Guiltless gluttony: The asymmetric effect of size labels on size perceptions and consumption.

We have proposed and demonstrated that size labels can be used as a semantic heuristic in making size judgments. A series of three laboratory and one field experiments show that size labels influence not only size perception but also actual and perceived consumption; and that their effect is most pronounced under conditions of limited cognitive resources and increased concern for accuracy. Among our results we demonstrate that consumers are more likely to accept a larger item being labeled as small by the marketer compared to a smaller item being labeled as large, an asymmetric effect that we call "guiltless gluttony"

A sense of things to come: Future research directions in sensory marketing

The exciting exploration on sensory marketing presented in this book is just the foundation upon which to build future research. There are myriad unexplored questions and innumerable directions in which to take this research. Our goal in this chapter is not to provide an exhaustive array of these future directions, but rather to stimulate the reader into exploring new ideas. We present possible future directions for each sense individually (vision, audition, smell, touch, taste), and conclude with ideas for future research addressing the interplay among multiple senses within consumer behavior

Effects of consumers' self -esteem and self -related mental imagery on the persuasiveness of marketing communications.

Some marketing communications today include direct or indirect references to the consumer, whereas others do not. You're a champion and I'm your racquet exemplifies a direct reference. On the other hand, Buy one adult ticket, bring one child for free would characterize an indirect reference. The question is whether or not these appeals are actually effective in enhancing the persuasibility of the communication; and if they are why and how they work. Essay 1 focuses on direct self-referencing, and Essay 2 studies indirect self-referencing. Accordingly, this dissertation proposes a framework to investigate the effects of consumer self-esteem and self-related mental imagery on the persuasiveness of marketing communications which include self-reference appeals. Essay I is concentrated on consumer feelings of self-evaluation and self-worth. Two laboratory experiments demonstrate that establishing a 'match' between the type of appeal used in the advertisement and audience self-esteem level improves consumer evaluations. Accordingly, an acknowledging strategy works better for people with higher levels of self-esteem, while a boosting strategy works better for lower self-esteem people in enhancing attitudes. This process rests on congruence and degree of argumentation. Essay 2 focuses on mental imagery, which is defined as a mental event involving visualization of a concept or relationship. A series of three laboratory experiments introduce the systematic study of self-relatedness into existing frameworks of mental imagery. They further illustrate the potential of various subtle strategies used in the presentation of verbal and visual stimuli on evoking increased self-related mental imagery, which in turn, results in the communication to be evaluated more favorably. The moderating influence of individual self-esteem on the mediating effect of mental imagery is also examined.Ph.D.MarketingSocial SciencesUniversity of Michigan, Horace H. Rackham School of Graduate Studieshttp://deepblue.lib.umich.edu/bitstream/2027.42/126624/2/3276094.pd

A sense of things to come: future research directions in sensory marketing

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