The Effects of Identity, Self-Threat, and Gender on the Endowment Effect 595
Sara Loughran Dommer, University of Pittsburgh, USA * Vanitha Swaminathan, University of Pittsburgh, USA
Advances in Consumer Research (Volume 39) / xxxiii
Chocolate Cake Please! Why Do We Indulge More When it Feels More Expensive? 597
Rajesh Bagchi, Virginia Tech, USA * Lauren Block, Baruch College, USA *
Identity Representation in Customization 599
Kelly Herd, Indiana University, USA * Page Moreau, University of Colorado, USA
Talisman Insurance: Does Insurance Coverage Help You Avoid Tempting Fate? 601
Eric Dolansky, Brock University, Canada * Robert Schindler, Rutgers University, USA Grant Adams, Rutgers University, USA
Body and Mind: How Mindfulness Enhances Consumers’ Responsiveness to
Physiological Cues in Food Consumption 603
Evelien van de Veer, Wageningen University, The Netherlands * Erica van Herpen, Wageningen University, The Netherlands Hans van Trijp, Wageningen University, The Netherlands
Stereotype Processing’s Effect on the Impact of the Myth/Fact Message Format:
The Role of Personal Relevance 605
Marie Yeh, Kent State University, USA * Robert D. Jewell, Kent State University, USA Michael Y. Hu, Kent State University, USA
The Effect of Social Threats on Consumer Materialism 607
Eric Levy, University of Cambridge, UK *
Is Breaking Up Hard to Do? An Investigation of Consumer Response to Sponsor Exit 609
Julie Ruth, Rutgers University, USA * Yuliya Strizhakova, Rutgers University, USA *
If It’s Similar, it’s More Likely…But Can It Be Worth It?
The Impact of Manipulating Perceived Similarity on Probability Judgments
and Outcome Value 611
Elise Chandon Ince, Virginia Tech University, USA * Hui-Yun Chen, Virginia Tech, USA
Robyn LeBoeuf, University of Florida, USA
Generative Literacy and Consumer Empowerment 613
Rama Jayanti, Cleveland State University, USA * Sreedhar Madhavaram, Cleveland State University, USA * Michael Wachter, Cleveland State University, USA
On Braggarts and Gossips:
Why Consumers Generate Positive But Transmit Negative Word of Mouth 616
Matteo De Angelis, Luiss University, Italy * Andrea Bonezzi, Northwestern University, USA
Alessandro M. Peluso, Luiss Guido Carli University, Italy Derek Rucker, Northwestern University, USA
Michele Costabile, Luiss Guido Carli University, Italy
The Effectiveness of Sponsorship in Legitimacy Formation – The Moderating Role of Pre-Existing Satisfaction 618
Barbara Caemmerer, ESSCA School of Management, France
Raluca Mogos Descotes, IUT Charlemagne, Nancy University, France *
Reversing Ease of Retrieval Effects with Sensory Product Experience 620
Kelly (Kiyeon) Lee, University of Toronto, Canada * Andrew Mitchell, University of Toronto, Canada
The Impact of Incidental Ownership of Objects on Subsequent Behavior 622
Liad Weiss, Columbia University, USA * Gita V. Johar, Columbia University, USA
Odd-Ending Price: Justification for the Hedonic Purchase 624
Jungsil Choi, University of Kansas, USA * Surendra Singh, University of Kansas, USA Priyam Rangan, University of Kansas, USA
xxxiv / Table of Contents
Choosing for a Certain Future: Relying on Hard vs Soft Attributes
When Options Are Temporally Distant 626
Jiao Zhang, University of Miami, USA *
Having versus Consuming: How Failing to Estimate Usage Frequency Affects
Consumer Preferences for Multi-Feature Products 628
Joseph Goodman, Washington University in St. Louis, USA * Caglar Irmak, University of South Carolina, USA
When Humanizing Brands Goes Wrong:
The Detrimental Role of Brand Anthropomorphization amidst Product Wrongdoings 630
Marina Puzakova, Drexel University, USA * Hyokjin Kwak, Drexel University, USA Joseph Rocereto, Monmouth University, USA
The Globalness Route toward Brand Equity: How Consumer and Brand-Level Factors Change the Route to Success 631
Bernhard Swoboda, Trier University, Germany Karin Pennemann, Trier University, Germany *
Markus Taube, Mercator School of Management, Germany Thomas Foscht, University of Graz, Austria
It is All About Subtlety:
Subtle Efforts to Remedy Subtle Service Failure 633
Fang Wan, University of Manitoba, Canada * Pingping Qiu, Monash University, Australia L.J Shrum, University of Texas at Austin, USA
Affect-Rich Experiencers, Affect-Poor Forecasters: Mispredicting The Influence of Outcome Magnitude and Outcome Probability on Experienced Affect 635
Eva Buechel, University of Miami, USA * Jiao Zhang, University of Miami, USA
Carey Morewedge, Carnegie Mellon University, USA Joachim Vosgerau, Carnegie Mellon Univeristy, USA
Practice What You Preach? 637
Sunaina Chugani, University of Texas at Austin, USA * Susan Broniarczyk, University of Texas at Austin, USA
The Big Cost of Small Problems:
Ironic Effects of Malfunction Severity on Consumption Experience 639
Neil Brigden, University of Alberta, Canada * Gerald Haeubl, University of Alberta, Canada
The Effect of Positioning of a Target Brand and a Competitive Brand(s) in an Advertisement on a Consumer’s Judgment and on the Selection of the Target Brand 641
Jungsil Choi, University of Kansas, USA * Myer Duane, University of Kansas, USA *
The Effects of Mindset Abstraction on Memory-Based Consideration Set Formation 643
Fang-Chi Lu, University of Iowa, USA *
Dhananjay Nayakankuppam, University of Iowa, USA
McHealthy: How Frequent Dining Programs Increase Healthy Eating Intentions 645
Elisa Chan, Cornell University, USA * Brian Wansink, Cornell University, USA
When Creativity Meets Repetition: Frequency Effects Depend on Exposure Duration 647
Millie Elsen, Tilburg University, The Netherlands * Rik Pieters, Tilburg University, The Netherlands Michel Wedel, University of Maryland, USA
Only a Diamond Can Cut a Diamond: The Regulation of Emotions via System Fit 649
Daniel Fernandes, Rotterdam School of Management, Erasmus University, The Netherlands * Lawrence Williams, University of Colorado, USA
Advances in Consumer Research (Volume 39) / xxxv
Maximizing the Effectiveness of Disaster Relief Contribution: The Idea of Fit to Control 651
Yoshiko DeMotta, Baruch College, USA *
Diogo Hildebrand, CUNY Graduate Center, Baruch College, USA Ana Valenzuela, Baruch College, USA
Sankar Sen, Baruch College, USA
Where There is Smoke, There is Fire: Adolescent Smoking as a Costly Signal of Dispositional Health 653
Siegfried Dewitte, K.U.Leuven, Belgium *
Reducing the Pursuit of Material Goods:
The Influence of Positive Affect on Materialism and Conspicuous Consumption 655
Jin Seok Pyone, Cornell University, USA * Alice M. Isen, Cornell University, USA
Seeing Man in Man’s Best Friend
The Role of Anthropomorphism on Increasing Prosocial Behavior 657
Brooke Reavey, Drexel University, USA * Marina Puzakova, Drexel University, USA * Hyokjin Kwak, Drexel University, USA
The Effects of Temperature Cues on Food Intake 658
Barbara Briers, Tilburg University, The Netherlands * Davy Lerouge, Tilburg University, The Netherlands
Self in Selca, Self-Portrait Photography, as a Model, Photographer, and Consumer 660
Yoo Jin Kwon, Korea National Open University, Korea * Kyoung-Nan Kwon, Ajou University, Korea *
Lost in translation:
The Consequences of Culturally Mismatched Thinking Styles on Familiarity Seeking 662
Minkyung Koo, University of Illinois, USA *
Sharon Shavitt, Walter H. Stellner Professor of Marketing, University of Illinois at Urbana-Champaign, USA Ashok Lalwani, University of Texas at San Antonio, USA
Yifan Dai, University of Illinois, USA
Sydney Chinchanachokchai, University of Illinois, USA
How Much to Give and How to Frame It?
Donation Size and Donation Framing in Cause-Related Marketing 664
Sarah S. Müller, University of Hamburg, Germany Anne Fries, University of Hamburg, Germany * Karen Gedenk, University of Hamburg, Germany
Attitudes Shaped by Eye Movements: The Reading Direction Effect 666
En Li, Central Queensland University, Australia * Donnel Briley, University of Sydney, Australia *
Materialism and Consumeristic Philanthropy 668
Robert Kreuzbauer, Nanyang Technological University, Singapore * Chi-yue Chiu, Nanyang Technological University, Singapore
Contrast and Assimilation in Response to a Brand Association Prime:
The Case of Cross-Category Brand Alliances 670
Laura Smarandescu, Iowa State University, USA * Randall Rose, University of South Carolina, USA Douglas Wedell, University of South Carolina, USA
xxxvi / Table of Contents