Richard E. Petty
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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