Richard E. Petty
The Surprising Role of … Surprise … in Hypocrisy
What makes a choice seem hypocritical? New research finds that unexpectedness is an important factor.
Researchers: Jacob D. Teeny, Jaroth V. Lanzalotta and Richard E. Petty
November 14, 2023
Yes, Consumers Care if Your Product Is Ethical
New research shows that morality matters—but it’s in the eye of the beholder.
Researchers: Andrew Luttrell, Jacob D. Teeny, Richard E. Petty and Aviva Philipp-Muller
October 4, 2021
Personalized Marketing Can Be Ineffective—and Creepy. Here Are 3 Research-Backed Tips for Getting It Right.
Simply having a compelling message isn’t enough.
Researchers: Jacob D. Teeny, Joseph J. Siev, Pablo Briñol and Richard E. Petty
December 2, 2020
What’s in a Message Frame?
Sharing the good and the bad leads to more persuasive messaging
Researchers: Derek D. Rucker, Richard E. Petty and Pablo Briñol
May 1, 2009
Emotion and Consumer Behavior
Can anger make us choose a hiking trip vacation?
Researchers: Derek D. Rucker and Richard E. Petty
July 1, 2008
