Category Archives: JOURNAL OF CONSUMER RESEARCH

Christina Kwai-Choi Lee, Nalini Fernandez and Brett A.S. Martin University of Auckland Business School, New Zealand Advertising research has generally not gone beyond offering support for a positive effect where ethnic models in advertising are viewed by consumers of the same ethnicity. This study offers an explanation behind this phenomenon that can be useful to… Read More: Using Self-referencing to Explain the Effectiveness of Ethnic Minority Models… »

BRETT A. S. MARTIN   This article examines an unexplored area of consumer research—the effect of accidental interpersonal touch (AIT) from a stranger on consumer evaluations and shopping times. The research presents a field experiment in a retail setting. This study shows that men and women who have been touched by another consumer when examining… Read More: A Stranger’s Touch: Effects of Accidental Interpersonal Touch on Consumer… »

BRETT A. S. MARTIN*   This article explores the process by which consumers evoke and thematize the fantastic imaginary when playing a fantasy-based trading card game. Interviews with 15 informants, all players of Magic: The Gathering, serve as data. The result is a new framework that reveals how the fantastic imaginary is evoked and thematized.… Read More: Using the Imagination: Consumer Evoking and Thematizing of the Fantastic… »

Brett A. S. Martin University of Auckland   ABSTRACT The main objective of this article is to study the impact of gender on mood effects in relation to attitude toward the ad and brand attitudes. Specifically, gender, mood state, and ad affective tone are posited to interact. Data from an experiment support two hypotheses predicting… Read More: The Influence of Gender on Mood Effects in Advertising »