Patricia M. West

TL;DR: In this article, the authors focus on the decision to hide or reveal the demographic characteristics of a brand's online supporters and suggest a framework for brand managers to use when deciding whether to reveal the identities of their online supporters or to retain ambiguity based on the composition of existing supporters relative to targeted new supporters and whether the brand is likely to be evaluated singly or in combination with competing brands.

TL;DR: In this article, the authors focus on the decision to hide or reveal the demographic characteristics of a brand's online supporters and find that even when the presence of these supporters is only passively experienced and virtual (a situation the authors term "mere virtual presence") their demographic characteristics can influence a target consumer's brand evaluations and purchase intentions.

TL;DR: A definitive description of neural network methodology is presented and an evaluation of its advantages and disadvantages relative to statistical procedures and it is demonstrated that neural networks provide superior predictions regarding consumer decision processes.

TL;DR: In this article, a reference-dependent model was proposed such that consumer response to consensus depends on whether the average critic rating for an alternative is above or below an aspiration level, and consumers exhibited a tendency to prefer critic disagreement for high priced products or decisions associated with high social risk because most alternatives fell below their high aspiration levels.

TL;DR: In this paper, a taxonomy or framework that facilitates identifying the relation between a product's features and one's evaluation of the product is proposed. And the effect of such a vocabulary is tested in two experiments in which subjects provided with a vocabulary exhibit better-defined and more consistent preferences than control subjects, show improved cue discovery, and show learning.