Finally, our analysis supports ideas about postassimilationist ethnicity as culture consumed (Fırat 1995).
Contrast and Assimilation Effects of Processing Fluency
Hao Shen, Yuwei Jiang, and Rashmi Adaval
Previous research has examined the effects of processing fluency on evaluations of the object described in the information being processed.
This research advances theory on goal progress and goal fulfillment by demonstrating that the mere presence of a goal-consistent cue can lead consumers to vicariously fulfill that goal and subsequently behave in line with alternative goals.
However, please note that contribution statements are entirely optional for revisions.
Consumer Perceptions of Iconicity and Indexicality and Their Influence
on Assessments of Authentic Market Offerings
Kent Grayson and Radan Martinec
Although consumer demand for authentic market offerings has often been mentioned in consumer research , the meaning of the term "authentic" has not been sufficiently specified.
Our research seeks to fill this gap by examining materialism's influence on brand connection.
Vicarious Goal Fulfillment: When the Mere Presence of a Healthy Option Leads to an Ironically Indulgent Decision
Keith Wilcox, Beth Vallen, Lauren Block, and Gavan Fitzsimons
Prior research has shown that perceived progress toward a focal goal allows people to temporarily disengage from that goal and pursue alternate goals.