Results 1 to 10 of 180 
Volume 33, number 3: Awards Announcements 2006
Volume 33, number 3: Editorial Review Board 2005 - 2008
Volume 33, number 3: The Price of "Free"-dom: Consumer Sensitivity …
Past research has shown that monetary promotions (e.g., discounts) are more likely to be
processed relative to and integrated with the original product price than are free
promotions. We posit … 
Volume 33, number 3: Sponsorship-Linked Marketing: The Role of Articulation …
… including brand awareness as measured by recall and recognition of sponsor-event
pairings. Unfortunately, resultant advantages accrue disproportionately to brands having a
natural or congruent fit with the available sponsorship properties …
Volume 33, number 3: Now or Never: Effects of Limited …
… We show that, in limited purchase opportunities—situations where the purchase
decision cannot be reversed—not purchasing (inaction) is seen as a loss and is
associated with greater short-term regret than purchasing …
Volume 33, number 3: Spillover Effects: How Consumers Respond to …
… unrelated, items. Results from two laboratory studies show that spillover effects
can occur in response to both positive and negative changes in either the price or quality
of a product …
Volume 33, number 3: A Cue Alone or a Probe …
… (facilitates relational elaboration). The findings indicate that mood serves as a
cue when the message information is not easily accessible. This outcome is qualified by
the individuals’ willingness to hold …
Volume 33, number 3: Articulation Compatibility in Eliciting Price Bids …
… Can consumers accurately estimate their need for price-elicitation precision?
This research addresses these questions by applying the notion of compatibility to the
relationship between consumers’ bidding price uncertainty and the …
Volume 33, number 3: Nation Equity: Incidental Emotions in Country-of-Origin …
… this article examines the impact of incidental emotions and cognitive appraisals
associated with these emotions on country-of-origin effects. Experiment 1 compared anger
and sadness and demonstrated that country of origin …
Volume 33, number 3: Brand Extensions of Experiential Goods: Movie …
We examine movie sequels as brand extensions of experiential goods. Study 1 reveals a
reversal of the traditional categorization model such that dissimilar extensions are rated
higher than similar extensions …