Vicki Gail Morwitz

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This research sheds insight on the psychological impact of mixed emotions on attitudes. In three experiments, we show that persuasion appeals that highlight conflicting emotions (e.g., both happiness and sadness) lead to less favorable attitudes for individuals with a lower propensity to accept duality (e.g., Anglo Amer-icans, younger adults) relative to(More)
Through five experiments, we provide a cognitive account of when and why nine-ending prices are perceived to be smaller than a price one cent higher. First, this occurs only when the leftmost digits of the prices differ (e.g., $2.99 vs. $3.00). Second, the left-digit effect also depends on the numerical and psychological distances between the target price(More)
for their comments on previous drafts of this article. The authors are indebted to Suchi Chandran for her assistance at various stages of this project and to Manoj Thomas for his assistance in data collection. Special thanks are due to Kalpana Suresh for painstakingly helping with data entry. Finally, they acknowledge the invaluable input and guidance(More)
Tiedens for their insights on this paper. Finally the authors extend thanks to David Glen Mick, the associate editor and three reviewers for their many thoughtful comments and suggestions. This research sheds insight on the psychological impact of mixed emotions on attitudes. In three experiments, we show that persuasion appeals that highlight conflicting(More)
Studies of the relationship between purchase intentions and purchase behavior have ignored the possibility that the very act of measurement may inflate the association between intentions and behavior, a phenomenon called " self-generated validity. " In this research, the authors develop a latent model of the reactive effects of measurement that is(More)
In the last several years, the increased diffusion of computer and telecommunications technologies in businesses and homes has produced new ways for organizations to connect with their customers. These computer mediated environments (CMEs) such as the World Wide Web raise new research questions. In this paper, we examine the potential research issues(More)
Purchase intentions are routinely used to forecast sales of existing products and services. While past studies have shown that intentions are predictive of sales, they have only examined the absolute accuracy of intentions, not their accuracy relative to other forecasting methods. For example, no research has been able to demonstrate that intentions-based(More)
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