The last forty years of social science research have produced over 12,000 articles on
priming. The range, complexity, and novelty of priming effects are hard to comprehend, let …

This paper explores the effects of emotions embedded in a seller review on its perceived
helpfulness to readers. Drawing on frameworks in literature on emotion and cognitive …

We study the relative importance of online word of mouth and advertising on firm
performance over time since product introduction. The current research separates the …

The current research investigates the role of fear in the creation of emotional attachment to a
brand. Previous research examining the influence of incidental negative emotions on brand …

Few areas have witnessed the type of growth we have seen in the affective sciences in the
past decades. Across psychology, philosophy, economics, and neuroscience, there has …

From outrage at corporations to excitement about innovations, marketplace sentiments are
powerful forces in consumer culture that transform markets. This article develops a …

Interest in the cognitive and/or emotional basis of complex decision-making, and the related
phenomenon of emotion-based learning, has been heavily influenced by the Iowa Gambling …

Managers and academics often think of price promotions merely as incentives that entice
consumers to accept offers that they might not have considered otherwise. Yet the prospect …

The current research examines how price promotions influence postpurchase hedonic
consumption experience. On the one hand, getting a good deal can elevate moods and …

Employing different experimental priming procedures and advertising treatments across two
studies, we examine the moderating role of consumer affective state on individuals' …