Journal of Consumer Research
January 5, 2010









































































































































































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Journal of Consumer Research
Recently Published Online

The Long and Short of It: Why Are Stocks with Shorter Runs Preferred?
Priya Raghubir
Sanjiv R. Das


How do consumers process graphical financial information to estimate risk? Consumers sample the local maxima and minima of a graph to infer the variation around a trend line, which is used to estimate risk. The local maxima and minima are more extreme the higher the run length of the stocks (the consecutive number of upward or downward movements of a price series with identical mean, variance, skewness, and kurtosis). Three experiments show that this leads to stocks with higher run lengths being perceived as riskier: the run-length effect. The run-length effect is greater for investors who are more educated, are employed full time, trade more frequently, have had longer experience trading, and trade a wider range of financial instruments.

DOI: 10.1086/644762
Online Publication Date: September 18, 2009

References


Selected Media Mentions

The New York Times
Perceiving the Risk of Stock Picking

Innovations Report
Stock graphs can mislead: People prefer stocks with shorter runs

CanadianBusiness.com
Investment risk: Examining the "run-length effect"

The Motley Fool
Assessing Risk the Right Way

Science Daily
Stock Graphs Can Mislead: People Prefer Stocks With Shorter Runs

PhysOrg.com
Stock graphs can mislead: People prefer stocks with shorter runs

EurekAlert!
Stock graphs can mislead: People prefer stocks with shorter runs

Thaindian News
Stock graphs can mislead investors into making wrong decisions



Will This Trip Really Be Exciting? The Role of Incidental Emotions in Product Evaluation
Hakkyun Kim
Kiwan Park
Norbert Schwarz


How do different emotions of the same valence influence product evaluation when products make specific emotional claims? Vacation products with adventurous (serene) appeals were evaluated more favorably when participants felt excited (peaceful) rather than peaceful (excited). This emotion-congruency effect was not observed when participants were aware of the incidental nature of their feelings and was mediated by the influence of feelings on participant expectations that the product will deliver what it promises. Consumers differentiate between distinct positive emotions and use them as information in assessing a product's emotional claims.

DOI: 10.1086/644763
Online Publication Date: September 10, 2009

References


Selected Media Mentions

Science Daily
Will This Trip Be Exciting? Consumers Respond Best To Vacation Ads That Match Current Emotions

EurekAlert!
Will this trip be exciting? Consumers respond best to vacation ads that match current emotions

RedOrbit
Will This Trip Be Exciting? Consumers Respond Best To Vacation Ads That Match Current Emotions

PhysOrg.com
Will this trip be exciting? Consumers respond best to vacation ads that match current emotions

Thaindian News
Consumers respond best to vacation ads that match their current emotions



When Do Incidental Mood Effects Last? Lay Beliefs versus Actual Effects
Anastasiya Pocheptsova
Nathan Novemsky


How does incidental mood present at the time of an experience affect judgments made long after the mood has dissipated? How does this compare to lay beliefs about how mood affects memory-based judgments? Memory-based judgments are affected by incidental mood only when there is an external prompt to evaluate the stimulus in real time. This is contrasted with lay beliefs about the effects of mood, which are not sensitive to delay or to the presence of real-time evaluations. The mismatch between lay beliefs and actual effects leads consumers to distort previously unbiased memory-based judgments when they are reminded of the source of the incidental mood.

DOI: 10.1086/644760
Online Publication Date: September 10, 2009

References


Selected Media Mentions

Medical News Today
New Study Shows That Mood Has Limited Effect On Memory

EurekAlert!
Moody memories? New study shows that mood has limited effect on memory

Science Daily
Moody Memories? Mood Has Limited Effect On Memory, Study Shows

PhysOrg.com
Moody memories? New study shows that mood has limited effect on memory

RedOrbit
New Study Shows Mood Has Limited Effect On Memory

Thaindian News
How mood affects memory


Choosing Your Future: Temporal Distance and the Balance between Self-Control and Indulgence
Juliano Laran

How does temporal distance influence consumer self-control with healthy eating and saving money? Self-control is dependent on the content of currently active information in decisions for the future. When indulgence information is currently active, decisions for the future tend to be oriented toward self-control. When self-control information is currently active, decisions for the future tend to be oriented toward indulgence. In four experiments investigating healthy eating and saving money, the authors find evidence for an information activation/inhibition account of the influence of temporal distance on self-control decisions.

DOI: 10.1086/644760
Online Publication Date: September 24, 2009

References


Selected Media Mentions

Medical News Today
Candy Bar Or Healthy Snack? Free Choice Not As Free As We Think

Innovations Report
Candy bar or healthy snack? Free choice not as free as we think

EurekAlert!
Candy bar or healthy snack? Free choice not as free as we think

Science Daily
Candy Bar Or Healthful Snack? Free Choice Not As Free As We Think

PhysOrg.com
Candy bar or healthy snack? Free choice not as free as we think

RedOrbit
Candy Bar Or Healthy Snack? Free Choice Not As Free As We Think

Thaindian News
Decisions for self-control or indulgence depend on presentation of choices