Rebecca Hamilton

TL;DR: The results suggest that firms should consider having a larger number of more specialized products, each with a limited number of features, rather than loading all possible features into one product.

TL;DR: The authors show that direct product experiences (e.g., product trials) and indirect product experiences result in different levels of mental construal and product preferences, and that the effect of product experience can be attenuated by encouraging consumers to think concretely prior to product exposure and by asking consumers to choose products for others instead of themselves.

TL;DR: It is demonstrated that matching ad format to a consumer's mode of information processing enhances advertising effectiveness, making the message more persuasive and ad evaluations, brand evaluations, and purchase intentions more favorable than when ad format and processing mode are incompatible.

TL;DR: The authors' analytical model guides companies toward a happy middle ground: maximizing the net present value of the typical customer's profit stream and developing products that do one thing very well, and design market research in which consumers use actual products or prototypes.

TL;DR: In this paper, the authors review research in marketing, psychology, economics and sociology to construct an integrative framework outlining how these different types of scarcity individually and jointly influence consumers at various stages of their decision journeys.