Journal of Consumer Research
April 26, 2011



  

































































































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Journal of Consumer Research
Highlights from Two Years Ago

Releasing the Regret Lock: Consumer Response
to New Alternatives after a Sale

Michael Tsiros

How do consumer regulatory orientations and the decision strategies used to process message information affect their judgments? Evaluations of the chosen brand were more favorable when individuals with a prevention focus used decision strategies that enhanced the accuracy of a decision outcome than when they used strategies that facilitated progress toward a decision, whereas the opposite outcome occurred for those with a promotion focus. These findings emerged whether the decision strategies were prompted by instructions about how to make a decision or by the message presentation format, and they were mediated by a subjective experience of confidence. These observations suggest that judgments are influenced by the decision makers' feelings about how information is processed that are independent of the message content.

Volume 35, Number 6, April 2009 

DOI: 10.1086/593698



The Influence of Causal Conditional Reasoning
on the Acceptance of Product Claims

Elise Chandon
Chris Janiszewski

The believability of product claims depends on the consumer's ability to generate disabling conditions (that is, other events blocking a cause from having its effect) and alternative causes (that is, other events causing the outcome). The consideration of disabling conditions hurts the believability of product claims supported by arguments stated in a cause → effect and α = .82 format, whereas the consideration of alternative causes hurts the believability of product claims supported by arguments stated in an effect → cause and a ~ cause → ~ effect format. These results have implications for the selection of the most persuasive product claim format.


Volume 35, Number 6, April 2009

DOI: 10.1086/593292    



Acts of Benevolence: A Limited-Resource Account
of Compliance with Charitable Requests

Bob M. Fennis
Loes Janssen
Kathleen D. Vohs


Impaired self-control fosters compliance with charitable requests. Self-regulatory resource depletion was induced when participants yielded to the initial requests of a foot-in-the-door script aimed at procuring volunteer behavior. Self-regulatory resource depletion mediated the effects of yielding to the initial requests of a foot-in-the-door technique on compliance with a charitable target request. Weak temporary and chronic self-control ability fostered compliance through reliance on compliance-promoting heuristics (that is, reciprocity, liking, and consistency).


Volume 35, Number 6, April 2009 

DOI: 10.1086/593291  



Feeling Superior: The Impact of Loyalty Program Structure on Consumers' Perceptions of Status
Xavier Dr�ze
Joseph C. Nunes

The authors study status as it pertains to loyalty programs, investigating the impact of the number and size of tiers on consumer perceptions of status. Increasing the number of elites in the top tier dilutes perceptions of status, while adding a subordinate tier enhances status. Tiers below the second tier do not affect those at the top but can make those in the tier immediately above feel more elite. Given the choice between alternative programs, those who do not qualify for status prefer hierarchies with multiple tiers. Finally, status-laden labels (gold and silver) on their own signal an increasingly selective hierarchy.


Volume 35, Number 6, April 2009 

DOI: 10.1086/593946    



Please remember that the current editors' terms will be ending on June 30, 2011. Any manuscripts (new or revised) received after this date will be processed by the new editors.
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