Journal of Marketing Research Volume L Number 4 August 2013

1. On brands and word of mouth. 2. Deconstructing the "first moment of truth": understanding unplanned consideration and purchase conversion using in-store video tracking. 3. Temporal contiguity and negativity bias in the impact of online word of mouth. 4. Look at me! Look at me! Conspicuous brand usage, self-brand connection, and dilution. 5. Advertising in a competitive market: the role of product standars, cunsumer learning, and switching cost. 6. Comparing apples to apples or apples to oranges: the role of mental representation in choice difficulty. 7. Comparing the relative effectiveness of advertising channel: a case study of a multimedia blitz campaign. 8. Consumer behavior in "equilibrium": how expericencing physical balance increases compromise choice. 9. Mental representasion and perceived similarity: how abstract mindset aids choice from large assortments