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Despite growing applications of social and healthcare marketing to enhance public well-being through anti-stigma campaigns, little research investigates how public stigma surrounding health conditions might limit the outcomes of these campaigns. By drawing on the theory of implicit worldviews, this study identifies reasons for public stigma as well as associated message frames to address these reasons. Study 1a provides evidence that implicit worldviews are relevant to campaign results. Study 1b and Study 2 demonstrate that fitting consumers' implicit worldview with suitable (i.e., biomedical or biopsychosocial) health frames reduces stigma endorsement. Study 3 identifies the perceived severity of a mental illness as a boundary condition; marketing communications have the greatest impact when they refer to an illness with lower perceived severity. Finally, Study 4 expands understanding of the phenomenon by extending the findings to physical health conditions (i.e., obesity). The article concludes by discussing the implications of these findings for policy and future applications., Author(s): Jan-Hinrich Meyer [sup.1] , Ko De Ruyter [sup.2] [sup.3] , Dhruv Grewal [sup.4] , Kathleen Cleeren [sup.5] , Debbie Isobel Keeling [sup.6] , Scott Motyka [sup.7] Author Affiliations: (1) [...]

Abstract A growing reliance on customer reviews prompts firms to develop strategies to encourage customers to post online reviews of their products. However, little research investigates the behavioral consequences of [...]

A growing reliance on customer reviews prompts firms to develop strategies to encourage customers to post online reviews of their products. However, little research investigates the behavioral consequences of writing a review. The act of sharing personal opinions through reviews is a rewarding experience and makes customers feel socially connected. With an application of reverse alliesthesia theory, the current study predicts that such rewarding experiences drive online reviewers to seek other rewards, such as impulsive buying. Three lab-based and two field studies demonstrate such an emotional review-reward effect: sharing emotional information in the public realm of customer reviews, rather than forming similar opinions privately, drives participants to make more impulsive buying decisions., Author(s): Scott Motyka [sup.1] , Dhruv Grewal [sup.2] , Elizabeth Aguirre [sup.3] , Dominik Mahr [sup.4] , Ko de Ruyter [sup.5] [sup.6] , Martin Wetzels [sup.7] [sup.8] Author Affiliations: (Aff1) [...]

Conventional wisdom and prior research on processing fluency suggest that consumers prefer fluent information, such that it has positive effects on their purchase decisions. Challenging this conventional wisdom, and on the basis of recent research on processing disfluency, this study proposes that the increased effort required to process disfluent price information can lead to deeper information processing. If the advertised price offer represents a good value, it can enhance purchase decisions, even if customers prefer the disfluent display less. A series of studies in the field and lab demonstrate support for this positive impact of disfluent price information on purchase decisions., Author(s): Scott Motyka[sup.1] , Rajneesh Suri[sup.2] , Dhruv Grewal[sup.3] , Chiranjeev Kohli[sup.4] Author Affiliations: (1) Keck Graduate Institute, Claremont Colleges, 535 Watson Drive, 91711, Claremont, CA, USA (2) Department of [...]