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The purpose of this study is to propose that high categorization flexibility’s positive influence on hedonic or affect-laden choice is attenuated by conservation and nutrition mind-sets. Further, categorization flexibility can also promote utilitarian or cognitively superior preference and may have a role in steering customers toward healthier dietary choices.

Two experimental studies document that the pro-utilitarian impact of food categorization flexibility can be facilitated by priming conservation mind-set and nutrition mind-sets.

The results of this study show that conservation and nutrition mind-sets not only mitigate the earlier-demonstrated facilitative influence of food categorization flexibility on hedonic food preference, but also facilitate utilitarian food preference.

The current study provides the first evidence that food categorization flexibility can facilitate both hedonic and utilitarian preferences. The findings contribute to literature streams on categorization flexibility, resource-scarcity and hedonic versus utilitarian consumption. In addition, the findings offer specific prescriptions about encouraging customers to choose utilitarian and relatively more healthful food options, which in turn will improve the general welfare of the society.

This study aims to examine different consumption attitudes between two age-based cohorts of female consumers as it relates to the processing of marketing communications.

Three studies use 10 iterations of an ad for an alcoholic beverage. Ads vary in the number of models, age of those models and ad value message. Cohorts are divided into pre-millennial (35 and older) and millennial (18–34) age groups. Subjects respond to a variety of statements associated with the ads. ANOVAs are run to determine significant differences or similarities between cohorts.

Women of different ages have different value systems. Pre-millennials prefer ads featuring other-focused value messages and containing multiple female models. That preference is moderated for those who feel a strong closeness to other women. They prefer ads featuring single female models with other-focused messages. Millennials express no preference for the number of models or value messages. Those with high perceptions of closeness to women, however, express a preference for ads featuring multiple models, irrespective of value message. Further, perceived age similarity between consumers and models moderates the pre-millennial’s versus millennial’s attitude toward ads featuring mature female models and single versus multiple models.

Only American women were surveyed for this research. Further, only one product was used to assess attitudes.

Advertisers must be cognizant of the age of targeted consumers. Further, any cultural values expressed in ads have different impacts depending on consumer age. Finally, the number of models can have an impact on consumer attitude depending on viewers’ age and preference.

This research fills an existing lacuna in studies involving female consumers by exploring and testing significant differences among women of different ages and value systems and their attitudes toward marketing communications.

The purpose of this research is to address an important gap in identity research – how does consumer identity affect satisfaction following an unambiguous product experience.

Two experiments were conducted involving a product experience scenario and a service recovery encounter.

Study results demonstrate that experience valence moderates the impact of identity on customer satisfaction. Specifically, we find that identity improves satisfaction with a positive (but does not increase dissatisfaction with a negative) experience, and this effect arises via enhanced performance perceptions under positive experience rather than expectations.

Our research investigates whether the prior research argument that identity is a powerful and “sticky” source of brand evaluation is robust to product experience. Specifically, we extend the disconfirmation paradigm of satisfaction by identifying identity as a driver of satisfaction and by testing whether identity effects emerge via biased perceptions of performance or altered expectations.

Our findings offer interesting managerial implications in terms of using identity marketing to enhance customer satisfaction with positive experiences and to increase the effectiveness of recovery from brand failures, but identity marketing cannot shield a brand from negative product experience.

To our knowledge, this research is first to demonstrate the joint effects of identity and experience information on satisfaction using two different identities and settings.