Consuming with others: social influences on moment and retrospective evaluations of an experience

Article Abstract:

Differences in the moment-to-moment and retrospective evaluations of experiences whether alone or in the presence of another person are investigated. Joint consumption leads to coherence in moment-to-moment evaluations and greater coherence leads to more positive retrospective evaluations.

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Is that car smiling at me? Schema congruity as a basis for evaluating anthropomorphized products

Article Abstract:

The effects of congruity with human schema on the evaluation of anthropomorphized products are studied. The ability of consumers to anthropomorphize products and evaluate them are influenced by the extent of the product's congruence with the proposed human schema.

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Pursuing parenthood: integrating cultural and cognitive perspectives in persistent goal striving

Article Abstract:

The effects on consumers of life-project framing discourses and culturally pervasive discourses are analyzed. Cultural perspectives are an important complement to cognitive models of consumer persistence.

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