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The research develops and tests a model of gender differences on the effects of competition and cooperation on decision satisfaction. It was hypothesized and found that males’ satisfaction is dependent on their ability to impose their preferences on their female counterpart within a mixed-gender dyad. In contrast, females’ satisfaction is only affected by the degree to which dyad members behave cooperatively. The model is tested within the context of 76 mixed-gender dyads that are in an established relationship. The dyads are sampled from shoppers at a national retailer, and report on their decision-making process as they exit the store. A partial-least-squares (PLS) methodology is used to test for differences in the effects of cooperative and competitive behaviors on males’ and females’ satisfaction with a dyadic decision. © 2006 Wiley Periodicals, Inc.

The relationship between attitude toward the advertisement (A ad ) and intentions to buy (I b ) is a controversial one. The present research examines the potential for a direct relationship between A ad and I b within an on-line advertising context, substituting A site (attitude toward the Web site) for A ad . The article replicates previous findings with respect to the four competing A ad models they tested. The article then predicts and finds a significant A site → I b path based on an opportunity and motivation perspective. In terms of opportunity, Web sites contain nonproduct information that is independent of traditional measures of brand attitude (A b ), such as security, ease of use, transactional capabilities, which are likely to affect I b . Further, on-line consumers are motivated to process this information when they visit a Web site because they cannot directly examine the products they are considering. Evidence for the opportunity and motivation perspective is provided by the decomposition of A site into its claim and nonclaim components and assessment of the A site → I b path across levels of motivation to process. Implications for on-line advertisers are discussed. © 2005 Wiley Periodicals, Inc.

Unlike prior research that treats social-desirability bias (SDB) as measure contamination, the present research asserts that significant associations between measures of SDB and value self-reports are evidence of measure validity. The degree to which value self-reports are influenced by SDB also reflects the relative importance of values within a culture. Values that are most important have the greatest self-presentational implications and therefore should be most affected by SDB. Moreover, differences between raw and SDB-corrected value self-reports indicate the extent to which values are personal (i.e., private) or public in nature. The research is based on two national samples of American adults 18 years of age and older. Implications for research on values are discussed. © 2000 John Wiley & Sons, Inc.

Why do fans of losing sports teams, alumni of poorly ranked educational programs, and patrons of charities that are rocked by scandal maintain or even increase their support? The present research investigates this issue by examining how differences in group success affect the factors that lead to identification and ultimately the incidence of group-supportive behaviors. The results of a two-group field study of professional sports fans suggest that members of unsuccessful groups identify on the basis of their involvement with the domain in which the group operates and the attractiveness of group members. Also, whereas perceived group performance is the most important factor leading to identification for members of successful groups, this factor is irrelevant to members of unsuccessful groups. In addition, the study finds a strong association between the strength of identification and the incidence of group-supportive consumption behaviors for members of both types of groups. The research has important implications for organizations that depend upon member support, such as sports teams, educational institutions, musical groups, and charities. © 1998 John Wiley & Sons, Inc.