Studies regarding the relationship between purchases and happiness have consistently found an experiential advantage: people are happier when purchasing experiential products (e.g., vacations and concerts) than material products (e.g., clothes and electronics) (Caprariello & Reis, 2013; Carter & Gilovich, 2010, 2012; Pchelin & Howell, 2014; van Boven and Gilovich, 2003). This phenomenon (i.e., experiential advantage) may make marketing efforts of service firms or any companies selling experiences relatively more effective and productive in that consumers will derive a great amount of purchase happiness. On the other hand, the same phenomenon may indicate innate challenges and hurdles for firms selling products carrying materialistic features. Considering the material-experiential spectrum, approximately 50% of the industries are seeming faced with this issue. In this research, we propose a solution with which mainly material-focused products can loom more experiential, thereby benefiting from the experiential advantage. In other words, we investigate how material goods can be perceived as experiential and they can offer greater purchase satisfaction compared to when they remain as merely materialistic. Specifically, noting that reasons for experiential advantages are originated from social aspects of experiential goods (e.g., self-presentation to other people, conversational values, reputation-building, etc.), the current study shows that posting on social media can imbue social aspects, which is a key drive of the experiential advantage.

This research investigated how residential mobility affects consumers' trust in digital consumption environments (e.g., online shopping). Due to today's digitalization, consumers' trust in digital environments is treated as important. However, work has yet to be explored that the trust of digital environments can differ depending on residential mobility. This article highlights key findings from the relationship between residential mobility and trust in digital environments. Trust in digital environments may vary depending on residential mobility. As a result of the data analysis, the lower the residential mobility, the lower the trust in digital environments, while the higher the residential mobility, the higher the trust in digital environments.

The purpose of this study is to examine how a “paring” of a sponsoring brand with wellmatched products in a branded content (e.g., branded entertainment content and/or commercial) possibly leverages consumers’ attitude toward the sponsoring brand. For instance, to maximize the perceived benefit and desirability of their product, Guinness previously portrayed their product along with foods, such as oysters, steaks, and cheese, that would all be much better if consumers enjoyed it with a bottle of Guinness. We refer this type of practice as a “paring strategy,” another form of Leveraged Marketing Communications (LMC), and aim to explore how such paring practice successfully benefits the brand through association. In this context, this study shows a) a proportion of a sponsoring brand and a paring product portrayed in a content (e.g., 20/80 vs. 80/20), b), the attribute of the branded content (desirability vs. feasibility orientation), c) the demonstration natures of the paring strategy (integrated vs. sequential) creates association between a sponsoring brand and matching products, and amplify the perceived benefits of the sponsoring product. Finally, this study aims to explore the moderating role of consumer’s general tendency of processing style (holistic vs. analytic) in the effect of paring strategy.

We propose that how people consider their own economic resources whether to be abundant or to beconstrained determines the quality judgment of an art. Respondents' with perceiving their own resources constrained evaluated the art relatively more attractive when the producer was an attractive (v. unattractive) person. However, When respondents' perceive their own resources to be abundant, no effect of the artist's attractiveness was found.

This research examines the effect of luxury brand's logo on disparity between explicit and implicit attitudes. Using implicit association test, the results show that there is no correlation between implicit attitude and explicit attitude towrd a luxury product when luxury brand's logo is present (i.e., Prada). In contrast, implicit attitude and explicit attitude are negatively correlated when luxury logo is absent (i.e., Bottega Veneta).

The authors of this research show that gender plays a role in whether public star ratings of branded content films (e.g., ratings on Rotten Tomatoes) and increased awareness of surroundings differentially affect movie viewers’ willingness to spread word-of-mouth about films. For men, no matter whether they have high or low awareness of surroundings, a higher versus lower star rating uniformly enhances the likelihood they will recommend the film to others. In contrast, for women, momentarily heightened awareness of their surroundings enhances (diminishes) the likelihood of recommending the higher (lower) star-rated film. If women have low awareness of their surroundings, however, the differences do not emerge.

Explicit environmental attitude measures tend to produce strong socially desirable responses (Bruni & Schultz, 2010; Milfont & Duckitt, 2010; Stern & Dietz, 1994) and fail to capture more than what participants consciously recall (e.g., explicit belief, past behavior, Dunlap, Van Liere, Mertig, Jones, 2000; Schultz, Shriver, Tabanico, & Khazian, 2004). A number of studies have highlighted the popularity of environmental issues in common discourse in various countries, which leads individuals to eagerly express pro-environmental explicit attitudes (Dunlap, 1998; Leiserowitz, 2005; Meijers & Stapel, 2011). Therefore, an explicit measure of environmental attitudes would hardly be an unbiased indicator of prior knowledge and experience when testing the effect of subtle feeling on judgments: although a participant explicitly reports favorable attitudes toward environment or related issues, it does not necessarily mean that she or he has knowledge and experience to hinder the regulatory fit effects. Using the Implicit Association Test, we examined whether the extent to which individuals are implicitly biased toward (or against) sustainability moderates the regulatory focus by construal level interaction. Scores from the indirect measure of attitudes served as the indicator of the strength of associations between the concept of sustainability and evaluations that may result form its frequent pairing with desirable consumption patterns or repeated exposure to persuasive messages promoting sustainability. Specifically, we showed that the regulatory focus – construal level fit effect will be greater among individuals who have not formed significant associations about sustainability since these individuals are more likely to rely on feeling right from regulatory fit rather than using prior experience or knowledge.

This research examines the relationship between advertising expenditures and perceptions of popular brands by children and mothers in the United States. Findings how that magazine advertising has a positive and significant relationship with brand affinity scores to children and mothers while other advertising, such as electronic advertising and other print advertising, have negative or insignificant relationships with brand affinity scores. In addition, the correlation between exposure times through product/brand placement and brand affinity scores reveals a similar pattern. Product placement does not cause positive and significant relationships with brand affinity scores for either children or mothers.