In this article we examine a phenomenon known as sound symbolism, where the sound of a
word conveys meanings. Specifically, brand names are composed of individual sounds …

… Geeta Menon is associate professor of marketing at the Leonard N. Stern School of
Business, New York University, 44 W. Fourth St., Suite #8-93, New York, NY 10012 (gmenon@stern.…

The HIV virus is now an international killer, but individuals perceive that they are less likely
to contract the virus than are others (the self-positivity bias). Three studies investigate the …

This article examines the process by which behavioral frequency judgments are generated
in consumer surveys. The results from three experiments indicate that the regularity (…

While consumer choice research has dedicated considerable research attention to aspects
of choice that are deliberative and conscious, only limited attention has been paid to aspects …

… *Geeta Menon is assistant professor of marketing at the Leonard N. Stern School of
Business, New York University, 44 West 4th Street, Suite 800, New York, NY 10012-1126. Priya …

Consumers prefer brands positioned around identities they possess. Accordingly, the
consumer identity literature emphasizes the importance of a clear fit between brands and target …

We demonstrate the differential effects of framing health hazards as occurring every day
versus every year, two reference periods that objectively refer to the present but subjectively …

Marketers and academics have long been interested in understanding what drives impulsive
behavior and have focused on what causes a person to indulge. The three experiments …

The ease-of-retrieval hypothesis suggests that people use the ease with which information
comes to mind as a heuristic in forming judgments (Schwarz et al. 1991 ). We examine the …