Towards Dimensionalizing Warranty Information: The Role of Consumer Costs of Warranty Redemption

Firms routinely offer warranties, often as attempts to differentiate their offerings from those of competitors. Despite this practice common to virtually every consumer durable category, extant research has been inconclusive regarding the effect of warranties on quality judgments. One potential limitation of these prior investigations is the failure to model a key element of a product warranty—consumer‐side transaction costs associated with warranty redemption. In this article, we introduce the role of consumer‐side transaction costs associated with warranty redemption and examine the joint impact of warranty length and warranty redemption costs for brand names of varying strength on consumers’ judgments of product quality. Two experiments show that warranty length signals security but not quality, and that perceived quality increases as consumers’ warranty redemption costs decrease, provided that the warranty length is short. Different dimensions or aspects of warranties have different effects on perceived quality. The implications of the results for understanding conflicting findings in the warranty‐quality literature are discussed.     

Early memories as expressions of relationship paradigms: a preliminary investigation

Earliest childhood memories (EMs) have been utilized as expressions of relationship paradigms, but few empirical studies have been conducted. This study outlines the construction and development of an EM relationship scoring system and scale utilizing nonclinical and clinical samples. It was hypothesized that relationship episodes could be reliably coded using EMs and that they would demonstrate convergent validity with measures of attachment style (Separation-Individuation Test of Adolescence), mood (Profile of Mood States), and clinical symptomatology (Symptom Checklist 90-revised [SCL-90-R] and the Minnesota Multiphasic Personality Inventory [MMPI]). The hypotheses received broad support. Findings indicate that relationship episodes may be reliably coded from EMs. Associations between individual EM variables, the EM relationship scale, and objective measures suggest that the quality of relationships expressed in EMs is associated with degree of general maladjustment. Suggestions for further research are discussed.     

Six-year change in affect optimization and affect complexity across the adult life span: a further examination

This study examines the life course of 2 independent components of adult affective development, 1 aimed at differentiation and complexity, the other aimed at optimization and positive emotional balance. These 2 components are predicted to have different developmental trajectories over the adult life span and to become related in a compensatory fashion under conditions of resource restrictions, such as those related to late life. Using individual growth curve estimation, we modeled 6-year longitudinal changes in the 2 components in a total sample of 388 individuals ranging in age from 15 to 88 years. As predicted, initial level of affect optimization was positively associated with age up to late middle age with a subsequent leveling off; individual rates of change were found to decelerate with age up to age 60 years and accelerate again around age 80 years. For affect complexity, initial level of affect complexity was positively associated with age up to age 45 years and negatively associated with age from then on, whereas individual rates of change were negatively associated with age, and this association tended to get stronger with age.     

Age and gender differences in cardiac reactivity and subjective emotion responses to emotional autobiographical memories

This research reports age and gender differences in cardiac reactivity and subjective responses to the induction of autobiographical memories related to anger, fear, sadness, and happiness. Heart rate (HR) and subjective state were assessed at baseline and after the induction of each emotion in 113 individuals (61 men, 52 women; 66% European American, 34% African American) ranging in age from 15 to 88 years (M = 50.0; SD = 20.2). Cardiac reactivity was lower in older individuals; however, for anger and fear, these age effects were significantly more pronounced for the women than the men. There were no gender differences in subjective responses, however, suggesting that the lower cardiac reactivity found among older people is dependent on gender and the specific emotion assessed.     

The Challenge of Being a Challenger: Social Dominance Orientation Shapes the Impact of “Challenger vs. Leader” Comparisons

The current research investigates when and how comparative advertising effectiveness is shaped by social dominance orientation (SDO), that is, the degree to which one desires to maintain the status quo in social hierarchies. We examine these issues with regard to “challenger vs. leader” comparisons that seek to change the relative standing of competitors in a product category by documenting the superiority of challenger brands over market leaders. Findings demonstrate that the resistance to change characterizing high (vs. low) SDO individuals makes them respond (1) less favorably to “challenger vs. leader” comparisons that seek to alter the existing category hierarchy and (2) more favorably to “leader vs. challenger” comparisons that preserve this status quo in the category hierarchy. The theoretical implications of these findings are discussed, as are avenues for future research.     

The influence of implicit theories and message frame on the persuasiveness of disease prevention and detection advocacies

This research investigates the effectiveness of health message framing (gain/loss) depending on the nature of advocacy (prevention/detection) and respondents’ implicit theories (entity/incremental). Three experiments demonstrate that for detection advocacies, incremental theorists are more persuaded by loss frames. For prevention advocacies, incremental theorists are more persuaded by gain frames. For both advocacies (detection and prevention), entity theorists are not differentially influenced by frame. However, entity theorists are message advocacy sensitive such that they are more persuaded by prevention than detection advocacies, regardless of the message frame. These results are robust for measured as well as manipulated implicit theories and for different health contexts.     

Consumers' implicit theories about personality influence their brand personality judgments

Three studies document that consumers' implicit theories about the fixedness/malleability of personality guide brand personality updating in a brand extension context. The first two studies show that extension fit with the parent brand impacts brand personality updating only for incremental (vs. entity theorists). Specifically, for incremental theorists, brand personality is enhanced (vs. diluted) when extension fit is poor (vs. good), and only when brand personality is salient. The third study identifies conditions under which entity theorists focus on brand personality. Interestingly, overall evaluations of the parent brand and extension vary only with extension fit. Implications of our research are discussed.