We suggest that text readability plays an important role in driving consumer engagement on
social media. Consistent with a processing fluency account, we find that easy‐to‐read posts …

Quantitative consumer research papers (ie, papers relying on experiments, surveys, or
secondary data) tend to be written using a deductive reporting template. Articles begin with a …

Purpose Recent research has demonstrated that people are more likely to engage with fatty
food content online. One way health advocates might facilitate engagement with healthier …

What motivates people to consume and engage with food media on social networks? We
adopt an evolutionary lens to suggest that the valence of people's affective state varies by …

New products are often extremely incongruent with expectations. The inability to make
sense of these products elevates anxiety and leads to negative evaluations. Although …

Digital ads often display video content in which immobile products are presented as if they
are moving spontaneously. Six studies demonstrate a speed-based scaling effect, such that …

A key advantage that brick-and-mortar retailers have over online retailers is their
salespeople, who can adaptively interact with customers on a one-on-one basis. When …

This research builds on similarity theory in order to understand the key success factors of
brand naming strategies for the cross-gender extension of female patronymic brands …

Price reductions take either an integrated form (eg, a discount shown directly on the price
tag) or a non-integrated form (eg, a discount contained in a coupon sent to consumers and …

Estimations that include numerical information are ubiquitous in our daily lives, for example,
housing prices, calories, etc. In the present work, we investigate how the type of information …