When Uncertainty Brings Pleasure: The Role of Prospect Imageability and Mental Imagery

Consumers generally prefer certainty to uncertainty, which leads them to shun uncertain situations. This research demonstrates, however, that consumers facing uncertainty (rather than certainty) associated with a positive event (e.g., winning a lucky draw but not knowing the exact prize won) can experience greater, longer-lasting positive feelings. The sustainability of this pleasurable uncertainty effect hinges on the (right) level of imagery elaboration that consumers generate about the various possible favorable prospects of the event (e.g., imagining the possible prizes from winning a lucky draw). Findings from two experiments support the proposed imageability-based framework. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..

Do reward programs build loyalty for services? The moderating effect of satisfaction on type and timing of rewards

While reward programs have been widely used as a means to engender customer loyalty, it is not clear if the ends are justified. Some researchers argue that we do not fully understand the mechanism underlying reward programs and how it affects consumer acceptability of such programs. In this study, we examine two variables; timing (immediate vs. delayed) and type (direct vs. indirect) of rewards in two service conditions (satisfied vs. dissatisfied). We conduct the experiment in two service settings and the results indicate that when consumers are satisfied, they prefer delayed, direct rewards (of higher values) to immediate, direct rewards. However, when consumers are dissatisfied, they prefer immediate, direct rewards to delayed, direct rewards (of higher values). Interestingly, the preference for direct over indirect rewards is apparent only if the rewards are delayed (for the satisfactory service experience) or immediate (for the dissatisfactory service experience). © 2006 New York University

Beyond the Bamboo Curtain: Initial Results of a Large-Scale Asian Consumer Behavior Study

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The Differential Interaction of Auditory and Visual Advertising Elements with Chinese and English

10.1509/jmkr.40.4.468.19391Journal of Marketing Research404468-48

The joint effects of advertising and product trial: A source-monitoring perspective

Advertising, Product trial, Source-monitoring, Memory reconstruction,