Research

May 14th, 2017
Saying no to the glow: Why consumers resist arrogant brands

In five studies, we demonstrate that when consumers experience a self-threat, they may avoid brands that convey arrogance in favor of a competing, non-arrogant alternative. Such avoidance, in turn, has positive implications for vulnerable consumers, as it helps them to restore their self-worth and feel better about themselves.

Research

May 14th, 2017
Choosing between options associated with past and future regret

People sometimes choose between options associated with already-missed and to-be-missed counterfactuals, or put differently, between past and future regret. We find that these objectively irrelevant associations systematically sway peoples’ choices.

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