Iris W. Hung

Iris W. Hung
The Chinese University of Hong Kong (Shenzhen) · Marketing

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11
Publications
4,678
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476
Citations

Publications

Publications (11)
Article
Full-text available
The authors propose that consumers' increased self-focused attention promotes their relative reliance on affective feelings when they make decisions. The authors test this hypothesis in a variety of consumption domains and decision tasks, including real-life, consequential charitable donations. Consistent support from five experiments with more tha...
Article
Full-text available
Donation appeals often describe the situations that confront victims of misfortune and advertisements for consumer products often show people using the products being promoted. When people consider these messages from the perspective of the individuals described in them, they often imagine the reactions they would have if they personally experience...
Article
This research examines how the visual perspectives that people take to appraise an event, that is, whether they view themselves as actors in the situation or observers of it, influence the intensities of the emotions they experience. We predict that in a situation that elicits emotions, greater attention to the self (if using an observer’s perspect...
Article
Across five studies, we show that firming one's muscles can help firm willpower and that firmed willpower mediates one's ability to withstand immediate pain, overcome food temptation, consume unpleasant medicines, and attend to immediately disturbing but essential information, provided that doing so is seen as providing long-term benefits. We draw...
Article
Full-text available
Consumers' attraction to a product can often be based on the subjective reactions that they imagine they would have if they personally used it. Three experiments examine the effects of self-focused attention on the use of this criterion and the conditions in which it is applied. When features of the judgment (social or nonsocial) context are simila...
Article
Full-text available
This research documents an intriguing empirical phenomenon whereby states of relaxation increase the monetary valuation of products. This phenomenon is demonstrated in six experiments involving two different methods of inducing relaxation, a large number of products of different types, and various methods of assessing monetary valuation. In all six...
Article
Full-text available
Advertisements often stimulate consumers to imagine themselves in a situation in which they would personally benefit from using the product being advertised. However, when an advertisement is intended to induce consumers to benefit someone else (e.g., to donate money for relief of disaster victims), stimulating them to imagine themselves in the sit...
Article
Full-text available
The information we receive in the course of daily life experience is often transmitted both verbally and visually. Two different processing strategies are postulated to underlie the integration of this information, the activation of which may be influenced by (a) chronic individual differences in the disposition to process information visually vs....
Article
Among the many provocative comments on the paper by Wyer, Hung and Jiang (2008) are concerns about (a) the relation of the conceptualization proposed to more general theoretical formulations of information processing, (b) the consistency of this conceptualization with current knowledge about brain functioning, (c) its implications for other, unment...
Article
Consumers may bring two implicit theories to bear on their interpretation of an advertisement: the theory that communications in general are intended to be informative and accurate and a domain-specific theory that ad claims are often exaggerated. The relative impact of these theories depends on both the ambiguity of the ad content and the motivati...

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