149 C. Page Moreau and Darren W. Dahl, “Designing the Solution: 157 Hilary Milnes, “Digital DIY: How Home Depot and Lowe’s The Impact of Constraints on Consumers’ Creativity,” Journal Stack Up Online,” DigiDay, June 3, 2015, www.digiday.com; of Consumer Research 32, no. 1, 2005, pp. 13–22. and Adam Blair, “Lowe’s Mounts Multi-Channel Battle Plan,” 150 Park and Young, “Consumer Response to Television Com- Retail Information Systems News, August 23, 2011, http://ris- mercials”; Deborah J. MacInnis and C. Whan Park, “The news.edgl.com. Differential Role of Characteristics of Music on High and 158 Rajeev Batra and Michael L. Ray, “Situational Effects of Low-Involvement Consumers’ Processing of Ads,” Jour- Advertising Repetitions: The Moderating Influence of nal of Consumer Research, September 1991, pp. 161–173; and Motivation, Ability, and Opportunity to Respond,” Journal Shelly Chaiken and Alice Eagly, “Communication Modality of Consumer Research, March 1986, pp. 432–435; Carl Ober- as a Determinant of Persuasion: The Role of Communicator miller, “Varieties of Mere Exposure: The Effects of Process- Salience,” Journal of Personality and Social Psychology, August ing Style and Repetition on Affective Response,” Journal of 1983, pp. 605–614. Consumer Research, June 1985, pp. 17–30; Arno Rethans, John 151 Kenneth Lord and Robert Burnkrant, “Attention Versus Dis- L. Swazy, and Lawrence J. Marks, “The Effects of Television traction: The Interactive Effect of Program Involvement and Commercial Repetition, Receiver Knowledge, and Com- Attentional Devices on Commercial Processing,” Journal mercial Length: A Test of the Two-Factor Model,” Journal of of Advertising, March 1993, pp. 47–61; Kenneth R. Lord and Marketing Research, February 1986, pp. 50–61; Sharmistha Robert E. Burnkrant, “Television Program Effects on Com- Law and Scott A. Hawkins, “Advertising Repetition and Con- mercial Processing,” in ed. Michael J. Houston, Advances in sumer Beliefs: The Role of Source Memory,” in ed. William Consumer Research, vol. 15 (Provo, Utah: Association for Con- Wells, Measuring Advertising Effectiveness (Mahwah, N.J.: sumer Research, 1988), pp. 213–218; and Gary Soldow and Lawrence Erlbaum Associates, 1997), pp. 67–75; and Giles Victor Principe, “Response to Commercials as a Function of D’Sousa and Ram C. Rao, “Can Repeating an Advertisement Program Context,” Journal of Advertising Research, February– More Frequently Than the Competition Affect Brand Pref- March 1981, pp. 59–65. erence in a Mature Market?” Journal of Marketing 59, no. 2, 152 Baba Shiv and Stephen M. Nowlis, “The Effect of Distractions 1995, pp. 32–43. While Tasting a Food Sample: The Interplay of Informational 159 Margaret C. Campbell and Kevin Lane Keller, “Brand Familiar- and Affective Components in Subsequent Choice,” Journal of ity and Advertising Repetition Effects,” Journal of Consumer Consumer Research, December 2004, pp. 599–608. Research, September 2003, pp. 292–304. 153 Richard Yalch and Rebecca Elmore-Yalch, “The Effect of 160 Dan Ariely, “Controlling the Information Flow: Effects on Numbers on the Route to Persuasion,” Journal of Consumer Consumers’ Decision Making and Preferences,” Journal of Research, June 1984, pp. 522–527. Consumer Research 27, September 2000, pp. 233–248. 154 Noel Capon and Roger Davis, “Basic Cognitive Ability Mea- 161 Ibid. sures as Predictors of Consumer Information Process- 162 Ken Elkins, “Lowe’s Works to Bring Innovation into Space, ing Strategies, Journal of Consumer Research, June 1984, Closer to Home,” Charlotte Business Journal, October 29, 2015, pp. 551–564. www.bizjournals.com. 155 Nicole H. Lurie and Charlotte H. Mason, “Visual Representa- 163 Sabrina Korber, “Retail’s ‘Beacon’ of Hope: Shopping That’s tion: Implications for Decision Making,” Journal of Marketing, Personal,” CNBC, May 26, 2015, www.cnbc.com; and Hilary January 2007, pp. 160–177. Milnes, “In the Race to Digitize, Nordstrom and Macy’s Are 156 Yeosun Yoon, Gülen Sarial-Abi, and Zeynep Gü Rhan-Canli, Neck-and-Neck,” DigiDay, May 7, 2015, www.digiday.com. “Effect of Regulatory Focus on Selective Information Pro- cessing,” Journal of Consumer Research 39, no. 1, June 2012, pp. 93–110.

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12 Mark Scott, “Study of Ad-Blocking Software Suggests Wide Persuasion,” in eds. Richard E. Petty, Thomas Ostrom, and Use,” New York Times, August 10, 2015, www.nytimes.com; Timothy C. Brock, Cognitive Responses in Persuasion (Hillsdale, and Steven M. Edwards, Hairong Li, and Joo-Hyun Lee, N.J.: Lawrence Erlbaum, 1981), pp. 55–79. “Forced Exposure and Psychological Reactance,” Journal of 28 Chris Janiszewski, “Preattentive Mere Exposure Effects,” Advertising, Fall 2002, pp. 83–95. Journal of Consumer Research, December 1993, pp. 376–392; 13 Trent Gillies, “Advertisers Sweat as Ad Blockers Proliferate,” Janiszewski, “Preconscious Processing Effects”; and Chris CNBC, October 25, 2015, www.cnbc.com. 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Madden and Marc G. Weinberger, “The Effect of Humor on Simulation through Product Orientation, Journal of Consumer Attention in Magazine Advertising,” Journal of Advertising, Research 38, no. 6, April 2012, pp. 988–1003. September 1982, pp. 8–14. 54 Chris Janiszewski, “The Influence of Display Characteristics 40 Iain Akerman, “Berlitz—Don’t Be an Alien,” Campaign Middle on Visual Exploratory Search Behavior,” Journal of Consumer East, February 28, 2011, www.campaignme.com. Research, December 1998, pp. 290–301. 41 Josephine L. C. M. Woltman Elpers, Ashesh Mukherjee, 55 Walter Nicholls, “The U.S. Is Turned On to Wine,” Washington and Wayne D. Hoyer, “Humor in Television Advertising: A Post, January 2, 2008, www.washingtonpost.com. Moment-to-Moment Analysis,” Journal of Consumer Research, 56 Rik Pieters, Michael Wedel, and Jie Zhang, “Optimal Feature December 2004, pp. 592–598. 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107 Jayson Shi Jia, Baba Shiv, and Sanjay Rao, “The Product- 123 A. Festjens, S. Bruyneel, and S. Dewitte, “What a Feel- Agnosia Effect: How More Visual Impressions Affect Product ing! Touching Sexually Laden Stimuli Makes Women Seek Distinctiveness in Comparative Choice,” Journal of Consumer Rewards,” Journal of Consumer Psychology 24, no. 3, July 2014, Research, August 2014, pp. 342–360. pp. 387–393. 108 Alison Jing Xu and Aparna A. Labroo, “Incandescent Affect: 124 Teresa Novellino, “Try a Tesla, Buy U.S.-Made in Brooklyn at Turning on the Hot Emotional System with Bright Light,” American Field Holiday Popup,” New York Business Journal, Journal of Consumer Psychology 24, no. 2, Special Issue, April November 19, 2015, www.bizjournals.com. 2014, pp. 207–216. 125 “Downsized! More and More Products Lose Weight,” Con- 109 Ronald E. Milliman, “Using Background Music to Affect the sumer Reports, February 2011, pp. 18–19. 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Hawkins, “Subliminal Stimula- 2012, pp. 33–46. tion: Some New Data and Interpretation,” Journal of Adver- 120 Rachel Feltman, “The Mind-Blowing Science of How Febreze tising, June 1989, pp. 4–9; Myron Gable, Henry T. Wilkens, Hides Your Smelliness,” Washington Post, August 17, 2015, Lynn Harris, and Richard Feinberg, “An Evaluation of Sub- www.washingtonpost.com; and Michal Clements, “How liminally Embedded Sexual Stimuli and Graphics,” Journal Procter and Gamble Sniffed Out New Markets,” Chicago Now, of Advertising, March 1987, pp. 26–32; Dennis L. Rosen and September 25, 2013, www.chicagonow.com. Surendra N. Singh, “An Investigation of Subliminal Embed 121 Maxine Wilkie, “Scent of a Market,” American Demographics, Effect on Multiple Measures of Advertising Effectiveness,” August 1995, pp. 40–49. Psychology and Marketing, March–April 1992, pp. 157–173; J. 122 Aradhna Krishna, Maureen Morrin, and Eda Sayin, “Smellizing Steven Kelly, “Subliminal Embeds in Print Advertising,” Jour- Cookies and Salivating: A Focus on Olfactory Imagery,” Jour- nal of Advertising, September 1979, pp. 20–24; Anthony R. nal of Consumer Research 41, no. 1, June 2014, pp. 18–34. Pratkanis and Anthony G. Greenwald, “Recent Perspectives

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on Unconscious Processing,” Psychology and Marketing, 147 Jacob Jacoby, Robert W. Chestnut, and William Silberman, Winter 1988, pp. 337–353; and Joel Saegert, “Why Marketing “Consumer Use and Comprehension of Nutrition Information,” Should Quit Giving Subliminal Advertising the Benefit of the Journal of Consumer Research, September 1977, pp. 119–127. Doubt,” Psychology and Marketing, March–April 1987, pp. 157– 148 C. Page Moreau, Donald R. Lehmann, and Arthur B. Markman, 173; and “Does Subliminal Advertising Actually Work?” BBC “Entrenched Knowledge Structures and Consumer Response Magazine, January 20, 2015, www.bbc.com. to New Products,” Journal of Marketing Research, February 134 David Penn, “Looking for the Emotional Unconscious in 2001, pp. 14–29. Advertising,” International Journal of Market Research 48, 149 Haeran Jae, Devon S. DelVecchio, and Terry L. Childers, “Are no. 5, 2006, pp. 515–524. Low-Literate and High-Literate Consumers Different? Apply- 135 Timothy E. 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162 Tripp Mickle, “FDA Warns Cigarette Makers on ‘Natural’ 176 Rajeev Batra, Venkatram Ramaswamy, Dana L. Alden, Labeling,” Wall Street Journal, August 27, 2015, www.wsj.com. Jan-Benedict E. M. Steenkamp, and S. Ramachander, “Effects 163 Mark Wilson, “Google’s New Logo Is Its Biggest Update in 16 of Brand Local and Non-local Origin on Consumer Attitudes Years,” Fast Company Design, September 1, 2015, www.fast- in Developing Countries,” Journal of Consumer Psychology 9, codesign.com. no. 2, 2000, pp. 83–95. 164 Kunter Gunasti and William T. Ross Jr., “How and When 177 Enid Tsui, “Samsonite Makes Its Case for Japan,” Financial Alphanumeric Brand Names Affect Consumers,” Journal of Times, August 30, 2011, www.ft.com; and Zeynep Gürhan- Marketing Research, December 2010, pp. 1177–1192. 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190 Mauricio M. Palmeira and Joydeep Srivastava, “Free Offer 195 Keith S. Coulter and Robin Coulter, “Small Sounds, Big Deals: Not Equal Cheap Product: A Selective Accessibility Account Phonetic Symbolism Effects in Pricing,” Journal of Consumer on the Valuation of Free Offers,” Journal of Consumer Research Research 37, August 2010, pp. 315–328. 40, no. 4, December 2013, pp. 644–656. 196 Anne Kadet, “Yes, It’s Still a Drugstore,” Wall Street Journal, 191 Promothesh Chatterjee and Randall L. Rose, “Do Payment August 20, 2011, www.wsj.com. Mechanisms Change the Way Consumers Perceive Prod- 197 Boyoun (Grace) Chae and Rui (Juliet) Zhu, “Environmental ucts?” Journal of Consumer Research 38, no. 6, April 2012, Disorder Leads to Self-Regulatory Failure,” Journal of Con- pp. 1129–1139. sumer Research 40, no. 6, April 2014, pp. 1203–1218. 192 Adriana Samper, Adriana and Janet A. Schwartz, “Price Infer- 198 Keisha M. Cutright, “The Beauty of Boundaries: When and ences for Sacred versus Secular Goods: Changing the Price of Why We Seek Structure in Consumption,” Journal of Con- Medicine Influences Perceived Health Risk,” Journal of Con- sumer Research 38, no. 5, February 2012, pp. 775–790. sumer Research 39, no. 6, April 2013, pp. 1343–1358. 199 Lauranne Buchanan, Carolyn J. Simmons, and Barbara A. Bick- 193 Mario Pandelaere, Barbara Briers, and Christophe Lembregts, art, “Brand Equity Dilution,” Journal of Marketing Research, “How to Make a 29% Increase Look Bigger: The Unit Effect August 1999, pp. 345–355. in Option Comparisons,” Journal of Consumer Research 38, 200 Tiana Kennell, “Food Trucks Rolling Out the Red Carpet with August 2011, pp. 308–322. Gourmet Food, Service,” Shreveport Times (Louisiana), August 194 Ashwani Monga and Rajesh Bagchi, “Years, Months, and Days 31, 2015, www.shreveporttimes.com. versus 1, 12, and 365: The Influence of Units versus Numbers,” Journal of Consumer Research 39, June 2012, pp. 185–198.

07272_ch03_ptg01_072-099.indd 99 8/24/16 5:40 PM Endnotes 1 Jonathan Chew, “Apple’s Latest Ads Take a Different 5 Deborah J. MacInnis and Linda L. Price, “The Role of Imagery Approach,” Fortune, August 10, 2015, www.fortune.com. in Information Processing: Review and Extensions,” Journal of 2 Loraine Lau-Gesk, “Understanding Consumer Evaluations of Consumer Research, March 1987, pp. 473–491. Mixed Affective Experiences,” Journal of Consumer Research 6 Allan Paivio, “Perceptual Comparisons Through the Mind’s Eye,” 32, no. 1, 2005, pp. 23–28. Memory and Cognition, November 1975, pp. 635–647; Stephen 3 R. N. Haber, “The Impending Demise of the Icon: A Critique M. Kosslyn, “The Medium and the Message in Mental Imagery,” of the Concept of Iconic Storage in Visual Information Pro- Psychological Review, January 1981, pp. 46–66; and MacInnis and cessing,” The Behavioral and Brain Sciences, March 1983, Price, “The Role of Imagery in Information Processing.” pp. 1–54. 7 Morris B. Holbrook and Elizabeth C. Hirschman, “The Expe- 4 Nader T. Tavassoli and Jin K. Han, “Scripted Thought: Process- riential Aspects of Consumption,” Journal of Consumer ing Korean Hancha and Hangul in a Multimedia Context,” Research, September 1982, pp. 132–140; and Alan Richard- Journal of Consumer Research, December 2001, pp. 482–493. son, “Imagery: Definitions and Types,” in ed. Aness Sheikh,

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Imagery: Current Theory, Research, and Application (New York: 24 F. I. M. Craik and R. S. Lockhart, “Levels of Processing,” Verbal Wiley, 1983), pp. 3–42. Learning and Verbal Behavior, December 1972, pp. 671–684. 8 Genevieve Shaw Brown, “New Wedding Dress App Uses 25 Jessica Wohl, “Rice Krispies Updates Treat Making with New ‘Augmented Reality Technology’ for Virtual Try-Ons,” ABC Jingle,” Advertising Age, November 20, 2015, www.adage.com. News, September 4, 2014, http://abcnews.go.com. 26 Alan G. Sawyer, “The Effects of Repetition,” in eds. G. David 9 Martin S. Lindauer, “Imagery and the Arts,” in ed. Aness Hughes and Michael L. Ray, Buyer/Consumer Information Pro- Sheikh, Imagery: Current Theory, Research, and Application cessing (Chapel Hill, N.C.: University of North Carolina Press, (New York: Wiley, 1983), pp. 468–506. 1974), pp. 190–219; George E. Belch, “The Effects of Television 10 Jennifer Edson Escalas, “Imagine Yourself in the Product,” Commercial Repetition on Cognitive Response and Message­ Journal of Advertising, Summer 2004, pp. 37–48. Acceptance,” Journal of Consumer Research, June 1982, 11 Iris W. Hung and Robert S. Wyer Jr., “Shaping Consumer pp. 56–66; H. Rao Unnava and Robert E. Burnkrant, “Effects Imaginations: The Role of Self-Focused Attention in Prod- of Repeating Varied Ad Executions on Brand Name Memory,” uct Evaluations,” Journal of Marketing Research, April 2011, Journal of Marketing Research, November 1991, pp. 406–416; pp. 381–392. and Murphy S. Sewall and Dan Sarel, “Characteristics of 12 Kimberly Janeway, “5 Ways to Find the Right Paint Hue for Radio Commercials and Their Recall Effectiveness,” Journal of You,” Consumer Reports, April 6, 2015, www.consumerreports. Marketing, January 1986, pp. 52–60. org. 27 Chris Janiszewski, Hayden Noel, and Alan G. Sawyer, 13 Hans Baumgartner, Mita Sujan, and James R. Bettman, “Auto- “Re-Inquiries: A Meta-Analysis of the Spacing Effect in Verbal biographical Memories, Affect, and Consumer Information Learning,” Journal of Consumer Research, June 2003, pp. 138– Processing,” Journal of Consumer Psychology 1, no. 1, 1992, 149; see also Sara L. Appleton, Robert A. Bjork, and Thomas pp. 53–82. D. Wickens, “Examining the Spacing Effect in Advertising,” 14 See Kathryn A. Braun-LaTour, Michael S. LaTour, and George Journal of Consumer Research 32, no. 2, 2005, pp. 266–276. M. Zinkham, “Using Childhood Memories to Gain Insight 28 Sharmistha Law, “Can Repeating a Brand Claim Lead to Mem- into Brand Meaning,” Journal of Marketing, April 2007, ory Confusion? ” Journal of Marketing Research, August 2002, pp. 45–60. pp. 366–378. 15 Marc Vanhuele, Gilles Laurent, and Xavier Drèze, “Consum- 29 Susan E. Heckler and Terry L. Childers, “The Role of Expec- ers’ Immediate Memory for Prices,” Journal of Consumer tancy and Relevancy in Memory for Verbal and Visual Research 33, no. 2, 2006, pp. 163–172. Information,” Journal of Consumer Research, March 1992, 16 Jing Xu and Norbert Schwarz, “Do We Really Need a Reason pp. 475–492. to Indulge?” Journal of Marketing Research, February 2009, 30 H. Shanker Krishnan, “A Process Analysis of the Effects of pp. 25–36. Humorous Advertising Executions on Brand Claims Mem- 17 Darrel D. Muehling and Vincent J. Pascal, “An Empirical­ ory,” Journal of Consumer Psychology, 2003, pp. 230–245. ­Investigation of the Differential Effects of Personal, Historical,­ 31 Catherine A. Cole and Michael J. Houston, “Encoding and and Non-Nostalgic Advertising on Consumer Responses,” Media Effects on Consumer Learning Deficiencies in the Journal of Advertising, Summer 2011, pp. 107–122; Darrel D. Elderly,” Journal of Marketing Research, February 1987, Muehling and David E. 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Consumer Research, vol. 19 (Provo, Utah: Association for Con- Personality: The Relative Importance of the Actual and the sumer Research, 1992), pp. 260–267; and Kevin L. Keller, “Con- Ideal Self,” Journal of Marketing, July 2011, pp. 35–52. ceptualizing, Measuring, and Managing Customer-Based 50 Thomas W. Leigh and Arno J. Rethans, “Experiences in Script Brand Equity,” Journal of Marketing, January 1993, pp. 1–22. Elicitation Within Consumer Decision-Making Contexts,” 37 Stijn M. J. Van Osselaer and Chris Janiszewski, “Two Ways of in eds. Richard P. Bagozzi and Alice M. Tybout, Advances in Learning Brand Associations,” Journal of Consumer Research, Consumer Research, vol. 10 (Ann Arbor, Mich.: Association for September 2001, pp. 202–223. Consumer Research, 1983), pp. 667–672; Roger C. Shank and 38 Paul Rozin, Julia M. Hormes, Myles S. Faith, and Brian Wan- Robert P. Abelson, Scripts, Plans, Goals, and Understanding sink, “Is Meat Male? 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56 Catherine W. M. Yeung and Robert S. Wyer Jr., “Does Loving 67 Marc Gunther, “Walmart Is Slapping Itself on the Back For a Brand Mean Loving Its Products? The Role of Brand-Elicited Sustainability But It Still Has a Way to Go,” The Guardian, Affect in Brand Extension Evaluations,” Journal of Marketing November 18, 2015, www.theguardian.com; and Kristina Research, November 2005, pp. 495–506. Monllos, “Is Walmart Trying to Brand Itself As Socially Con- 57 Huifang Mao and H. 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Pillutla, “Impact of Product-Harm and Rainer Greifender, Herbert Bless, and Thorston Kur- Crises on Brand Equity,” Journal of Marketing Research, May schmann, “Extending the Brand Image on New Products,” 2000, pp. 215–226. Journal of Consumer Behavior 6, no. 1, 2007, pp. 19–31. 70 Jennifer Aaker, Susan Fournier, and S. Adam Brasel, “When 58 Zachary Estes, Michael Gibbert, Duncan Guest, and David Good Brands Do Bad,” Journal of Consumer Research, June Mazursky, “A Dual-Process Model of Brand Extension: Taxo- 2004, pp. 1–16. nomic Feature-Based and Thematic Relation-Based Similarity 71 Eleanor Rosch, “Principles of Categorization,” in eds. E. Rosch Independently Drive Brand Extension Evaluation,” Journal of and B. Lloyd, Cognition and Categorization (Hillsdale, N.J.: Consumer Psychology 22, no. 1, Special Issue, January 2012, Lawrence Erlbaum, 1978), pp. 119–160. pp. 86–101; Ingrid Martin and David Stewart, “The Differen- 72 Mathew S. Isaac and Aaron R. Brough, “Judging a Part by the tial Impact of Goal Congruence on Attitudes, Intentions, and Size of Its Whole: The Category Size Bias in Probability Judg- the Transfer of Brand Equity,” Journal of Marketing Research, ments,” Journal of Consumer Research 41, no. 2, August 2014, November 2001, pp. 471–484; and Alokparna Basu Monga pp. 310–325. and Deborah Roedder John, “Cultural Differences in Brand 73 Ian P. Murphy, “Retailers Are Finding That ‘Sustainable’ Sells,” Extension Evaluation,” Journal of Consumer Research 33, Retail Dive, August 19, 2015, www.retaildive.com; and Lauren no. 4, 2007, pp. 529–536. See also Shailendra Pratap Jain, Johnson, “Timberland Kicks Up Mobile Efforts with Targeted Kalpesh Kaushik Desai, and Huifang Mao, “The Influence of Ad Campaign,” Mobile Commerce Daily, December 14, 2012, Chronic and Situational Self-Construal on Categorization,” www.mobilecommercedaily.com. Journal of Consumer Research 34, no. 1, 2007, pp. 66–76; and 74 Shashi Matta and Valerie S. Folkes, “Inferences About the Sandra Milberg, C. W. Park, and Robert Lawson, “Evaluation Brand from Counterstereotypical Service Providers,” Journal of Brand Extensions,” Journal of Consumer Research 18, no. 2, of Consumer Research 32, no. 2, 2005, pp. 196–206. 1991, pp. 185–193. 75 Mike Colias, “Cadillac’s Plug-in Play: Hybrids First, Then EV,” 59 S. J. Milberg, F. Sinn, and R. C. Goodstein, “Consumer Reac- Automotive News, November 23, 2015, www.autonews.com; tions to Brand Extensions in a Competitive Context: Does Fit Greg Migliore, “GM Transplants Chevrolet Volt Technology Still Matter?” Journal of Consumer Research, October 2010, into the Cadillac ELR Hybrid,” Auto Week, August 17, 2011, pp. 543–553. www.autoweek.com. 60 Deborah Roedder John, Barbara Loken, and Christopher 76 Rosch, “Principles of Categorization”; Barsalou, Cognitive Psy- Joiner, “The Negative Impact of Extensions,” Journal of Mar- chology; and Madhubalan Viswanathan and Terry L. Childers, keting 62, January 1998, pp. 19–32. “Understanding How Product Attributes Influence Product 61 Meyvis and Janiszewski, “When Are Broader Brands Stronger Categorization: Development and Validation of Fuzzy Set- Brands?” Based Measures of Gradedness in Product Categories,” Jour- 62 Tom Meyvis, Kelly Goldsmith, and Ravi Dhar, “The Impor- nal of Marketing Research, February 1999, pp. 75–94. tance of the Context in Brand Extension: How Pictures 77 Lawrence Barsalou, “Ideals, Central Tendency, and Frequency and Comparisons Shift Consumers’ Focus from Fit to Qual- of Instantiation as Determinants of Graded Structure in Cat- ity,” Journal of Marketing Research 49, no. 2, April 2012, egories,” Journal of Experimental Psychology: Learning, Mem- pp. 206–217. ory and Cognition, October 1985, pp. 629–649; Barbara Loken 63 Sharon Ng, “Cultural Orientation and Brand Dilution: Impact and James Ward, “Alternative Approaches to Understanding of Motivation Level and Extension Typicality,” Journal of Mar- the Determinants of Typicality,” Journal of Consumer Research, keting Research, February 2010, pp. 186–198. September 1990, pp. 111–126; James Ward and Barbara Loken, 64 Rohini Ahluwalia, “How Far Can a Brand Stretch? Under- “The Quintessential Snack Food: Measurement of Product standing the Role of Self-Construal,” Journal of Marketing Prototypes,” in ed. Richard J. Lutz, Advances in Consumer Research, June 2008, pp. 337–350. Research, vol. 13 (Provo, Utah: Association for Consumer 65 Kathryn A. LaTour and Michael S. LaTour, “Assessing the Research, 1986), pp. 126–131; and Gregory S. Carpenter and Long-term Impact of a Consistent Advertising Campaign on Kent Nakamoto, “Consumer Preference Formation and Pio- Consumer Memory,” Journal of Advertising, Summer 2004, neering Advantage,” Journal of Marketing Research, August pp. 49–61. 1989, pp. 285–298. 66 See Kevin P. Gwinner and John Eaton, “Building Brand Image 78 Hyeong Min Kim, “Evaluations of Moderately Typical Products: Through Event Sponsorship,” Journal of Advertising 28, no. 4, The Role of Within Versus Cross-Manufacturer Comparisons,” Winter 1999, pp. 47–57. Journal of Consumer Psychology 16, no. 1, 2006, pp. 70–78.

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79 Marcus Cunha, Jr., Mark R. Forehand, and Justin W. Angle, 97 Aparna A. Labroo and Vanessa M. Patrick, “Psychological Dis- “Riding Coattails: When Co-Branding Helps versus Hurts tancing: Why Happiness Helps You See the Big Picture,” Jour- Less-Known Brands,” Journal of Consumer Research 41, no. 5, nal of Consumer Research, February 2009, pp. 800–809. February 2015, pp. 1284–1300. 98 Lawrence E. Williams, Randy Stein, and Laura Galguera, “The 80 Sharon Ng and Michael J. Houston, “Field Dependency and Distinct Affective Consequences of Psychological Distance Brand Cognitive Structures,” Journal of Marketing Research, and Construal Level,” Journal of Consumer Research 40, no. 6, April 2009, pp. 279–292. April 2014, pp. 1123–1138. 81 See Amos Tversky and Daniel Kahneman, “Extensional versus 99 Eleanor Rosch, “Human Categorization,” in ed. N. 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Effects of Product Class Knowledge on Information Search 85 Theodore J. Noseworthy, Juan Wang, and Towhidul Islam, Behavior,” Journal of Consumer Research, June 1985, pp. 1–16; “How Context Shapes Category Inferences and Attribute Deborah Roedder John and Mita Sujan, “Age Differences in Preference For New Ambiguous Products,” Journal of Con- Product Categorization,” Journal of Consumer Research, March sumer Psychology 22, no. 4, October 2012, pp. 529–544. 1990, pp. 452–460; see also Andrew A. Mitchell and Peter A. 86 Francois A. Carrillat, Eric G. Harris, and Barbara A. Lafferty, Dacin, “The Assessment of Alternative Measures of Con- “Fortuitous Brand Image Transfer,” Journal of Advertising, sumer Expertise,” Journal of Consumer Research, December Summer 2010, pp. 109–123. 1996, pp. 219–239; and C. Whan Park, David L. 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Rucker, “Confidence and Con- 106 Jiewen Hong and Brian Sternthal, “The Effects of Consumer strual Framing: When Confidence Increases Versus Decreases Prior Knowledge and Processing Strategies on Judgments,” Information Processing,” Journal of Consumer Research 39, Journal of Marketing Research, April 2010, pp. 301–311. no. 5, March 2013, pp. 977–992. 107 Larry Percy and John R. Rossiter, “A Model of Brand Aware- 95 Aimee Thompson, “Kit Kat Chocolates in Japan: Unique Vari- ness and Brand Attitude in Advertising Strategies,” Psychol- eties Popular in Regions Across the Country,” Chicago Now, ogy and Marketing, July–August 1992, pp. 263–274. May 20, 2014, www.chicagonow.com. 108 Bonnie Tsui, “Bowl Poll: Ads Don’t Mean Sales,” Advertising 96 Frank R. Kardes, Maria L. Cronley, and John Kim, “Construal Age, February 5, 2001, p. 33. Level Effects on Preference Stability, Preference–Behavior 109 Angela Y. 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Brand Perceptions and Consumer Memory,” Journal of Con- Margaret Clark, and Lynn Karp, “Affect, Accessibility of Mate- sumer Psychology, 2002, pp. 93–106. rial in Memory, and Behavior,” Journal of Personality and Social 136 David Luna, Marina Carnevale, and Dawn Lerman, “Does Psychology, 1978, pp. 1–12. Brand Spelling Influence Memory? The Case of Auditorily 138 Alice M. Isen, “Toward Understanding the Role of Affect in Presented Brand Names,” Journal of Consumer Psychology 23, Cognition,” in eds. Robert S. Wyer and Thomas K. Srull, Hand- no. 1, January 2013, pp. 36–48; May O. Lwin, Maureen Morrin, book of Social Cognition (Hillsdale, N.J.: Lawrence Erlbaum, and Aradhna Krishna, “Exploring the Superadditive Effects 1984), pp. 179–236. of Scent and Pictures on Verbal Recall: An Extension of Dual 139 Alice M. Isen, “Some Ways in Which Affect Influences Cog- Coding Theory,” Journal of Consumer Psychology 20 no. 3, July nitive Processes: Implications for Advertising and Consumer 2010, pp. 317–326; Cole and Houston, “Encoding and Media Behavior,” in eds. Patricia Cafferata and Alice M. Tybout, Cog- Effects on Consumer Learning Deficiencies in the Elderly”; nitive and Affective Responses to Advertising (Lexington, Mass.: and Sharmistha Law, Scott A. Hawkins, and Fergus I. M. Craik, Lexington Books, 1989), pp. 91–118. “Repetition-Induced Belief in the Elderly: Rehabilitating 140 Angela Y. Lee and Brian Sternthal, “The Effects of Positive Age-Related Memory Deficits,” Journal of Consumer Research, Mood on Memory,” Journal of Consumer Research 26, Septem- September 1998, pp. 91–107. ber 1999, pp. 115–127. 137 Alice M. Isen, “Some Ways in Which Affect Influences Cog- 141 Alba and Hutchinson, “Dimensions of Consumer Expertise.” nitive Processes: Implications for Advertising and Consumer 142 Ravi Mehta, Joandrea Hoegg, and Amitav Chakravarti, Behavior,” in eds. Alice M. Tybout and P. Cafferata, Advertis- “Knowing Too Much: Expertise-Induced False Recall Effects in ing and Consumer Psychology (Lexington, Mass.: Lexington Product Comparison,” Journal of Consumer Research, October Books, 1989), pp. 91–117; see also Patricia A. Knowles, Stephen 2011, pp. 535–554. J. Grove, and W. Jeffrey Burroughs, “An Experimental Exam- 143 Jayati Sinha and Dhanajay Naykankuppam, “Knowledge ination of Mood Effects on Retrieval and Evaluation of Adver- Does Not Necessarily Make the Heart Grow Fonder: tisement and Brand Information,” Journal of the Academy of The Moderating Role of Knowledge on Accessibility Marketing Science, Spring 1993, pp. 135–143; Gordon H. Bower, Experiences,”­ Journal of Consumer Psychology 23, no. 1, “Mood and Memory,” American Psychologist, February 1981, ­January 2013, pp. 49–60. pp. 129–148; Gordon H. Bower, Stephen Gilligan, and Ken- 144 Andrew W. Ellis, Selina J. Holmes, and Richard L. Wright, neth Montiero, “Selectivity of Learning Caused by Affective “Age of Acquisition and the Recognition of Brand Names: On States,” Journal of Experimental Psychology: General, Decem- the Importance of Being Early,” Journal of Consumer Psychol- ber 1981, pp. 451–473; and Alice M. Isen, Thomas Shalker, ogy 20, no. 1, January 2010, pp. 43–52.

07272_ch04_ptg01_100-126.indd 126 8/1/16 12:36 PM Endnotes 1 See Harry Wallop, “What Are the New Status Symbols for the Attitude–Behavior Relationship,” Journal of Consumer the Ultra Rich?” The Telegraph (U.K.), April 21, 2015, www Research, December 1989, pp. 269–279; and Joel B. Cohen and .­telegraph.co.uk. Americus Reed II, “A Multiple Pathway Anchoring and Adjust- 2 Richard E. Petty, H. Rao Unnava, and Alan J. Strathman, “The- ment (MPAA) Model of Attitude Generation and Recruit- ories of Attitude Change,” in eds. Thomas S. Robertson and ment,” Journal of Consumer Research 33, no. 1, 2006, pp. 1–15. Harold H. Kassarjian, Handbook of Consumer Behavior (Engle- 4 See Derek D. Rucker, Zakary L. Tormala, Richard E. Petty, and wood Cliffs, N.J.: Prentice-Hall, 1991), pp. 241–280. Pablo Brinol, “Consumer Conviction and Commitment: An 3 Ida E. Berger and Andrew A. Mitchell, “The Effect of Adver- Appraisal-Based Framework for Attitude Certainty,” Journal tising on Attitude Accessibility, Attitude Confidence, and of Consumer Psychology 24, no. 1, January 2014, pp. 119–136.

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5 Rohini Ahluwalia, “Examination of Psychological Processes 17 Stephanie Strom, “McDonald’s Plans a Shift to Eggs from Underlying Resistance to Persuasion,” Journal of Consumer Only Cage-Free Hens,” New York Times, September 9, 2015, Research, September 2000, pp. 217–232. www.nytimes.com. 6 Joseph R. Priester and Richard E. Petty, “The Gradual Thresh- 18 Americus Reed II, “Activating the Self-Importance of Con- old Model of Ambivalence,” Journal of Personality and Social sumer Selves,” Journal of Consumer Research 31, September Psychology 71, 1996, pp. 431–449; Joseph R. Priester, Richard 2004, pp. 286–295; and Sharon Shavitt and Michelle R. Nelson, E. Petty, and Kiwan Park, “Whence Univalent Ambivalence?” “The Social-Identity Function in Person Perception,” in eds. Journal of Consumer Research 34, no. 1, 2007, pp. 11–21; and Gregory Maio and James M. Olson, Why We Evaluate: Func- Martin R. 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Martin, Bodo Lang, and Stephanie Wong, “Con- and Koprowski, “Theories of Negativity.” clusion Explicitness in Advertising,” Journal of Advertising, 94 Cornelia Pechmann and S. Ratneshwar, “The Use of Compar- ­Winter 2003–2004, pp. 57–65. ative Advertising for Brand Positioning: Association Versus 78 Keith S. Coulter and Girish N. Punj, “The Effects of Cognitive Differentiation,” Journal of Consumer Research, September Resource Requirements, Availability, and Argument Quality 1991, pp. 145–160. on Brand Attitudes,” Journal of Advertising 33, no. 4, Winter 95 Paul W. Miniard, Michael J. Barone, Randall L. Rose, and Ken- 2004, pp. 53–64. neth C. Manning, “A Further Assessment of Indirect Compara- 79 Bridget McCrea, “A Winning Combination,” Response, March tive Advertising Claims of Superiority Over All Competitors,” 2011, pp. 36+. Journal of Advertising 35, no. 4, Winter 2006, pp. 53–64. 80 Patrick Di Justo, “Minty, Piney, Sticky … I Guess I Feel Better,” 96 A. V. Muthukrishnan and S. Ramaswami, “Contextual Effects Wired, November 2009, p. 39; and Jeanne Whalen, “Foul Taste Is on the Revision of Evaluative Judgments: An Extension of Part of the Cure,” Wall Street Journal, November 5, 2007, p. B4. the Omission-Detection Framework,” Journal of Consumer 81 See Gerd Bohner, Sabine Einwiller, Hans-Peter Erb, and Frank Research, June 1999, pp. 70–84. Siebler, “When Small Means Comfortable: Relations Between 97 Shailendra Pratap Jain and Steven S. Posavac, “Valenced Product Attributes in Two-Sided Advertising,” Journal of Comparisons,” Journal of Marketing Research 41, no. 1, ­Consumer Psychology 13, no. 4, 2003, pp. 454–463. ­February 2004, pp. 46–58. 82 Martin Eisend, “Two-Sided Advertising: A Meta-Analysis,” 98 Shailendra Pratap Jain, Nidhi Agrawal, and Durairaj International Journal of Research in Marketing 23, no. 2, June Maheswaran, “When More May Be Less: The Effects of Regu- 2006, pp. 187–198; Ann E. 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of Extrinsic Information Cues?” Journal of Consumer Research Evidence,” Journal of Advertising, December 1993, pp. 51–66; 33, no. 1, 2006, pp. 115–122. and Chris T. Allen, Karen A. Machleit, and Susan Schultz 101 Timothy B. Heath, Michael S. McCarthy, and David L. Moth- Kleine, “A Comparison of Attitudes and Emotions as Predic- ersbaugh, “Spokesperson Fame and Vividness Effects in the tors of Behavior at Diverse Levels of Behavioral Experience,” Context of Issue-Relevant Thinking,” Journal of Consumer Journal of Consumer Research, March 1992, pp. 493–504. Research, March 1994, pp. 520–534. 119 Deborah J. MacInnis and Bernard J. Jaworski, “Two Routes 102 Laura A. Peracchio, “Evaluating Persuasion-Enhancing Tech- to Persuasion in Advertising,” Review of Marketing 10, 1990, niques from a Resource Matching Perspective,” Journal of pp. 1–25. Consumer Research, September 1997, pp. 178–191. 120 See Nancy Spears and Richard Germain, “1900–2000 in 103 Michael A. Kamins and Henry Assael, “Two-Sided ­Versus Review: The Shifting Role and Face of Animals in Print Adver- One-Sided Appeals: A Cognitive Perspective on Argumenta- tisements in the Twentieth Century,” Journal of Advertising, tion, Source Derogation, and the Effect of Disconfirming Trial Fall 2007, pp. 19–33. on Belief Change,” Journal of Marketing Research, February 121 Tamar Avnet and E. Tory Higgins, “How Regulatory Fit Affects 1984, pp. 29–39. Value in Consumer Choices and Opinions,” Journal of Mar- 104 See Peter J. Danaher, Andre Bonfrer, and Sanjay Dhar, “The keting Research, February 2006, pp. 1–10; Tamar Avnet and E. Effect of Competitive Advertising Interference on Sales for Tory Higgins, “Response to Comments on ‘How Regulatory Packaged Goods,” Journal of Marketing Research, April 2008, Fit Affects Value in Consumer Choices and Opinions,’” Jour- pp. 211–225. nal of Marketing Research, February 2006, pp. 24–27; Jenni- 105 Pechmann and Stewart, “The Effects of Comparative fer L. Aaker and Angela Y. Lee, “Understanding Regulatory ­Advertising on Attention, Memory, and Purchase Intentions.” Fit,” Journal of Marketing Research, February 2006, pp. 15–19; 106 Debora Viana Thompson and Rebecca W. Hamilton, “The Aparna A. Labroo and Angela Y. Lee, “Between Two Brands: Effects of Information Processing Mode on Consumers’ A Goal Fluency Account of Brand Evaluation,” Journal of Mar- Responses to Comparative Advertising,” Journal of Consumer keting Research, August 2006, pp. 374–385; and Junsang Yeo Research 32, no. 4, 2006, pp. 530–540. and Jongwon Park, “Effects of Parent-Extension Similarity and 107 Karlene Lukovitz, “Subway Takes on Grease in Product Self-Regulatory Focus on Evaluations of Brand Extensions,” Launch Spots,” Mediapost, August 17, 2011, www.mediapost Journal of Consumer Psychology 16, no. 3, 2006, pp. 272–282. .com; and Kate Macarthur, “Why Big Brands Are Getting into 122 Whan C. Park and Mark S. Young, “Consumer Response to the Ring,” Advertising Age, May 21, 2007, p. 6. Television Commercials: The Impact of Involvement and 108 A. V. Muthukrishnan and Amitava Chattopadhyay, “Just Give Background Music on Brand Attitude Formation,” Journal of Me Another Chance: The Strategies for Brand Recovery from Marketing Research, February 1986, pp. 11–24. a Bad First Impression,” Journal of Marketing Research, May 123 Rajeev Batra and Michael L. Ray, “Affective Responses 2007, pp. 334–345. Mediating Acceptance of Advertising,” Journal of Consumer 109 Dennis Amschewitz, Sarah Bailey, Paola Gelato, and Janna Research, September 1986, pp. 234–249. van Olst, “This Article Is Better Than Yours,” Managing Intel- 124 Jooyoung Kim and Jon D. Morris, “The Power of Affective lectual Property, April 2011, n.p.; and John Tylee, “New ‘Hon- Response and Cognitive Structure in Product-Trial Attitude esty’ Laws Could Render Many Campaigns Illegal,” Campaign, For mat ion,” Journal of Advertising 36, no. 1, Spring 2007, March 17, 2000, p. 16. pp. 95–106. 110 Barbara Mueller, “Reflections of Culture: An Analysis of Japa- 125 Hans Baumgartner, Mita Sujan, and Dan Padgett, “Patterns nese and American Advertising Appeals,” Journal of Advertis- of Affective Reactions to Advertisements: The Integration ing Research, June–July 1987, pp. 51–59. of Moment-to-Moment Responses into Overall Judgments,” 111 “Number of Complaints Is Soaring, Reports ASA,” Grocer, Journal of Marketing Research, May 1997, pp. 219–232. May 14, 2011, p. 5. 126 Deborah J. MacInnis and Bernard J. Jaworski, “Information 112 Paschalina (Lilia) Ziamou and S. Ratneshwar, “Innovations in Processing from Advertisements: Toward an Integrative Product Functionality: When and Why Are Explicit Compari- Framework,” Journal of Marketing, October 1989, pp. 1–23. sons Effective?” Journal of Marketing, April 2003, pp. 49–61. 127 Lee and Lim, “When Good Cheer Goes Unrequited.” 113 H. Onur Bodur, David Brinberg, and Eloïse Coupey, “Belief, 128 Michel Tuan Pham and Tamar Avnet, “Ideals and Oughts and Affect, and Attitude: Alternative Models of the Determinants the Reliance on Affect Versus Substance in Persuasion,” Jour- of Attitude,” Journal of Consumer Psychology 9, no. 1, 2000, nal of Consumer Research, March 2004, pp. 503–518. pp. 17–28. 129 Jennifer L. Aaker and Patti Williams, “Empathy Versus Pride: 114 Stephen D. Rappaport, “Lessons from Online Practice: New The Influence of Emotional Appeals Across Cultures,” Journal Advertising Models,” Journal of Advertising Research, June of Consumer Research, December 1998, pp. 241–261. 2007, pp. 135–141. 130 Richard P. Bagozzi and David J. Moore, “Public Service 115 Michel Tuan Pham, “Representativeness, Relevance, and the Announcements: Emotions and Empathy Guide Prosocial Use of Feelings in Decision Making,” Journal of Consumer Behavior,” Journal of Marketing, January 1994, pp. 56–57. Research, September 1998, pp. 144–159. 131 May Frances Luce, “Choosing to Avoid: Coping with Nega- 116 MacInnis and Park, “The Differential Role of Characteristics tively Emotion-Laden Consumer Decisions,” Journal of Con- of Music on High and Low-Involvement Consumers’ Process- sumer Research, March 1998, pp. 409–433. ing of Ads.” 132 Joel B. Cohen and Charles S. Areni, “Affect and Consumer 117 Yih Hwai Lee and Elison Ai Ching Lim, “When Good Cheer Behavior,” in eds. Thomas S. Robertson and Harold H. Kassar- Goes Unrequited: How Emotional Receptivity Affects Eval- jian, Handbook of Consumer Behavior (Englewood Cliffs, N.J.: uation of Express Emotion,” Journal of Marketing Research, Prentice-Hall, 1991), pp. 188–240. December 2010, pp. 1151–1161. 133 Robert D. Jewell and H. Rao Unnava, “Exploring Differences in 118 Deborah J. MacInnis and Douglas M. Stayman, “Focal and Attitudes Between Light and Heavy Brand Users,” Journal of Emotional Integration: Constructs, Measures and Preliminary Consumer Psychology 14, no. 1/2, 2004, pp. 75–80.

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134 Amanda McGowan, “Make Way For Duck Boots: Explaining 152 Batra and Stayman, “The Role of Mood in Advertising the Wild Success of L.L. Bean,” WBGH, September 8, 2015, Effectiveness.” http://wgbhnews.org; and Jena McGregor, “Customer Service 153 Rajesh K. Chandy, Gerard J. Tellis, Deborah J. MacInnis, and Champs 2010: L. L. Bean,” Bloomberg Businessweek, February Pattana Thaivanich, “‘What to Say When’ Advertising Appeals 18, 2010, www.businessweek. com. in Evolving Markets,” Journal of Marketing Research, Novem- 135 See Miranda R. Goode, Darren W. Dahl, and C. Page Moreau, ber 2001, pp. 399–414. “The Effect of Experiential Analogies on Consumer­ Percep- 154 “McDonald’s—Happy Box,” Campaign, July 29, 2011, p. 7; Gil- tions and Attitudes,” Journal of Marketing­ Research, April lian West, “McDonald’s Heralds ‘Latest Step in the Evolution 2010, pp. 274–286. of the Happy Meal’ with Free Fruit Fridays Launch,” The Drum 136 Tim Nudd, “Ad of the Day: Subaru Just Made Another Great (U.K.), March 7, 2014, www.thedrum.com. Father-Daughter Tearjerker,” Adweek, June 4, 2015, www 155 Jennifer Edson Escalas, Marian Chapman Moore, and Julie .adweek.com; Amy Tokic, “New Subaru Ad Promotes Brand’s Edell Britton, “Fishing for Feelings? Hooking Viewers Helps!” Safety,” Auto Guide, August 8, 2010, www.autoguide.com. Journal of Consumer Psychology 14, nos. 1, 2, 2004, pp. 105–114. 137 Susan Krashinsky, “Following WestJet’s lead, Quaker Tests 156 Deborah A. Small and Nicole M. Verrochi, “The Face of Need: Waters of Emotional Advertising,” Globe and Mail (Toronto), Facial Emotion Expression on Charity Advertisements,” Jour- August 14, 2015, www.theglobeandmail.com. nal of Marketing Research, December 2009, pp. 777–787. 138 Michael J. Barone and Paul W. Miniard, “Mood and Brand 157 Brent McFerran, Darren W. Dahl, Gerald J. Gorn, and Heather Extension Judgments: Asymmetric Effects for Desirable ver- Honea, “Motivational Determinants of Transportation into sus Undesirable Brands,” Journal of Consumer Psychology 12, Marketing Narratives,” Journal of Consumer Psychology 20, no. 4, October 2002, pp. 283–290. 2010, pp. 306–316. 139 Petty, Unnava, and Strathman, “Theories of Attitude Change.” 158 “Shelter Pet Adoption,” Ad Council, www.adcouncil.org; and 140 Harry C. Triandis, Attitudes and Attitude Change (New York: Minda Smiley, “Pupparazzi Pen Makes Its Debut at MTV’s Wiley, 1971). Video Music Awards,” The Drum (U.K.), August 31, 2015, www 141 Brian D. Till and Michael Busler, “The Match-Up Hypothe- .thedrum.com. sis: Physical Attractiveness, Expertise, and the Role of Fit on 159 John F. Tanner, James B. Hunt, and David R. Eppright, “The Brand Attitude, Purchase Intent, and Brand Beliefs,” Journal Protection Motivation Model: A Normative Model of Fear of Advertising 29, no. 3, Fall 2000, pp. 1–13; Angela Doland, Appeals,” Journal of Marketing, July 1991, pp. 36–45. “How Nike Reacted to Li Na Announcing Her Retirement 160 Michael L. Ray and William L. Wilkie, “Fear: The Potential of Today,” Advertising Age, September 19, 2014, www.adage.com. an Appeal Neglected by Marketing,” Journal of ­Marketing, Jan- 142 Peter H. Reingen and Jerome B. Kernan, “Social Perception uary 1970, pp. 54–62. and Interpersonal Influence: Some Consequences of the 161 Ibid. Physical Attractiveness Stereotype in a Personal Selling Situ- 162 Kirsten Passyn and Mita Sujan, “Self-Accountability Emotions ation,” Journal of Consumer Psychology 2, no. 1, 1993, pp. 25–38. and Fear Appeals: Motivating Behavior,” Journal of Consumer 143 Scott Ward and Frederick E. Webster Jr., “Organizational Research 32, no. 4, 2006, pp. 583–589. Buying Behavior,” in eds. Thomas S. Robertson and Harold 163 Omar Shehryar and David M. Hunt, “A Terror Management H. Kassarjian, Handbook of Consumer Behavior (Englewood­ Perspective on the Persuasiveness of Fear Appeals,” Journal Cliffs, N.J.: Prentice-Hall, 1991), pp. 419–458. of Consumer Psychology 15, no. 4, 2005, pp. 275–287. 144 Herbert Simon, Nancy Berkowitz, and John Moyer, ­“Similarity, 164 Scott Kirsner, “The Carbonite File,” Boston Globe, May 12, 2011, Credibility, and Attitude Change,” Psychological Bulletin, Janu- www.boston.com; and Scott Kirsner, “Dueling Data Backup ary 1970, pp. 1–16. Firms Are Rare Bright Spot,” Boston Globe, January 25, 2009, 145 Louise Lucas, “Beauty and the Brands,” Financial Times, www.boston.com. August 29, 2011, www.ft.com. 165 Herbert J. Rotfeld, “Fear Appeals and Persuasion: Assump- 146 Terence A. Shimp and Elnora W. Stuart, “The Role of ­Disgust tions and Errors in Advertising Research,” in eds. James H. as an Emotional Mediator of Advertising Effects,” Journal of Leigh and Claude R. Martin, Current Issues and Research in Advertising, Spring 2004, pp. 43–53. Advertising (Ann Arbor, Mich.: Graduate School of Business 147 Nidhi Agrawal and Adam Duhachek, “Emotional Compatibil- Administration, University of Michigan, 1990), pp. 155–175. ity and the Effectiveness of Antidrinking Messages,” Journal 166 John J. Wheatley, “Marketing and the Use of Fear or Anx- of Marketing Research, April 2010, pp. 263–273. iety Arousing Appeals,” Journal of Marketing, April 1971, 148 Patti Williams and Jennifer L. Aaker, “Can Mixed Emotions pp. 62–64; and Peter L. Wright, “Concrete Action Plans in TV Peacefully Coexist?” Journal of Consumer Research, March Messages to Increase Reading of Drug Warnings,” Journal of 2002, pp. 636–649. Consumer Research, December 1979, pp. 256–269. 149 Elaine Chan and Jaideep Sengupta, “Insincere Flattery Actu- 167 John J. Burette and Richard L. Oliver, “Fear Appeal Effects in ally Works,” Journal of Marketing Research, February 2010, the Field: A Segmentation Approach,” Journal of Marketing pp. 122–133. Research, May 1979, pp. 181–190. 150 See Christian Homburg, Jan Wieseke, and Wayne D. Hoyer, 168 Mac Innis and Jaworski, “Two Routes to Persuasion in “Social Identity and the Service-Profit Chain,” Journal of Advertising.” Marketing, March 2010, pp. 38–54; and David Sprott, Sandor 169 Thomas J. Olney, Morris B. Holbrook, and Rajeev Batra, “Con- Czellar, and Eric Spangenberg, “The Importance of a General sumer Responses to Advertising: The Effects of Ad Content, Measure of Brand Engagement on Market Behavior,” Journal Emotions, and Attitude Toward the Ad on Viewing Time,” of Marketing Research, February 2009, pp. 92–104. Journal of Consumer Research, March 1991, pp. 440–453. 151 Blair Kidwell, David M. Hardesty, Brian R. Murtha, and Shibin 170 Paul W. Miniard, Sunil Bhatla, and Randall L. Rose, “On the Sheng, “Emotional Intelligence in Marketing Exchanges,” Formation and Relationship of Ad and Brand Attitudes,” Jour- Journal of Marketing, January 2011, pp. 78–95. nal of Marketing Research, August 1990, pp. 290–303.

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171 Sally Goll Beatty, “Executive Fears Effects of Political Ads,” 184 Echo Wen Wan, Derek D. Rucker, Zakary L. Tormala, and Wall Street Journal, April 29, 1996, p. B6. Joshua J. Clarkson, “The Effect of Regulatory Depletion on 172 Julie A. Edell and Richard E. Staelin, “The Information Pro- Attitude Certainty,” Journal of Marketing Research, June 2010, cessing of Pictures in Print Advertisements,” Journal of Con- pp. 531–541. sumer Research, June 1983, pp. 45–60. 185 Fishbein and Ajzen, Belief, Attitude, Intention, and Behavior. 173 Scott B. MacKenzie, Richard J. Lutz, and George E. Belch, “The 186 Shanker H. Krishnan and Robert E. Smith, “The Relative Role of Attitude Toward the Ad as a Mediator of Advertis- Endurance of Attitudes, Confidence, and Attitude–Behavior ing Effectiveness,” Journal of Marketing Research, May 1986, Consistency,” Journal of Consumer Psychology 7, no. 3, 1998, pp. 130–143; and Pamela M. Homer, “The Mediating Role of pp. 273–298. Attitude Toward the Ad: Some Additional Evidence,” Journal 187 Whan C. Park, Deborah J. MacInnis, Joseph Priester, Andreas of Marketing Research, February 1990, pp. 78–86. B. Eisingerich, and Dawn Iacobucci, “Brand Attachment and 174 Dan Minahan, “Game of Thrones Director Wraps Audi Drama Brand Attitude Strength: Conceptual and Empirical Differen- Series,” Shoot Online, October 21, 2011, www.shootonline tiation of Two Critical Brand Equity Drivers,” Journal of Mar- .com. keting, November 2010, pp. 1–17. 175 Richard E. Petty, John T. Cacioppo, and David W. Schumann, 188 Matt Thomson, Deborah J. MacInnis, and Whan C. Park, “Central and Peripheral Routes to Advertising Persuasion,” “The Ties that Bind: Measuring the Strength of Consumers’ Journal of Consumer Research, September 1983, pp. 134–148. Emotional Attachments to Brands,” Journal of Consumer 176 Jaideep Sengupta and Gita Venkataramani Johar, “Effects of Psychology 15, no. 1, 2005, pp. 77–91; Whan C. 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Hoyer, and Bettina ior Process,” Journal of Consumer Research, December 1989, Nyffenegger, “Emotional Brand Attachment and Brand Per- pp. 280–288; and Berger and Mitchell, “The Effect of Adver- sonality: The Relative Importance of the Actual and the Ideal tising on Attitude Accessibility, Attitude ­Confidence, and the Self,” Journal of Marketing, July 2011, pp. 35–52. Attitude–Behavior Relationship.” 190 Sekar Raju and H. Rao Unnava, “The Role of Arousal in 180 Smith and Swinyard, “Attitude–Behavior Consistency”; and Commitment,” Journal of Consumer Research 33, no. 2, 2006, Alice A. Wright and John G. Lynch, “Communication Effects pp. 173–178. of Advertising vs. Direct Experience When Both Search and 191 Krishnan and Smith, “The Relative Endurance of Attitudes, Experience Attributes Are Present,” Journal of Consumer Confidence, and Attitude–Behavior Consistency.” Research, March 1995, pp. 708–718. 192 Rajesh Bhargave and Nicole Votolato Montgomery, “The 181 Vicki G. Morwitz and Gavan J. Fitzsimons, “The Mere-Mea- Social Context of Temporal Sequences: Why First ­Impressions surement Effect: Why Does Measuring Intention Change Shape Shared Experiences,” Journal of Consumer­ Research 40, Actual Behavior?” Journal of Consumer Psychology 14, no. 1/2, no. 3, October 2013, pp. 501–517. 2004, pp. 64–74; and Pierre Chandon, Vicki G. Morwitz, and 193 Bob M. Fennis, Marieke A. Adriaanse, Wolfgang Stroebe, and Werner J. Reinartz, “Do Intentions Really Predict Behavior? Bert Pol, “Bridging the Intention-Behavior Gap: Inducing Self-Generated Validity Effects in Survey Research,” Journal Implementation Intentions Through Persuasive Appeals,” of Marketing 69, no. 2, April 2005, pp. 1–14. Journal of Consumer Psychology 21, no. 3, July 2011, pp. 302–311. 182 Berger, “The Nature of Attitude Accessibility and Attitude 194 John T. Cacioppo, Richard E. Petty, Chuan Fang Kao, and Confidence.” Regina Rodriguez, “Central and Peripheral Routes to Per- 183 Joseph R. Priester, Dhananhjay Nayakankuppam, Monique suasion,” Journal of Personality and Social Psychology 51, 1986, A. Fleming, and John Godek, “The A2SC2 Model: The Influ- pp. 1032–1043. ence of Attitudes and Attitude Strength on Consideration 195 Mark Snyder and William B. Swan Jr., “When Actions Reflect and Choice,” Journal of Consumer Research, March 2004, Attitudes: The Politics of Impression Management,” Journal pp. 574–587. of Personality and Social Psychology 34, 1976, pp. 1034–1042.

07272_ch05_ptg01_127-153.indd 153 8/24/16 5:40 PM Endnotes 1 Lauren Johnson, “How Lay’s Is Adding More Social Zest to 4 Jaideep Sengupta, Ronald C. Goodstein, and David S. Bon- Its Popular Flavor-Creation Campaign,” Adweek, February 27, inger, “All Cues Are Not Created Equal: Obtaining Attitude 2015, www.adweek.com. Persistence under Low Involvement Conditions,” Journal of 2 Norbert Schwarz, “Attitude Research: Between Ockham’s Consumer Research, March 1997, pp. 315–361. Razor and the Fundamental Attribution Error,” Journal of Con- 5 Ap Dijksterhuis, Pamela K. Smith, Rick B. Van Baaren, and sumer Research 33, no. 1, 2006, pp. 19–21. Daniel H. J. Wigboldus, “The Unconscious Consumer: Effects 3 Richard E. Petty and John T. Cacioppo, Attitudes and Per- of Environment on Consumer Behavior,” Journal of Consumer suasion: Classic and Contemporary Approaches (Dubuque, Psychology 15, no. 3, 2005, pp. 193–202. IA: ­William C. Brown, 1981); and Richard E. Petty, John T. 6 Minjung Koo and Ayelet Fishbach, “A Silver Lining of Cacioppo, and David Schumann, “Central and Peripheral ­Standing in Line,” Journal of Marketing Research, August 2010, Routes to Advertising Effectiveness: The Moderating Role of pp. 713–724. Involvement,” Journal of Consumer Research, September 1983, pp. 135–146.

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7 Nalini Ambady, Mar y Ann Krabbenhoft, and Daniel Hogan, Persuasion,” Journal of Personality and Social Psychology 39, “The 30-Sec Sale: Using Thin-Slice Judgments to Evaluate 1980, pp. 752–766. See also “The Heuristic Model of Persua- Sales Effectiveness,” Journal of Consumer Psychology 16, no. 1, sion,” in eds. Mark P. Zanna, J. M. Olson, and C. P. Herman, 2006, pp. 4–13. Social Influence: The Ontario Symposium, vol. 5 (Hillsdale, N.J.: 8 Jan R. Landwehr, Ann L. McGill, and Andreas Herrmann, “It’s Lawrence Erlbaum, 1987), pp. 3–49. Got the Look: The Effect of Friendly and Aggressive ‘Facial’ 24 Amna Kirmani, “Advertising Repetition as a Signal of Quality: Expressions on Product Liking and Sales,” Journal of Market- If It’s Advertised So Much, Something Must Be Wrong,” Jour- ing, May 2011, pp. 132–146. nal of Advertising, Fall 1997, pp. 77–86. 9 Frank R. Kardes, “When Should Consumers and Managers 25 Joseph W. 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1 “With BMWs Common in Gangnam, Koreans Splurge on 6 P. R. Venkat and Shibani Mahtani, “Colgate Buys Myanmar Bentleys, Maseratis,” Reuters, March 9, 2015, www.fortune Toothpaste Brand,” Wall Street Journal, October 28, 2014, .com. www.wsj.com. 2 See Lindsay Crouse, “Forget Barefoot; New Trendsetter in 7 “India’s Air Passenger Traffic Grows by 8 per cent in 2014,” Running Shoes Is Cushioning,” New York Times, February 16, Business Today India, February 6, 2015, http://www.business- 2015, www.nytimes.com; and “NY Exhibit Unties History, Cul- today.in. ture of Sneakers,” Reuters, July 8, 2015, www.reuters.com. 8 Andrew Hutchinson, “Big Brand Theory: L’Oréal Stays Con- 3 “One Example of How Much Koreans Love Luxury,” Wall nected with Their Audience via Social,” Social Media Today, Street Journal, August 17, 2011, www.wsj.com; and Michael September 9, 2015, www.socialmediatoday.com. Barbaro, “Never Mind What’s in Them, Bags Are the Fashion,” 9 Kalpesh Kaushik Desai and Wayne D. Hoyer, “Descriptive New York Times, December 16, 2007, www.nytimes.com. Characteristics of Memory-Based Consideration Sets: Influ- 4 Joseph W. Alba, J. Wesley Hutchinson, and John G. Lynch, ence of Usage Occasion Frequency and Usage Location “Memory and Decision Making,” in eds. Thomas C. Roberton Familiarity,” Journal of Consumer Research 27, December and Harold H. Kassarjian, Handbook of Consumer Behavior 2000, pp. 309–323. (Englewood Cliffs, N.J.: Prentice-Hall, 1991). 10 Prakash Nedungadi and J. Wesley Hutchinson, “The Proto- 5 John R. Hauser and Birger Wernerfelt, “An Evaluation Cost typicality of Brands: Relationships with Brand Awareness, Model of Consideration Sets,” Journal of Consumer Research, Preference, and Usage,” in eds. Elizabeth C. Hirschman and March 1990, pp. 393–408. Morris B. Holbrook, Advances in Consumer Research, vol. 12

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Endnotes 1 See, for example, Jack Ewing, “Apple and Google Create a 16 Jonathan Levav and A. Peter McGraw, “Emotional Account- Buzz at Frankfurt Motor Show,” New York Times, September ing: How Feelings about Money Influence Consumer 17, 2015, www.nytimes.com. Choice,” Journal of Marketing Research, February 2009, 2 Michael D. Johnson and Christopher P. Puto, “A Review of pp. 66–80. Consumer Judgment and Choice,” in ed. Michael J. Houston, 17 Arul Mishra and Dhananjay Nayakankuppam, “Consistency Review of Marketing (Chicago: American Marketing Associa- and Validity Issues in Consumer Judgments,” Journal of Con- tion, 1987), pp. 236–292. sumer Research 33, no. 3, 2006, pp. 291–303. 3 Eloise Coupey, Julie R. Irwin, and John W. Payne, “Product 18 Calvin P. Duncan and Richard W. Olshavsky, “External Search: Category Familiarity and Preference Construction,” Journal of The Role of Consumer Beliefs,” Journal of Marketing Research, Consumer Research, March 1998, pp. 459–468. February 1982, pp. 32–43. 4 Itamar Simonson, Joel Huber, and John Payne, “The Relation- 19 Geeta Menon, Lauren G. Block, and Suresh Ramanathan, ship between Prior Brand Knowledge and Information Acqui- “We’re at as Much Risk as We Are Led to Believe,” Journal of sition Order,” Journal of Consumer Research, March 1988, Consumer Research, March 2002, pp. 533–549. pp. 566–578. 20 Rohini Ahluwalia, “Re-Inquiries: How Prevalent Is the Neg- 5 Eric J. Johnson and J. Edward Russo, “Product Familiarity and ativity Effect in Consumer Environments?” Journal of Con- Learning New Information,” Journal of Consumer Research, sumer Research, September 2002, pp. 270–279; and Rohini June 1984, pp. 528–541. Ahluwalia, H. Rao Unnava, and Robert E. Burnkrant, “The 6 Michel Tuan Pham, Joel B. Cohen, John W. Pracejus, and G. 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156 Alexander Chernev, “Extremeness Aversion and Attri- Preference for Variety,” Journal of Consumer Research, June bute-Balance Effects in Choice,” Journal of Consumer Research, 1992, pp. 133–138. September 2004, pp. 249–263. 170 Itamar Simonson, Stephen Nowlis, and Katherine Lemon, 157 Ran Kivetz, Oded Netzer, and V. Srinivasan, “Alternative Mod- “The Effect of Local Consideration Sets on Global Choice els for Capturing the Compromise Effect,” Journal of Market- between Lower Price and Higher Quality,” Marketing Science, ing Research, August 2004, pp. 237–257; and Ravi Dhar, Anil Fall 1993. Menon, and Bryan Maach, “Toward Extending the Compro- 171 Kwanho Suk, Jiheon Lee, and Donald R. Lichtenstein, “The mise Effect to Complex Buying Contexts,” Journal of Market- Influence of Price Presentation Order on Consumer Choice,” ing Research, August 2004, pp. 258–261. 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07272_ch09_ptg01_234-257.indd 257 7/29/16 2:37 PM Endnotes 1 Laura Laurenzetti, “Delta Will Respond to Your Thanksgiv- 3 Michael Tsiors and Vikas Mittal, “Regret: A Model of Its ing Travel Mishaps Via Twitter,” Fortune, November 25, 2015, Antecedents and Consequences in Consumer Decision www.fortune.com. Making,” Journal of Consumer Research 26, March 2000, 2 For a review, see William H. Cummings and M. Venkatesan, pp. 401–417. “Cognitive Dissonance and Consumer Behavior: A Review 4 Lisa J. Abendroth and Kristin Diehl, “Now or Never: Effects of the Evidence,” Journal of Marketing Research, August 1976, of Limited Purchase Opportunities on Patterns of Regret pp. 303–308; also see Dieter Frey and Marita Rosch, “Infor- over Time,” Journal of Consumer Research 33, no. 3, 2006, mation Seeking After Decisions: The Roles of Novelty of pp. 342–351. Information and Decision Reversibility,” Personality and Social 5 Ran Kivetz and Anat Keinan, “Repenting Hyperopia: An Anal- Psychology Bulletin, March 1984, pp. 91–98. ysis of Self-Control Regrets,” Journal of Consumer Research 33,

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no. 2, 2006, pp. 273–282; and Rik Pieters and Marcel Zeelen- Psychology, July 1983, pp. 323–340; and Hoch and Ha, “Con- berg, “A Theory of Regret Regulation 1.0,” Journal of Consumer sumer Learning: Advertising and the Ambiguity of Product Psychology 17, no. 1, 2007, pp. 3–18. Experience.” 6 Pieters and Zeelenberg, “A Theory of Regret Regulation 1.0”; 22 “The Too-Good-to-Be-True Product Hall of Fame,” Time, J. Jeffrey Inman, “Regret Regulation: Disentangling Self-­ October 6, 2011, www.time.com; and Timothy S. Robin- Reproach from Learning,” Journal of Consumer Psychology 17, son, “Listerine Ordered to Correct Claims,” New York Times, no. 1, 2007, pp. 19–24. August 3, 1977, www.nytimes.com. 7 Stephen J. Hoch and John Deighton, “Managing What Con- 23 Reid Hastie, “Causes and Effects of Causal Attributions,” Jour- sumers Learn from Experience,” Journal of Marketing, April nal of Personality and Social Psychology, July 1984, pp. 44–56; 1989, pp. 1–20. and Thomas K. 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97 Sarah Fisher Gardial, D. Scott Clemons, Robert B. Woodruff, 111 Day, “Modeling Choices Among Alternative Responses to David W. Schumann, and Mary Jane Burns, “Comparing Con- Dissatisfaction”; and Jagdip Singh and Roy D. Howell, “Con- sumers’ Recall of Prepurchase and Postpurchase Evaluation sumer Complaining Behavior: A Review,” in eds. H. Keith Experiences,” Journal of Consumer Research, March 1994, Hunt and Ralph L. Day, Consumer Satisfaction, Dissatisfaction, pp. 548–560. and Complaining Behavior (Bloomington, Ind.: Indiana Univer- 98 Vanessa M. Patrick, Deborah J. MacInnis, and C. Whan Park, sity Press, 1985). “Not As Happy As I Thought I’d Be? Affective Misforecasting 112 Nathan Benson, “Innovate WNY: GripeO,” WGRZ TV (Buffalo, and Product Evaluations,” Journal of Consumer Research 33, NY), November 16, 2015, www.wgrz.com. no. 4, 2007, pp. 479–489; Daniel T. Gilbert, Elizabeth C. Pinel, 113 Jo Causon, “Customer Complaints Made Via Social Media on Timothy D. Wilson, Stephen J. 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129 Claes Fornell and Robert A. Westbrook, “The Vicious Cycle of Anderson, Claes Fornell, and Donald H. Lehman, “Customer Consumer Complaints,” Journal of Marketing, Summer 1984, Satisfaction, Market Share, and Profitability,” Journal of Mar- pp. 68–78. keting, July 1994, pp. 53–66; and Rajendra K. Srivastava, Tas- 130 Torsten Ringberg, Gaby Odekerken-Schröder, and Glenn L. sadduq A. Shervani, and Liam Fahey, “Market-Based Assets Christensen, “A Cultural Models Approach to Service Recov- and Shareholder Value,” Journal of Marketing 62, no. 1, 1998, ery,” Journal of Marketing, July 2007, pp. 194–214. pp. 2–18. 131 K. Sivakumar, Mei Li, and Beibei Dong, “Service Quality: The 150 Werner Reinartz, Manfred Krafft, and Wayne D. Hoyer, “The Impact of Frequency, Timing, Proximity, and Sequence of Customer Relationship Management Process: Its Measure- Failures and Delights,” Journal of Marketing 78, no. 1, January ment and Impact on Performance,” Journal of Marketing 2014, pp. 41–58. 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Moore, “Attitude Predictability and Helpful- Recall,” Consumer Reports, November 3, 2015, www.consum- ness in Online Reviews: The Role of Explained Actions and erreports.org; and David Shepardson, “Honda, Takata Set- Reactions,” Journal of Consumer Research 42, no. 12, 2015, tle Airbag Suits, Lose Round in Class Action Case,” Reuters, pp. 30–44. December 3, 2015, www.reuters.com. 137 Linda Dobel, “Contact Center Managers Should Already Be 152 Yi Zhao, Ying Zhao, and Kristiaan Helsen, “Consumer Learn- Rolling with the Flow of Social Media,” TMC, October 20, ing in a Turbulent Market Environment: Modeling Consumer 2011, www.tmcnet.com. Choice Dynamics After a Product-Harm Crisis,” Journal of 138 Jim Tierney, “Listening Is Social Media Cornerstone at Dell,” Marketing Research 48, no. 2, April 2011, pp. 255–267. Multichannel Merchant, November 3, 2011, www.multichan- 153 Jing Lei, Niraj Dawar, and Zeynep Gürhan-Canli, “Base-Rate nelmerchant.com. Information in Consumer Attributions of Product-Harm 139 “The Ignored Side of Social Media: Customer Service,” Knowl- Crises,” Journal of Marketing Research 49, no. 3, June 2012, edge@Wharton, January 2, 2014, http://knowledge.wharton pp. 336–348. .upenn.edu. 154 Becky Ebenkamp, “The Complaint Department,” Brandweek, 140 Tim Donnelly, “How to Issue a Great Apology,” Inc., Septem- June 18, 2001, p. 21; and Reichheld, The Loyalty Effect. ber 14, 2011, www.inc.com. 155 Maya Mirsky, “Cole Hardware Opening First Store Outside 141 Kate Spirgen, “Word of Mouth,” Lawn & Landscape, December of S.F. in Rockridge,” Contra Costa Times (Calif.), December 1, 2015, www.lawnandlandscape.com. 31, 2014, www.contracostatimes.com; and “Cole Hardware— 142 Murali Chandrashekaran, Kristin Rotte, Stephen S. Tax, Leading the Way in Eco-friendly Retailing,” Hardware Retail- and Rajdeep Grewal, “Satisfaction Strength and Customer ing, July 2011, p. 60. 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to Consumer Product Disposal,” Journal of Consumer Affairs, 178 For a review, see L. J. Shrum, Tina M. Lowrey, and John A. Winter 1992, pp. 397–417. McCarty, “Recycling as a Marketing Problem,” Psychology and 162 Jacoby, Berning, and Dietvorst, “What About Disposition?”; Marketing, July–August 1994, pp. 393–416. and Young and Wallendorf, “Ashes to Ashes, Dust to Dust: 179 Abhijit Biswas, Jane W. Licata, Daryl McKee, Chris Pullig, and Conceptualizing Consumer Disposition of Possessions.” Christopher Daughtridge, “The Recycling Cycle,” Journal of 163 Harrell and McConocha, “Personal Factors Related to Con- Public Policy and Marketing 19, Spring 2000, pp. 93–105. sumer Product Disposal Tendencies.” 180 Aaron Baar, “Survey: Americans Much More Likely to Recy- 164 Jacoby, Berning, and Dietvorst, “What About Disposition?” cle,” Media Post, October 5, 2011, www.mediapost.com. 165 John B. Sherry, Mary Ann McGrath, and Sidney J. Levy, “The 181 Rik G. M. Pieters, “Changing Garbage Disposal Patterns of Disposition of the Gift and Many Unhappy Returns,” Journal Consumers,” Journal of Public Policy and Marketing, Fall 1991, of Retailing, Spring 1992, pp. 40–65. pp. 59–76. 166 Young and Wallendorf, “Ashes to Ashes, Dust to Dust.” 182 Richard P. Bagozzi and Pratibha Dabholkar, “Consumer Recy- 167 Russell W. Belk, “Possessions and the Extended Self,” Journal cling Goals and Their Effect on Decisions to Recycle,” Psychol- of Consumer Research, September 1988, pp. 139–168. ogy and Marketing, July–August 1994, pp. 313–340. 168 Young and Wallendorf, “Ashes to Ashes, Dust to Dust.” 183 E. Howenstein, “Marketing Segmentation for Recycling,” 169 Okada, “Trade-Ins, Mental Accounting, and Product Replace- Environment and Behavior, March 1993, pp. 86–102. ment Decisions.” 184 Shrum, Lowrey, and McCarty, “Recycling as a Marketing 170 Rui (Juliet) Zhu, Zinlei (Jack) Chen, and Srabana Dasgupta, Problem.” “Can Trade-ins Hurt You? Exploring the Effect of a Trade-in 185 Remi Trudel and Jennifer J. Argo, “The Effect of Product on Consumers’ Willingness to Pay for a New Product,” Journal Size and Form Distortion on Consumer Recycling Behav- of Marketing Research, April 2008, pp. 159–170. ior,” Journal of Consumer Research 40, no. 4, December 2013, 171 Melissa Martin Young, “Disposition of Possessions During pp. 632–643. Role Transitions,” in eds. Rebecca H. Holman and Michael R. 186 Susan E. Heckler, “The Role of Memory in Understanding and Solomon, Advances in Consumer Research, vol. 18 (Provo, Utah: Encouraging Recycling Behavior,” Psychology and Marketing, Association for Consumer Research, 1991), pp. 33–39. July–August 1994, pp. 375–392. 172 James H. Alexander, “Divorce, the Disposition of the Rela- 187 Pieters, “Changing Garbage Disposal Patterns of Consumers.” tionship, and Everything,” in eds. Rebecca H. Holman and 188 Susan Warren, “Recycler’s Nightmare: Beer in Plastic,” Wall Michael R. Solomon, Advances in Consumer Research, vol. Street Journal, November 16, 1999, pp. B1, B4. 18 (Provo, Utah: Association for Consumer Research, 1991), 189 Jesse R. Catlin and Yitong Wang, “Recycling Gone Bad: pp. 43–48. When the Option to Recycle Increases Resource Consump- 173 Ibid; Russell W. Belk, John F. Sherry, and Melanie Wallen- tion,” Journal of Consumer Psychology 23, no. 1, January 2013, dorf, “A Naturalistic Inquiry into Buyer and Seller Behavior pp. 122–127. at a Swap Meet,” Journal of Consumer Research, March 1988, 190 “Plastics Makers Urge Expanded Recycling in Honor of Amer- pp. 449–470. ica Recycles Day,” Recycling Today, November 10, 2015, www 174 Jennifer Smith, “The eBay Millionaires,” Daily Mail Online .recyclingtoday.com. (UK), August 20, 2014, www.dailymail.co.uk. 191 Kenneth R. Lord, “Motivating Recycling Behavior,” Psychology 175 Michael D. Reilly and Melanie Wallendorf, “A Comparison and Marketing, July–August 1994, pp. 341–358. of Group Differences in Food Consumption Using House- 192 Heckler, “The Role of Memory in Understanding and Encour- hold Refuse,” Journal of Consumer Research, September 1987, aging Recycling Behavior.” pp. 289–294. 193 Simone Sebastian, “Soft Drink Giants Put New Life into Their 176 Mary Bowerman, “McDonald’s Offers Lobster Roll in New Containers,” Houston Chronicle, September 25, 2011, www England,” USA Today, June 30, 2015, www.usatoday.com. .chron.com. 177 Daiane Scaraboto, “Selling, Sharing, and Everything in 194 Emily Young, “Waste Not, Want Not: Making Money From Between: The Hybrid Economies of Collaborative Networks,” Rubbish,” BBC News, February 2, 2015, www.bbc.com. Journal of Consumer Research 42, no. 1, 2015, pp. 152–176.

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Endnotes 1 See http://www.socialmediatoday.com/social-networks 16 Buchalter Nemer, “New FTC Guidelines for Promoting Prod- /2015-04-13/worlds-21-most-important-social-media-sites- ucts on Social Media,” Lexology, July 28, 2015, www.lexology and-apps-2015 .com. 2 Greg Metz Thomas, “Building the Buzz with the Hive 17 Karine Raïes, Hans Mühlbacher, and Marie-Laure Gavard-­ in Mind,” Journal of Consumer Behaviour 4, no. 1, 2004, Perret, “Consumption Community Commitment: Newbies’ pp. 64–72. and Longstanding Members’ Brand Engagement and Loyalty,” 3 Ella Alexander, “Prince William Launches Angry Birds Video Journal of Business Research 68 no. 12 (2015): 2634–2644. Game to Protest Against Animal Poaching,” The Independent, 18 Susan B. Garland, “So Glad You Could Come. Can I Sell You November 17, 2014, www.independent.co.uk. Anything?” New York Times, December 19, 2004, sec. 3, p. 7; 4 Alex Samuely, “Macy’s Leverages In-Store QR Codes for and Rachel Sammon and Kyoung-Nan Kwon, “Host’s Interper- Black Friday Giveway,” Mobile Commerce Daily, November 25, sonal Influence on Guests in a Home Sales Party,” Journal of 2014, www.mobilecommercedaily.com; and Giselle Tsirulnik, Retailing and Consumer Services 23, no. 1, 2015, pp. 32–38. “Macy’s Is 2011 Mobile Marketer of the Year,” Mobile Mar- 19 Garett Sloane, “Essential Tips for Turning Employees into keter, December 9, 2011, www.mobilemarketer.com. Social Media Ambassadors,” Adweek, February 18, 2015, www 5 Amna Kirmani and Margaret C. Campbell, “Goal Seeker .adweek.com. and Persuasion Sentry: How Consumer Targets Respond to 20 Richard S. Levick, “4 Strategic Requirements for Corporate Interpersonal Marketing Persuasion,” Journal of Consumer Tweeting,” Fast Company, January 20, 2012, www.fastcompany. Research 31, December 2004, pp. 573–582. com. 6 Tracy Rickman Cosenza, Michael R. Solomon, and Wi-suk 21 Gangseog Ryu and Lawrence Feick, “A Penny for Your Kwon, “Credibility in the Blogosphere: A Study of Measure- Thoughts: Referral Reward Programs and Referral Likeli- ment and Influence of Wine Blogs as an Information Source,” hood,” Journal of Marketing 71, January 2007, pp. 84–94. Journal of Consumer Behaviour 14, no. 2, 2015, pp. 71–91. 22 Philipp Schmitt, Bernd Skiera, and Christophe Van den Bulte, 7 Huynh Thi Xuan Mai and Svein Otta Olsen, “Consumer Par- “Why Customer Referrals Can Drive Stunning Profits,” Har- ticipation in Virtual Communities: The Role of Personal Val- vard Business Review, June 2011, www.hbr.org. ues and Personality,” Journal of Marketing Communications 21, 23 John Consoli, “MBPT Spotlight: Under Armour’s Athlete no. 2, 2015, pp. 144–164. Endorsers Starting to Resonate with Consumers,” Broadcast- 8 See Mehdi Mourali, Michel Larouche, and Frank Pons, ing & Cable, August 4, 2015, www.broadcastingcable.com. “Antecedents of Consumer Relative Preference for Interper- 24 Hans Risselada, Peter C. Verhoef, and Tammo HA Bijmolt, sonal Information Sources in Pre-Purchase Search,” Journal of “Indicators of Opinion Leadership in Customer Networks: Consumer Behaviour 4, no. 5, 2005, pp. 307–318. Self-Reports and Degree Centrality,” Marketing Letters 26, 9 Cotton Delo, “Doritos’ Latest Super Bowl Ad Contest Storms no. 1, 2015, pp. 1–12. Regarding innovativeness, see Terry L. Viral Video Chart,” Advertising Age, January 12, 2012, www Childers, “Assessment of the Psychometric Properties of an .adage.com. Opinion Leadership Scale,” Journal of Marketing Research 23, 10 Colin Campbell, Leyland F. Pitt, Michael Parent, and Pierre R. May 1986, pp. 184–187. Berthon, “Understanding Consumer Conversations Around 25 Marsha L. Richins and Teri Root-Shafer, “The Role of Involve- Ads in a Web 2.0 World,” Journal of Advertising 40, Spring ment and Opinion Leadership in Consumer Word of Mouth,” 2011, pp. 87–102. in ed. Michael J. Houston, Advances in Consumer Research, vol. 11 David G. Taylor, Jeffrey E. Lewin, and David Strutton, “Friends, 15 (Provo, Utah: Association for Consumer Research, 1988), Fans, and Followers: Do Ads Work on Social Networks?” Jour- pp. 32–36. nal of Advertising Research 51, March 2011, pp. 258–275. 26 Piotr S. Bobkowski, “Sharing the News Effects of Informa- 12 Frederick Koenig, Rumor in the Marketplace (Dover, Mass.: tional Utility and Opinion Leadership on Online News Shar- Auburn House, 1985); and Paul M. Herr, Frank R. Kardes, and ing,” Journalism & Mass Communication Quarterly 92, no. 2, John Kim, “Effects of Word-of-Mouth and Product-Attribute pp. 320–345, 2015. Information on Persuasion: An Accessibility-Diagnosticity 27 “Why We Love Shallots: Sales Double in a Year Thanks to Perspective,” Journal of Consumer Research 17, March 1991, Jamie and Delia,” Daily Mail (UK), January 21, 2011, www.daily- pp. 454–462. mail.co.uk. 13 Ali Faraji-Rad, Bendik M. Samuelsen, and Luk Warlop, “On the 28 Lawrence F. Feick, Linda L. Price, and Robin Higie, “People Persuasiveness of Similar Others: The Role of Mentalizing Who Use People,” in ed. Richard J. Lutz, Advances in Con- and the Feeling of Certainty,” Journal of Consumer Research, sumer Research, vol. 13 (Provo, Utah: Association for Con- 2015, forthcoming 42, no. 3 pp. 458–471. sumer Research, 1986), pp. 301–305; see also Jagdish N. Sheth, 14 Jonas Colliander and Micael Dahlen, “Following the Fashion- “Word-of-Mouth in Low-Risk Innovations,” Journal of Adver- able Friend: The Power of Social Media,” Journal of Advertising tising Research 11, June–July 1971, pp. 15–18. Research 51, March 2011, pp. 313–320. 29 Ronald E. Goldsmith, Ronald A. Clark, and Elizabeth Gold- 15 Andreas B. Eisingerich, Hae Eun Helen Chun, Yeyi Liu, He smith, “Extending the Psychological Profile of Market Michael Jia, and Simon J. Bell, “Why Recommend a Brand Mavenism,” Journal of Consumer Behavior 5, no. 5, 2006, Face-to-face But Not on Facebook? How Word-of-Mouth on pp. 411–419; and Lawrence F. Feick and Linda L. Price, “The Online Social Sites Differs from Traditional Word-of-Mouth,” Market Maven: A Diffuser of Marketplace Information,” Jour- Journal of Consumer Psychology 25, no. 1, 2015, pp. 120–128. nal of Marketing 51, January 1987, pp. 83–97.

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30 See, for example, Dorothy Leonard-Barton, “Experts as Neg- 47 Daniel Roberts and Benjamin Snyder, “Ray Rice and 11 Other ative Opinion Leaders in the Diffusion of a Technological Athletes Who Lost Their Endorsements,” Fortune, September Innovation,” Journal of Consumer Research 11, March 1985, 20, 2014, www.fortune.com. pp. 914–926. 48 A. Benton Cocanougher and Grady D. Bruce, “Socially Distant 31 Thane Grauel, “Lego Builds Adult Fan Base,” Journal News Referent Groups and Consumer Aspiration,” Journal of Mar- (Westchester, NY), November 28, 2014, www.usatoday.com; keting Research 8, August 1971, pp. 379–383. and Daniel Michaels, “For Some Grown-Ups, Playing with 49 Linda L. Price, Lawrence Feick, and Robin Higie, “Preference Legos Is a Serious Business,” Wall Street Journal, November 17, Heterogeneity and Coorientation as Determinants of Per- 2011, www.wsj.com. ceived Informational Influence,” Journal of Business Research 19, 32 “Eye on Brazil,” WWD, September 22, 2011, www.com. November 1989, pp. 227–242; Jacqueline J. Brown and Peter 33 Mae Anderson, “Mom my Bloggers Can Make or Break Toys,” Reingen, “Social Ties and Word-of-Mouth Referral Behav- San Francisco Chronicle, December 26, 2011, www.sfgate.com. ior,” Journal of Consumer Research 14, December 1987, pp. 34 Tom Karst, “Celebrities Endorse Fresh Produce in New Mar- 350–362; Mary C. Gilly, John L. Graham, Mary Wolfinbarger, keting Campaign,” The Packer, February 26, 2015, www.the- and Laura Yale, “A Dyadic Study of Interpersonal Informa- packer.com. tion Search,” Journal of the Academy of Marketing Science 26, 35 Lee Al, “Who Are the Opinion Leaders?” Journal of Health no. 2, pp. 83–100; an d George Moschis “Social Comparison Communication 15, September 2010, pp. 629–655. and Informal Group Influence,” Journal of Marketing Research 36 Bill Wilson, “Wimbledon 2014: Li Na Courts Fans and Spon- 13, August 1976, pp. 237–244. sors,” BBC News, June 22, 2014, www.bbc.com; and Malcolm 50 Randall L. Rose, William O. Bearden, and Kenneth C. Man- Moore, “Li Poised to Become Richest Woman in Sports,” Tele- ning, “Attributions and Conformity in Illicit Consumption: graph (UK), August 2, 2011, www.telegraph.co.uk. The Mediating Role of Group Attractiveness,” Journal of Pub- 37 Jennifer Edson Escalas and James R. Bettman, “Self-Construal, lic Policy & Marketing 20, no. 1, Spring 2001, pp. 84–92. Reference Groups, and Brand Meaning,” Journal of Consumer 51 Sharon E. Beatty, Alexa M. Givan, George R. Franke, and Research 32, no. 3, 2005, pp. 378–389. Kristy E. Reynolds, “Social Store Identity and Adolescent 38 Andrew D. Gershoff and Katherine A. Burson, “Knowing Females’ Store Attitudes and Behaviors,” Journal of Marketing Where They Stand: The Role of Inferred Distributions of Theory and Practice 23, no. 1, 2015, pp. 38–56. Others in Misestimates of Relative Standing,” Journal of Con- 52 Robert Madrigal, “The Influence of Social Alliances with sumer Research 38, October 2011, pp. 407–419. Sports Teams on Intentions to Purchase Corporate Sponsors’­ 39 Albert M. Muniz Jr. and Thomas C. O’Guinn, “Brand Com- Products,” Journal of Advertising 29, no. 4, Winter 2000, munity,” Journal of Consumer Research 27, March 2001, pp. pp. 13–24. 412–432; and James H. McAlexander, John W. Schouten, and 53 Americus Reed II, “Activating the Self-Importance of Harold F. Koenig, “Building Brand Community,” Journal of ­Consumer Selves: Exploring Identity Salience Effects on Marketing 66, January 2002, pp. 38–54. ­Judgments,” Journal of Consumer Research 31, September 40 James H. McAlexander, John W. Schouten, and Harold Koenig, 2004, pp. 286–295. “Building Brand Community,” Journal of Marketing 66, no. 1, 54 Jonathan K. Frenzen and Harry L. Davis, “Purchasing Behavior 2002, pp. 38–54. in Embedded Markets,” Journal of Consumer Research 17, June 41 Richard P. Bagozzi and Utpal M. Dholakia, “Antecedents and 1990, pp. 1–12; Brown and Reingen, “Social Ties and Word- Purchase Consequences of Customer Participation in Small of-Mouth Referral Behavior”; Jonathan K. Frenzen and Kent Group Brand Communities,” International Journal of Research Nakamoto, “Structure, Cooperation, and the Flow of Mar- in Marketing 23, no. 1, 2006, pp. 45–61. ket Information,” Journal of Consumer Research 20, Decem- 42 Albert M. Muniz Jr. and Hope Jensen Schau, “Religiosity in ber 1993, pp. 360–375; and Bryan Johnson and Matthew T. the Abandoned Apple Newton Brand Community,” Journal of Seevers, “Developing Interpersonal Influence in Retail Pur- Consumer Research 31, no. 4, 2005, pp. 737–747. chasing Networks: An Exploratory Analysis of Tie Quantity, 43 Katherine White and Darren W. Dahl, “To Be or Not Be? The Tie Strength, and Tie Type,” International Journal of Marketing Influence of Dissociative Reference Groups on Consumer Studies 7, no. 1, 2015, pp. 39–54. Preferences,” Journal of Consumer Psychology 16, no. 4, 2006, 55 Azadeh Williams, “Salesforce: McDonald’s Has Captured the pp. 404–414; and Katherine White and Darren W. Dahl, “Are Future of Marketing,” CMO Magazine (Australia), July 17, 2015, All Out-Groups Created Equal? Consumer Identity and Dis- www.cmo.com. sociative Influence,” Journal of Consumer Research 34, no. 4, 56 Adam Forrest, “Red Nose Day: Why Comic Relief Relies on 2007, pp. 525–536. Celebrities,” Forbes, May 20, 2015, www.forbes.com; and Mark 44 Jennifer Edson Escalas and James R. Bettman, “Managing Chillingworth, “A Source of Much Relief for Charity CIO Mar- Brand Meaning Through Celebrity Endorsement,” Brand cus East,” CIO UK, December 30, 2011, www.cio.co.uk. Meaning Management 12, 2015, pp. 29–52; Aoi Tanaka, Cathy 57 Ray Waddell, “Ticketmaster Launches New Facebook App,” Nguyen, and Jenni Romaniuk, “The Strengths and Weak- Billboard, January 18, 2012, www.billboard.com. nesses of Celebrities as Branding and Creative Design Ele- 58 Michael Trusov, Anand V. Bodapati, and Randolph E. Bucklin, ments in Advertising,” Journal of Design, Business & Society 1, “Determining Influential Users in Internet Social Networks,” no. 1, 2015, pp. 57–75. Journal of Marketing Research 47, August 2010, pp. 643–658. 45 Jesse Strauch, “Oosterhouse Helps Build Houses for the 59 Reingen and Kernan, “Analysis of Referral Networks in Needy,” MSNBC, January 18, 2012, www.msnbc.msn.com. Marketing”; and Brown and Reingen, “Social Ties and 46 Basil G. Englis and Michael R. Solomon, “To Be and Not to Word-of-Mouth Referral Behavior”; see also Frenzen and Be: Lifestyle Imagery, Reference Groups, and the Clustering Nakamoto, “Structure, Cooperation, and the Flow of Market of America,” Journal of Advertising 24, March 1995, pp. 13–28. Information.”

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60 Frenzen and Davis, “Purchasing Behavior in Embedded 76 David B. Wooten, “From Labeling Possessions to Possessing Markets.” Labels: Ridicule and Socialization Among Adolescents,” Jour- 61 Dan Myers, “Things You Didn’t Know About Girl Scout Cook- nal of Consumer Research 33, no. 2, 2006, pp. 188–198. ies,” Fox News, July 16, 2015, www.foxnews.com. 77 Margaret Talbot, “Girls Just Want to Be Mean,” New York 62 Chankon Kim, Zhiyong Yang, and Hanjoon Lee, “Parental Times Magazine, February 24, 2002, p. 24. Style, Parental Practices, and Socialization Outcomes: An 78 Peter Reingen, Brian Foster, Jacqueline Brown, and Stephen Investigation of Their Linkages in the Consumer Socializa- B. Seidman, “Brand Congruence in Interpersonal Relations,” tion Context,” Journal of Economic Psychology 49, no. 1, 2015, Journal of Consumer Research 11, December 1984, pp. 771–783. pp. 15–33. 79 Rajagopal Raghunathan and Kim Corfman, “Is Happiness 63 Deborah Roedder John, “Consumer Socialization of Children: Shared Doubled and Sadness Shared Halved? Social Influ- A Retrospective Look at Twenty-Five Years of Research,” Jour- ence on Enjoyment of Hedonic Experiences,” Journal of Mar- nal of Consumer Research 26, December 1999, pp. 183–213. keting Research 43, August 2006, pp. 386–394. 64 Elizabeth S. Moore, William L. Wilkie, and Richard J. Lutz, 80 Tina M. Lowrey, Cele C. Otnes, and Julie A. Ruth, “Social “Passing the Torch: Intergenerational Influences as a Source Influences on Dyadic Giving over Time,” Journal of Consumer of Brand Equity,” Journal of Marketing, April 2002, pp. 17–37; Research 30, March 2004, pp 547–558. Yuanyuan Cai, Guangzhi Zhao, and Jiaxun He, “Influences 81 Ann E. Schlosser and Sharon Shavitt, “Anticipating Discus- of Two Modes of Intergenerational Communication on sion About a Product: Rehearsing What to Say Can Affect Brand Equity,” Journal of Business Research 68, no. 3, 2015, Your Judgments,” Journal of Consumer Research 29, June 2002, pp. 553–560. pp. 101–115. 65 Gwen Bachmann Achenreiner and Deborah Roedder John, 82 James E. Stafford, “Effects of Group Influence on Consumer “The Meaning of Brand Names to Children,” Journal of Con- Brand Preferences,” Journal of Marketing Research 3, February sumer Psychology, 13, no. 3, 2003, pp. 205–219. 1966, pp. 68–75. 66 Gregory M. Rose, Vassilis Dalakas, and Fredric Kropp, “Con- 83 Pankaj Aggarwal, “The Effects of Brand Relationship Norms sumer Socialization and Parental Style Across Cultures,” Jour- on Consumer Attitudes and Behavior,” Journal of Consumer nal of Consumer Psychology 13, no. 4, 2003, pp. 366–376. Research 31, June 2004, pp. 87–101. 67 Anirban Mukhopadhyay and Catherine W. M. Yeung, “Build- 84 Randall L. Rose, William O. Bearden, and Jesse E. Teel, “An ing Character: Effects of Lay Theories of Self-Control on Attributional Analysis of Resistance to Group Pressure the Selection of Products for Children,” Journal of Marketing Regarding Illicit Drug and Alcohol Consumption,” Journal of Research 47, April 2010, pp. 240–250. Consumer Research 19, June 1992, pp. 1–13; Bobby J. Calder and 68 John, “Consumer Socialization of Children: A Retrospective Robert E. Burnkrant, “Interpersonal Influences on Consumer Look at Twenty-Five Years of Research.” Behavior: An Attribution Theory Approach,” Journal of Con- 69 Ann Walsh, Russell Laczniak, and Les Carlson, “Mothers’ sumer Research 3, June 1977, pp. 29–38, 71; Solomon E. Asch, Preferences for Regulating Children’s Television,” Journal of “Effects of Group Pressure upon the Modification and Distor- Advertising 27, Fall 1998, pp. 23–36; and Vince Mitchell, Dan tion of Judgment,” in ed. H. Guetzkow, Groups, Leadership and Petrovici, Bodo B. Schlegelmilch, and Ilona SzÕcs, “The Influ- Men (Pittsburgh, Pa.: Carnegie Press, 1951); and Sak Onkvisit ence of Parents versus Peers on Generation Y Internet Ethical and John J. Shaw, International Marketing: Analysis and Strat- Attitudes,” Electronic Commerce Research and Applications 14, egy (Columbus, Ohio: Merrill, 1989); see also Chin Tiong no. 2, 2015, pp. 95–103. Tan and John U. Farley, “The Impact of Cultural Patterns on 70 Moschis, “The Role of Family Communication in Consumer Cognition and Intention in Singapore,” Journal of Consumer Socialization of Children and Adolescents”; Conway Lackman Research 13, March 1987, pp. 540–544. and John M. Lanasa, “Family Decision Making Theory,” Psy- 85 Lisa E. Bolton and Americus Reed II, “Sticky Priors: The Perse- chology and Marketing 10, March–April 1993, pp. 81–93; and verance of Identity Effects on Judgment,” Journal of Marketing George P. Moschis, Acquisition of the Consumer Role by Adoles- Research 41, November 2004, pp. 397–410. cents (Atlanta, Ga.: Georgia State University, 1978). 86 Utpal M. Dholakia, Richard P. Bagozzi, and Lisa Klein Pearo, “A 71 Alexandra C. Kirsch and Sarah K. Murnen, “‘Hot’ Girls and Social Influence Model of Consumer Participation in Networ- ‘Cool Dudes’: Examining the Prevalence of the Heterosexual kand Small-Group-Based Virtual Communities,” International Script in American Children’s Television Media,” Psychology of Journal of Research in Marketing 21, no. 3, 2004, pp. 241–263. Popular Media Culture 4, no. 1, 2015, p. 18. 87 Beverly Wright, Alphonso O. Ogbuehi, Leon C. Prieto, and 72 Liza Ramrayka, “Doing the Funny Business: Why Red Nose Naveen Donthu, “The Power of Can’t: Reactance & Product Day USA Paid Off,” The Guardian (UK), May 28, 2015, www Preference among Young Consumers,” Academy of Marketing .theguardian.com. Studies Journal 19, no. 1, 2015, p. 149. 73 Robert E. Burnkrant and Alain Cousineau, “Informational and 88 Rene Algesheimer, Utpal M. Dholakia, and Andreas Hermann, Normative Social Influence in Buyer Behavior,” Journal of Con- “The Social Influence of Brand Community,” Journal of Mar- sumer Research 2, December 1975, pp. 206–215; and Morton keting 69, July 2005, pp. 19–34. Deutsch and Harold B. Gerard, “A Study of Normative and 89 A. Peter McGraw and Philip E. Tetlock, “Taboo Trade-Offs, Informational Influence upon Individual Judgment,” Journal of Relational Framing, and the Acceptability of Exchanges,” Jour- Abnormal and Social Psychology, November 1955, pp. 629–636. nal of Consumer Psychology 15, no. 1, 2005, pp. 2–15. See also 74 Dennis Rook and Robert Fisher, “Normative Influences on Gita Venkataramani Johar, “The Price of Friendship: When, Impulsive Buying Behavior,” Journal of Consumer Research 22, Why, and How Relational Norms Guide Social Exchange December 1995, pp. 305–313. Behavior,” Journal of Consumer Psychology 15, no. 1, 2005, pp. 75 Paul Rozin and Leher Singh, “The Moralization of Cigarette 22–27; Barbara E. Kahn, “The Power and Limitations of Social Smoking in the United States,” Journal of Consumer Psychol- Relational Framing for Understanding Consumer Decision ogy 8, no. 3, 1999, pp. 321–337. Processes,” Journal of Consumer Psychology 15, no. 1, 2005,

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pp. 28–34; and Philip E. Tetlock and A. Peter McGraw, “The- 105 Dana-Nicoleta Lascu, William O. Bearden, and Randall L. oretically Framing Relational Framing,” Journal of Consumer Rose, “Norm Extremity and Interpersonal Influences on Con- Psychology 15, no. 1, 2005, pp. 35–37. sumer Conformity,” Journal of Business Research 32, March 90 Russell W. Belk, “Exchange Taboos from an Interpretive Per- 1995, pp. 200–212. spective,” Journal of Consumer Psychology 15, no. 1, 2005, 106 Lisa E. Bolton, Hean Tat Keh, and Joseph W. Alba, “How Do pp. 16–21. Price Fairness Perceptions Differ Across Culture?” Journal of 91 White and Dahl, “To Be or Not Be? The Influence of Dissocia- Marketing Research 47, June 2010, pp. 564–576. tive Reference Groups on Consumer Preferences.” 107 “China’s H1 Group-Buying Turnover Exceeds 12-Bln-USD,” 92 William O. Bearden and Michael J. Etzel, “Reference Group Shanghai Daily, July 28, 2015, www.shanghaidaily.com; and Influence on Product and Brand Purchase Decisions,” Journal Tae-Hyung Kim, Kevin Lam, and Christopher Tsai, “The Grou- of Consumer Research 9, no. 2, 1982, pp. 183–194. pon Effect in China,” Knowledge@Wharton, January 3, 2012, 93 Raffaele Filieri, “What Makes Online Reviews Helpful? A http://knowledge.wharton.upenn.edu. Diagnosticity-Adoption Framework to Explain Informational 108 Zach Miners, “Under Armour Snaps Up MyFitnessPal to and Normative Influences in e-WOM,” Journal of Business Become Largest Health Tracker,” PC World, February 5, 2015, Research 68, no. 6, 2015, pp. 1261–1270; and Robert E. Witt and www.pcworld.com. Grady D. Bruce, “Group Influence and Brand Choice Con- 109 Korky Vann, “Bring a Friend Day at IKEA,” Hartford Cou- gruence,” Journal of Marketing Research 9, November 1972, rant (CT), March 5, 2015, www.courant.com; and Christo- pp. 440–443. pher Heine, “IKEA Wants Facebook Fans to Bring Friends to 94 Jennifer J. Argo, Darren W. Dahl, and Rajesh V. Manchanda, Stores,” ClickZ, December 20, 2011, www.clickz.com. “The Influence of a Mere Social Pressure in a Retail Context,” 110 Philipp Schmitt, Bernd Skiera, and Christophe Van den Bulte, Journal of Consumer Research 32, no. 2, 2005, pp. 207–212; and “Referral Programs and Customer Value,” Journal of Market- Darren W. Dahl, Rajesh V. Manchanda, and Jennifer J. Argo, ing 75, January 2011, pp. 46–59. “Embarrassment in Consumer Purchase,” Journal of Consumer 111 Social influence, attitudes toward the ads, and prior trial Research 28, December 2001, pp. 473–481. behavior all affect antismoking beliefs, as discussed in J. Craig 95 Bobby J. Calder and Robert E. Burnkrant, “Interpersonal Andrews, Richard G. Netemeyer, Scot Burton, D. Paul Moberg, Influences on Consumer Behavior,” Journal of Consumer and Ann Christiansen, “Understanding Adolescent Intentions Research 3, June 1977, pp. 29–38; William O. Bearden, Rich- to Smoke,” Journal of Marketing 68, July 2004, pp. 110–123. ard G. Netemeyer, and Jesse E. Teel, “Measurement of Con- 112 J. L. Freeman and S. Fraser, “Compliance Without Pressure: sumer Susceptibility to Interpersonal Influence,” Journal of The Foot-in-the-Door Technique,” Journal of Personality and Consumer Research 15, March 1989, pp. 473–481; and William Social Psychology 4, August 1966, pp. 195–202. O. Bearden and Randall L. Rose, “Attention to Social Com- 113 John C. Mowen and Robert Cialdini, “On Implementing the parison Information,” Journal of Consumer Research 16, March Door-in-the-Face Compliance Strategy in a Marketing Con- 1990, pp. 461–471. text,” Journal of Marketing Research 17, May 1980, pp. 253–258; 96 John C. Mowen, “Exploring the Trait of Competitiveness and see also Edward Fern, Kent Monroe, and Ramon Avila, “Effec- Its Consumer Behavior Consequences,” Journal of Consumer tiveness of Multiple Request Strategies,” Journal of Marketing Psychology 14, no. 1, 2004, pp. 52–63. Research 23, May 1986, pp. 144–152; and Nicolas Guéguen, 97 Charles S. Gulas and Kim McKeage, “Extending Social Com- “Door-in-the-Face Technique and Delay to Fulfill the Final parison,” Journal of Advertising 29, no. 2, Summer 2000, Request: An Evaluation With a Request to Give Blood,” The pp. 17–28. Journal of Psychology 148, no. 5, 2014, pp. 569–576. 98 David B. Wooten and Americus Reed II, “Playing It Safe: Sus- 114 Alice Tybout, Brian Sternthal, and Bobby J. Calder, “Infor- ceptibility to Normative Influence and Protective Self-Pre- mation Availability as a Determinant of Multiple Request sentation,” Journal of Consumer Research 31, December 2004, Effectiveness,” Journal of Marketing Research 20, August 1983, pp. 551–556. pp. 279–290; and John T. Gourville, “Pennies-a-Day: The Effect 99 C. Whan Park and Parker Lessig, “Students and Housewives: of Temporal Reframing on Transaction Evaluation,” Journal of Differences in Susceptibility to Reference Group Influence,” Consumer Research 24, March 1998, pp. 395–408. Journal of Consumer Research 3, September 1977, pp. 102–110. 115 Seb Joseph, “Domino’s ‘Doubling Down’ on Mobile Site to 100 Robert Fisher and Kirk Wakefield, “Factors Leading to Group Tackle ‘Embarrassing Conversions’,” The Drum, April 21, 2015, Identification: A Field Study of Winners and Losers,” Psychol- www.thedrum.com; and Hadley Jones, “Pennies: Electronic ogy and Marketing 15, January 1998, pp. 23–40. Microdonations for Charity at the Point of Sale,” Point of Sale 101 John R. French and Bertram Raven, “The Bases of Social News, December 29, 2011, http://pointofsale.com. Power,” in ed. D. Cartwright, Studies in Social Power (Ann 116 Eric R. Spangenberg and David E. Sprott, “Self-Monitoring Arbor, Mich.: Institute for Social Research, 1969), pp. 150–167. and Susceptibility to the Influence of Self-Prophecy,” Journal 102 Didem Kurt, J. Jeffrey Inman, and Jennifer J. Argo, “The Influ- of Consumer Research 32, no. 4, 2006, pp. 550–556; and Eric ence of Friends on Consumer Spending: The Role of Agen- R. Spangenberg and Anthony G. Greenwald, “Social Influence cy-Communion Orientation and Self-Monitoring,” Journal of by Requesting Self-Prophecy,” Journal of Consumer Psychology Marketing Research 48, August 2011, pp. 741–754. 8, no. 1, 1999, pp. 61–89. 103 Reingen et al., “Brand Congruence in Interpersonal Rela- 117 For more about self-prophecy, see Eric R. Spangenberg, David tions”; and Park and Lessig, “Students and Housewives: Dif- E. Sprott, Bianca Grohmann, and Ronn J. Smith, “MassCom- ferences in Susceptibility to Reference Group Influence.” municated Prediction Requests,” Journal of Marketing 67, July 104 Donnel A. Briley and Robert S. Wyer Jr., “The Effect of Group 2003, pp. 47–62. Membership Salience on the Avoidance of Negative Out- 118 Stephanie Dellande, Mary C. Gilly, and John L. Graham, comes,” Journal of Consumer Research 29, December 2002, “Gaining Compliance and Losing Weight,” Journal of Market- pp. 400–415. ing 68, July 2004, pp. 78–91.

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119 Deutsch and Gerard, “A Study of Normative and 132 Asim Ansari, Skander Essegaier, and Rajeev Kohli, “Internet ­Informational Influence upon Individual Judgment”; Park Recommendation Systems,” Journal of Marketing Research 37, and Lessig, “Students and Housewives: Differences in Suscep- August 2000, pp. 363–375. tibility to Reference Group Influences”; and Dennis L. Rosen 133 Erica Van Herpen, Rik Pieters, and Marcel Zeelenberg, “When and Richard W. Olshavsky, “The Dual Role of Informational Demand Accelerates Demand: Trailing the Bandwagon,” Jour- Social Influence,” Journal of Business Research 15, April 1987, nal of Consumer Psychology 19, no. 3, 2009, pp. 301–312. pp. 123–144. 134 Johan Arndt, “Role of Product-Related Conversations in the 120 Jeffrey D. Ford and Elwood A. Ellis, “A Re-examination of Diffusion of a New Product,” Journal of Marketing Research 4, Group Influence on Member Brand Preference,” Journal August 1967, pp. 291–295. 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149 Jin Li and Lingjing Zhan, “Online Persuasion: How the Written 158 Sabine A. Einwiller and Sarah Steilen, “Handling Complaints Word Drives WOM,” Journal of Advertising Research 51, March on Social Network Sites–An Analysis of Complaints and Com- 2011, pp. 239–257. plaint Responses on Facebook and Twitter pages of Large US 150 Yubo Chen, Qi Wang, and Jinhong Xie, “Online Social Inter- Companies,” Public Relations Review 41, no. 2, 2015, pp. 195– actions: A Natural Experiment on Word of Mouth Versus 204; and Dallas Lawrence, “6 Tips for Handling Breaking Cri- Observational Learning,” Journal of Marketing Research 48, ses on Twitter,” Mashable, January 17, 2012, http://mashable. April 2011, pp. 238–254. com. 151 Adam Flomenbaum, “Share This Report Highlights Role of 159 Why Terrible Online Reviews Are Actually Good for You,” Social Media in TV Viewing,” AdWeek, May 6, 2015, www Advertising Age, September 15, 2011, www.adage.com. .adweek.com. 160 Ekaterina Walter, “How to Respond to Facebook Attacks,” 152 Jonah Berger, Contagious: Why Things Catch On (New York: Fast Company, May 3, 2011, www.fastcompany.com. Simon and Schuster, 2013); and Jonah Berger and Katherine 161 Jessica Contrera, “Target Will Stop Separating Toys, Bedding L. Milkman, “What Makes Online Content Viral?” Journal of by Gender,” Chicago Tribune, August 10, 2015, www.chicag- Marketing Research 49, no. 2, 2012, pp. 192–205. otribune.com. 153 Amar Cheema and Andrew M. Kaikati, “The Effect of Need 162 Michael Kamins, Valerie Folkes, and Lars Perner, “Consumer for Uniqueness on Word of Mouth,” Journal of Marketing Responses to Rumors,” Journal of Consumer Psychology 6, no. 2, Research 47, June 2010, pp. 553–563. 1997, pp. 165–187. 154 “We Asked, You Voted: Your Favorite YouTube Ad of the Past 163 Michelle L. Roehm and Alice M. Tybout, “When Will a Brand Decade,” Google agency Blog, June 2, 2015, http://adword- Scandal Spill Over, and How Should Competitors Respond?” sagency.blogspot.com/2015/06/we-asked-you-voted-your-­ Journal of Marketing Research 43, August 2006, pp. 366–373. favorite.html. 164 Tim Higgins, “Apple Reviewing Claims of New Labor Vio- 155 Robert East, Kathy Hammond, and Wendy Lomax, “Measur- lations in China,” Bloomberg, September 5, 2014, www ing the Impact of Positive and Negative Word of Mouth on .bloomberg.com; Erica Gies, “Is This Apple’s Nike Moment?” Brand Purchase Probability,” International Journal of Research Forbes, January 20, 2012, www.forbes.com; and Lars Paronen, in Marketing 25, no. 3, 2008, pp. 215–224. “Apple Reveals Child Labor at Some Suppliers,” Reuters, January 156 Sarit Moldovan, Jacob Goldenberg, and Amitava Chattopad- 13, 2012, www.reuters.com. hyay, “The Different Roles of Product Originality and Useful- 165 “GM CEO Says Chevy Volt Fire Problem Handled Properly,” ness in Generating Word-of-Mouth,” International Journal of Fox News, January 25, 2012, www.foxnews.com; and Jake Research in Marketing 28, no. 2, 2011, pp. 109–119. Holmes, “GM Considering Volt Buybacks, Offers Loaner Cars 157 Giselle Abramowitz, “5 Companies That Took Command of During Fire Investigation,” Motor Trend, December 2, 2011, Listening to Social Conversations,” CMO Magazine, Febru- www.motortrend.com. ary 25, 2014, www.cmo.com; and Natalie Zmuda, “Gatorade’s 166 Reingen and Kernan, “Analysis of Referral Networks in New Selling Point: We’re Necessary Performance Gear,” Marketing.” Advertising Age, January 2, 2012, www.adage.com.

07272_ch11_ptg01_290-320.indd 320 9/2/16 3:24 PM Endnotes 1 Leslie Patton and Christie Boyden, “Can the World Learn 7 The Six Value Segments of Global Youth,” Brandweek, May 22, to Love Taco Bell? Yum Is Under Pressure to Find Out,” 2000, pp. 38–44. Bloomberg, October 7, 2015, www.bloomberg.com. 8 Agnieszka Kacprzak and Katarzyna Dziewanowska, “Does 2 Charles D. Schewe and Geoffrey Meredith, “Segmenting a Global Young Consumer Exist? A Comparative Study of Global Markets by Generational Cohorts: Determining Moti- South Korea and Poland,” Journal of Marketing and Con- vations by Age,” Journal of Consumer Behavior 4, no. 1, 2004, sumer Behaviour in Emerging Markets 1, no. 1, 2015, pp. 47–61. pp. 51–63. 9 “Most Millennials Resist the ‘Millennial’ Label,” Pew Research 3 Bryant Ott, “Marketing to Tweeters and Their Facebook Center, September 3, 2015, www.people-press.org. Friends,” Gallup Management Journal, April 11, 2011, n.p. 10 Cole J. Engel, Reginald L. Bell, Robert J. Meier, Michael J. Mar- 4 Beth Snyder, “The iGeneration: There’s a Market for That,” tin, and Joan H. Rumpel, “Young Consumers in the New Mar- Advertising Age, October 17, 2011, www.adage.com. keting Ecosystem: An Analysis of Their Usage of Interactive 5 Rick Garlick and Kyle Langley, “Reaching Gen Y on Both Sides Technologies,” Academy of Marketing Studies Journal 15, no. 2, of the Cash Register,” Retailing Issues Letter, Center for Retail- 2011, pp. 23–44. ing Studies at Texas A&M University 18, no. 2, 2007, pp. 1–2. 11 Amanda Lenhart, “Teens, Social Media, and Technology 6 Dannie Kjeldgaard and Søren Askegaard, “The Globalization ­Overview 2015,” Pew Research Center, April 9, 2015, www of Youth Culture,” Journal of Consumer Research 33, no. 2, .­pewinternet.org. 2006, pp. 231–247.

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12 Beth Ann Bovino, “Why Millennials and the Depression-era 2015, www.nytimes.com; and Abram Brown, “Doug Conant Generation Are More Similar Than You Think,” Fortune, April Pulled the Brand Out from a Circle of Doom,” Business Insider, 29, 2015, www.fortune.com. September 15, 2011, www.businessinsider.com. 13 Mark Thoma, “What’s Fueling the Boomerang Generation?” 36 Arthur Zaczkiewicz, “Study: Retailers Need a Multigener- CBS Moneywatch, February 10, 2015, www.cbsnews.com. ational Marketing Approach,” WWD, August 6, 2015, www 14 John Masanauskas, “Kids Who Won’t Leave Home Put .wwd.com. Squeeze on Families,” Herald Sun (Victoria, Australia), August 37 “Age of Technology: Generational Video Viewing Preferences 9, 2011, www.heraldsun.com.au. Vary by Device and Activity,” Nielsen, April 22, 2015, www 15 Shiv Malik, “The Dependent Generation: Half Young Euro- .nielsen.com. pean Adults Live with Their Parents,” The Guardian (U.K.), 38 Dale Buss, “Nissan Launches ‘Widest-Reaching’ Col- March 24, 2014, www.theguardian.com. lege-Sports Sponsorship in Marketing History,” Forbes, 16 Lisa Jennings, “Generation App, Study: Millennials Eager to November 6, 2015, www.forbes.com. Interact with Brands in Digital Domain,” Nation’s Restaurant 39 Matthew Sturdevant, “Marketing Life Insurance Is a Game for News, September 12, 2011, p. 44. AXA Equitable, Online,” Hartford Courant, November 13, 2011, 17 Pierre-Yan Dolbec and Eileen Fischer, “Refashioning a www.courant.com. Field? Connected Consumers and Institutional Dynam- 40 “Table 1: Projections and Distribution of the Population in the ics in Markets,” Journal of Consumer Research 41, April 2015, Baby Boom Ages and Total Population by Race and Hispanic pp. 1447–1468. 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Generation,” Inc., September 30, 2015, www.inc.com. 44 Rodney Brooks, “Retirement Reset: Sandwiched Boomers Put 22 Laurie Sullivan, “Millennials Want Loyalty Points for Engage- Plans on Hold,” USA Today, August 21, 2014, www.usatoday.com. ment with Brands,” MediaPost, July 21, 2015, www.mediapost.com. 45 Sandra Yin, “More at Home on the Road,” American Demo- 23 Emma Bazilian, “Teen Vogue Debuts Condé Nast’s First Spon- graphics, June 2003, pp. 26–27. sored Cover Ad,” Adweek, April 21, 2015, www.adweek.com. 46 Kathy Witt, “Dreams Come True with Bucket-List Adven- 24 Kerri Anne Renzulli, “Why Teens Hate Shopping at ‘Teen’ tures,” Modesto Bee (California), September 23, 2011, www Clothing Stores,” Time, January 9, 2015, www.time.com. .modbee.com. 25 John McDermott, “Mercedes-Benz Uses Instagram to Sell 47 Casey Logan, “For Chico’s, a ‘Perfect Storm’ in September,” Cars to Millennials,” DigiDay, July 10, 2014, www.digiday.com. 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Differences in Brand Extension Evaluation: The Influence 102 “Social Networking Site Use by Gender, 2005–2011,” Pew of Analytic versus Holistic Thinking,” Journal of Consumer Research Center’s Internet & American Life Project Studies, May Research 33, no. 4, March 2007, pp. 529–536. 2011, www.pewinternet.org. 122 See Daphna Oyserman, “High Power, Low Power, and 103 Ira Boudway, “Nike Is Finally Selling U.S. Women’s Soc- Equality,” Journal of Consumer Psychology 16, no. 4, 2006, cer Team Jerseys to Men,” Bloomberg, April 22, 2015, www pp. 352–356.

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123 Sharon Shavitt, Ashok K. Lalwani, Jing Zhang, and Carlos J. Statistical Abstract of the United States 2012, U.S. Census Torelli, “The Horizontal/Vertical Dimension in Cross-Cultural Bureau, p. 452. Consumer Research,” Journal of Consumer Psychology 16, no. 138 Carrie Goerne, “Go the Extra Mile to Catch Up with Hispan- 4, 2006, pp. 325–342; Joan Meyers-Levy, “Using the Horizon- ics,” Marketing News, December 24, 1990, p. 13; and Marlene tal/Vertical Distinction to Advance Insights into Consumer Rossman, Multicultural Marketing (New York: American Man- Psychology,” Journal of Consumer Psychology 16, no. 4, 2006, agement Association, 1994). pp. 347–351; Jennifer L. Aaker, “Delineating Culture,” Journal 139 Penaloza, “Atravesando Fronteras/Border Crossings.” of Consumer Psychology 16, no. 4, 2006, pp. 343–347; and Sha- 140 Humberto Valencia, “Developing an Index to Measure ron Shavitt, Ashok K. Lalwani, Jing Zhang, and Carlos J. Torelli, ­Hispanicness,” in eds. Elizabeth C. Hirschman and Morris “Reflections on the Meaning and Structure of the Horizontal/ B. Holbrook, Advances in Consumer Research, vol. 12 (Provo, Vertical Dimension,” Journal of Consumer Psychology 16, no. 4, Utah: Association for Consumer Research, 1981), pp. 18–21; 2006, pp. 357–362. and Rohit Deshpande, Wayne D. Hoyer, and Naveen Donthu,­ 124 Michelle R. Nelson, Frédéric F. Brunel, Magne Supphellen, “The Intensity of Ethnic Affiliation,” Journal of Consumer and Rajesh V. Manchanda, “Effects of Culture, Gender, and Research, September 1986, pp. 214–220. Moral Obligations on Responses to Charity Advertising 141 Cynthia Webster, “Effects of Hispanic Ethnic Identification Across Masculine and Feminine Cultures,” Journal of Con- on Marital Roles in the Purchase Decision Process,” Journal of sumer Psychology 16, no. 1, 2006, pp. 45–56. Consumer Research, September 1994, pp. 319–331. 125 Donnel A. Briley and Jennifer L. Aaker, “When Does Culture 142 Cynthia Webster, “The Effects of Hispanic Subcultural Iden- Matter? Effects of Personal Knowledge on the Correction tification on Information Search Behavior,” Journal of Adver- of Culture-Based Judgments,” Journal of Marketing Research, tising Research, September–October 1992, pp. 54–62; and August 2006, pp. 395–408. Naveen Donthu and Joseph Cherian, “Hispanic Coupon 126 Steven M. Kates and Charlene Goh, “Brand Morphing,” Jour- Usage,” Psychology and Marketing, November–December nal of Advertising, Spring 2003, pp. 59–68. 1992, pp. 501–510. 127 Valentyna Melnyk, Kristina Klein, and Franziska Volckner, 143 Sarah Berger, “Hispanic Buying Power 2015,” International “The Double-Edged Sword of Foreign Brand Names for Com- Business Times, July 2, 2015, www.ibtimes.com. panies from Emerging Countries,” Journal of Marketing 76, 144 “Univision’s Big Bet on Streaming,” Media Life Magazine, no. 6, November 2012, pp. 21–37. November 19, 2015, www.medialifemagazine.com. 128 Mark Phelan, “Why Buick Is Right to Import the Envision from 145 Ellen Byron, “Hola: P&G Seeks Latino Shoppers,” Wall Street China,” Detroit Free Press, December 13, 2015, www.freep.com; Journal, September 15, 2011, www.wsj.com. and “Chinese May Sway Porsche Designs,” Automotive News, 146 Walter Michot, “The Power of Publix: Market Battles for August 22, 2011, p. 26. Dominance as It Expands,” Miami Herald, May 10, 2015, www 129 George P. Moschis, Consumer Socialization (Lexington, Mass.: .miamiherald.com. D. C. Heath, 1987); and Lisa Penaloza, “Atravesando Fron- 147 Mark Harper, “Wal-Mart Adds Grocery Store in Deltona,” teras/Border Crossings,” Journal of Consumer Research, June Daytona Beach News-Journal, September 28, 2015, www 1994, pp. 32–54. .news-journalonline.com. 130 Sonya A. Grier, Anne M. Brumbaugh, and Corliss G. Thornton, 148 Lindsay Chappell, “Sales to Hispanics Outpacing the Market,” “Crossover Dreams: Consumer Responses to Ethnic-Oriented Automotive News, May 18, 2015, www.autonews.com. Products,” Journal of Marketing, April 2006, pp. 35–51. 149 Mike Reynolds, “Hispanic TV Summit,” Multichannel News, 131 Aurelia Mok and Michael W. Morris, “Bicultural Self-­ September 20, 2011, www.multichannel.com. Defense in Consumer Contexts: Self-Protection Motives 150 Nitish Singh, Daniel W. Baack, Arun Pereira, and Donald Are the Basis for Contrast versus Assimilation to Cultural Baack, “Culturally Customizing Websites for U.S. Hispanic Cues,” Journal of Consumer Psychology 23, no. 2, April 2013, Online Consumers,” Journal of Advertising Research, June pp. 175–188. 2008, pp. 224–234. 132 Jean-Francois Ouellet, “Consumer Racism and Its Effects on 151 Katie Dupere, “’Proud to Be Me’: New Ad Campaign Aims Domestic Cross-Ethnic Product Purchase: An Empirical Test to Inspire Modern Latinas,” Mashable, September 19, 2015, in the United States, Canada, and France,” Journal of Market- www.mashable.com; and Byron, “Hola: P&G Seeks Latino ing, January 2007, pp. 113–128. Shoppers.” 133 Sterling A. Bone, Glenn L. Christensen, and Jerome D. ­Williams, 152 Rohit Deshpande and Douglas M. Stayman, “A Tale of “Rejected, Shackled, and Alone: The Impact of Systemic Two Cities: Distinctiveness Theory and Advertising Effec- Restricted Choice on Minority Consumers’ Construction of tiveness,” Journal of Marketing Research, February 1994, Self,” Journal Of Consumer Research 41, no. 2, August 2014, pp. 57–64. pp. 451–474. 153 See Claudia V. Dimofte, Mark R. Forehand, and Rohit Desh- 134 “The Making of a Multicultural Super Consumer,” Nielsen pandé, “Ad Schema Incongruity as Elicitor of Ethnic Self Newswire, March 18, 2015, www.nielsen.com. Awareness and Differential Advertising Response,” Journal 135 Laurel Wentz, “McDonald’s Is Marketer of the Year at AHAA’s of Advertising, Winter 2003–2004, pp. 7–17; and Mark R. Hispanic Conference,” Advertising Age, May 1, 2014, www Forehand and Rohit Deshpandé, “What We See Makes Us .adage.com. Who We Are: Priming Ethnic Self-Awareness and Advertis- 136 “Facts For Features: Hispanic Heritage Month 2015,” U.S. ing Response,” Journal of Marketing Research, August 2001, ­Census Bureau, September 14, 2015, www.census.gov. pp. 336–348. 137 “Table 1: Income and Earnings Summary Measures by Selected 154 Anne M. Brumbaugh, “Source and Nonsource Cues in Adver- Characteristics, 2013 and 2014,” in Income and Poverty in the tising and Their Effects on the Activation of Cultural and United States, 2014, U.S. Census Bureau, September 2015, www Subcultural Knowledge on the Route to Persuasion,” Journal .census.gov; and “Table 690: Money Income of Households,” of Consumer Research, September 2002, pp. 258–269.

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155 Robert E. Wilkes and Humberto Valencia, “Hispanics and 175 Sonia Alleyne, “The Magic Touch,” Black Enterprise, June 1, Blacks in Television Commercials,” Journal of Advertising, 2004, n.p. March 1989, pp. 19–25. 176 Jonathan Burton, “Advertising Targeting Asians,” Far Eastern 156 Scott Koslow, Prem N. Shamdasani, and Ellen E. Touchstone, Economic Review, January 21, 1993, pp. 40–41. “Exploring Language Effects in Ethnic Advertising,” Journal of 177 Rebecca Gardyn and John Fetto, “The Way We Shop,” Consumer Research, March 1994, pp. 575–585. ­American Demographics, February 2003, pp. 30–33. 157 Chris Daniels, “Consumer Tech Brands Answer Call to Tap 178 “Table 229, Educational Attainment by Race and Hispanic Hispanic Audience,” PR Week (US), May 2011, p. 18. Origin: 1970 to 2010,” Statistical Abstract of the United States 158 Laurel Wentz, “With an Ever-Growing Population of ‘Fusion- 2012, U.S. Census Bureau, p. 151; and “Asian Americans Lead istas,’ Consistency Is Key,” Advertising Age, October 17, 2011, the Way Online,” Min’s New Media Report, December 31, 2001. p. 28. 179 “Table 1: Income and Earnings Summary Measures by 159 Laurel Wentz, “Few Marketers Target U.S. Hispanics with Selected Characteristics, 2013 and 2014.” Spanish-Language Facebook Fan Pages,” Advertising Age, 180 Russell Flannery, “East West Bank Becomes First L.A. Bank September 27, 2011, www.adage.com. with Branch in Shenzhen,” November 18, 2014, Forbes, www 160 David Luna and Laura A. Peracchio, “Advertising to Bilin- .forbes.com; and E. Scott Reckard, “East West Surges into gual Consumers,” Journal of Consumer Research 31, no. 4, Banking Mainstream,” Los Angeles Times, February 9, 2011, 2005, pp. 760–765; and David Luna, Dawn Lerman, and Laura www.latimes.com. A. Peracchio, “Structural Constraints in Code-Switched 181 Peter Van Allen, “Subaru Advertising Targets Chinese-­ Advertising,” Journal of Consumer Research 32, no. 3, 2005, Americans, Parents,” Philadelphia Business Journal, May 20, pp. 416–423. 2011, www.bizjournals.com/philadelphia. 161 “Table 229: Educational Attainment by Race and Hispanic 182 Jonathan Burton, “Advertising Targeting Asians,” Far Origin, 1970 to 2010,” Statistical Abstract of the United States ­Eastern Economic Review, January 21, 1993, pp. 40–41; and 2012, U.S. Census Bureau, p. 151; and “Table 690: Money Brett A. S. Martin, Christina Kwai-Choi Lee, and Yang Income of Households.” Feng, “The Influence of Ad Model Ethnicity and Self-Refer- 162 “The Power of the Multicultural Dollar,” Black Enterprise, encing on Attitudes,” Journal of Advertising, Winter 2004, ­September 1, 2015, www.blackenterprise.com. pp. 27–37. 163 “Where Blacks, Whites Diverge,” Brandweek, May 3, 1993, 183 Onkvisit and Shaw, International Marketing; and Charles p. 22. M. Schaninger, Jacques C. Bourgeois, and W. Christian 164 Howard Schlossberg, “Many Marketers Still Consider Blacks Buss, “French-English Canadian Subcultural Consumption ‘Dark-Skinned Whites,’” Marketing News, January 18, 1993, ­Differences,” Journal of Marketing, Spring 1985, pp. 82–92. pp. 1, 13. 184 Simon Houpt and Greg Keenan, “The Biggest Launch in 165 “Connecting Through Culture: African-Americans Favor ­Chevrolet’s History,” The Globe and Mail (Canada), October 3, Diverse Advertising,” Nielsen, October 20, 2014, www.nielsen 2011, www.theglobeandmail.com. .com. 185 Hans Hoefer, Thailand (Boston: Houghton Mifflin, 1993). 166 Corliss L. Green, “Ethnic Evaluations of Advertising,” Journal of 186 Rosemary Marandi, “Nepali CG Corp’s Wai Wai on the Boil,” Advertising 28, no. 1, Spring 1999, pp. 49–64; and Pepper Miller Nikkei Asian Review, December 10, 2015, http://asia.nikkei and Ronald Miller, “Trends Are Opportunities for ­Targeting .com. African-Americans,” Marketing News, January 20, 1992, p. 9. 187 “America’s Changing Religious Landscape, Chapter 1: The 167 Shern-Min Chow, “Houston Man Turns Wife’s Unhappiness Changing Religious Composition of the U.S.,” Pew Research into Million Dollar Toy Idea,” KHOU News (Houston), November Center, May 12, 2015, www.pewforum.org. 27, 2015, www.khou.com. 188 Matthew Feinberg and Robb Willer, “The Moral Roots of Envi- 168 “A Mirror for American Diversity,” MMR, February 7, 2011, ronmental Attitudes,” Psychological Science 24, no. 1, January p. 24; and “African-Americans Go Natural,” MMR, December 17, 2013, pp. 56–62. 2001, p. 43. 189 See, for example, Elif Izberk-Bilgin, “Infidel Brands: Unveil- 169 Alan J. Bush, Rachel Smith, and Craig Martin, “The Influence ing Alternative Meanings of Global Brands at the Nexus of of Consumer Socialization Variables on Attitude Toward ­Globalization, Consumer Culture, and Islamism,” Journal of Advertising,” Journal of Advertising 28, no. 3, Fall 1999, Consumer Research 39, no. 4, December 2012, pp. 663–687. pp. 13–24. 190 Mitchell Hartmann, “Niche Daily Dealer Focuses on Jewish 170 Green, “Ethnic Evaluations of Advertising.” Buyers,” Marketplace, December 13, 2012, www.marketplace 171 Albert and Jacobs, “Television Attitudes and TV Types.” .org. 172 Ki Mae Heussner, “Google Study Sees African-Americans 191 Divya Sathyanarayanan, “OYO WE: Budget Hotels Market- More Responsive to Digital Marketing,” Adweek, September place—OYO Rooms Launches Exclusive Brand for Women,” 18, 2011, www.adweek.com. The Economic Times (India), September 15, 2015, http://­articles. 173 Jennifer L. Aaker, Anne M. Brumbaugh, and Sonya A. Grier, economictimes.indiatimes.com; and Rachel Lee Harris, “Nontarget Markets and Viewer Distinctiveness,” Journal of “Hotels in India Offer Women-Only Floors,” New York Times, Consumer Psychology 9, no. 3, 2000, pp. 127–140. October 16, 2011, p. TR-2. 174 Donnel A. Briley, L. J. Shrum, and Robert S. Wyer Jr., “Sub- 192 Valerie A. Taylor, Diane Halstead, and Paula J. Hayes, jective Impressions of Minority Group Representation in ­“Consumer Responses to Christian Religious Symbols in the Media,” Journal of Consumer Psychology 17, no. 1, 2007, Advertising,” Journal of Advertising, Summer 2010, pp. 79–92. pp. 36–48; and William J. Qualls and David J. Moore, “Ste- 193 “Beyond the Red Cup: How Holiday Consumers Are Chang- reotyping Effects on Consumers’ Evaluation of Advertising,” ing,” Knowledge@Wharton, November 25, 2015, http://­ Psychology and Marketing, Summer 1990, pp. 135–151. knowledge.wharton.upenn.edu.

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Endnotes 1 Richard Fry, “More Millennials Living with Family Despite 19 “Gay Marriage Around the World,” Pew Research Center, June Improved Job Market,” Pew Research Center, July 29, 2015, 26, 2015, www.pewforum.org. www.pewsocialtrends.org. 20 Matt McCue, “These Retailers Are Betting on Transgender 2 Rex Y. Du and Wagner A. Kamakura, “Household Life Cycles Customers,” Fortune, May 21, 2015, www.fortune.com. and Lifestyles in the United States,” Journal of Marketing 21 Suraj Commuri and James W. Gentry, “Resource Allocation in Research 43, February 2006, pp. 121–132; Mary C. Gilly and Households with Women as Chief Wage Earner,” Journal of Ben M. Enis, “Recycling the Family Life Cycle,” in ed. Andrew Consumer Research 32, no. 2, 2005, pp. 185–195. A. Mitchell, Advances in Consumer Research, vol. 9 (Ann Arbor, 22 Carol Morello, “Blended Families More Common,” Washing- Mich.: Association for Consumer Research, 1982), pp. 271–276; ton Post, January 23, 2011, www.washingtonpost.com. and William D. Danko and Charles M. Schaninger, “An Empiri- 23 Jennifer Smith Cross, “Price Check on Love: Liberty Village cal Evaluation of the Gilly-Enis Updated Household Life Cycle Grocery Store Is Having a Singles Night,” Metro News, May Model,” Journal of Business Research 21, August 1990, pp. 39–57. 20, 2015, www.metronews.ca. 3 Joy Wilkie, “Having Children Major Driver of Spending Pat- 24 Anil Mathur, George p. Moschis, and Euehun Lee, “A Longitu- terns in U.S.,” Gallup Economy, March 4, 2014, www.gallup dinal Study of the Effects of Life Status Changes on Changes .com/poll/167705/having-children-major-driver-spending- in Consumer Preferences,” Journal of the Academy of Market- patterns.aspx. ing Science 36, 2008, pp. 234–246. 4 Hannah Karp, “How Tough Are Times? Parents Cut Back Dia- 25 Jane C. Timm, “Evangelical Pastor Franklin Graham: Boycott pers,” Wall Street Journal, October 4, 2011, www.wsj.com. Gay-Friendly Businesses,” MSNBC, June 9, 2015, www.msnbc 5 Anil Mathur, George p. Moschis, and Euehun Lee, “A Study of .com; Andy Bagnall, “Does This Ad Make Me Look Gay?” Changes in Brand Preferences,” Asia Pacific Advances in Con- Advertising Age, June 8, 2011, www.adage.com; and Ronald sumer Research 4, 2001, pp. 133–139. Alsop, “As Same Sex Households Grow More Mainstream, 6 Ben Crair, “Animal Haus,” Bloomberg Businessweek, August 19, Businesses Take Note,” Wall Street Journal, August 8, 2001, 2015, pp. 60–65. pp. B1, B4. 7 “U.S. Census Bureau Reports Men and Women Wait Longer 26 Robert E. Wilkes and Debra A. Laverie, “Purchasing Decisions to Marry,” U.S. Census Bureau, November 10, 2010, www.cen- in Non-Traditional Households: The Case of Lesbian Cou- sus.gov. ples,” Journal of Consumer Behavior 6, no. 1, 2007, pp. 60–73. 8 Bella DePaulo, “What Do Singles Spend Their Money On?” 27 Harry L. Davis, “Dimensions of Marital Roles in Consumer Psychology Today, April 7, 2011, www.psychologytoday.com. Decision Making,” Journal of Marketing Research 7, May 1970, 9 Jonel Aleccia, “‘The New Normal’: Cohabitation is on the Rise, pp. 168–177; Conway Lackman and John M. Lanasa, “Family Study Finds,” NBC Health News, April 4, 2013, http://www Decision Making Theory: An Overview and Assessment,” .nbcnews.com/health. Psychology and Marketing 10, March–April 1993, pp. 81–93; 10 Katie Little, “McDonald’s Ditches More Sales for Accuracy,” and Stephan Muehlbacher, Eva Hofmann, Erich Kirchler, CNBC, May 22, 2015, www.cnbc.com; and Karl Taro Greenfeld, and Christine Roland-Levy, “Household Decision-Making: “Fast and Furious,” Businessweek, May 9, 2011, pp. 64–69. Changes of Female and Male Partners’ Role?” Psychology 11 See Kim Parker, “5 Facts About Today’s Fathers,” Pew Research and Economics 2, January 2009, https://www.researchgate Center, June 18, 2015, www.pewresearch.org. .net. 12 Claire Cain Miller, “The Divorce Surge Is Over, but the Myth 28 Rina Makgosa and Jikyeong Kang, “Conflict Resolution Lives On,” New York Times, December 2, 2014, www.nytimes Strategies in Joint Purchase Decisions for Major Household .com; and Joan Raymond, “The Ex-Files,” American Demo- Consumer Durables: A Cross-Cultural Investigation,” Interna- graphics, February 2001, pp. 60–64. tional Journal of Consumer Studies 33, no. 3, 2009, pp. 338–348. 13 James H. Alexander, John W. Shouten, and Scott D. Roberts, 29 Alice Gronhoj, “Communication About Consumption: A Fam- “Consumer Behavior and Divorce,” in eds. Janeen Costa and ily Process Perspective on ‘Green’ Consumer Practices,” Jour- Russell W. Belk, Research in Consumer Behavior, vol. 6 (Green- nal of Consumer Behavior 5, no. 6, 2006, pp. 491–503. wich, Conn.: JAI Press, 1993), pp. 153–184. 30 Sheth, “A Theory of Family Buying Decisions”; and Michael A. 14 “U.S. Census Bureau Reports Men and Women Wait Longer Belch, George E. Belch, and Donald Sciglimpaglia, “Conflict to Marry,” U.S. Census Bureau, November 10, 2010, www.cen- in Family Decision Making: An Exploratory Investigation,” in sus.gov. ed. Jerry C. Olson, Advances in Consumer Research, vol. 7 (Chi- 15 Pamela Paul, “Childless by Choice,” American Demographics, cago: Association for Consumer Research, 1980), pp. 475–479. November 2001, pp. 45–50. 31 W. Christian Buss and Charles M. Schaninger, “The Influence 16 “Census Bureau Releases Estimates of Same-Sex Married of Family Decision Processes and Outcomes,” in eds. Rich- Couples,” U.S. Census Bureau, September 27, 2011, www ard p. Bagozzi and Alice M. Tybout, Advances in Consumer .census.gov. See also, Gillian W. Oakenfull, “What Matters: Research, vol. 10 (Ann Arbor, Mich.: Association for Consumer Factors Influencing Gay Consumers’ Evaluations of ‘Gay- Research, 1983), pp. 439–444. Friendly’ Corporate Activities,” Journal of Public Policy & Mar- 32 Terry L. Childers and Akshay R. Rao, “The Influence of Familial keting 32, Special Issue, 2013, pp. 79–89. and Peer-Based Reference Groups on Consumer Decisions,” 17 “Same-Sex Marriage Laws,” National Conference of State Legis- Journal of Consumer Research 19, September 1992, pp. 198–211. lation, June 26, 2015, www.ncsl.org. See also “The Status of Women in The Middle East and North 18 Michelle Castillo, “How the Business of Same-Sex Weddings Africa,” International Foundation for Electoral Systems, http:// May Change,” CNBC, June 26, 2015, www.cnbc.com. swmena.net/en/report/126.

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33 Harry L. Davis and Benny p. Rigaux, “Perception of Marital Consumer Research, vol. 13, pp. 181–186; and Beatty and Tal- Roles in Decision Processes,” Journal of Consumer Research 1, pade, “Adolescent Influence in Family Decision Making: A June 1974, pp. 5–14; and Mandy Putnam and William R. David- Replication with Extension.” son, Family Purchasing Behavior: 11 Family Roles by Product 45 June Cotte and Stacy L. Wood, “Families and Innovative Category (Columbus, Ohio: Management Horizons, Inc., A Consumer Behavior: A Triadic Analysis of Sibling and Paren- Division of Price Waterhouse, 1987). tal Influence,” Journal of Consumer Research 31, June 2004, 34 Tara L. Queen, Cynthia A. Berg, and William Lowrance, “A pp. 78–86. Framework for Decision Making in Couples across Adult- 46 Anirban Mukhopadhyay and Catherine W. M. 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61 Onkvisit and Shaw, International Marketing: Analysis and Monitor, September 13, 2011, www.csmonitor.com; Amelia Strategy. Hill, “Upward Mobility Less Likely for Women and Low Earn- 62 Richard p. Coleman, “The Significance of Social Stratification in ers, Says Study,” Guardian (UK), September 23, 2011, www Selling,” in ed. Martin L. Bell, Marketing: A Maturing Discipline .guardian.co.uk; Mary Janigan, Ruth Atherley, Michelle Har- (Chicago: American Marketing Association, 1960), pp. 171–184. ries, Brenda Branswell, and John Demont, “The Wealth Gap,” 63 Douglas E. Allen and Paul F. Anderson, “Consumption and Maclean’s, August 28, 2000, pp. 42; and Bernstein, “Waking Social Stratification: Bourdieu’s Distinction,” in eds. Chris Up from the American Dream.” T. Allan and Deborah Roedder John, Advances in Consumer 81 Katherine S. Newman, Falling from Grace: The Experience of Research, vol. 21 (Provo, Utah: Association for Consumer Downward Mobility in the American Middle Class (New York: Research, 1994), pp. 70–73. Free Press, 1988); and Donna Haraway and Patricia Hill Col- 64 Ram Manohar Vikas, Rohit Varman, and Russell W. Belk, “Sta- lins, “Variations on the Theory of Power and Knowledge: tus, Caste and Market in a Changing Indian Village,” Journal The Fractured Matrix of Power,” in eds. Anthony Elliott and of Consumer Research 42, no. 3, October 2015, pp. 472–498. Charles Lemert, Introduction to Contemporary Social Theory 65 Pierre Bourdieu, Distinction: A Social Critique of the Judgment (New York: Routledge, 2014), p. 232ff. of Taste (Cambridge, Mass.: Harvard University Press, 1984). 82 Chris Green, “Downward Mobility on the Rise for the First 66 Tuba Ustuner and Douglas B. Holt, “Toward a Theory of Sta- Time in Generations,” The Independent (U.K.), November 6, tus Consumption in Less Industrialized Countries,” Journal of 2014, www.independent.co.uk. Consumer Research 37, June 2010, pp. 37–56; Tuba Ustuner and 83 Allison Schrager, “Even the Upper Middle Class Struggles to Craig J. Thompson, “How Marketplace Performances Prod- Save Money,” Bloomberg Businessweek, August 12, 2014, www uct Interdependent Status Games and Contested Forms of .bloomberg.com. Symbolic Capital,” Journal of Consumer Research 38, February 84 Kenneth Labich, “Class in America,” Fortune, February 7, 1994, 2012, pp. 796–814. pp. 114–126. 67 Coleman, “The Continuing Significance of Social Class to 85 Ibid. Marketing.” 86 Joseph C. Nunes, Xavier Dreze, and Yong Jee Han, “Con- 68 See Joan M. Ostrove and Elizabeth R. Cole, “Privileging Class: spicuous Consumption in a Recession: Toning it Down Toward a Critical Psychology of Social Class in the Context of or Turning it Up?,” Journal of Consumer Psychology 21, Education,” Journal of Social Issues 59, Winter 2003, pp. 677– no. 2, 2011, pp. 199–205; Philip J. Mazzocco, Derek D. Rucker, 692; and Charles M. Schaninger, “Social Class Versus Income Adal D. Galinsky and Eric T. Anderson, “Direct and Vicar- Revisited: An Empirical Investigation,” Journal of Marketing ious Conspicuous Consumption: Identification with Low Research 18, May 1981, pp. 192–208. Status Groups Increases the Desire for High Status Goods,” 69 “Pleased to Be Bourgeois,” Economist, May 14, 2011, p. 58. Journal of Consumer Psychology 22, no. 4, October 2012, 70 Serena Ng and Laurie Burkitt, “P&G Tripped Up by Its pp. 520–528; and John Brooks, Showing Off in America: From Assumptions About Diapers in China,” Wall Street Journal, Conspicuous Consumption to Parody Display (Boston: Little, August 13, 2015, www.wsj.com. Brown, 1981). 71 Diane Crispell, “The Real Middle Americans,” American 87 Aron O’Cass and Hmily McEwen, “Exploring Consumer Sta- Demographics, October 1994, pp. 28–35; and Michael Hout, tus and Conspicuous Consumption,” Journal of Consumer “More Universalism, Less Structural Mobility: The American Behavior 4, no. 1, 2004, pp. 25–39. Occupational Structure in the 1980s,” American Journal of 88 Wilfred Amaldoss and Sanjay Jain, “Pricing of Conspicuous Sociology, May 1988, pp. 1358–1400. Goods: A Competitive Analysis of Social Effects,” Journal of 72 Tiffany Julian and Robert Kominski, “Education and Synthetic Marketing Research 42, February 2005, pp. 30–42. Work-Life Earnings Estimates,” U.S. Census Bureau American 89 Nailya Ordabayeva and Pierre Chandon, “Getting Ahead Community Survey Reports, September 2011, p. 2. of the Joneses,” Journal of Consumer Research 38, June 2011, 73 Peter Francese, “The College–Cash Connection,” American pp. 27–41. Demographics, March 2002, http://adage.com/article/ameri- 90 Jamie Arndt, Sheldon Solomon, Tim Kasser, and Kennon candemographics; and Patricia Cohen, “Forget Lonely. Life Is M. Sheldon, “The Urge to Splurge: A Terror Management Healthy at the Top,” New York Times, May 15, 2004, p. B9. Account of Materialism and Consumer Behavior,” Journal of 74 William L. Wilkie, Consumer Behavior, 2nd ed. (New York: Consumer Psychology 14, no. 3, 2004, pp. 198–212. Wiley, 1990). 91 Janeen Arnold Costa and Russell W. Belk, “Nouveaux Riches 75 Tami Luhby, “The Rich Are 8 Times Likelier to Graduate Col- as Quintessential Americans: Case Studies of Consumption lege Than the Poor,” CNN Money, February 4, 2015, http:// in the Extended Family,” in ed. Russell W. Belk, Advances in money.cnn.com. Nonprofit Marketing, vol. 3 (Greenwich, Conn.: JAI Press, 76 Allen and Anderson, “Consumption and Social Stratification: 1990), pp. 83–140. Bourdieu’s Distinction.” 92 “You Choose,” Economist, December 18, 2010, pp. 123–125; and 77 Jake Ryan and Charles Sackrey, Strangers in Paradise: Academ- Mustapha Harzallah Ibtissem, “Application of Value Beliefs ics from the Working Class (Boston: South End Press, 1984). Norms Theory to the Energy Conservation Behaviour,” Jour- 78 Andrew D. Gershoff and Katherine A. Burson, “Knowing nal of Sustainable Development, June 2010, p. 129ff. Where They Stand,” Journal of Consumer Research 38, October 93 Jonah Berger and Morgan Ward, “Subtle Signals of Inconspicu- 2011, pp. 407–419. ous Consumption,” Journal of Consumer Research 37, December 79 Jim Zarroli, “Study: Upward Mobility No Tougher in U.S. Than 2010, pp. 555–569; and Ben Steverman, “Conspicuous Two Decades Ago,” National Public Radio, January 23, 2014, ­Consumption Is Back,” Businessweek, January 27, 2011, www www.npr.org. .businessweek.com. 80 Ariel Zirulnick, “US Losing Its Competitive Edge Due to 94 Thomas Clayton O’Guinn, Robin J. Tanner, and Ahreum Higher Costs of Higher Education: OECD,” Christian Science Maeng, “Turning to Space: Social Density, Social Class and

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the Value of Things in Stores,” Journal of Consumer Research Relative or Absolute Depends on Whether It Is About Money, 42, no. 2, 2015, pp. 196–213. Acquisition, or Consumption,” Journal of Marketing Research 95 Dave McGinn, “Once the Height of Teen Embarrassment, 46, June 2009, pp. 396–409. Braces Have Somehow Become Cool,” Globe and Mail 111 Leonardo Nicolao, Julie R. Irwin, and Joseph K. ­Goodman, (Toronto), August 13, 2015, www.theglobeandmail.com. “Happiness for Sale: Do Experiential Purchases make 96 Naomi Mandel, Petia K. Petrova, and Robert B. Cialdini, ­Consumer Happier than Material Purchases?” Journal of “Images of Success and the Preference for Luxury Brands,” ­Consumer Research 36, August 2009, pp. 188–198. Journal of Consumer Psychology 16, no. 1, 2006, pp. 57–69. 112 Kristina M. Durante, Vladas Groslevocois, Joseph p. Redden, 97 Tamara Abraham, “As Sales Soar 54 Percent in a Year, How and Andrew Edward White, “Spending on Daughters versus Nail Polish Replaced Lipstick as Women’s Favourite Reces- Sons in Economic Recessions,” Journal of Consumer Research sion-Proof Luxury,” Daily Mail (UK), September 30, 2011, www 42, October 2015, pp. 435–457. .dailymail.co.uk; and Rebecca Gardyn, “Oh, the Good Life,” 113 See Joseph Chancellor and Sonja Lyubomirsky, “Happiness American Demographics, November 2002, pp. 30–35. and Thrift: When (Spending) Less Is (Hedonically) More,” 98 Brooks, Showing Off in America: From Conspicuous Con- Journal of Consumer Psychology 21, no. 2, 2011, pp. 131–138. sumption to Parody Display. 114 Marshall Heyman, “At New York Parties, Visions of Gran- 99 Stephen Buckley, “Brazil Rediscovers Its Culture; Poor Man’s deur,” Wall Street Journal, October 6, 2011, www.wsj.com. Cocktail, Martial Art Hip Among Middle Class,” Washington 115 Clarissa Sebag-Montefiore, “Foreign Brands Go Native in Post, April 15, 2001, p. A16. China,” Campaign, October 21, 2014, www.campaignlive.com. 100 Sarah Halzack, “Coach Is Buying Stuart Weitzman. Is That 116 E. J. Schultz, “Packages Shrink to Fit Spending-Power a Smart Move for the Troubled Brand?” Washington Post, Decline,” Advertising Age, October 17, 2011, www.adage.com. January 6, 2015, www.washingtonpost.com; and Teri Agins, 117 “How Marketers Sell to the Long-Term Jobless,” Advertising “Now, Subliminal Logos,” Wall Street Journal, July 20, 2001, Age, October 16, 2011, www.adage.com. p. B1. 118 Will Hernandez, “No Surprise: Gallup Finds Mobile Wallets 101 Derek D. Rucker and Adam D. Galinsky, “Desire to Acquire: Low Priority for Consumers,” Mobile Payments Today, July 21, Powerlessness and Compensator y Consumption,” Journal of 2015, www.mobilepaymentstoday.com; and Shen Jingting, Consumer Research 35, August 2008, pp. 257–267. “HTC, Unionpay Target Mobile Wallets,” China Daily, August 102 Alexander Fury, “Accessible luxury: Brands May Be Devaluing 10, 2011, www.chinadaily.com.cn. ‘Luxury’–But They’re Making a Mint,” The Independent (UK), 119 Mercedes M. Cardona, “Affluent Shoppers Like Their Luxe August 16, 2015, www.independent.co.uk. Goods Cheap,” Advertising Age, December 1, 2003, p. 6. 103 Kelly D. Martin and Ronald Paul Martin, “Life Satisfaction, 120 See “Old Money,” American Demographics, June 2003, pp. 34–37. Self-Determination, and Consumption Adequacy at the Bot- 121 “India’s Luxury Market,” India Knowledge@Wharton, tom of the Pyramid,” Journal of Consumer Research 38, no. 6, September 1, 2011, http://knowledge.wharton.upenn.edu; and April 2012, pp. 1155–1168. Shobhana Chandra and Anthony Feld, “Rich Americans Raise 104 Russell W. Belk and Melanie Wallendorf, “The Sacred Mean- Consumer Spending with Little Help from Middle Class,” ings of Money,” Journal of Economic Psychology 11, March Bloomberg News, January 18, 2011, www.bloomberg.com. 1990, pp. 35–67. 122 Robert Frank, “More Millionaires Than Ever Are Living in the 105 Heidi Vogt, “Making Change: Mobile Pay in Africa,” Wall US,” CNBC, March 10, 2015, www.cnbc.com. Street Journal, January 2, 2015, www.wsj.com; and Abraham 123 Chris Matthews, “Millionaires Now Control an Even Bigger McLaughlin, “Africans’ New Motto: ‘Charge It,’” Christian Sci- Share of the World’s Wealth,” Fortune, June 15, 2015, www.for- ence Monitor, February 14, 2005, p. 6. tune.com. 106 Adrian Furnham and Alan Lewis, The Economic Mind: The 124 Brad Tuttle, “The Sad, Sorry State of the Middle Class,” Time, Social Psychology of Economic Behavior (Brighton, Sussex: September 8, 2011, http://moneyland.time.com. Harvester Press, 1986); and Belk and Wallendorf, “The Sacred 125 Christopher Sabatini, “Latin America’s Middle-Class Growing Meanings of Money.” Pains,” U.S. News & World Report, April 18, 2014, www.usnews 107 Alex Daniels, “As Wealthy Give Smaller Share of Income to .com. Charity, Middle Class Digs Deeper,” Chronicle of Philanthropy, 126 “What Will an Emerging First World Mexico Mean for Califor- October 5, 2014, https://philanthropy.com; and Rebecca nia?” San Francisco Chronicle, June 5, 2015, www.sfgate.com. Gardyn, “Generosity and Income,” American Demographics, 127 Patrick McGroarty, “Africa’s Middle Class to Boom,” Wall December 2002–January 2003, pp. 46–47. Street Journal, October 13, 2011, www.wsj.com. 108 Jennifer L. Aaker, Melanie Rudd, and Cassie Mogilner, “If 128 Coleman, “The Continuing Significance of Social Class to Money Does Not Make You Happy, Consider Time,” Journal of Marketing.” Consumer Psychology 21, no. 2, 2011, pp. 126–130. 129 Paul C. Henry, “Social Class, Market Situation, and Consum- 109 Elizabeth W. Dunn, Daniel T. Gilbert, and Timothy D. Wil- ers’ Metaphors of (Dis)Empowerment,” Journal of Consumer son, “If Money Doesn’t Make You Happy, Then You Probably Research 31, no. 4, 2005, pp. 766–778. Aren’t Spending It Right,” Journal of Consumer Psychology 12, 130 Bridgit Bowman, “More and More People in Kansas City Are no. 2, 2011, pp. 115–125; Michel Tuan Pham, “On Consump- ‘Unbanked,’” Kansas City Star, August 15, 2015, www.kansasc- tion Happiness: A Research Dialogue,” Journal of Consumer ity.com. Psychology 25, no. 1, January 2015, pp. 150–151; and Thomas 131 Prasad, “Socioeconomic Product Risk and Patronage Prefer- Gilovich, Amit Kumar, and Lily Jampol, “A Wonderful Life: ences of Retail Shoppers”; and Stuart Rich and Subhish Jain, Experiential Consumption and the Pursuit of Happiness,” “Social Class and Life Cycle as Predictors of Shopping Behav- Journal of Consumer Psychology 25, no. 1, 2015, pp. 152–165. ior,” Journal of Marketing Research 24, June–July 1987, pp. 51–59. 110 Christopher K. Hsee, Yang Yang, Naihe Li, and Luxi Shen, 132 John Fetto, “Watering Holes,” American Demographics, June “Wealth, Warmth, and Well-Being: Whether Happiness Is 2003, p. 8.

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133 Ronald Paul Hill and Mark Stamey, “The Homeless in Amer- Group Identity and Advertising Persuasion,” Journal of Mar- ica: An Examination of Possessions and Consumption keting Research 38, May 2001, pp. 216–224. Behaviors,” Journal of Consumer Research 17, December 1990, 142 Jeremy Cato, “Why the $100,000-and-Up Car Market Is pp. 303–321. Booming,” Globe and Mail (Toronto), March 2, 2015, www.the- 134 “The State of Homelessness in America 2014,” National Alli- globeandmail.com. ance to End Homelessness, May 27, 2014, http://www.endhome- 143 Yanie Durocher, “Yoox’s Luca Martines: Mobile Sales and lessness.org/library/entry/the-state-of-homelessness-2014. Niche Labels are Key for E-Commerce in China,” Jing Daily, 135 Stav Ziv, “Child Homelessness in U.S. Reaches Historic High, April 23, 2015, https://jingdaily.com. Report Says,” Newsweek, November 17, 2014, www.newsweek 144 See, for example, Yvonne Villarreal, “From Binge-Viewing to .com. Cord-Cutting: Four Takeaways from the 2015 TCA Press Tour,” 136 Ronald Paul Hill, “Homeless Women, Special Possessions, Los Angeles Times, August 14, 2015, www.latimes.com. and the Meaning of ‘Home’: An Ethnographic Case Study,” 145 Rich and Jain, “Social Class and Life Cycle as Predictors of Journal of Consumer Research 18, December 1991, pp. 298–310. Shopping Behavior.” 137 Anthony Harrup, “Mexico’s Grupo Elektra Hires Former Ban- 146 Alistair Charlton, “Vertu Signature Touch Review: This Isn’t orte Chief to Head Bank,” Wall Street Journal, January 16, a Phone, It’s an £8,500 Experience with Its Own Concierge,” 2015, www.wsj.com; and Peter Katel, “Petro Padillo Longoria: International Business Times, April 30, 2015, www.ibtimes. A Retailer Focused on Working-Class Needs,” Time Interna- co.uk; and Diana Ben-Aaron and Matthew Campbell, “Dia- tional, October 15, 2001, p. 49. mond-Crusted Vertu Phone Defies Slump,” Bloomberg News, 138 Prior and Nagel, “P&G’s McDonald Out to Cover Globe.” September 29, 2011, www.bloomberg.com. 139 Alessandro Di Fiore, “A Different Premium Brand Strategy,” 147 Christine Page, “A History of Conspicuous Consumption,” in Harvard Business Review, October 10, 2011, www.hbr.org. eds. Floyd Rudmin and Marsha Richins, Meaning, Measure, 140 “Target Overwhelmed By Demand for Lilly Pulitzer Collec- and Morality of Materialism (Provo, Utah: Association for tion,” ABC 11 News, April 11, 2015, http://abc11.com; and Sally Consumer Research, 1993), pp. 82–87. Shin, “Target Partners with Designer Jason Wu,” CNBC, Octo- 148 “Grocery Shoppers Leave Walmart for Dollar Stores,” NPR, ber 7, 2011, www.cnbc.com. August 19, 2011, www.npr.org. 141 Sonya A. Grier and Rohit Deshpandé, “Social Dimensions of 149 Vikas, Varman, and Belk, “Status, Caste, and Market in a Consumer Distinctiveness: The Influence of Social Status on Changing Indian Village.”

07272_ch13_ptg01_346-372.indd 372 7/29/16 2:06 PM Endnotes 1 Allison Enright, “E-retailer Zazzle Will Acquire Custom Goods Milton Rokeach, Understanding Human Values (New York: Free Firm Coveroo,” Internet Retailer, November 24, 2015, www Press, 1979); and Shalom H. Schwartz and Wolfgang Bilsky, .internetretailer.com. “Toward a Universal Psychological Structure of Human Val- 2 Milton Rokeach, The Nature of Human Values (New York: Free ues,” Journal of Personality and Social Psychology, September Press, 1973), p. 5. 1987, pp. 550–562. 3 Wagner A. Kamakura and Jose Alfonso Mazzon, “Value Seg- 4 Kim A. Nelson, “Consumer Decision Making and Image mentation,” Journal of Consumer Research, September 1991, Theory,” Journal of Consumer Psychology 14, no. 1/2, 2004, pp. 208–218; see also Milton Rokeach and Sandra J. Ball- pp. 28–40. Rokeach, “Stability and Change in American Value Priorities, 5 Francesco M. Nicosia and Robert N. Mayer, “Toward a 1968–1981,” American Psychologist, May 1989, pp. 775–784; Sociology of Consumption,” Journal of Consumer Research,

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September 1976, pp. 65–75; and Hugh E. Kramer, “The Value 19 Jingjing Ma and Neal J. Roese, “The Maximizing Mind-Set,” of Higher Education and Its Impact on Value Formation,” in Journal of Consumer Research 41, no. 1, June 2014, pp. 71–92. eds. Robert E. Pitts and Arch G. Woodside, Personal Values 20 Marsha L. Richins and Lan Nguyen Chaplin, “Material Parent- and Consumer Psychology (Lexington, Mass.: Lexington Books, ing: How the Use of Goods in Parenting Fosters Materialism 1984), pp. 239–251. in the Next Generation,” Journal of Consumer Research 41, 6 Marius K. Luedicke, “Indigenes’ Responses to Immigrants’ April 2015, pp. 1333–1357. Consumer Acculturation: A Relational Configuration Anal- 21 Jamie Arndt, Sheldon Solomon, Tim Kasser, and Kennon ysis,” Journal of Consumer Research, June 2015, pp. 109–129. M. Sheldon, “The Urge to Splurge: A Terror Management 7 Mar y Gilly and Lisa Penaloza, “Barriers and Incentives in Account of Materialism and Consumer Behavior,” Journal of Consumer Acculturation,” in eds. W. Fred van Raaij and Gary Consumer Psychology 14, no. 3, 2004, pp. 198–212; Jamie Arndt, J. Bamossy, European Advances in Consumer Research, vol. 1 Sheldon Solomon, Tim Kasser, and Kennon M. Sheldon, “The (Provo, Utah: Association for Consumer Research, 1993), Urge to Splurge Revisited,” Journal of Consumer Psychology pp. 278–286. 14, no. 3, 2004, pp. 225–229; Durairaj Maheswaran and Nidhi 8 Rokeach, The Nature of Human Values; and Schwartz and Agrawal, “Motivational and Cultural Variations in Mortal- Bilsky, “Toward a Universal Psychological Structure of Human ity Salience Effects,” Journal of Consumer Psychology 14, Values.” no. 3, 2004, pp. 213–218; and Aric Rindfleisch and James E. 9 Russell W. Belk, “Materialism: Trait Aspects of Living in the Burroughs, “Terrifying Thoughts, Terrible Materialism? Con- Material World,” Journal of Consumer Research, Decem- templations on a Terror Management Account of Materialism ber 1985, pp. 265–280; and Russell W. Belk, “Three Scales to and Consumer Behavior,” Journal of Consumer Psychology 14, Measure Constructs Related to Materialism,” in ed. Thomas no. 3, 2004, pp. 219–224. p. Kinnear, Advances in Consumer Research, vol. 11 (Provo, 22 Marsha L. Richins and Scott Dawson, “A Consumer Values Utah: Association for Consumer Research, 1984), pp. 291–297. Orientation for Materialism and Its Measurement,” Journal of 10 Marsha L. Richins, “Special Possessions and the Expression Consumer Research, December 1992, pp. 303–316. of Material Values,” Journal of Consumer Research, December 23 Bree Feng, “Chinese Respondents Top Materialism Poll,” New 1994, pp. 522–533. York Times Sinosphere, December 20, 2013, www.nytimes.com. 11 Marsha L. Richins, “When Wanting Is Better Than Hav- 24 Sarah Halzack, “Why Louis Vuitton, Gucci, and Prada Are in ing: Materialism, Transformation Expectations, and Prod- Trouble,” Washington Post, June 15, 2015, www.washington- uct-Evoked Emotions in the Purchase Process,” Journal of post.com. Consumer Research 40, no. 1, June 2013, pp. 1–18. 25 U.S. Census Bureau, “Residential Vacancies and Homeown- 12 James A. Roberts, John F. Tanner Jr., and Chris Manolis, “Mate- ership in the Third Quarter 2015,” U.S. Department of Com- rialism and the Family Structure–Stress Relation,” Journal of merce, October 27, 2015, www.census.gov. Consumer Psychology 15, no. 2, 2005, pp. 183–190; and Helga 26 Meg Dupont, “Cocooning Morphs into Hiving,” Hartford Cou- Dittmar, Richard Bond, M. Hurst, and Tim Kasser, “The Rela- rant, October 29, 2004, p. H2. tionship between Materialism and Personal Well-Being: A 27 John B. Horrigan and Maeve Duggan, “Home Broadband Meta-Analysis,” Journal of Personality and Social Psychology 2015,” Pew Research Center, December 21, 2015, www.pewin- 107, no. 5, 2014, pp. 879–924. ternet.org. 13 Rik Pieters, “Bidirectional Dynamics of Materialism and Lone- 28 Brad Tuttle, “A Huge Number of Millennials Can’t Escape liness: Not Just a Vicious Cycle,” Journal of Consumer Research Work While on Vacation,” Time, July 6, 2014, www.time.com; 40, no. 4, December 2013, pp. 615–631. and Josh Eidelson, “For Every Education Level, Real Wages 14 James E. Burroughs and Aric Rindfleisch, “Materialism and Have Gone Down So Far This Year,” Bloomberg, August 27, Well-Being,” Journal of Consumer Research, December 2002, 2014, www.bloomberg.com. pp. 348–370. 29 Mark Sullivan, “Samsung’s New Refrigerator Wants to Do 15 Pieters, “Bidirectional Dynamics of Materialism and Loneli- Away With Your Trips to the Grocery Store,” Fast Company, ness: Not Just a Vicious Cycle.” January 5, 2016, www.fastcompany.com; Allison Enright, “The 16 Elizabeth W. Dunn, Daniel T. Gilbert, and Timothy D. E-grocery Explosion,” Internet Retailer, August 3, 2015, www Wilson, “If Money Doesn’t Make You Happy, Then You .internetretailer.com; and Robin van Daalen, “Ahold Cuts Probably Aren’t Spending It Right,” Journal of Consumer Costs, Ups Dividend with New Strategy,” Wall Street Journal, Psychology 21, 2011, pp. 115–125; Jennifer L. Aaker, Mela- November 21, 2011, www.wsj.com. nie Rudd, and Cassie Mogilner, “If Money Does Not Make 30 Emma Seppälä, “If You Can’t Take a Vacation, Get the Most You Happy, Consider Time,” Journal of Consumer Psychol- Out of Minibreaks,” Harvard Business Review, July 14, 2015, ogy 21, 2011, pp. 126–130; and Joseph Chancellor and Sonja www.hbr.org. Lyubomirsky, “Happiness and Thrift: When (Spending) Less 31 Fran Golden, “The World’s Oddest Theme Cruises,” USA Is (Hedonically) More,” Journal of Consumer Psychology 21, Today, January 5, 2015, www.usatoday.com. 2011, pp. 131–138. 32 Elizabeth C. Hirschman, “Men, Dogs, Guns, and Cars,” Journal 17 Leonardo Nicolao, Julie R. Irwin, and Joseph K. Goodman, of Advertising, Spring 2003, pp. 9–22. “Happiness for Sale: Do Experiential Purchases Make Con- 33 Blair Kidwell, Adam Farmer, and David M. 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35 Jena McGregor, “How Mark Zuckerberg’s Paternity Leave 56 Sak Onkvisit and John J. Shaw, International Marketing: Analy- Affects the Rest of Us,” Los Angeles Times, December 6, 2015, sis and Strategy (Columbus, Ohio: Merrill, 1989), p. 243. www.latimes.com. 57 K. S. Yang, “Expressed Values of Chinese College Students,” 36 Richard Milne, “Sales Jump Secures Lego’s Crown as World’s in eds. K. S. Yang and Y. Y. Li, Symposium on the Character of Biggest Toymaker,” Financial Times, September 2, 2015, www the Chinese (Taipei, Taiwan: Institute of Ethnology Academic .ft.com. Sinica, 1972), pp. 257–312; see also Oliver H. M. Yau, Consumer 37 Stephanie Chao, “Ban on Junk Food Marketing to Nation’s Behavior in China: Customer Satisfaction and Cultural Values Kids Takes Effect Jan. 1,” The China Post, December 25, 2015, (New York: Rutledge, 1994). www.chinapost.com/tw. 58 Alfred S. Boote, cited in Rebecca Piirto, Beyond Mind Games 38 Evelyn Theiss, “Dave’s Supermarkets Joins Cleveland Clinic’s (Ithaca, N.Y.: American Demographic Books, 1991). Healthy Food Program,” Cleveland Plain Dealer, November 18, 59 Jan-Benedict E. M. Steenkamp and Martijn G. de Jong, “A 2011, www.cleveland.com. Global Investigation into the Constellation of Consumer Atti- 39 Dan Eaton, “Egg-Topped Burgers? Ghost Pepper Fries? Wen- tudes Toward Global and Local Products,” Journal of Market- dy’s Willing to Consider It,” Columbus Business Insider (OH), ing, November 2010, pp. 18–40. February 4, 2015, www.bizjournals.com. 60 Geert Hofstede, “National Cultures in Four Dimensions,” 40 Ashutosh Prasad, Andrei Strijnev, and Qin Zhang, “What International Studies of Management and Organization, Can Grocery Basket Data Tell Us About Health Conscious- Spring–Summer 1983, pp. 46–74. ness?” International Journal of Research in Marketing 25, 2008, 61 Michael Lynn, George M. 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74 Lauren R. Hartman, “Flavor Trends: Soups Ladle Up the Fla- 85 Dawn R. Deeter-Schmelz and Jane L. Sojka, “Wrestling with vor,” Food Processing, November 2, 2015, www.foodprocess- American Values,” Journal of Consumer Behavior 4, no. 2, ing.com; and Katie Moisse, “Campbell’s Panned for Adding 2004, pp. 132–143. Salt to Soups,” ABC News, July 14, 2011, http://abcnews 86 Thomas J. Reynolds and J. p. Jolly, “Measuring Personal .go.com. Values,” Journal of Marketing Research, November 1980, 75 Patricia F. Kennedy, Roger J. Best, and Lynn R. Kahle, “An pp. 531–536; Reynolds and Gutman, “Laddering”; and Jon- Alternative Method for Measuring Value-Based Segmen- athan Gutman, “A Means-End Model Based on Consumer tation and Advertisement Positioning,” in eds. James H. Categorization Processes,” Journal of Marketing, Spring 1982, Leigh and Claude R. Martin Jr., Current Issues and Research in pp. 60–72. Advertising, vol. 11 (Ann Arbor, Mich.: Division of Research, 87 T. L. 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Journal of Consumer Research 40, no. 3, October 2013, Lastovicka, “Optimal Stimulation Level—Exploratory Behav- pp. 428–443. ior Models,” Journal of Consumer Research, December 1984, 102 Hyeongmin (Christian) Kim, Katina Kulow, and Thomas pp. 830–835. Kramer, “The Interactive Effect of Beliefs in Malleable Fate 115 Kelly Tepper Tian, William O. Bearden, and Gary L. Hunter, and Fateful Predictions on Choice,” Journal of Consumer “Consumers’ Need for Uniqueness,” Journal of Consumer Research 40, no. 6, April 2014, pp. 1139–1148. Research 28, June 2001, pp. 50–66. 103 David Glen Mick and Claus Buhl, “A Meaning-Based Model 116 Itamar Simonson and Stephen M. Nowlis, “The Role of Expla- of Advertising Experiences,” Journal of Consumer Research, nations and Need for Uniqueness in Consumer Decision Mak- December 1992, pp. 317–338. ing,” Journal of Consumer Research 27, June 2000, pp. 49–68. 104 Frank May and Ashwani Monga, “When Time Has a Will of 117 Craig J. 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129 Eugenia C. Wu, Keisha M. Cutright, and Gavan J. Fitzsimons, 142 Leonidas C. Leonidou, “Understanding the Russian Con- “How Asking ‘Who Am I?’ Affects What Consumers Buy: The sumer,” Marketing and Research Today, March 1992, pp. 75–83. Influence of Self-Discovery on Consumption,” Journal of Mar- 143 Wendy Koch, “Why Are We Obsessed with Stuff and More keting Research, April 2011, pp. 296–307. Stuff ?” USA Today, March 24, 2010, www.usatoday.com; and 130 Terry Clark, “International Marketing and National Character: Wendy Koch, “Getting to the Heart of ‘Simple Living,’” USA A Review and Proposal for an Integrative Theory,” Journal of Today, June 2, 2010, www.usatoday.com. Marketing, October 1990, pp. 66–79. 144 See Leonard L. Berry, Kathleen Seiders, and Dhruv Grewal, 131 Adam Wooten, “Marketers Beware of Using Animals in Inter- “Understanding Service Convenience,” Journal of Marketing national Campaigns,” Deseret News (Salt Lake City), Septem- Research, July 2002, pp. 1–17. ber 23, 2011, www.deseretnews.com. 145 Sara Tambascio, “Refreshing the Bulb Market with Dig, Drop, 132 John C. Mowen, “Exploring the Trait of Competitiveness and Done,” Today’s Garden Center, July 2011, www.todaysgarden- its Consumer Behavior Consequences,” Journal of Consumer center.com. Psychology 14, no. 1/2, 2004, pp. 52–63. 146 Laura Lorenzetti, “Ford’s Zipcar-Killer Is Launching in This 133 Jonah Berger and Morgan Ward, “Subtle Signals of Inconspic- City,” Time, May 27, 2015, www.time.com; and Joann Muller, uous Consumption, Journal of Consumer Research, December “Ford’s Zipcar Deal Is a Clever Marketing Move,” Forbes, 2010, pp. 555–569. August 31, 2011, www.forbes.com. 134 Nailya Ordabayeva and Pierre Chandon, “Getting Ahead of 147 Jerri Stroud, “‘Bankers’ Hours’ Now Include Evenings and the Joneses: When Equality Increases Conspicuous Consump- Sundays,” St. Louis Post-Dispatch, September 4, 2007, n.p. tion Among Bottom-Tier Consumers,” Journal of Consumer 148 Tom Groenfeldt, “Atom Is First UK Mobile-Only Bank To Research, June 2011, pp. 27–41. Receive License,” Forbes, December 23, 2015, www.forbes 135 “Social Media: PepsiCo and Unilever Aim to Connect with .com. Consumers,” Just-Food, June 30, 2011, www.just-food.com. 149 Basil G. Englis and Michael R. Solomon, “To Be and Not to Be: 136 Martin Beck, “Social Media Lessons From the Stanley Cup Life Style Imagery, Reference Groups, and the Clustering of Champion Of Twitter,” MarketingLand, June 20, 2014, www America,” Journal of Advertising, Spring 1995, pp. 13–28. .marketingland.com; and Zachary Sniderman, “L.A. Kings Are 150 “NTT Docomo Makes Voice Translator App Available for First Pro Sports Team to Get Gamified,” Mashable, October iPhone,” Japan Times, January 19, 2015, www.japantimes.co.jp; 20, 2011, www.mashable.com. and “‘Smart’ Apps Becoming Lifestyle Game-Changer,” Japan 137 David Crockett, “The Role of Normative Political Ideology in Times, November 25, 2011, www.japantimes.co.jp. Consumer Behavior,” Journal of Consumer Research 31, no. 3, 151 Strategic Business Insights, www.strategicbusinessinsights. 2004, pp. 511–528. com/vals. 138 Morris B. Holbrook, “Nostalgia and Consumption Pref- 152 “Mindbase,” The Futures Company, http://thefuturescom- erences,” Journal of Consumer Research, September 1993, pany.com/mindbase. pp. 245–256. 153 Douglas B. Holt, “Poststructuralist Lifestyle Analysis,” Journal 139 Cristel Antonia Russell and Hope Jensen Schau, “When of Consumer Research, March 1997, pp. 326–350. Narrative Brands End: The Impact of Narrative Closure and 154 Marvin Shoenwald, “Psychographic Segmentation: Used or Consumption Sociality on Loss Accommodation,” Journal of Abused?” Brandweek, January 22, 2001, p. 34. Consumer Research 40, no. 6, April 2014, pp. 1039–1062. 155 See, for example, Michael Learmonth, “Penry Price: Why 140 Christine Rodenbaugh, “Eat Slow. Shop Local,” St. Augustine Social Is the Next Frontier of Ad Targeting,” Advertising Age, Record (FL), December 3, 2015, www.staugustine.com. June 23, 2011, www.adage.com. 141 Onkvisit and Shaw, International Marketing: Analysis and 156 Tanya Irwin, “Hilton Garden Inn Launches ‘To-Do List’ Strategy, p. 283. ­Contest,” Mediapost, August 9, 2011, www.mediapost.com.

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Endnotes 1 Jenny Eagle, “Nestlé: ‘Technology Is Fundamentally Chang- Management Research, June 2011, p. 6; and Martin Scherier, ing the Way Consumers Buy Our Products and Engage Christoph Fuchs, and Darren W. Dahl, “The Innovation Effect with Our Brands,’” Food Production Daily, July 9, 2015, www of User Design: Exploring Consumers’ Innovation Percep- .foodproductiondaily.com; and Deborah Ball, “After Buying tions of Firms Selling Products Designed by Users,” Journal of Binge, Nestlé Goes on a Diet,” Wall Street Journal, July 23, Marketing 76, no. 5, 2012, pp. 18–32. 2007, p. 1. 14 Donna L. Hoffman, Praveen K. Kopalle, and Thomas p. Novak, 2 Hubert Gatignon and Thomas S. Robertson, “Innovative “The ‘Right’ Consumers for Better Concepts,” Journal of Mar- Decision Processes,” in eds. Thomas S. Robertson and Har- keting Research 47, October 2010, pp. 854–865. old H. Kassarjian, Handbook of Consumer Behavior (New York: 15 Wayne D. Hoyer, Rajesh Chandy, Matilda Dorotic, Manfred ­Prentice-Hall, 1991), pp. 316–317; see also Everett M. Rogers, Krafft, and Siddharth S. Singh, “Consumer Cocreation in New The Diffusion of Innovations, 5th ed. (New York: Free Press, Product Development,” Journal of Service Research 13, no. 3, 2003). 2010, pp. 283–296. 3 Characteristics of employees involved in new product devel- 16 Christoph Fuchs, Emanuela Prandelli, and Martin Schreier, opment can also affect innovativeness; see, for example, “The Psychological Effects of Empowerment Strategies on Rajesh Sethi, Daniel C. Smith, and C. Whan Park, “Cross-­ Consumers’ Product Demand,” Journal of Marketing 74, Janu- Functional Product Development Teams, Creativity, and ary 2010, pp. 65–79. the Innovativeness of New Consumer Products,” Journal of 17 Andrew MacDougall, “Beiersdorf R&D Head Says It’s OK to ­Marketing Research 38, February 2001, pp. 73–85. Appreciate External Innovations,” Cosmetics Design Europe, 4 Mike Isaac, “In a Shift, Rite Aid to Accept Apple and Google March 21, 2014, www.cosmeticsdesign-europe.com; and Mobile Payments,” New York Times, August 11, 2015, www Volker Bilgram, Michael Bartl, and Stefan Biel, “Getting .nytimes.com; and “Africa: The New Pot of Gold for Tele- Closer to the Customer—How Nivea Co-creates New Prod- coms,” Economic Times (India), December 7, 2011, http://arti- ucts,” Marketing Review St. Gallen, January 2011, p. 34. cles.economictimes.indiatimes.com. 18 Stefan Stern, Peter Pal Zubcsek, and Jacob Goldenberg, “Peo- 5 Thomas S. Robertson, “The Process of Innovation and the ple Offer Better Ideas When They Can’t See What Others Sug- Diffusion of Innovation,” Journal of Marketing 31, January 1967, gest,” Harvard Business Review, July 24, 2015, https://hbr.org. pp. 14–19; and Thomas S. Robertson, Innovative Behavior and 19 “A Co-creation Primer,” Harvard Business Review, February 28, Communication (New York: Holt, Reinhart, & Winston, 1971). 2011, http://blogs.hbr.org. 6 Scott Stein, “New Samsung Gear Watches Are Coming— 20 Lauriston Sharp, “Steel Axes for Stone Age Australians,” in ed. Here’s What They Need to Succeed,” Cnet, August 13, 2015, Edward H. Spicer, Human Problems in Technological Change www.cnet.com; and Marc E. Babej, “Will Smartwatches Spell (New York: Russell Sage Foundation, 1952). the Death of Mechanical Watches?” Forbes, July 30, 2015, 21 H. David Banta, “The Diffusion of the Computer Tomography www.forbes.com. (CT) Scanner in the United States,” International Journal of 7 C. Page Moreau, Arthur B. Markman, and Donald R. Leh- Health Services 10, 1980, pp. 251–269, as reported in Rogers, mann, “‘What Is It?’ Categorization Flexibility and Consum- The Diffusion of Innovations, pp. 231–237. ers’ Responses to Really New Products,” Journal of Consumer 22 Shaul Oreg and Jacob Goldenberg, Resistance to Innovation: Research 27, March 2001, pp. 489–498. Its Sources and Manifestations (Chicago: University of Chicago 8 Robbie Whelan, “DHL Unit Plans Google Glass Experiment in Press, 2015). U.S. Warehouses,” Wall Street Journal, August 14, 2015, www 23 Alex Wood, “The Internet of Things Is Revolutionising Our .wsj.com; and Menchie Mendoza, “Google Glass Is Back But Lives, But Standards Are a Must,” The Guardian (UK), March You’ll Only See Them In Offices,” Tech Times, August 2, 2015, 31, 2015, www.theguardian.com; and Amitav Chakravarti and www.techtimes.com. Jinhong Xie, “The Impact of Standards Competition on Con- 9 Alfred R. Petrosky, “Extending Innovation Characteristic Per- sumers: Effectiveness of Product Information and Advertis- ception to Diffusion Channel Intermediaries and Aesthetic ing Formats,” Journal of Marketing Research 43, May 2006, Products,” in eds. Rebecca Holman and Michael Solomon, pp. 224–236. Advances in Consumer Research, vol. 17 (Provo, Utah: Associa- 24 David Glen Mick and Susan Fournier, “Paradoxes of Tech- tion for Consumer Research, 1991), pp. 627–634. nology: Consumer Cognizance, Emotions, and Coping Strat- 10 Beth Snyder Bulik, “Edible 3-D Food Printing Becomes a Reality egies,” Journal of Consumer Research 25, September 1998, at Hershey,” Advertising Age, January 28, 2015, www.adage.com. pp. 123–143. 11 JoAndrea Hoegg, Joseph W. Alba, and Darren W. Dahl, “The 25 Stacy L. Wood and Joffre Swait, “Psychological Indicators of Good, the Bad, and the Ugly: Influence of Aesthetics on Prod- Innovation Adoption: Cross-Classification Based on Need for uct Feature Judgments,” Journal of Consumer Psychology 20, Cognition and Need for Change,” Journal of Consumer Psy- no. 4, 2010, pp. 419–430. chology 12, no. 1, 2002, pp. 1–13. 12 Customer relationship management often plays a key role 26 See Son K. Lam, Michael Ahearne, Ye Hu, and Niels Schille- in this process. See Holger Ernst, Wayne D. Hoyer, Manfred waert, “Resistance to Brand Switching When a Radically New Krafft, and Katrin Krieger, “Customer Relationship Manage- Brand Is Introduced: A Social Identity Theory Perspective,” ment and Company Performance,” Journal of the Academy of Journal of Marketing 74, November 2010, pp. 128–146. Marketing Science 39, April 2011, pp. 290–306. 27 Alexander Chernev, “Goal Orientation and Consumer Prefer- 13 See Birud Sindhav, “Co-creation of Value: Creating New ence for the Status Quo,” Journal of Consumer Research 31, no. 3, Products Through Social Media,” International Journal of 2004, pp. 557–565.

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28 Michal Herzenstein, Steven S. Posavac, and J. Joško Brakus, Parental Influence,” Journal of Consumer Research 31, no.1, “Adoption of New and Really New Products: The Effects of 2004, pp. 78–86. Self-Regulation Systems and Risk Salience,” Journal of Market- 43 Richard Mader, “Year of the Mobile Payment,” Stores, August ing Research 44, May 2007, pp. 251–260. 2011, www.stores.org. 29 Max Willens, “Home Entertainment 2014: US DVD Sales and 44 Rogers, The Diffusion of Innovations; see also Mark S. Gra- Rentals Crater, Digital Subscriptions Soar,” International Busi- novetter, “The Strength of Weak Ties,” American Journal of ness Times, January 7, 2015, www.ibtimes.com. Sociology 78, May 1973, pp. 1360–1380; John A. Czepiel, “Word- 30 C. Page Moreau, Donald R. Lehmann, and Arthur B. Markman, of-Mouth Processes in the Diffusion of a Major Technolog- “Entrenched Knowledge Structures and Consumer Response ical Innovation,” Journal of Marketing Research 11, May 1974, to New Products,” Journal of Marketing Research 38, February pp. 172–181; and Elizabeth B. Goldsmith, “Social Influence His- 2001, pp. 14–29. tory and Theories,” Social Influence and Sustainable Consump- 31 Glen Urban and Gilbert A. Churchill, “Five Dimensions of the tion (Springer International Publishing, 2015), pp. 23–39. Industrial Adoption Process,” Journal of Marketing Research 8, 45 Scott A. Thompson and Rajiv K. Sinha, “Brand Communi- August 1971, pp. 322–327; Charles R. O’Neal, Hans B. Thorelli, ties and New Product Adoption: The Influence and Limits and James M. Utterback, “Adoption of Innovation by Indus- of Oppositional Loyalty,” Journal of Marketing 72, November trial Organizations,” Industrial Marketing Management 2, 2008, pp. 65–80. June 1973, pp. 235–250; and Gerald Zaltman, Robert Duncan, 46 Manning, Bearden, and Madden, “Consumer Innovativeness and Jonny Holbek, Innovations and Organizations (New York: and the Adoption Process”; Jan-Benedict E. M. Steenkamp Wiley, 1973). and Hans Baumgartner, “The Role of Optimum Stimulation 32 Michael Arrington, “Wave Good bye to Google Wave,” Tech- Level in Exploratory Consumer Behavior,” Journal of Con- Crunch, August 4, 2010, www.techcrunch.com; and “Google sumer Research 19, December 1992, pp. 434–448; p. S. Raju, Kills Off Seven More Products, Including Wave,” BBC News, “Optimum Stimulation Level: Its Relationship to Personality, November 23, 2011, www.bbc.co.uk. Demographics, and Exploratory Behavior,” Journal of Con- 33 Curt Woodward, “Segway Acquired by Chinese Competitor, sumer Research 7, December 1980, pp. 272–282; and Jun San Months After Alleging Patent Infringement,” Boston Globe, Kim, Minhi Hahn, and Yeosun Yoon, “The Moderating Role of April 15, 2015, www.betaboston.com; and “Segway Tours: Two Personal Need for Structure on the Evaluation of Incremen- Wheels Good, Two Legs Bad,” Economist, November 7, 2011, tally New Products versus Really New Products,” Psychology www.economist.com. & Marketing 32, no. 2, 2015, pp. 144–161. 34 Rogers, The Diffusion of Innovations. 47 Gordon R. Foxall and Christopher G. Haskins, “Cognitive 35 Geoffrey A. Moore, Crossing the Chasm (New York: Harper Style and Consumer Innovativeness,” Marketing Intelligence Business, 1991). and Planning, January 1986, pp. 26–46; and Gordon R. Foxall, 36 J. C. Torres, “3 Years Later, Where Are the Smartwatches?” “Consumer Innovativeness: Novelty Seeking, Creativity and Slash Gear, July 23, 2015, www.slashgear.com. Cognitive Style,” in eds. Elizabeth C. Hirschman and Jagdish 37 Marguerite Reardon, “Why Cisco Killed the Flip Mini N. Sheth, Research in Consumer Behavior, vol. 3 (Greenwich, Camcorder,” Cnet, April 13, 2011, www.cnet.com; and Bill Conn.: JAI Press, 1988), pp. 79–114. Machrone, “The Most Memorable Tech Flops,” PC Magazine, 48 Ronald E. Goldsmith and Charles F. Hofacker, “Measuring January 2008, pp. 88–89. Consumer Innovativeness,” Journal of the Academy of Market- 38 Robert A. Peterson, “A Note on Optimal Adopter Category ing Science 19, Summer 1991, pp. 209–221. Determination,” Journal of Marketing Research 10, August 49 Jan-Benedict E. M. Steenkamp, Frenkel ter Hofstede, and 1973, pp. 325–329; see also William R. Darden and Fred D. Michael Wedel, “A Cross-National Investigation into the Indi- Reynolds, “Backward Profiling of Ma le Innovators,” Journal vidual and National Cultural Antecedents of Consumer Inno- of Marketing Research 11, February 1974, pp. 79–85; and Ste- vativeness,” Journal of Marketing 63, April 1999, pp. 55–69. ven A. Baumgarten, “The Innovative Communicator in the 50 Hubert Gatignon and Thomas S. Robertson, “A Propositional Diffusion Process,” Journal of Marketing Research 12, February Inventory for New Diffusion Research,” Journal of Consumer 1975, pp. 12–17a. Schemes based on consumers’ involvement Research, March 1985, pp. 849–867; see also John O. Sum- in the new-product development process, for example, might mers, “Media Exposure Patterns of Consumer Innovators,” be utilized by managers (see Jerry Wind and Vijay Mahajan, Journal of Marketing 36, January 1972, pp. 43–49. “Issues and Opportunities in New Product Development: 51 James J. Engel, Robert J. Kegerreis, and Roger D. Blackwell, An Introduction to the Special Issue,” Journal of Marketing “Word-of-Mouth Communication by the Innovator,” Journal Research 34, February­ 1997, pp. 1–12). of Marketing 33, July 1969, pp. 15–19. 39 Chuan-Fong Shih and Alladi Venkatesh, “Beyond Adoption: 52 Papatla, Purushottam, “Consumer Habits and Adoption of Development and Application of a Use-Diffusion Model,” Multiple-Functions of Mobile Phones,” Journal of Business Journal of Marketing 68, January 2004, pp. 59–72. Theory and Practice 3, no. 1, 2015, pp. 1–17; see also Gatignon 40 See review in Thomas S. Robertson, Joan Zielinski, and Scott and Robertson, “A Propositional Inventory for New Diffusion Ward, Consumer Behavior (Glenview, Ill.: Scott, Foresman, Research.” 1984); see also Dickerson M. D. and J. W. Gentry, “Character- 53 “Cell Phones in Africa: Communication Lifeline,” Pew Research istics of Adopters and Non Adopters of Home Computers,” Center, April 15, 2015, www.pewglobal.org; and Aaron Smith, Journal of Consumer Research 10, no. 2, 1983, pp. 225–235. “Smartphone Adoption and Usage,” Pew Internet, July 11, 2011, 41 Venessa Wong, “Margarine: Unilever Can’t Believe It’s www.pewinternet.org. Not Selling,” Bloomberg Businessweek, July 29, 2013, www 54 Naresh Kumar, “Review of Innovation Diffusion Models,” .­businessweek.com. Working Paper no. 1, Research Gate, 2015, www.research- 42 June Cotte and Stacy L. Wood, “Families and Innova- gate.net/publication/279099570_Review_of_Innovation_­ tive Consumer Behavior: A Triadic Analysis of Sibling and Diffusion_Models; Frank M. Bass, “New Product Growth

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Models for Consumer Durables,” Management Science 16, 69 Paschalina Ziamou and S. Ratneshwar, “Promoting Consumer September 1969, pp. 215–227; and Douglas Tigart and Behrooz Adoption of High-Technology Products: Is More Information Farivar, “The Bass New Product Growth Model: A Sensitivity Always Better?” Journal of Consumer Psychology 12, no. 4, Analysis for a High Technology Product,” Journal of Market- 2002, pp. 341–351. ing 45, Fall 1981, pp. 81–90. 70 Raquel Castano, Mita Sujan, Manish Kacker, and Harish 55 Micah Mertes, “At Local Libraries, e-Book Collections Are Sujan, “Managing Consumer Uncertainty in the Adoption of Growing, But Print Is Still King,” Omaha World-Herald, August New Products,” Journal of Marketing Research 45, June 2008, 2, 2015, www.omaha.com; Harry Wallop, “The Kindle Is Dead, pp. 320–336. the Book Is Back. Or Is It?” The Telegraph (UK), January 9, 2015, 71 Brian Barrett, “You Should Take Kindle’s Last Rival Seriously,” www.telegraph.co.uk; and “Amazon Sells More ebooks than Wired, April 10, 2015, www.wired.com. Print Books,” International Business Times, May 19, 2011, www 72 Gatignon and Robertson, “A Propositional Inventory for New .ibtimes.com. Diffusion Research”; and Vijay Mahajan, Eitan Muller, and 56 Naresh Kumar, “A Review of Innovation Diffusion Models;” Frank M. Bass, “New Product Diffusion Models in Marketing: D. R. Rink and J. E. Swan, “Product Life Cycle Research: A Lit- A Review and Directions for Research,” Journal of Marketing 54, erature Review,” Journal of Business Research 7, September April 1990, pp. 1–27. 1979, pp. 219–242; and Robertson, Innovative Behavior and 73 Hilar y Greenbaum and Dana Rubinstein, “Who Made That? Communication. 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Rust, “Feature Fatigue: When Product Capabilities Become ing Science Institute, November 8, 2013, www.msi.org. Too Much of a Good Thing,” Journal of Marketing Research 42, 59 Marianne Cusanto, “5 New Home Trends for 2015,” Fortune, November 2005, pp. 431–442. May 13, 2015, http://fortune.com. 78 Ashesh Mukherjee and Wayne D. Hoyer, “The Effect of Novel 60 David H. Henard and David M. Szymanski, “Why Some New Attributes on Product Evaluation,” Journal of Consumer Products Are More Successful Than Others,” Journal of Mar- Research 28, December 2001, pp. 462–472. keting Research 38, August 2001, pp. 362–375. 79 Katherine A. Burson, “Consumer– Product Skill Matching: The 61 David L. Alexander, John G. Lynch Jr., and Qing Wang, “As Effects of Difficulty on Relative Self-Assessment and Choice,” Time Goes by: Do Cold Feet Follow Warm Intentions for Journal of Consumer Research 34, no. 1, 2007, pp. 104–110. Really New Versus Incrementally New Products?” Journal of 80 Al Doyle, “Getting the Perfect Picture,” Technology & Learn- Marketing Research 45, June 2008, pp. 307–319. ing, January 2002, pp. 9–11. 62 Min Zhao, Steve Hoeffler, and Darren W. Dahl, “The Role of 81 Sarah Halzack, “Campbell Soup Looks to Hummus and Cold- Imagination-Focused Visualization on New Product Eval- Pressed Juices To Stay Relevant,” Washington Post, July 23, uation,” Journal of Marketing Research 46, February 2009, 2015, www.washingtonpost.com; and “Campbell Planning pp. 46–55. $100 Million Repositioning Effort,” Radio Business Report, July 63 James E. Burroughs and David Glen Mick, “Exploring 13, 2010, www.rbr.com. Antecedents and Consequences of Consumer Creativity in 82 Bill Rigby, “Exclusive: Microsoft’s Digital Assistant to Head to a Problem Solving Context,” Journal of Consumer Research 31, Android, Apple Devices,” Reuters, March 13, 2015, www.reu- no. 2, 2004, pp. 402–411. ters.com. 64 Ashley Rodriguez, “American Express Launches Apple Pay 83 Amanda Kooser, “Pepsi Vending Machine Takes Facebook Spot Featuring Classic Ads,” Advertising Age, February 8, 2015, Love, Not Money,” Cnet, June 4, 2013, www.cnet.com; and www.adage.com; and Susan Pandy, “Current Perspectives on Tim Hornyak, “Pepsi Vending Machines Like Your Social Net- the Mobile Wallet Evolution,” Mobile Payments Industry Work- work,” Cnet, April 29, 2011, http://news.cnet.com. group, April 9–10, 2015 Meeting Report – Federal Reserve Bank 84 “Silvercar Contributes to Oscars VIP Gift Bag,” Auto Rental of Boston, July 8, 2015, www.bostonfed.org. News, February 18, 2015, www.autorentalnews.com. 65 Geoffrey A. Fowler, “Ditch Your Old Hi-Fi: Wireless Speakers 85 Carolyn Heneghan, “Single-Servings’ Role in the Future of Make Home Audio Easier,” Wall Street Journal, July 14, 2015, Food and the Environment,” Food Dive, March 27, 2015, www. www.wsj.com. fooddive.com; and Mark Reilly, “Behold, the K-O Cup: Gen- 66 Stephen Lawson, “Why Internet of Things ‘Standards’ Got eral Mills Will Debut Keurig-Ready Oatmeal,” Minneapolis-St. More Confusing in 2014,” PC World, December 24, 2014, Paul Business Journal, April 16, 2014, www.bizjournals.com. www.pcworld.com. 86 Maria Gallucci, “Which States Have the Most Electric Vehi- 67 Jan-Benedict E. M. Steenkamp and Katrijn Gielens, “Con- cles? Map Shows Cleaner Cars Are Rolling Out in a Patch- sumer and Market Drivers of the Trial Probability of New work of States,” International Business Times, December 10, Consumer Packaged Goods,” Journal of Consumer Research 30, 2014, www.ibtimes.com. December 2003, pp. 368–384. 87 Eric Mack, “Yes, Someone Put an Apple Watch in a Blender,” 68 Steve Hoeffler, “Measuring Preferences for Really New Prod- Cnet, April 28, 2015, www.cnet.com; and Sujan Patel, “6 Com- ucts,” Journal of Marketing Research 40, November 2003, panies Killing It on YouTube—What You Can Learn,” Small pp. 406–420. Business Trends, February 23, 2015, www.smallbiztrends.com.

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88 Liz Stinson, “So Smart: New Ikea App Places Virtual Furniture 10, 2002, p. 38; John C. Jay, “The Valley of the New,” Amer- in Your Home,” Wired, August 20, 2013, www.wired.com. ican Demographics, March 2000, pp. 58–59; and Norihiko 89 Robert J. Fisher and Linda L. Price, “An Investigation into the Shirouzu, “Japan’s High-School Girls Excel in Art of Setting Social Context of Early Adoption Behavior,” Journal of Con- Trends,” Wall Street Journal, April 24, 1998, pp. B1, B7. sumer Research 19, December 1992, pp. 477–486. 103 Gatignon and Robertson, “A Propositional Inventory for New 90 Sandra D. Atchison, “Lifting the Golf Bag Burden,” Business- Diffusion Research”; and Tolga Bilgicer, Kamel Jedidi, Donald Week, July 25, 1994, p. 84. R. Lehmann, and Scott A. Neslin, “Social Contagion and Cus- 91 June Fletcher, “New Machines Measure That Holiday Flab at tomer Adoption of New Sales Channels,” Journal of Retailing Home,” Wall Street Journal, December 26, 1997, p. B8. 91, no. 2, 2015, pp. 254–271. 92 Rogers, The Diffusion of Innovations, p. 99. 104 Jaishankar Ganesh, V. Kumar, and Velavan Subramaniam, 93 C. Whan Park, Bernard J. Jaworski, and Deborah J. MacInnis, “Learning Effect in Multinational Diffusion of Consumer “Strategic Brand Concept–Image Management,” Journal of Durables,” Journal of the Academy of Marketing Science 25, Marketing 50, October 1986, pp. 135–145. Summer 1997, pp. 214–228; and Gatignon and Robertson, “A 94 Fisher and Price, “An Investigation into the Social Context of Propositional Inventory for New Diffusion Research.” Early Adoption Behavior.” 105 Dorothy Leonard-Barton, “Experts as Negative Opinion Lead- 95 Bill Wilson, “Bright Start for Fifa’s Chinese World Cup Spon- ers in the Diffusion of a Technological Innovation,” Journal of sor,” BBC News, November 23, 2011, www.bbc.co.uk. Consumer Research 11, March 1985, pp. 914–926. 96 Petrosky, “Extending Innovation Characteristic Perception to 106 Seung Hwan (Mark) Lee, June Cotte, and Theodore J. Nose- Diffusion Channel Intermediaries and Aesthetic Products.” worthy, “The Role of Network Centrality in the Flow of Con- 97 Kia Kokalitcheva, “Blue Bottle Raises $70 Million For an Arti- sumer Influence,” Journal of Consumer Psychology 20, no. 1, sanal Coffee Empire,” Fortune, June 4, 2015, www.fortune. 2010, pp. 66–77. com. 107 Zhenfeng Ma, Zhiyong Yang, and Mehdi Mourali, “Consumer 98 Alfred Petrosky labels this factor genrefication and discusses Adoption of New Products: Independent versus Interdepen- it in the context of aesthetic innovations in “Extending Inno- dent Self Perspectives,” Journal of Marketing 78, no. 2, 2012, vation Characteristic Perception to Diffusion Channel Inter- pp. 101–117. mediaries and Aesthetic Products.” 108 Everett M. Rogers and D. Lawrence Kincaid, Communication 99 Diane Brady, “A Thousand and One Noshes,” BusinessWeek, Networks: Toward a New Paradigm for Research (New York: June 14, 2004, pp. 54–56. Free Press, 1981). 100 Jagdish N. Sheth and S. Ram, Bringing Innovation to Market 109 Frank M. Bass, “The Relationship Between Diffusion Curves, (New York: Wiley, 1987). Experience Curves, and Demand Elasticities for Consumer 101 Everett M. Rogers and F. Floyd Shoemaker, Communication Durable Technological Innovations,” Journal of Business, July of Innovations (New York: Free Press, 1971); and Elizabeth C. 1980, pp. s51–s57; Dan Horskey and Leonard S. Simon, “Adver- Hirschman, “Consumer Modernity, Cognitive Complexity, tising and the Diffusion of New Products,” Marketing Science Creativity and Innovativeness,” in ed. Richard p. Bagozzi, 2, Winter 1983, pp. 1–17; Vijay Mahajan and Eitan Muller, Marketing in the 80s: Changes and Challenges (Chicago: “Innovation Diffusion and New Product Growth Models in American Marketing Association, 1980), pp. 152–161. Marketing,” Journal of Marketing 43, Fall 1979, pp. 55–68; and 102 Seth Stevenson, “I’d Like to Buy the World a Shelf-Stable Mahajan, Muller, and Bass, “New Product Diffusion Models Children’s Lactic Drink,” New York Times Magazine, March in Marketing: A Review and Directions for Research.”

07272_ch15_ptg01_402-428.indd 428 7/29/16 1:20 PM Endnotes 1 Keiron Monks, “The Future of Vinyl? Selling Music as a Life- Phillips, “Thinking into It: Consumer Interpretation of Com- style,” CNN, August 7, 2015, www.cnn.com. plex Advertising Images,” Journal of Advertising 26, Summer 2 Grant McCracken, “Culture and Consumption,” Journal 1997, pp. 77–86; Cele Otnes and Linda Scott, “Something Old, of Consumer Research 13, June 1986, pp. 71–84; and Grant Something New: Exploring the Interaction Between Ritual and McCracken, Culture and Consumption (Indianapolis, Ind.: Indi- Advertising,” Journal of Advertising 25, Spring 1996, pp. 33–50; ana University Press, 1990). and Jonna Holland and James W. Gentry, “The Impact of Cul- 3 Lisa Peñaloza, “Consuming the American West: Animat- tural Symbols on Advertising Effectiveness: A Theory of Inter- ing Cultural Meaning and Memory at a Stock Show and cultural Accommodation,” in eds. Merrie Brucks and Debbie Rodeo,” Journal of Consumer Research 28, December 2001, MacInnis, Advances in Consumer Research, vol. 24 (Provo, pp. 369–398. Utah: Association for Consumer Research, 1997), pp. 483–489. 4 See James R. Hagerty, “Harley-Davidson’s Hurdle: Attracting 5 Felicia M. Miller and Chris T. Allen, “How Does Celebrity Young Motorcycle Riders,” Wall Street Journal, June 19, 2015, Meaning Transfer: Investigating the Process of Meaning www.wsj.com; Craig J. Thompson, “Marketplace Mythol- Transfer with Celebrity Affiliates and Mature Brands,” Journal ogy and Discourses of Power,” Journal of Consumer Research, of Consumer Psychology 22, no. 3, 2012, pp. 443–452. June 2004, pp. 162–175; Elizabeth C. Hirschman, Linda Scott, 6 Ruth La Ferla, “Young Shoppers Chase Up-from-the-Asphalt and William B. Wells, “A Model of Product Discourse,” Jour- Niche Designers,” New York Times, December 21, 2007, pp. G1, nal of Advertising 27, Spring 1998, pp. 33–50; Barbara A. G10.

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7 Jennifer Edson Escalas and James R. Bettman, “You Are What 24 Swaraj Baggonkar, “Tata Motors Bets on GenX Nano for They Eat: The Influence of Reference Groups on Consumers’ Revival,” Business Standard (India), May 6, 2015, www Connections to Brands,” Journal of Consumer Psychology 13, .business-standard.com; Jyoti Thottam, “The Little Car That no. 3, 2003, pp. 339–348. Couldn’t,” Time, October 24, 2011, pp. B1–B4; and “Tata’s 8 For a discussion of how consumers use fashion to character- Nano: Stuck in Low Gear,” Economist, August 20, 2011, ize their identity and infer aspects of others’ identities, see pp. 60–61. Craig J. Thompson and Diana L. Haytko, “Speaking of Fash- 25 Susan Denley, “Disney Introduces Quinceañera Gowns Fit ion,” Journal of Consumer Research 19, June 1997, pp. 15–42. for a Princess,” Los Angeles Times, May 23, 2013, www.latimes 9 Laura R. Oswald, “Culture Swapping: Consumption and the .com. Ethnogenesis of Middle-Class Haitian Immigrants,” Journal of 26 Maura L. Scott, Martin Mende, and Lisa E. Bolton, “Judging Consumer Research 25, March 1999, pp. 303–318. the Book by Its Cover? How Consumers Decode Conspicuous 10 Elisabeth Furst, “The Cultural Significance of Food,” in ed. Consumption Cues in Buyer-Seller Relationships,” Journal of Per Otnes, The Sociology of Consumption: An Anthology (Oslo, Marketing Research 50, no. 3, 2013, pp. 334–347. Norway: Solum Forlag, 1988), pp. 89–100. 27 Morgan K. Ward and Darren W. Dahl, “Should the Devil Sell 11 Frederick Balfour, “China’s Next Port of Call: Luxury Yachts,” Prada? Retail Rejection Increases Aspiring Consumers’ Desire BusinessWeek, May 9–15, 2011, pp. 20–21; and “Breaching the for the Brand,” Journal of Consumer Research 41, no. 3, 2014, Grape Wall of China,” BusinessWeek, February 10, 2005, www 590–609. . businessweek.com. 28 Peter Evans, “Thirsty for Growth, Liquor Giant Taps Africa,” 12 “Rolls-Royce Sells More Than 4,000 Cars a Year for First Business Day (Nigeria), August 7, 2015, www.businessday- Time,” The Guardian (UK), January 5, 2015, www.theguardian. online.com; and “Persuading Africans to Switch from Beer com. to Scotch,” Economist, October 1, 2011, www.economist 13 Yajin Wang and Vladas Griskevicius, “Conspicuous Consump- .com. tion, Relationships and Rivals: Women’s Luxury Products as 29 John W. Schouten, “Personal Rites of Passage and the Recon- Signals to Other Women,” Journal of Consumer Research 40, struction of Self,” in eds. Rebecca H. Holman and Michael R. no. 5, 2014, pp. 834–854. Solomon, Advances in Consumer Research, vol. 18 (Provo, Utah: 14 Jonah Berger and Morgan Ward, “Subtle Signs of Inconspicu- Association for Consumer Research, 1991), pp. 49–51. ous Consumption,” Journal of Consumer Research 37, December 30 Angela Woodall, “When Is It Time to Change Your Facebook 2010, pp. 555–569. Relationship Status?” Oakland Tribune, December 2, 2011, 15 Greg Toppo, “What to Wear? Schools Increasingly Making www.mercurynews.com. That Decision,” USA Today, August 18, 2013, www.usatoday 31 See, for example, Samuel K. Bonsu and Russell W. Belk, “Do .com. Not Go Cheaply into That Good Night: Death-Ritual Con- 16 Pierre Bourdieu, Distinction: A Social Critique of the Judgment sumption in Asante, Ghana,” Journal of Consumer Research 30, of Taste (Cambridge, Mass.: Harvard University Press, 1984); June 2003, pp. 41–55. for other research on gender associations with food, see 32 See for example, Thuc-Doan T. Nguyen and Russell W. Belk, Deborah Heisley, “Gender Symbolism in Food,” doctoral dis- “Harmonization Processes and Relational Meanings in Con- sertation, Northwestern University, 1991. structing Asian Weddings, Journal of Consumer Research 40, 17 Sidney Levy, “Interpreting Consumer Mythology,” Journal of no. 3, 2013, pp. 518–538. Marketing 45, no. 3, 1982, pp. 49–62. 33 James H. McAlexander, John W. Schouten, and Scott D. Rob- 18 See Drew Harwell, “A Tension for America’s Auto World: Win- erts, “Consumer Behavior and Divorce,” in eds. Janeen Arnold ning Women Behind the Wheel,” Washington Post, January 13, Costa and Russell W. Belk, Research in Consumer Behavior, 2015, www.washingtonpost.com; and Dean Reynolds, “Ford vol. 6 (Greenwich, Conn.: JAI Press, 1993), p. 162; see also Rita Marketing Trucks to Women,” ABC News, January 7, 2011, Fullerman and Kathleen Debevec, “Till Death Do We Part: http://abcnews.go.com. Family Dissolution, Transition, and Consumer Behavior,” in 19 Americus Reed II, “Activating the Self Importance of Con- eds. John F. Sherry and Brian Sternthal, Advances in Consumer sumer Selves,” Journal of Consumer Research 31, no. 2, 2004, Research, vol. 19 (Provo, Utah: Association for Consumer pp. 286–295. Research, 1992), pp. 514–521. 20 Sandiikci Ozlem and Guliz Ger, “Veiling in Style: How Does 34 Craig J. Thompson and Siok Kuan Tambyah, “Trying to Be Cos- a Stigmatized Practice Become Fashionable,” Journal of Con- mopolitan,” Journal of Consumer Research 26, December 1999, sumer Research 40, 2014, pp. S207–S228. pp. 214–241. 21 Michelle R. Nelson and Sameer Deshpande, “Love without 35 Priscilla A. LaBarbera, “The Nouveaux Riches,” in eds. Eliz- Borders: An Examination of Cross-Cultural Wedding Rituals,” abeth C. Hirschman and Jagdish N. Sheth, Research in in eds. Cele C. Otnes and Tina M. Lowrey, Contemporary Con- Consumer Behavior (Greenwich, Conn.: JAI Press, 1988), sumption Rituals (Mahwah, NJ: Lawrence Erlbaum Associates, pp. 181–182. 2004), pp. 125–148. 36 Sarah Ellison and Carlos Tejada, “Mr., Mrs., Meet Mr. Clean,” 22 Chris Woodyard and James R. Healey, “Toyota’s New Tundra Wall Street Journal, January 30, 2003, pp. B1, B3. Aims for Luxury Buyers,” USA Today, February 8, 2013, www 37 Felicia Greiff, “De Beers Set to Reboot ‘A Diamond is Forever’ .usatoday.com; and Jon Gertner, “From 0 to 60 to World for Forevermark Brand,” Advertising Age, June 4, 2015, www Domination,” New York Times Magazine, February 18, 2007, .adage.com; for more about life transitions and related prod- pp. 34+. ucts, see Paula Mergenhagen, Targeting Transitions (Ithaca, 23 James B. Arndorfer, “Miller Lite: Bob Mikulay,” Advertising N.Y.: American Demographics Books, 1995). Age, November 1, 2004, p. S12; and “Miller Lite,” Beverage 38 Yun Kyung Oh, Ye Hu, Xin Wang, and William T. Robinson, Dynamics, January–February 2002, p. 40. “How Do External Reference Prices Influence Online Gift

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Giving?,” International Journal of Electronic Marketing and Consumer Psychology 1, no. 2, 1992, pp. 155–172; and Rob- Retailing 5, no. 4, 2013, pp. 359–371; and Leah Burrows, “Cou- ert E. Kleine, Susan Schultz Kleine, and Jerome B. Kernan, ples, Choose Your Wedding Registry Wisely,” Brandeis Now, “Mundane Consumption and the Self,” Journal of Consumer May 27, 2014, www.brandeis.edu/now. Psychology 2, no. 3, 1993, pp. 209–235. 39 Catherine Curan, “Atypical Registries a Gift to Retailers,” New 52 Kleine, Kleine, and Kernan, “Mundane Consumption and the York Post, August 24, 2014, www.nypost.com. Self ”; see also M. Joseph Sirgy, “Self-Concept and Consumer 40 Otnes and Scott, “Something Old, Something New: Exploring Behavior,” Journal of Consumer Research 9, December 1982, the Interaction Between Ritual and Advertising.” pp. 287ff; and George M. Zinkhan and J. W. Hong, “Self-Con- 41 Angela Hill, “Has Facebook Killed the Holiday Card?” Oakland cept and Advertising Effectiveness,” in eds. Rebecca Holman Tribune, November 26, 2011, www.mercurynews.com. and Michael Solomon, Advances in Consumer Research, vol. 18 42 In line with our notion that the meaning of the symbol may (Provo, Utah: Association for Consumer Research, 1991), derive from the culture instead of from the individual and pp. 348–354. that symbols may have public or private meaning, see Marsha 53 For example, see Robert V. Kozinets, “Utopian Enterprise: L. Richins, “Valuing Things: The Public and Private Meaning Articulating the Meanings of Star Trek’s Culture of Consump- of Possessions,” Journal of Consumer Research 21, December tion,” Journal of Consumer Research 28, June 2001, pp. 67–88; 1994, pp. 504–521. and Douglas B. Holt, “Why Do Brands Cause Trouble? A Dia- 43 Angela Doland, “Watch Ads from PepsiCo, Oreo, and McDon- lectical Theory of Consumer Culture and Branding,” Journal of ald’s for Chinese New Year,” Advertising Age, February 27, Consumer Research 29, June 2002, pp. 70–90. 2015, www.adage.com. 54 Claudia Townsend and Sanjay Sood, “Self Affirmation 44 Carolyn Folkman Curasi, Linda L. Price, and Eric J. Arnould, through the Choice of Highly Aesthetic Products,” Journal of “How Individuals’ Cherished Possessions Become Families’ Consumer Research 39 no. 2, 2012, pp. 415–428. Inalienable Wealth,” Journal of Consumer Research 31, December 55 Kelly Tian and Russell W. Belk, “Extended Self and Posses- 2004, pp. 609–622. sions in the Workplace,” Journal of Consumer Research 32, 45 Kelly Tepper Tian, William O. Bearden, and Gar y L. Hunter, no. 2, 2005, pp. 297–310. “Consumers’ Need for Uniqueness,” Journal of Consumer 56 Jen Shang, Americus Reed II, and Rachel Croson, “Identity Research 28, June 2001, pp. 50–66; and Alexander Chernev, Congruency Effects on Donations,” Journal of Marketing Ryan Hamilton, and David Gal, “Competing for Con- Research 35, June 2008, pp. 351–361. sumer Identity: Limits to Self-Expression and the Perils 57 Baker, Stacey Menzel, and Ronald Paul Hill, “A Community of Lifestyle Branding,” Journal of Marketing 75, no. 3, 2011, Psychology of Object Meanings: Identity Negotiation During pp. 66–82. Disaster Recovery, Journal of Consumer Psychology 23, no. 3, 46 Gabriel Bar-Haim, “The Meaning of Western Commercial 2013, pp. 275–287. Artifacts for Eastern European Youth,” Journal of Contempo- 58 Hope Jensen Schau and Mary C. Gilly, “We Are What We rary Ethnography, July 1987, pp. 205–226. Post? 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New York Times, May 4, 2004, www.nytimes.com. 60 Sirgy, “Self-Concept and Consumer Behavior.” 50 Roya Wolverson, “Styling for the Subcontinent,” Time, 61 Motohiro Onishi, “Through Smiles, Tears, 22 Young Girls Beat December 11, 2011, p. B4; and William Lee Adams, “In the Massive Competition to Join NGT48,” Asahi Shimbun (Japan), Trenches: Will Burberry Customers Pay Big for a DIY Coat?” August 31, 2015, http://ajw.asahi.com; and “AKB48 Takes Time, December 5, 2011, p. 82. Equal Parts Choir, Slumber Party and Beauty Pageant, Mixes 51 Vanitha Swaminathan, Karen L. Page, and Zeynep Gürhan- Well,” Advertising Age, December 4, 2011, www.adage.com. Canli, “‘My’ Brand or ‘Our’ Brand: The Effects of Brand 62 Ashutosh Dixit, William Lundstron, and Glenna Pendleton, Relationship Dimensions and Self-Construal on Brand “Social Meanings and Brands in Marketing,” Journal of the Evaluations,” Journal of Consumer Research 34, August Academy of Business and Economics 10, no. 4, 2010, pp. 108–117. 2007, pp. 248–259; Matthew Thomson, Deborah J. Mac- 63 Cheng Lu Wang, Terry Bristol, John C. Mowen, and Goutam Innis, and C. Whan Park, “The Ties That Bind: Measuring Chakraborty, “Alternative Modes of Self-Construal,” Journal of the Strength of Consumers’ Emotional Attachments to Consumer Psychology 9, no. 2, 2000, pp. 107–115. Brands,” Journal of Consumer Psychology 15, no. 1, 2005, 64 David Luna, Torsten Ringberg, and Laura A. Peracchio, “One pp. 77–91; Jennifer Edson Escalas, “Narrative Process- Individual, Two Identities: Frame Switching Among Bicultur- ing,” Journal of Consumer Psychology 14, no. 1/2, 2004, als,” Journal of Consumer Research 35, August 2008, pp. 279–293. pp. 168–180; Jennifer Edson Escalas and James R. Bettman, 65 Thomson, MacInnis, and Park, “The Ties That Bind: Measur- “Self-Construal, Reference Groups, and Brand Meaning,” ing the Strength of Consumers’ Emotional Attachments to Journal of Consumer Research 32, no. 3, 2005, pp. 378–389; Brands”; Jennifer Edson Escalas, “Narrative Processing,” Jour- Russell W. Belk, “Possessions and the Extended Self,” Jour- nal of Consumer Psychology 14, no. 1/2, 2004, pp. 168–180; and nal of Consumer Research 15, September 1988, pp. 139–168; Jennifer Edson Escalas and James R. Bettman, “Self-Construal, A. Dwayne Ball and Lori H. 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66 67 Richins, “Valuing Things: The Public and Private Mean- 80 Andrew Martin, “‘For the Dogs’ Has a Whole New Meaning,” ing of Possessions.” New York Times, June 5, 2011, pp. BU–1, BU–7. 68 Jennifer Edson Escalas and James R. Bettman, “Self-Construal, 81 Neha Dimri, “Pet Supplies Retailer Petco Files for Third IPO,” Reference Groups, and Brand Meaning,” Journal of Consumer Reuters, August 17, 2015, www.reuters.com; Diane Brady Research 32, no. 3, 2005, pp. 378–389; Park, C. Whan, Debo- and Christopher Palmeri, “The Pet Economy,” BusinessWeek, rah J. MacInnis, Joseph Priester, Andreas Eisingerich, and August 6, 2007, pp. 44–54; Richard C. Morais, “Dog Days,” Dawn Iacobucci, “Brand Attachment and Strong Positive Forbes Global, June 21, 2004, p. 30; and Martin, “ ‘For the Brand Attitudes: Conceptual and Empirical Differentiation Dogs’ Has a Whole New Meaning.” of Two Critical Brand Equity Drivers,” Journal of Marketing 74, 82 Belk, “Possessions and the Sense of Past.” November 2010, pp. 1–17; and Lucia Malar, Harley Krohmer, 83 Karen V. Fernandez and John L. Lastovicka, “Making Magic: Wayne D. Hoyer, and Bettina Nyffenegger, “Emotional Brand Fetishes in Contemporary Consumption,” Journal of Con- Attachment and Brand Personality: The Relative Importance sumer Research 38, August 2011, pp. 278–299. of the Ideal and Actual Self,” Journal of Marketing 75, no. 4, 84 Russell W. Belk, “Moving Possessions: An Analysis Based 2011, pp. 35–52. on Personal Documents from the 1847–1869 Mormon 69 Rajeev Batra, Aaron Ahuvia, and Richard p. Bagozzi, “Brand Migration,” Journal of Consumer Research, December 1992, Love,” Journal of Marketing 76, no. 2, 2012, pp. 1–16. pp. 339–361. 70 C. Whan Park, Deborah J. MacInnis, Joseph Priester, Andreas 85 Russell W. Belk, Melanie Wallendorf, John F. Sherr y Jr., and Eisingerich, and Dawn Iacobucci, “Brand Attachment and Morris B. Holbrook, “Collecting in a Consumer Culture,” Strong Positive Brand Attitudes: Conceptual and Empirical in ed. Russell W. Belk, Highways and Buyways (Provo, Utah: Differentiation of Two Critical Brand Equity Drivers,” Journal Association for Consumer Research, 1991), pp. 178–215. of Marketing 74, November 2010, pp. 1–17. 86 Michael Clerizo, “Weird, Wild Watches,” Wall Street Journal, 71 Russell W. Belk, “Possessions and the Extended Self,” Journal August 13, 2011, www.wsj.com. of Consumer Research 15, September 1988, pp. 139–168; and 87 Russell W. Belk, Melanie Wallendorf, John F. Sherry Jr., Morris Russell W. Belk, “Extended Self in a Digital World, Journal of Holbrook, and Scott Roberts, “Collectors and Collecting,” in Consumer Research 40, no. 3, 2013, pp. 477–500. ed. Michael J. Houston, Advances in Consumer Research, vol. 15 72 Park, MacInnis, Priester, Eisingerich, and Iacobucci, “Brand (Provo, Utah: Association for Consumer Research, 1988), Attachment and Strong Positive Brand Attitudes.” pp. 548–553. 73 Rosellina Ferraro, Jennifer Edson Escalas, and James R. 88 Belk, Wallendorf, Sherry, Holbrook, and Roberts, “Collectors Bettman, “Our Possessions Our Selves: Domains of Self- and Collecting.” Worth and the Possession–Self Link,” Journal of Consumer 89 Russell W. Belk, “The Ineluctable Mysteries of Possessions,” Psychology 21, no. 2, 2011, pp. 169–177; and Suzanne B. Shu in ed. Floyd W. Rudmin, “To Have Possessions: A Handbook and Joann Peck, “Psychological Ownership and Affective on Ownership and Property,” Journal of Social Behavior and Reaction: Emotional Attachment Process Variables and the Personality 6, no. 6, Special Issue, 1991, pp. 17–55. Endowment Effect,” Journal of Consumer Psychology 21, no. 4, 90 Kent Grayson and David Shulman, “Indexicality and the Verifi- Special Issue, 2011, pp. 439–452. cation Function of Irreplaceable Possessions: A Semiotic Anal- 74 Shirley Y. Cheng, Tiffany Barnette White, and Lan Chap- ysis,” Journal of Consumer Research 27, June 2000, pp. 17–30. lin Nguyen, “The Effects of Self-Brand Connections on 91 Daniel Terdiman, “Curiously High-Tech Hacks for a Classic Responses to Brand Failure: A New Look at the Consum- Tin,” New York Times, February 3, 2005, www.nytimes.com. er-Brand Relationship,” Journal of Consumer Psychology 22, 92 Susan Fournier, “The Development of Intense Consumer– no. 2, 2012, pp. 280–288. Product Relationships,” Winter AMA Educator’s Conference, 75 Matthew Thomson, Deborah J. MacInnis, and C. Whan St. Petersburg, FL (February 1994). Park, “The Ties that Bind: Measuring the Strength of Con- 93 Mihalyi Csikszentmihalyi and Eugene Rochberg-Halton, The sumers’ Emotional Attachments to Brands,” Journal of Con- Meaning of Things; M. Wallendorf and E. J. Arnould, “My Favor- sumer Psychology 15, no. 1, 2005, pp. 77–91; C. Whan Park, ite Things: A Cross-Cultural Inquiry into Object Attachment, Andreas B. Eisingerich, and Jason Whan Park, “Attach- Possessiveness, and Social Linkage,” Journal of Consumer ment–Aversion (AA) Model of Customer–Brand Rela- Research 14, March 1988, pp. 531–547; and Belk, “Moving Pos- tionships,” Journal of Consumer Psychology 23, no. 2, 2013, sessions: An Analysis Based on Personal Documents from the pp. 229–248. 1847–1869 Mormon Migration.” 76 Park, MacInnis, Priester, Eisingerich, and Iacobucci, “Brand 94 A. Peter McGraw, Philip E. Tetlock, and Orie V. Kristel, “The Attachment and Strong Positive Brand Attitudes.” Limits of Fungibility,” Journal of Consumer Research 30, September 77 Leigh Anne Novak Donovan, Joseph R. Priester, Deborah J. 2003, pp. 219–228. MacInnis, and C. Whan Park, “Brand Forgiveness: How Close 95 Csikszentmihalyi and Rochberg-Halton, The Meaning of Brand Relationships Influence Forgiveness,” in eds. Susan Things. Fournier, Michael Breazeale, and Marc Fetscherin, Consum- 96 Ibid. er-Brand Relationships: Theory and Practice (New York: Rout- 97 Nancy J. Sirianni and John L. Lastovicka, “Truly, Madly, Deeply: ledge, 2012), pp. 184–203. Consumers in the Throes of Material Possession Love,” Jour- 78 Matthew Thomson, Jodie Whelan, and Allison R. Johnson, nal of Consumer Research 38, no. 2, 2011, pp. 323–342. “Why Brands Should Fear Fearful Consumers: How Attach- 98 Helga Dittmar, “Meaning of Material Possessions as Reflec- ment Style Predicts Retaliation,” Journal of Consumer Psychol- tions of Identity,” in ed. Rudmin, To Have Possessions, pp. 165– ogy 22, no. 2, 2012, pp. 289–298. 186; see also Helga Dittmar, The Social Psychology of Material 79 Richins, “Valuing Things: The Public and Private Meaning of Possessions (New York: St. Martin’s, 1992). Possessions.”

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99 Jaideep Sengupta, Darren W. Dahl, and Gerald J. Gorn, “Mis- Unwrapping Christmas, pp. 3–37; Claude Levi-Strauss, “Father representation in the Consumer Context,” Journal of Con- Christmas Executed,” in ed. Miller, Unwrapping Christmas, sumer Psychology 12, no. 2, 2002, pp. 69–79. pp. 38–54; Belk, “Materialism and the Making of the Modern 100 Fleura Bardhi, Giana M. Eckhardt, and Eric J. Arnould, “Liquid American Christmas”; Barbara Bodenhorn, “Christmas Pres- Relationship to Possessions,” Journal of Consumer Research ent: Christmas Public,” in ed. Miller, Unwrapping Christmas 39, no. 3, 2012, pp. 510–529. (Oxford, UK: Oxford University Press), pp. 193–216; William 101 Dittmar, “Meaning of Material Possessions as Reflections B. Waits, The Modern Christmas in America (New York: New of Identity”; and Kamptner, “Personal Possessions and Their York University Press, 1993); and Stephen Nissenbaum, The Meanings.” Battle for Christmas (New York: Vantage Books, 1997). See 102 Wallendorf and Arnould, “My Favorite Things: A Cross-­ also Elizabeth­ H. Pleck, “Kwanzaa: The Making of a Black Cultural Inquiry into Object Attachment, Possessiveness, and Nationalist Tradition, 1966-1990,” in eds. Cele C. Otnes and Social Linkage.” Tina M. Lowrey, Contemporary Consumption Rituals (Mahwah, 103 Russell W. Belk and Melanie Wallendorf, “Of Mice and Men: NJ: Lawrence Erlbaum Associates, 2004), pp. 59–82. Gender Identity in Collecting,” in eds. K. Ames and K. Mar- 120 John F. Sherry Jr., “Gift Giving in Anthropological Perspec- tinez, The Gender of Material Culture (Ann Arbor, Mich.: Uni- tive,” Journal of Consumer Research 10, September 1983, versity of Michigan Press), reprinted in ed. Susan M. Pearce, pp. 157–168. Objects and Collections (London: Routledge, 1994), pp. 240– 121 See Sherry, “Gift Giving in Anthropological Perspective.” 253; and Belk Wallendorf, Sherr y, Holbrook, and Roberts, See also, David B. Wooten and Stacy L. Wood, “In the Spot- “Collectors and Collecting.” light: The Drama of Gift Reception,” in eds. Cele Otnes 104 McCracken, “Culture and Consumption;” and McCracken, and Tina M. Lowrey, Contemporary Consumption Rituals: A Culture and Consumption. Research Anthology (Mahwah, NJ: Lawrence Erlbaum, 2004), 105 Ibid. pp. 213–236. 106 Andrea C. Morales and Gavan J. Fitzsimons, “Product Con- 122 For a discussion of these motives, see Sherry, “Gift Giving in tagion: Changing Consumer Evaluations through Physical Anthropological Perspective”; for research on gender differ- Contact with ‘Disgusting’ Products,” Journal of Marketing ences in motives, see Mary Ann McGrath, “Gender Differ- Research 44, May 2007, pp. 272–283. ences in Gift Exchanges: New Directions from Projections,” 107 McCracken, “Culture and Consumption;” and McCracken, Psychology & Marketing 12, August 1995, pp. 229–234; and Rus- Culture and Consumption. sell W. Belk, “The Perfect Gift,” in eds. Cele Otnes and Richard 108 John L. Lastovicka and Karen V. Fernandez, “Three Paths to Beltrami, Gift Giving Behavior: An Interdisciplinary Anthology Disposition: The Movement of Meaningful Possessions to (Bowling Green, OH: Bowling Green University Popular Strangers,” Journal of Consumer Research 31, no. 4, 2005, Press, 1996); for a discussion of the roles played by gift, see pp. 813–823. Cele Otnes, Tina M. Lowrey, and Young Chan Kim, “Gift Selec- 109 Linda L. Price, Eric J. Arnold, and Carolyn Folkman Curasi, tion for Easy and Difficult Recipients,” Journal of Consumer “Older Consumers’ Disposition of Special Possessions,” Journal Research 20, September 1993, pp. 229–244; and Kleine, Kleine, of Consumer Research 27, September 2000, pp. 179–201. and Allen, “How Is a Possession ‘Me’ or ‘Not Me’?” 110 Russell W. Belk, Melanie Wallendorf, and John F. Sherry Jr., 123 Ernest Baskin, Cheryl J. Wakslak, Yaacov Trope, and Nathan “The Sacred and the Profane in Consumer Behavior,” Journal Novemsky, “Why Feasibility Matters More to Gift Receivers of Consumer Research 16, June 1989, pp. 1–38. Than to Givers: A Construal-Level Approach to Gift Giving,” 111 Belk, “Possessions and the Sense of Past.” Journal of Consumer Research 41, no. 1, 2014, pp. 169–182. 112 Belk, Wallendorf, and Sherry, “The Sacred and the Profane in 124 McAlexander, Schouten, and Roberts, “Consumer Behavior Consumer Behavior.” and Divorce.” 113 Amitai Etzioni, “The Socio-Economics of Property,” in ed. 125 David B. Wooten, “Qualitative Steps Toward an Expanded Rudmin, To Have Possessions: A Handbook on Ownership and Model of Anxiety in Gift-Giving,” Journal of Consumer Property, Special Issue, Journal of Social Behavior and Personal- Research 27, June 2000, pp. 84–95. ity 6, no. 6, 1991, pp. 465–468. 126 Mary Steffel and Robin A. LeBoeuf, “Overindividuation in 114 Robert V. Kozinets, “Utopian Enterprise: Articulating the Gift Giving: Shopping for Multiple Recipients Leads Givers to Meanings of Star Trek’s Culture of Consumption,” Journal of Choose Unique but Less Preferred Gifts,” Journal of Consumer Consumer Research 28, June 2001, pp. 67–88. Research 40, no. 6, 2014, pp. 1167–1180. 115 Adam Justice, “Beatles Memorabilia Auction Sees 150 Items 127 For more on gifts in the workplace, see Julie A. Ruth, “Gift Under the Hammer Including Fab Four’s First Record Deal,” Exchange Rituals in the Workplace: A Social Roles Interpre- International Business Times, August 19, 2015, www.ibtimes tation,” in eds. Cele Otnes and Tina M. Lowrey, Contempo- .co.uk. rary Consumption Rituals: A Research Anthology (Mahwah, NJ: 116 James Cockington, “Beatles Fans Can’t Let It Be,” Sydney ­Lawrence Erlbaum, 2004), pp. 181–221. Morning Herald, December 7, 2011, www.smh.com.au. 128 Russell W. Belk and Gregory S. Coon, “Gift Giving as Agapic 117 Kunur Patel, “Controversial Benetton Ad Nabs Press Grand Love,” Journal of Consumer Research 20, December 1993, Prix,” Advertising Age, June 20, 2012, www.adage.com; and pp. 393–417. Rupal Parekh, “Netanyahu, Abbas Smooch in Benetton Ad,” 129 Sherry, “Gift Giving in Anthropological Perspective;” and Advertising Age, November 16, 2011, www.adage.com. Mary Searle-Chatterjee, “Christmas Cards and the Con- 118 Jackie Clarke, “Different to ‘Dust Collectors’? The Giving and struction of Social Relations in Britain Today,” in ed. Miller, Receiving of Experience Gifts,” Journal of Consumer Behavior Unwrapping Christmas (New York: Oxford University Press, 5, no. 6, 2006, pp. 533–549. 1993), pp. 176–192. 119 For historical and sociological accounts of Christmas, see 130 Belk and Coon, “Gift Giving as Agapic Love;” see also Sherry, Daniel Miller, “A Theory of Christmas,” in ed. Daniel Miller, “Gift Giving in Anthropological Perspective.”

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131 Sak Onkvisit and John J. Shaw, International Marketing: pp. 385–402; and Ming-Hui Huang and Shihti Yu, “Gifts in a Analysis and Strategy (Columbus, Ohio: Merrill, 1989), Romantic Relationship: A Survival Analysis,” Journal of Con- pp. 241–242. sumer Psychology 9, no. 3, 2000, pp. 179–188. 132 “The Efficiency of Gift Giving: Is It Really Better to Give Than 140 See p. Webley, S. E. G. Lea, and R. Portalska, “The Unaccept- to Receive?” Marketing: Knowledge at Wharton, December 15, ability of Money as a Gift,” Journal of Economic Psychology 4, 2004, http://knowledge.wharton.upenn.edu. 1983, pp. 223–238. 133 Jean-Sebastian Marcoux, “Escaping the Gift Economy,” Jour- 141 Belk, “Gift Giving Behavior”; see also Sherry, “Gift Giving in nal of Consumer Research, December 2009, pp. 671–685. Anthropological Perspective.” 134 Sandra Yin, “Give and Take,” American Demographics, November 142 Belk and Coon, “Gift Giving as Agapic Love.” 2003, pp. 12–13; and Eileen Fischer and Stephen J. Arnold, “More 143 Annamma Joy, “Gift Giving in Hong Kong and the Continuum Than a Labor of Love: Gender Roles and Christmas Shopping,” of Social Ties,” Journal of Consumer Research 28, September Journal of Consumer Research 17, December 1990, pp. 333–345. 2001, pp. 239–256. 135 John F. Sherry Jr. and Mary Ann McGrath, “Unpacking the 144 Quentin Fottrell, “5 Sentiments Still Best Expressed on Holiday Presence: A Comparative Ethnography of Two Gift Paper,” MarketWatch, December 23, 2014, www.marketwatch Stores,” in ed. Elizabeth C. Hirschman, Interpretive Consumer .com. Research (Provo, Utah: Association for Consumer Research, 145 Meena Hartenstein, “Getting Registered: Unusual Wedding 1989), pp. 148–167. Registry Options,” New York Daily News, March 27, 2011, www 136 Mary Ann McGrath, “An Ethnography of a Gift Store: .nydailynews.com. Trappings, Wrappings, and Rapture,” Journal of Retailing 65, 146 Corilyn Shropshire, “Starbucks Sees Big Christmas Eve Sales Winter 1989, p. 434. in the Cards,” Chicago Tribune, December 18, 2014, www 137 Morgan K. Ward and Susan M. Broniarczyk, “It’s Not Me, It’s .chicagotribune.com;­ and Jack Newsham, “Not Sure What to You: How Gift Giving Creates Gift Identity Threat as a Func- Do with That Gift Card? Now, You Can Sell It,” Boston Globe, tion of Social Closeness,” Journal of Consumer Research 38, February 5, 2015, www.bostonglobe.com. June 2011, pp. 164–181. 147 Tim Feran, “Day After Christmas Will Be Busy for Stores,” 138 Wooten, “Qualitative Steps Toward an Expanded Model of Columbus Dispatch, November 23, 2011, www.dispatch.com. Anxiety in Gift-Giving.” 148 Betsy Anderson, “Why Goats and Chickens Make Great Holi- 139 Julie A. Ruth, Cele C. Otnes, and Frederic F. Brunel, “Gift day Gifts,” CNN, December 14, 2011, www.cnn.com. Receipt and the Reformulation of Interpersonal Rela- 149 Larisa Epatko, “Charity Database Offers Wedding Bliss of a tionships,” Journal of Consumer Research 25, March 1999, Different Kind,” PBS News Hour, May 14, 2014, www.pbs.org.

07272_ch16_ptg01_429-456.indd 456 7/29/16 2:09 PM Endnotes 1 For more about sharing, see Yu-Jen Chen and Amna Kirmani, “In Love with Luxury amid Global Gloom,” China Daily, Janu- “Posting Strategically: The Consumer as an Online Media ary 16, 2012, www.chinadaily.com.cn. Planner,” Journal of Consumer Psychology 25, no. 4, Octo- 6 Ji Kyung Park and Deborah Roedder John, “More Than Meets ber 2015, pp. 609–621; and Russell Belk, “Sharing,” Journal of the Eye: The Influence of Implicit and Explicit Self-Esteem On ­Consumer Research, February 2010, pp. 715–734. Materialism,” Journal of Consumer Psychology 21, no. 1, Special 2 Phil Wahba, “Shoplifting, Worker Theft Cost Retailers $32 Bil- Issue, January 2011, pp. 73–87. lion Last Year,” Fortune, June 24, 2015, www.fortune.com. 7 Aaron C. Ahuvia and Nancy Y. Wong, “Personality and Values 3 A. Peter McGraw, Janet A. Schwartz, and Philip E. Tetlock, Based Materialism: Their Relationship and Origins,” Journal of “From the Commercial to the Communal: Reframing Taboo Consumer Psychology 12, no. 4, 2002, pp. 389–402; and Mar- Trade-offs in Religious and Pharmaceutical Marketing,” Jour- vin E. Goldberg, Gerald J. Gorn, Laura A. Peracchio, and Gary nal of Consumer Research 39, no. 1, June 2012, pp. 157–173. Bamossy, “Understanding Materialism Among Youth,” Journal 4 Flora F. Gu and Kineta Hung, “Materialism Among Adoles- of Consumer Psychology 13, no. 3, 2003, pp. 278–288. cents in China: A Historical Generation Perspective,” Journal 8 Lan Nguyen Chaplin and Deborah Roedder John, “Interper- of Asia Business Studies 3, no. 2, 2009, pp. 56–64. For another sonal Influences on Adolescent Materialism: A New Look at perspective, see Harold Ogden and Shen Cheng, “Cultural the Role of Parents and Peers,” Journal of Consumer Psychol- Dimensions and Materialism: Comparing Canada and China,” ogy 20, no. 2, April 2010, pp. 176–184. Asia Pacific Journal of Marketing and Logistics 23, no. 4, 2011, 9 Goldberg, Gorn, Peracchio, and Bamossy, “Understanding pp. 431–447. Materialism Among Youth.” 5 “Over 60% of Chinese Purchase Luxury Items Abroad,” China 10 Noel C. Paul, “Branded for Life?” Christian Science Monitor, Daily, June 12, 2015, www.chinadaily.com; and Karl Wilson, April 1, 2002, www.csmonitor.com.

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11 Lucia Moses, “Children See a Lot of Marketing Messages, 27 John Fetto, “Penny for Your Thoughts,” American Demograph- Regardless of Platform,” Adweek, March 11, 2014, www ics, September 2000, pp. 8–9. .adweek.com. 28 Nina Mazar, On Amir, and Dan Ariely, “ The Dishonesty of 12 Marsha L. Richins, “Media, Materialism, and Human Happi- Honest People: A Theory of Self-Concept Maintenance,” Jour- ness,” Advances in Consumer Research 14, 1987, pp. 352–356. nal of Marketing Research, December 2008, pp. 633–644. 13 See, for example, James M. Hunt, Jerome B. Kernan, and Deb- 29 “Commencement Celebrations Are Not for Profit,” Columbia orah J. Mitchell, “Materialism as Social Cognition: People, Spectator (Columbia University), April 27, 2014, www.colum Possessions, and Perception,” Journal of Consumer Psychology biaspectator.com. 5, no. 1, 1996, pp. 65–83. 30 Marcus George, “Local Dealers Whet Iran’s Appetite for U.S. 14 Elizabeth C. Hirschman, “The Consciousness of Addiction,” Muscle Cars,” Reuters, December 20, 2013, www.reuters.com. Journal of Consumer Research, September 1992, pp. 155–179. 31 Keith Wilcox, Hyeong Min Kim, and Sankar Sen, “Why Do 15 “Tobacco Fact Sheet,” World Health Organization, July 2015, Consumers Buy Counterfeit Luxury Brands?” Journal of Mar- www.who.int. keting Research, April 2009, pp. 247–259. 16 Ronald Faber, Gary Christenson, Martina DeZwaan, and 32 Shan Li, “Counterfeiters Go Downscale,” Sacramento Bee, James Mitchell, “Two Forms of Compulsive Consumption: February 8, 2012, www.sacbee.com; and Mary Lou Costa, Comorbidity of Compulsive Buying and Binge Eating,” Journal “The New Copycats,” Marketing Week, September 27, 2011, of Consumer Research, December 1995, pp. 296–304; Thomas www.marketingweek.co.uk. C. O’Guinn and Ronald J. Faber, “Compulsive Buying,” Jour- 33 F. J. Zimmerman, D. A Christakis, and A. N. Meltzoff, “Tele- nal of Consumer Research, September 1989, pp. 147–157; vision and DVD/Video Viewing in Children Younger Than 2 Rajan Nataraajan and Brent G. Goff, “Compulsive Buying,” Years,” Archives of Pediatric and Adolescent Medicine 161, no. 5, in ed. Floyd W. Rudman, To Have Possessions: A Handbook on 2007, pp. 473–479. Ownership and Property (Corte Madera, Calif.: Select Press, 34 Andreas I. Andronikidis and Maria Lambrianidou, “Children’s 1991), pp. 307–328; and Wayne S. DeSarbo and Elizabeth A. Understanding of Television Advertising: A Grounded Theory Edwards, “Typologies of Compulsive Buying Behavior,” Jour- Approach,” Psychology & Marketing, April 2010, pp. 299–322; nal of Consumer Psychology 5, no. 3, 1996, pp. 231–262. and Laurene Krasney Meringoff and Gerald S. Lesser, “Chil- 17 Faber and O’Guinn, “Compulsive Consumption and Credit dren’s Ability to Distinguish Television Commercials from Abuse”; Ronald J. Faber and Thomas C. 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Leigh McAlister and Michael Rothschild, 41 Michael Felberbaum, “Q&A: Former FDA Commissioner Talks Advances in Consumer Research, vol. 20 (Provo, Utah: Associ- about Tobacco,” Associated Press, August 5, 2011, http://abc- ation for Consumer Research, 1993), pp. 570–574; and Donald news.go.com. R. Katz, The Big Store (New York: Penguin, 1988). 42 Gary Strauss, “Graphic Cigarette Labels: Will They Work?” 25 Cox, Cox, and Moschis, “When Consumer Behavior Goes USA Today, June 22, 2011, www.usatoday.com. Bad”; and Fullerton and Punj, “The Unintended Conse- 43 Denis Campbell, “‘Plain Packs Will Make Smoking History,’” quences of the Culture of Consumption.” Guardian (UK), January 24, 2012, www.guardian.co.uk. 26 Uzma Khan and Ravi Dhar, “Licensing Effect in Con- 44 Jacob Wittich, “Graphic Cigarette Warning Labels Reduce sumer Choice,” Journal of Marketing Research, May 2006, Smoking Rates,” Columbia Chronicle, November 24, 2014, pp. 259–266. www.columbiachronicle.com; and Scott Hensley, “Be

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Warned: FDA Unveils Graphic Cigarette Labels,” NPR, June 21, 64 Charles S . Gulas and Kim Mc Keage, “Extending Social Com- 2011, www.npr.org. parison: An Examination of the Unintended Consequences 45 See, for example, Kathleen Kelly, Maria Leonora G. Comello, of Idealized Advertising Imagery,” Journal of Advertising 29, Linda R. Stanley, and Gabriel R. Gonzalez, “The Power of no. 2, Summer 2000, pp. 17–28. Theme and Language in Multi-Cultural Communities,” Journal 65 Dirk Smeesters and Naomi Mandel, “Positive and Nega- of Advertising Research, September 2010, pp. 265–278. tive Media Image Effects on the Self,” Journal of Consumer 46 Alex Duff, “Philip Morris Can’t Kick 20-Year Ferrari Formula Research 32, no. 4, 2006, pp. 576–582. One Habit,” Bloomberg, May 13, 2015, www.bloomberg 66 Edith Shalev and Vicki G. Morwitz, “Influence via Compari- .com. son-Driven Self-Evaluation and Restoration: The Case of the 47 Whit Richardson, “NRF Issues Guidelines, But Finds Flash Low-Status Influencer,” Journal of Consumer Research 38, no. 5, Mobs Less Serious than Assumed,” Security Director News, February 2012, pp. 964–980. August 9, 2011, www.securitydirectornews.com. 67 Hannah Karp, “The Senior Trip to the Strip,” Wall Street Jour- 48 Andrew Roberts, “Luxury Firms Fight Online Fraudsters Over nal, April 8, 2005, p. W4. Expensive Fakes,” Bloomberg, July 27, 2015, www.bloomberg 68 Laurence Arnold, “Link to Other Addictions Raises New .com. Questions About Gambling,” Associated Press, June 12, 2001. 49 Meringoff and Lesser, “Children’s Ability to Distinguish Tele- 69 Jeffrey N. Weatherly, John M. Sauter, and Brent M. King, “The vision Commercials from Program Material.” ‘Big Win’ and Resistance to Extinction When Gambling,” Jour- 50 Mark Sweney, “Morrisons Ad Banned for Targeting Kids,” nal of Psychology, November 2004, pp. 495–504. Guardian (UK), October 26, 2011, www.guardian.co.uk. 70 Kevin Heubusch, “ Taking Chances on Casinos,” American 51 Tyler Pager, “Underage Drinking, Binge Boozing by Minors Is Demographics, May 1997, pp. 35–40; and Rebecca Quick, “For on the Decline,” USA Today, June 11, 2015, www.usatoday.com. Sports Fans, The Internet Is a Whole New Ball Game,” Wall 52 “Youth and Tobacco Use,” Centers for Disease Control and Street Journal, September 3, 1998, p. B9. Prevention, 2015, www.cdc.gov. 71 Paul Davies, “New York’s Bad Bet,” New York Times, January 53 Catherine Fitzpatrick, “How Buff Is Enough? Reality Check Is 22, 2012, www.nytimes.com; “Report Outlines Grim Future in the Male,” Milwaukee Journal Sentinel, June 24, 2001, p. 1–L. for Racing Industry,” Associated Press, August 14, 2011, www 54 Nilufer Z. Aydinoglu, and Aradhna Krishna, “Imagining Thin: .wsj.com; and “Slot Machines: The Big Gamble,” CBS News, Why Vanity Sizing Works,” Journal of Consumer Psychology 22, June 23, 2011, www.cbsnews.com. no. 4, October 2012, pp. 565–572. 72 Stuart Elliott, “It Only Takes an Instant, Lottery Ads Declare,” 55 Isabel Reynolds, “Japan: Feature—Eating Disorders Plague New York Times, May 9, 2011, www.nytimes.com. Young Japanese,” Reuters, June 20, 2001, www.reuters.com. 73 Matthew Garrahan, “Call for Change to US Gambling Laws,” 56 Laura Landro, “The Informed Patient: Amid Focus on Obesity Financial Times, August 14, 2011, www.ft.com; and Matt Viser, and Diet, Anorexia, Bulimia Are on the Rise,” Wall Street Jour- “Internet Gambling Is a Target of Patrick Bill: Casino Initiative nal, March 30, 2004, p. D1. Makes It Illegal,” Boston Globe, November 10, 2007, p. A1. 57 See Anna Brytek-Matera, Lorenzo Maria Donini, Magdalena 74 Tracy Johnson, “Online Gambling: The Morality Problem for Krupa, Eleonora Poggiogalle, and Phillipa Hay, “Orthorexia Governments,” CBC News, March 26, 2015, www.cbc.ca/news. 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Haws, “Healthy Satiation: The 60 Leon Festinger, “A Theory of Social Comparison Processes,” Role of Decreasing Desire in Effective Self-Control,” Journal Human Relations, May 1954, pp. 117–140. of Consumer Research 39, no. 5, March 2013, pp. 1100–1114. 61 Michael Häfner, “How Dissimilar Others May Still Resem- 78 Brian Wansink and Pierre Chandon, “Can ‘Low-Fat’ Nutri- ble the Self,” Journal of Consumer Psychology 14, no. 2, 2004, tion Labels Lead to Obesity?” Journal of Marketing Research, pp. 187–196; Mary C. Martin and James W. Gentry, “Stuck in November 2006, pp. 605–617. the Model Trap: The Effects of Beautiful Models in Ads on 79 Gina S. Mohr, Donald R. Lichtenstein, and Chris Janiszewski, Female Pre-Adolescents and Adolescents,” Journal of Adver- “The Effect of Marketer-Suggested Serving Size on Consumer tising, Summer 1997, pp. 19–33; and Marsha L. Richins, “Social Responses: The Unintended Consequences of Consumer Comparison and the Idealized Images of Advertising,” Journal Attention to Calorie Information,” Journal of Marketing 76, of Consumer Research, June 1991, pp. 71–83. no. 1, January 2012, pp. 59–75. 62 Jennifer J. Argo, Katherine White, and Darren W. Dahl, “Social 80 Sabrina Tavernise, “F.D.A. Extends Deadline for Calo- Comparison Theory and Deception in the Interpersonal rie Counts on Menus,” New York Times, July 9, 2015, www Exchange of Consumption Information,” Journal of Consumer .nytimes.com; and Pierre Chandon and Brian Wansink, “Is Research 33, no. 1, 2006, pp. 99–108. Obesity Caused by Calorie Underestimation? ” Journal of 63 Darren W. Dahl, Jennifer J. Argo, and Andrea C. Morales, Marketing Research, February 2007, pp. 84–99. “Social Information in the Retail Environment: The Impor- 81 Rajagopal Raghunathan, Rebecca Walker Naylor, and Wayne tance of Consumption Alignment, Referent Identity, and D. Hoyer, “The Unhealthy = Tasty Intuition and Its Effects on Self-Esteem,” Journal of Consumer Research 38, no. 5, February Taste Inferences, Enjoyment, and Choice of Food Products,” 2012, pp. 860–871. Journal of Marketing, October 2006, pp. 170–184.

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82 Caglar Irmak, Beth Vallen, and Stefanie Rosen Robinson, “The 1, Spring 2000, pp. 20–26; and Anthony D. Miyazaki and Ana Impact of Product Name on Dieters’ and Nondieters’ Food Fernandez, “Internet Privacy and Security,” Journal of Public Evaluations and Consumption,” Journal of Consumer Research Policy and Marketing 19, no. 1, Spring 2000, pp. 54–61. 38, no. 2, August 2011, pp. 390–405. 98 George R. Milne, “Privacy and Ethical Issues in Database 83 Alex Hutchinson, “How Salad Can Make Us Fat,” New York /Interactive Marketing and Public Policy,” Journal of Public Times, October 25, 2015, SR-10. ­Policy and Marketing 19, no. 1, Spring 2000, pp. 1–6. 84 See Morgan Poor, Adam Duhachek, and H. Shanker Krishnan, 99 Joan Ryan, “Steroids? Alcohol Is the Real Problem,” San Fran- “How Images of Other Consumers Influence Subsequent cisco Chronicle, March 17, 2005, www.sfgate.com; Vanessa Taste Perceptions,” Journal of Marketing 77, no. 6, November O’Connell and Christopher Lawton, “Alcohol TV Ads Ignite 2013, pp. 124–139; and M. L. Lowe and K. L. Haws, “(Im)moral Bid to Curb,” Wall Street Journal, December 18, 2002, p. B2; Support: The Social Outcomes of Parallel Self-Control Deci- “Study: Kids Remember Beer Ads,” ClariNet Electronic News sions,” Journal of Consumer Research 41, no. 2, August 2014, Service, February 11, 1994; Fara Warner, “Cheers! It’s Happy pp. 489–505. Hour in Cyberspace,” Wall Street Journal, March 15, 1995, 85 Arul Mishra, Himanshu Mishra, and Tamara M. 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Malter, Street Journal, February 7, 2000, pp. B1, B6. “Keeping the Body in Mind: The Influence of Body Esteem 94 Bob Tedeschi, “Poll Says Identity Theft Concerns Rose After and Body Boundary Aberration on Consumer Beliefs and Pur- High-Profile Breaches,” New York Times, March 10, 2005, p. G5. chase Intentions,” Journal of Consumer Psychology 16, no. 1, 95 Pamela Paul, “Mixed Signals,” American Demographics, July 2006, pp. 79–91. 2001, pp. 45–49; and Joseph Phelps, Glen Nowak, and Eliza- 108 Sally Goll Beatty, “Women’s Views of Their Lives Aren’t beth Ferrell, “Privacy Concerns and Consumer Willingness Reflected by Advertisers,” Wall Street Journal, December 19, to Provide Personal Information,” Journal of Public Policy and 1995, p. B2. Marketing 19, no. 1, Spring 2000, pp. 27–41. 109 Kristina Monllos, “How Always’ Brand Director Turned an 96 Leslie K. John, Alessandro Acquisti, and George Loewenstein, Ad Into a Movement That Shattered Stereotypes,” Adweek, “Strangers on a Plane: Context-Dependent Willingness to October 18, 2015, www.adweek.com. Divulge Sensitive Information,” Journal of Consumer Research 110 Michelle Ainsworth, “David Schwarz’s Responsible Gambling 37, no. 5, February 2011, pp. 858–873; Patricia A. Norberg Program Named Best in the World,” Herald Sun (Australia), and Daniel R. Horne, “Privacy Attitudes and Privacy-Related January 25, 2012, www.heraldsun.com.au. Behavior, Psychology and Marketing 24, no. 10, 2007, pp. 829– 111 Sara Kim and Ann L. McGill, “Gaming with Mr. Slot or Gaming 847; and John, “We Say We Want Privacy Online, But Our the Slot Machine? Power, Anthropomorphism, and Risk Per- Actions Say Otherwise.” ception,” Journal of Consumer Research, June 2011, pp. 94–107. 97 Mary J. 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113 Gemma Charles, “Junk Food ‘Super Complaint,’” Marketing, 132 Russell Belk , John Painter, and Richard Semenik, “Preferred February 9, 2012, www.marketingmagazine.co.uk. Solutions to the Energy Crisis as a Function of Causal Attri- 114 “Healthier School Day: Tools for Schools—Focusing on butions,” Journal of Consumer Research, December 1981, Smart Snacks,” U.S. Department of Agriculture Food and pp. 306–312. Nutrition Service, August 27, 2015, http://www.fns.usda.gov 133 Pam Scholder Ellen, Joshua Lyle Wiener, and Cathy Cobb-­ /healthierschoolday/tools-schools-focusing-smart-snacks. Walgren, “The Role of Perceived Consumer Effectiveness in 115 Duane Stanford, “Indra Nooyi Rediscovers the Joy of Pepsi,” Motivating Environmentally Conscious Behaviors,” Journal of Businessweek, February 2, 2012, www.businessweek.com. Public Policy and Marketing, Fall 1991, pp. 102–117; and Thomas 116 Karlene Lukovitz, “Bolthouse Farms Leverages Innovative C. Kinnear, James R. Taylor, and Sadrudin A. 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