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The placement of heroes and villains is ubiquitous on labels and packages in the marketplace. In this research, we examine the influence of a hero versus a villain label on the preference for virtue versus vice products. Across seven laboratory and field studies, we find that consumers derive higher utility for a hero (villain) label with a vice (virtue) food than from a hero (villain) label with a virtue (vice) food. Relying on a coherence‐based explanation, we propose that a hero label adds a beneficial aspect to vice foods, making them appear less harmful, whereas a villain label adds an edgy aspect to virtue foods, making them appear more fun. This research provides insights into the effect of hero and villain branding and offers implications for marketing strategy and public policy. [ABSTRACT FROM AUTHOR]

The cultural lens through which an ad is viewed can affect the extent to which an endorser of the product in an ad and the message s(he) communicates are thought about in relation to one another. Consumers with a collectivist mindset tend to think about information relationally. Consequently, they consider the endorsement in relation to the endorser and this affects their memory for both. It also affects recipients' concern with the fit between the endorser's message and the endorser and consequently influences their judgments of both the ad and the product being advertised. When people have an individualist mindset, on the other hand, they appear to treat the endorser and the endorsement as independent pieces of information and are less sensitive to their fit. Four studies support these conclusions and provide insights into how endorser–message relatedness impacts persuasion under different cultural mindset conditions. [ABSTRACT FROM AUTHOR]

We examine how brand-switching varies across cultures, depending on the drivers of a prior unsatisfactory consumption experience. We draw from the literature on regret, norm theory and cross-cultural psychology to predict that Westerners are more likely to switch brands when the unsatisfactory consumption experience is a consequence of their inaction relative to the inaction of a group to which they belong. In contrast, it is predicted that Easterners are more likely to switch brands when the unsatisfactory consumption experience is a consequence of inaction on the part of the group to which they belong relative to their own inaction. We discuss the relevance of our research for marketing theory, the need to account for cultural differences in consumer segments, and the implications for organizations targeting culturally distinct market segments, both domestically and internationally. [ABSTRACT FROM AUTHOR]

Abstract: While sponsorship disclosure is proposed as a remedy for covert marketing, i.e., tactics such that the persuasive nature of the communication is not clear to consumers, little is known about whether or when disclosures prompt consumers to correct for persuasion. Three experiments reveal that covert marketing, in the form of subtle product placements, can increase brand recall and attitudes but that both instructions to avoid influence and mere disclosure of sponsorship can lead to correction. The first experiment demonstrates that consumers are able to correct both brand attitudes and stated recall when there are instructions to avoid influence. The following two experiments show that mere sponsorship disclosure can evoke use of persuasion knowledge for correction. However, disclosure timing differentially influences correction for recall and attitudes. Disclosure prior to exposure to the covert marketing tactic leads only to correction for effects on recall; attitude is as high with a prior disclosure as with placement with no disclosure. Disclosure after placement provides general correction of the impact of the covert marketing tactic on both recall and attitudes. [Copyright &y& Elsevier]

Abstract: This study addresses the advertising effectiveness of round and thin models. Integrating previous findings and theories, the authors predict and find that impulsive and reflective product evaluations as responses to thin and round advertisement models diverge. Specifically, four experiments indicate that impulsive product evaluations follow a priming logic, such that the beauty of the model spills over directly onto product evaluations; thin models thus produce more favorable implicit responses than do round models. For reflective product evaluations however, this pattern appears reversed. Moreover, these explicit product evaluations are mediated by campaign liking. [Copyright &y& Elsevier]

Abstract: We review existing knowledge about older consumers and decision making. We develop a conceptual framework that incorporates the notion of fit between individual characteristics, task demands and the contextual environment. When the fit is high, older consumers use their considerable knowledge and experience to compensate for the impact of any age-related changes in abilities and resources. When the fit is relatively low, older consumers feel increased need to adapt their decision making processes. We discuss these consumer adaptations and propose a number of research questions related to the processes underlying them in order to contribute to a better understanding of how they can lead to more effective consumer decision making for older adults. We further consider some pragmatic implications of the adaptations for marketing management and public policy. [Copyright &y& Elsevier]