The Role of Decision Importance and the Salience of Alternatives in Determining the Consistency between Consumers' Attitudes and Decisions

This research examines how the importance of a consumer decision influences attitude-decision consistency and choice in decision contexts that contain versus do not contain specified alternatives. Results demonstrate that decision importance moderates attitude-decision consistency when alternatives are not specified, but not when alternatives are specified. These results, in conjunction with the time participants devote to choice, suggest that importance plays a larger role in attitude-decision consistency when alternatives are unspecified versus specified because importance leads to greater effort in generation of alternatives when alternatives are unspecified (an unnecessary task when alternatives are specified in context). Implications for promotion are discussed.     

Blissful Insularity: When Brands are Judged in Isolation from Competitors

The need to evaluate a single brand in isolation, without explicit comparisons to competitors, is ubiquitous in consumer judgment because competitors are often not readily apparent. Although consumers routinely make such judgments, in this paper we show that when a brand is judged in isolation, the judgment is often overly favorable. Moreover, we explore when and why this tendency occurs. Data from 259 participants across 3 experiments that considered very different product categories, and that were conducted with student and adult consumer samples, converge to show that; (1) isolated brand evaluations on average are characterized by a favorableness bias, (2) this bias results from consumers' selective processing of information about the focal brand, (3) favorableness bias is attenuated if context leads consumers to consider alternatives to a salient focal brand, and (4) the isolated brand judgments of experts are much better calibrated than are those of novices.     

3. The Holocaust Sublime: Singularity, Representation, and the Violence of Everyday Life

It has become common to view mass historical traumas like the atomic bombings of Hiroshima and Nagasaki or the Holocaust as singularities —in other words, events of such transcendent, almost metaphysical significance that they exceed intelligibility. Siding with "realist" intellectuals who instead emphasize the rootedness of genocide in the structures of modernity and everyday life, I argue that the discourse of singularity aestheticizes historical trauma in problematic ways. Drawing on Kant's analytic of the sublime, in which the subject, in confronting an awesome or terrifying phenomenon from a position of safety, comes to realize his or her own powers of transcendence and moral superiority, I argue that the holocaust sublime encourages the viewing subject to "face" overwhelming horrors of the past, but without having to confront the subject's actual responsibility for the atrocities of the present. By pitting the extraordinary or "singular" against the banal and everyday, the holocaust sublime thus obscures, rather than reveals, the habits of thought and social structures that make genocidal practices inevitable.     

How Attitudes Toward Product Categories Drive Individual Brand Attitudes and Choice

Three experiments examine the role of attitudes toward the category to which a brand belongs in consumers’ attitudes toward individual brands. The core findings indicate that what consumers think generally about a category affects their evaluations of singular brands belonging to the category. Study 1 demonstrates that both consumers’ attitudes toward a category as well as their relative attitudes toward a brand versus intracategory competitors drive overall attitudes toward individual brands. Study 2 shows that manipulating attitudes toward a product category affects attitudes toward, and purchase intention of, individual brands belonging to that category. Study 3 demonstrates that more versus less favorably evaluated categories are more likely to exhibit brand positivity effects in judgments of singular brands. The results suggest the practical importance of measuring attitudes toward product categories, as well as the utility of marketing interventions aimed at the category level.     

10 The Subject of Freedom at the End of History: Socialism Beyond Humanism

A bstract .   The postmodernist turn in theory left the status of humanism in some doubt. This chapter argues that a recuperation of a specifically socialist humanism is both possible and desirable, but only by overcoming the anthropocentrism of radical humanism. Renaissance and Enlightenment conceptions of the subject were rooted in an untenable dichotomy between the human and the animal, in ways that vitiated the idea and ideal of universal freedom. By conflating subjectivity as such with human subjectivity, humanism created a diremption in the world that placed the knower (human consciousness) on one side, and the merely known (objectified Nature) on the other. Marxism and socialist humanism reproduced this error in ways that have undermined the socialist vision of universal emancipation, misconstrued the nature of the subject, and overlooked the significance of human domination of other animals. The author advocates a new approach, what he calls metahumanism , to affirm a "two-sided" freedom in which the liberation of other animals from human oppression, and the emancipation of ourselves as animals—that is, the restoration of the sensual dimension of existence, free sexual expression, and valorization of the labor and love of the body—would become central features of a new movement for civil and cultural reform.