Editorial: Emotional rescue.

The article discusses issues and topics about consumer behavior. In the third volume of the Journal of Consumer Behaviour, there are academic and practice papers presented. There is a general theme revolving around emotional dimensions of consumer behavior, yet most of the papers also explore interesting and developing research methodologies. The issue begins with a paper by Georgios A. Bakamitsos and George J. Siomokos, who examine the effect of mood on advertising practice and within stores. They discuss the implications within copy testing and message creation and extend this into the possibilities for in-store atmospherics. The next paper, by Andrea Davies and James A Fitchett, investigates consumer experiences when they cross cultures. The paper reports a survey of international postgraduate students visiting Great Britain, which provides many insights for those of us involved with running courses for such students, who experience degrees of unexpected culture shock. Vincent-Wayne Mitchell and Gianfranco Walsh then explore gender differences in German consumer decision-making styles. Nest is the paper by Richard Elliott and Clare Leonard, who report on an interpretative study among 8-12 year olds from poor homes in Great Britain. The author focus on attitudes toward fashion brands, specifically trainers, and the study reveals that the children from clear stereotypes about the wearer of different types and brands of trainer. Cognitive dissonance with respect to food consumption is the focus of the next paper, by Olivier Brunel and Paul-Emmanuel Pichon.