The saying “good things come to those who wait” does not offer much comfort to consumers who are stuck in lines waiting for a product or a service (e.g., waiting at the bank or at the doctor’s office). The wait can seem to take forever – at least for some. A recent study has found that people can have different judgements on the duration of the same wait ... Read More

Counterfeit consumption is on the rise. It is important to understand why consumers buy counterfeits and the consequences of using counterfeit. In her talk, Prof Jiewen Hong examines consumers’ experience of using counterfeit products. She also leverages the findings to design anti-counterfeit advertising. ... Read More

You wish to rent an apartment and the agent shows you descriptions of two one-bedroom apartments in the same price range. Apartment A is superior in terms of size, public transport and closet space; Apart B scores highly for its stunning views, amount of sunlight and the stylish décor. How do you choose? If you use your head the “cognitive dimensions” of ... Read More

The movie industry is characterized by a high seasonality in viewer demand. In the US, the majority of revenues are concentrated around major public holidays in summer and winter, and so movie studios tend to time major releases for these periods. New research, however, suggests an additional factor could be useful in timing releases – the temperature ... Read More

A commercial for a bank features the father of a little girl imagining his daughter on her wedding day and feeling both happy and sad. The use of such a mixed emotions appeal can evoke poignant responses in viewers, but advertisers need to be aware that not everyone will be comfortable with that - a result which could make them regard the advertisement less ... Read More

Consumers' prior knowledge of a product category can enhance the impact of an advertisement. The challenge for marketers is to find the best way to tap into this effect. It is not sufficient to present only the information. How the message is presented and how abstract the content is can make a difference in consumer evaluations. That finding by Jiewen Hong ... Read More