Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis von Zhao, Xinshu, Lynch, John G., Chen, Qimei

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Value from Regulatory Construal Fit: The Persuasive Impact of Fit between Consumer Goals and Message Concreteness von Lee, Angela Y., Keller, Punam Anand, Sternthal, Brian

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The Happiness of Giving: The Time‐Ask Effect von Liu, Wendy, Aaker, Jennifer

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Seeking Freedom through Variety von Levav, Jonathan, Zhu, Rui (Juliet)

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Positive Mood and Resistance to Temptation: The Interfering Influence of Elevated Arousal von Fedorikhin, Alexander, Patrick, Vanessa M.

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Can Evaluative Conditioning Change Attitudes toward Mature Brands? New Evidence from the Implicit Association Test von Gibson, Bryan

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The Influence of Ceiling Height: The Effect of Priming on the Type of Processing That People Use von Meyers‐Levy, Joan, Zhu, Rui (Juliet)

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Language Abstraction in Word of Mouth von Schellekens, Gaby A. C., Verlegh, Peeter W. J., Smidts, Ale

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Consuming with Others: Social Influences on Moment‐to‐Moment and Retrospective Evaluations of an Experience von Ramanathan, Suresh, McGill, Ann L.

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Emotional Persuasion: When the Valence versus the Resource Demands of Emotions Influence Consumers’ Attitudes von Lau‐Gesk, Loraine, Meyers‐Levy, Joan

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Consumer Reactions to Brand Extensions in a Competitive Context: Does Fit Still Matter? von Milberg, Sandra J., Sinn, Francisca, Goodstein, Ronald C.

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Seize the Day! Encouraging Indulgence for the Hyperopic Consumer von Haws, Kelly L., Poynor, Cait

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Letting Good Opportunities Pass Us By: Examining the Role of Mind‐Set during Goal Pursuit von Bayuk, Julia Belyavsky, Janiszewski, Chris, Leboeuf, Robyn A.

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When the Same Prime Leads to Different Effects von Wheeler, S. Christian, Berger, Jonah

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Recalling Past Temptations: An Information‐Processing Perspective on the Dynamics of Self‐Control von Mukhopadhyay, Anirban, Sengupta, Jaideep, Ramanathan, Suresh

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Context Effects from Bodily Sensations: Examining Bodily Sensations Induced by Flooring and the Moderating Role of Product Viewing Distance von Meyers‐Levy, Joan, Zhu, Rui (Juliet), Jiang, Lan

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Context‐Dependent Effects of Goal Primes von Laran, Juliano, Janiszewski, Chris, Cunha Jr, Marcus

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The Role of the Need for Cognitive Closure in the Effectiveness of the Disrupt‐Then‐Reframe Influence Technique von Kardes, Frank R., Fennis, Bob M., Hirt, Edward R., Tormala, Zakary L., Bullington, Brian

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The Effect of Making a Prediction about the Outcome of a Consumption Experience on the Enjoyment of That Experience von Mandel, Naomi, Nowlis, Stephen M.

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A plough von GAVAN JOHN MONK

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