Forthcoming in August 2008

Abstract

Nonconscious Goals and Consumer Choice Baba Shiv, Tanya Chartrand, Joel Huber, and Robin Tanner The Mere Categorization Effect: How the Presence of Categories Increases Choosers' Perceptions of Assortment Variety and Outcome Satisfaction Cassie Mogliner, Tamar Rudnick, and Sheena Iyengar Asian Brands and the Shaping of a Transnational Imagined Community Julien Cayla and Giana Eckhardt Politicizing Consumer Culture: Advertising's Appropriation of Political Ideology in China's Social Transition Xin Zhao and Russell Belk Will I Spend More in Twelve Months or a Year? The Effect of Ease of Estimation and Confidence on Budget Estimates Gülden Ülkümen, Manoj Thomas, and Vicki Morwitz Desire to Acquire: Powerlessness and Compensatory Consumption Derek Rucker and Adam Galinsky Recalling Mixed Emotions Jennifer Aaker, Aimee Drolet, and Dale Griffin One Individual, Two Identities: Frame‐Switching among Biculturals David Luna, Torsten Ringberg, and Laura Peracchio The Interactive Effect of Cultural Symbols and Human Values on Taste Evaluation Michael W. Allen, Richa Gupta, and Arnaud Monnier