Sarena Su

Northwestern University | NU

Marketers often use narrative ads as a powerful tool to shape consumer attitudes. These ads deliver key messages through storytelling, but what makes a story effective in the eyes of the consumer remains largely unexplored. Using a Facebook field study and a series of four experimental studies, we examined the interaction between the narrative's te...

Research questions in the prosocial behavior literature focus on the pro aspect of prosocial behavior—that is, how to motivate actions that benefit others. These questions typically employ simplified decision contexts that neglect the intersocial aspect of prosocial behavior—that is, people are embedded in social networks and impacted by interactiv...

Previous empirical studies have yielded contradictory results about how consumers react to puffed claims in advertisements. This study addresses this issue by considering how consumers' thinking style and competitors' puffery interact to influence consumers' brand attitude in terms of product puffery. Drawing upon experiments using fictitious and r...