Paul Herr - Academia.edu (original) (raw)

Papers by Paul Herr

Research paper thumbnail of Asymmetric Associations and Affective Evaluations: Influences of Positive and Negative Affect

ACR Asia-Pacific Advances, 2009

Research paper thumbnail of Attitudes toward Firm Scale

Research paper thumbnail of Effects of Positive Affect on Omission Detection in the Multiattribute Evaluation and Ambiguity Aversion

Research paper thumbnail of Asymmetric associations and brand evaluations: Influences of mood

Research paper thumbnail of Dangerous Donations? The Effects of Cause-Related Marketing on Charity Attitude

Journal of Nonprofit & Public Sector Marketing, 2003

SUMMARY How might cause-related marketing affect attitudes toward the charity involved? Could cha... more SUMMARY How might cause-related marketing affect attitudes toward the charity involved? Could charity attitudes be harmed? These questions were addressed in a controlled laboratory study. Positive/negative fit between the organizations was manipulated, and ...

Research paper thumbnail of From Bye to Buy: Homophones as a Phonological Route to Priming

Journal of Consumer Research, 2014

Words prime semantic and conceptually related associates and concepts. This article documents a n... more Words prime semantic and conceptually related associates and concepts. This article documents a novel route of priming disparate meanings relevant to consumer behaviors. Reading processes use word sound, not spelling, to activate word meaning in memory. Reading a homophone (e.g., "bye")--a word with identical pronunciation as another word but with different spelling and meaning--activates meanings and concepts related to the complementary homophone (e.g., "buy"). Homophone priming occurs when a secondary process fails to suppress activated meanings associated with the complementary homophone, which may influence meaning-relevant consumer behaviors downstream. Two experiments (with replications) demonstrate this effect occurs when consumers experience diminished cognitive resources, which reduces the ability to suppress complementary homophone meanings. This research identifies word sound as an associative link between otherwise unrelated concepts that can result in priming of judgments and behavior. Importantly, these results are difficult to predict from a purely semantic or associative priming perspective.

Research paper thumbnail of On the effectiveness of repeated positive expressions as an advertising strategy

Research paper thumbnail of Using dominance measures to evaluate brand extensions

Research paper thumbnail of Brand Equity and Advertising: Advertising's Role in Building Strong Brands

Journal of Marketing Research, 1994

This book does not really address questions like how does the brand fit with strategy or an organ... more This book does not really address questions like how does the brand fit with strategy or an organisation's core competences. But it does a superb job of illustrating the huge variety of ways that creativity can be embedded into a brand's communication relationships with consumers. Chris Macrae, Editor of Brand Chartering Handbook and MELNET

Research paper thumbnail of Experimental Research Methods in Consumer Psychology

Handbook of Research Methods in Consumer Psychology, 2019

Research paper thumbnail of the Motivating Power of Money: Understanding Money’S Unique Effect on Motivation

ACR North American Advances, 2015

Previous research suggests that money can increase motivation to achieve personal goals. We demon... more Previous research suggests that money can increase motivation to achieve personal goals. We demonstrate that money increases pursuit of goals that validate competence (high attainability), but reduces pursuit of goals that challenge competence (low attainability). Thus, this research identifies the needs made salient by activating money-validating one's abilities.

Research paper thumbnail of From Bye-Bye to Buy-Buy: Influence of Homophone Priming on Judgment and Behavior

ACR North American Advances, 2012

Can reading " bye " influence how much someone will pay to " buy " a product?... more Can reading " bye " influence how much someone will pay to " buy " a product? Can reading " wait " influence perceptions of an object's " weight " ? We investigate conditions where one homophone – words that sounds the same as another but has different spelling and meaning –primes perceptions and behaviors related to the complementary homophone.

Research paper thumbnail of Trip Distance and Time Duration Judgments

ACR Asia-Pacific Advances, 2002

Research paper thumbnail of The Impact of Large Versus Small Menu Size on Calorie Estimation

ACR North American Advances, 2015

Research paper thumbnail of How many factors in factor analysis? New insights about parallel analysis with confidence intervals

Journal of Business Research, 2022

Research paper thumbnail of Attitudes

Wiley International Encyclopedia of Marketing, 2010

Research paper thumbnail of The Self-Perception Process and Attitude Accessibility

Journal of Personality and Social Psychology

Research paper thumbnail of Consumer Inference

Handbook of Consumer Psychology

Research paper thumbnail of Context Effects in Consumer Judgment and Choice

Research paper thumbnail of The feature-positive effect in the self-perception process: Does not doing matter as much as doing?

Journal of Personality and Social Psychology, 1982

Individuals are known to draw inferences about their attitudes from .their decisions to perform a... more Individuals are known to draw inferences about their attitudes from .their decisions to perform a behavior. The present research examined whether individuals infer attitudes to as great an extent from logically equivalent failures to perform a given behavior. Recent research has documented the existence of a "featurepositive effect," a tendency of both animals and humans to exhibit greater difficulty in the processing of nonoccurrences than occurrences as positive cues for solving problems. On the basis of such research, it was predicted that individuals would infer less extreme attitudes from the nonoccurrence of a behavior than from the occurrence of a behavior. The results of an experiment confirmed this prediction. Relevant investigations from the self-perception literature are discussed in light of this feature-positive effect. The authors thank Eliot Hearst and Mark Zanna for their helpful comments on an earlier draft of the manuscript. Requests for reprints should be sent to

Research paper thumbnail of Asymmetric Associations and Affective Evaluations: Influences of Positive and Negative Affect

ACR Asia-Pacific Advances, 2009

Research paper thumbnail of Attitudes toward Firm Scale

Research paper thumbnail of Effects of Positive Affect on Omission Detection in the Multiattribute Evaluation and Ambiguity Aversion

Research paper thumbnail of Asymmetric associations and brand evaluations: Influences of mood

Research paper thumbnail of Dangerous Donations? The Effects of Cause-Related Marketing on Charity Attitude

Journal of Nonprofit & Public Sector Marketing, 2003

SUMMARY How might cause-related marketing affect attitudes toward the charity involved? Could cha... more SUMMARY How might cause-related marketing affect attitudes toward the charity involved? Could charity attitudes be harmed? These questions were addressed in a controlled laboratory study. Positive/negative fit between the organizations was manipulated, and ...

Research paper thumbnail of From Bye to Buy: Homophones as a Phonological Route to Priming

Journal of Consumer Research, 2014

Words prime semantic and conceptually related associates and concepts. This article documents a n... more Words prime semantic and conceptually related associates and concepts. This article documents a novel route of priming disparate meanings relevant to consumer behaviors. Reading processes use word sound, not spelling, to activate word meaning in memory. Reading a homophone (e.g., "bye")--a word with identical pronunciation as another word but with different spelling and meaning--activates meanings and concepts related to the complementary homophone (e.g., "buy"). Homophone priming occurs when a secondary process fails to suppress activated meanings associated with the complementary homophone, which may influence meaning-relevant consumer behaviors downstream. Two experiments (with replications) demonstrate this effect occurs when consumers experience diminished cognitive resources, which reduces the ability to suppress complementary homophone meanings. This research identifies word sound as an associative link between otherwise unrelated concepts that can result in priming of judgments and behavior. Importantly, these results are difficult to predict from a purely semantic or associative priming perspective.

Research paper thumbnail of On the effectiveness of repeated positive expressions as an advertising strategy

Research paper thumbnail of Using dominance measures to evaluate brand extensions

Research paper thumbnail of Brand Equity and Advertising: Advertising's Role in Building Strong Brands

Journal of Marketing Research, 1994

This book does not really address questions like how does the brand fit with strategy or an organ... more This book does not really address questions like how does the brand fit with strategy or an organisation's core competences. But it does a superb job of illustrating the huge variety of ways that creativity can be embedded into a brand's communication relationships with consumers. Chris Macrae, Editor of Brand Chartering Handbook and MELNET

Research paper thumbnail of Experimental Research Methods in Consumer Psychology

Handbook of Research Methods in Consumer Psychology, 2019

Research paper thumbnail of the Motivating Power of Money: Understanding Money’S Unique Effect on Motivation

ACR North American Advances, 2015

Previous research suggests that money can increase motivation to achieve personal goals. We demon... more Previous research suggests that money can increase motivation to achieve personal goals. We demonstrate that money increases pursuit of goals that validate competence (high attainability), but reduces pursuit of goals that challenge competence (low attainability). Thus, this research identifies the needs made salient by activating money-validating one's abilities.

Research paper thumbnail of From Bye-Bye to Buy-Buy: Influence of Homophone Priming on Judgment and Behavior

ACR North American Advances, 2012

Can reading " bye " influence how much someone will pay to " buy " a product?... more Can reading " bye " influence how much someone will pay to " buy " a product? Can reading " wait " influence perceptions of an object's " weight " ? We investigate conditions where one homophone – words that sounds the same as another but has different spelling and meaning –primes perceptions and behaviors related to the complementary homophone.

Research paper thumbnail of Trip Distance and Time Duration Judgments

ACR Asia-Pacific Advances, 2002

Research paper thumbnail of The Impact of Large Versus Small Menu Size on Calorie Estimation

ACR North American Advances, 2015

Research paper thumbnail of How many factors in factor analysis? New insights about parallel analysis with confidence intervals

Journal of Business Research, 2022

Research paper thumbnail of Attitudes

Wiley International Encyclopedia of Marketing, 2010

Research paper thumbnail of The Self-Perception Process and Attitude Accessibility

Journal of Personality and Social Psychology

Research paper thumbnail of Consumer Inference

Handbook of Consumer Psychology

Research paper thumbnail of Context Effects in Consumer Judgment and Choice

Research paper thumbnail of The feature-positive effect in the self-perception process: Does not doing matter as much as doing?

Journal of Personality and Social Psychology, 1982

Individuals are known to draw inferences about their attitudes from .their decisions to perform a... more Individuals are known to draw inferences about their attitudes from .their decisions to perform a behavior. The present research examined whether individuals infer attitudes to as great an extent from logically equivalent failures to perform a given behavior. Recent research has documented the existence of a "featurepositive effect," a tendency of both animals and humans to exhibit greater difficulty in the processing of nonoccurrences than occurrences as positive cues for solving problems. On the basis of such research, it was predicted that individuals would infer less extreme attitudes from the nonoccurrence of a behavior than from the occurrence of a behavior. The results of an experiment confirmed this prediction. Relevant investigations from the self-perception literature are discussed in light of this feature-positive effect. The authors thank Eliot Hearst and Mark Zanna for their helpful comments on an earlier draft of the manuscript. Requests for reprints should be sent to