Purpose The purpose of this paper is to show that high similarity between a parent brand and an extension category can have a detrimental effect on how a brand extension is perceived to perform on specific attributes. This ...

Although the influence of identity on consumer behavior has been documented in many streams of literature, the absence of a consistent definition of identity and of generally accepted principles regarding the drivers of ...

Research has found that lack of power impairs executive functions. In the present research, we show that this impairment is not immutable. Across three studies and focusing on inhibitory control as one of the core facets ...

Consumers generally prefer products that are easy to interact with. In three studies, we show that this preference arises from the fit between product orientation and monitored situational constraints. Flexible right-handers, ...

Most prior studies obtained that a congruent sponsorship leads to higher sponsor awareness. The experiment conducted here shows that a brand is better identified following an incongruent sponsorship. Moreover, when the ...

The current research investigates a potential disadvantage of building brand associations that resonate with consumers' identities and facilitate consumer–brand bonding. The authors propose a theory of consumer response ...

We propose that women's increased generalized sensitivity to rewards during the fertile phase of the menstrual cycle causes them to seek more variety in rewards when they are in the fertile phase than when they are not in ...