Death to Dichotomizing von Fitzsimons, Gavan J

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Spotlights, Floodlights, and the Magic Number Zero: Simple Effects Tests in Moderated Regression von SPILLER, STEPHEN A., FITZSIMONS, GAVAN J., LYNCH, JOHN G., McCLELLAND, GARY H.

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I’ll Have What She’s Having: Effects of Social Influence and Body Type on the Food Choices of Others von McFerran, Brent, Dahl, Darren W., Fitzsimons, Gavan J., Morales, Andrea C.

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Vicarious Goal Fulfillment: When the Mere Presence of a Healthy Option Leads to an Ironically Indulgent Decision von Wilcox, Keith, Vallen, Beth, Block, Lauren, Fitzsimons, Gavan J.

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A Framework for Understanding Consumer Choices for Others von LIU, PEGGY J., DALLAS, STEVEN K., FITZSIMONS, GAVAN J.

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It’s Too Pretty to Use! When and How Enhanced Product Aesthetics Discourage Usage and Lower Consumption Enjoyment von WU, FREEMAN, SAMPER, ADRIANA, MORALES, ANDREA C., FITZSIMONS, GAVAN J.

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Wine for the Table: Self-Construal, Group Size, and Choice for Self and Others von WU, EUGENIA C., MOORE, SARAH G., FITZSIMONS, GAVAN J.

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Spending and Happiness: The Role of Perceived Financial Constraints von Dias, Rodrigo S, Sharma, Eesha, Fitzsimons, Gavan J

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Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You “Think Different” von Fitzsimons, Gráinne M., Chartrand, Tanya L., Fitzsimons, Gavan J.

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Quality–Quantity Tradeoffs in Consumption von Dias, Rodrigo S, Sharma, Eesha, Fitzsimons, Gavan J

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Brand Teasing: How Brands Build Strong Relationships by Making Fun of Their Consumers von Oba, Demi, Howe, Holly S, Fitzsimons, Gavan J

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Trust in government regarding COVID-19 and its associations with preventive health behaviour and prosocial behaviour during the pandemic: a cross-sectional and longitudinal study von Han, Qing, Zheng, Bang, Cristea, Mioara, Agostini, Maximilian, Bélanger, Jocelyn J., Gützkow, Ben, Kreienkamp, Jannis, Leander, N. Pontus

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The perils of self‐brand connections: Consumer response to changes in brand meaning von Gaustad, Tarje, Samuelsen, Bendik M., Warlop, Luk, Fitzsimons, Gavan J.

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Sharing Food Can Backfire: When Healthy Choices for Children Lead Parents to Make Unhealthy Choices for Themselves von Wight, Kelley Gullo, Liu, Peggy J., Zhou, Lingrui, Fitzsimons, Gavan J.

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Delicate Snowflakes and Broken Bonds: A Conceptualization of Consumption-Based Offense von LIU, PEGGY J., LAMBERTON, CAIT, BETTMAN, JAMES R., FITZSIMONS, GAVAN J.

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Reactance Versus Rationalization: Divergent Responses to Policies That Constrain Freedom von Laurin, Kristin, Kay, Aaron C., Fitzsimons, Gavan J.

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When and Why Antiegalitarianism Affects Resistance to Supporting Black-Owned Businesses von Shepherd, Steven, Crabbe, Rowena, Chartrand, Tanya L., Fitzsimons, Gavan J., Kay, Aaron C.

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When Brands Reflect Our Ideal World: The Values and Brand Preferences of Consumers Who Support versus Reject Society’s Dominant Ideology von SHEPHERD, STEVEN, CHARTRAND, TANYA L., FITZSIMONS, GAVAN J.

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Just do it! Why committed consumers react negatively to assertive ads von Zemack-Rugar, Yael, Moore, Sarah G., Fitzsimons, Gavan J.

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Too much of a good thing? Consumer response to strategic changes in brand image von Gaustad, Tarje, Samuelsen, Bendik M., Warlop, Luk, Fitzsimons, Gavan J.

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