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Journal of Consumer Research
Highlights from Two Years Ago
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Affect-Gating Dan King
Chris Janiszewski
Neurobiological theories of affective processing suggest that different affective states can make people more sensitive to the stimulation impinging on different sensory channels. Consumers in a negative affective state experience enhanced sensitivity to the tactile benefits of products, whereas consumers in a positive affective state experience enhanced sensitivity to the visual benefits of products. Affect-based sensory sensitivity is a consequence of adaptations that induce mammals to seek social support when in a negative affective state and explore the environment when in a positive affective state. In humans, these adaptations are part of an innate system that influences preferences for products with tactile or visual benefits.
DOI: 10.1086/660811
Selected Media Mentions Psychology Today Animal instincts: Why do unhappy consumers prefer tactile sensations?
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When Imitation Doesn't Flatter: The Role of Consumer Distinctiveness in Responses to Mimicry
Katherine White
Jennifer J. Argo
The implications of one consumer's possession being mimicked by another consumer are examined. When distinctiveness concerns are heightened, greater dissociation responses (possession disposal intentions, recustomization behaviors, and exchange behaviors) arise in response to being mimicked by a similar as opposed to dissimilar other. These effects are driven by threats to distinctiveness. Finally, these effects are mitigated when the imitated possession is nonsymbolic in nature and when a low degree of effort is exerted to initially obtain the possession. Volume 38, Number 4, December 2011
DOI: 10.1086/660187
Selected Media Mentions
Science Daily
When imitation doesn't flatter: When do consumers care about mimicry?
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The Construal (In)compatibility Effect: The Moderating Role of a Creative Mind-Set
Xiaojing Yang
Torsten Ringberg
Huifang Mao
Laura A. Peracchio
Consumers with a creative mind-set are persuaded by advertising claims construed at different levels (abstract vs. concrete ad claims). Consumers with a creative mind-set are more persuaded by ad claims construed at a level incompatible with their mental construal, while ad claims construed at a level compatible with consumer mental construal are more effective for those who possess a less creative mind-set. Such differences in persuasion are driven by the fact that consumers with a creative (less creative) mind-set prefer information that is more remotely (closely) associated with their mental construal and appears novel (familiar). Volume 38, Number 4, December 2011
DOI: 10.1086/660118
Selected Media Mentions Phys.Org How do creative ads shake up the way we think?
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