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| Coming in Second: Brand Extensions in the Presence of Competitors |
| Would a Rose By Any Other Name Smell as Sweet? Phonetic Symbolism and Brand Name Preference |
| But, I Don’t Want to Go: Managing Waits for Negative Service Events |
| Avoiding Satiation: Consumers Should Stop to Smell the Different Types of Roses |
| When High Equity Brands Fail , The Early Bird May Salvage Customer Satisfaction |
| The Media Context Lens is Tinted, not just Opaque: The Influence of Media Ad Context on Ad Effectiveness |
| Want the Right Product? Knowing What You Need Begins with Knowing Yourself |
| To Flatter or Not to Flatter: The Retailers Dilemma |
| Learning to be Loyal: Skill-based Habits of Use in Consumer Choice |
| I Don't Really Want to Know: Willful Ignorance and Consumer’s Avoidance of Relevant Product Information |
| How Much to Spend and How? Planning Marketing Mix Strategies |
| Don't Make Me Feel Stupid! How to Avoid Consumer Frustration with (and Return of) New Products |
| Thoughts and Feelings: Customer Satisfaction Over Time |
| Do Consumers Prefer to Buy Local? Some Ways for Global Marketers to Mitigate Consumer Ethnocentrism |
| What Fit Works Best? Fit with the Brand or Fit with a Product? |
| Dreaming of Crossover? Consumer Responses To Ethnic-Oriented Products |
| Consumer Contamination: Touching Products Can Be a Double-Edged Sword |
| Compared to What? Can a Good Company Image Hurt New Product Evaluations? |
| Is your Brand Haunted by a Doppelgänger Brand Image? |
| How to Improve Consumers’ Memory for Your Brand (and Save Money in the Process) |
