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Extensive research has examined how to make broadcast advertising as effective as possible. However, one area of advertising that has received little research is the effect of the announcer or spokesperson's voice on consumers’ reactions to the ad or the product being advertised. In this paper, we examine the effect of the announcer's voice quality, or an overall impression of his or her voice, on consumers’ purchasing intentions for a new service. We find that female listeners are most likely to purchase this service when they hear it advertised by a man who has a creaky voice, but least likely to purchase it when they hear it advertised by a woman with a creaky voice. Other voice qualities produce more moderate results. Men, in contrast, are relatively insensitive to the effect of voice quality.

Providing social support is a critical part of being in a relationship with someone, but people often struggle to support loved ones in person. In this paper, we show how givers can use gifts to compensate for not providing in‐person social support. Study 1 shows that when it is prohibitively difficult for givers to provide in‐person support, they give more expensive gifts. Study 2 replicates this effect for likelihood to give a gift and shows it is not due to social desirability. Studies 3, 4a, and 4b find that guilt over not having provided adequate support drives people to give gifts, and that giving gifts partially relieves givers' feelings of guilt. Studies 5 and 6 examine moderation. In Study 5, people only compensate for a lack of in‐person support with a gift when they have a strong obligation to support the recipient because they are close to them. Study 6 shows that money does not substitute for in‐person support. We show the role of gifts in enhancing givers' wellbeing and provide new customer insights to managers on reasons people purchase gifts.

Purpose This paper aims to show that whether new customers respond well or poorly to small talk at the beginning of a service encounter depends on their relationship orientation, i.e. how exchange or communally oriented they are. The authors provide service providers with tactics to identify first-time customers’ relationship orientation or set customers’ small talk expectations and thus help them use small talk more effectively. Design/methodology/approach The authors examine the effect of small talk and relationship orientation on customer intentions to use a service provider in three experiments and one cross-sectional survey. The scenario-based experiments show causality and the effect in online and in-person scenarios. The survey replicates the effect among current customers of a small business. Findings Communally oriented customers respond positively to small talk, but exchange-oriented customers respond negatively to it. Mediation analyses reveal this occurs because small talk differentially leads to initial feelings of rapport and impatience for people high (versus low) in relationship orientation. Practical implications Service providers should consider customers’ relationship orientation before starting a conversation with small talk. The authors find providers can identify exchange-oriented customers by their choice of meeting format (in-person v. video chat). Managers can also use marketing materials to attract customers with a specific relationship orientation or to set customer expectations for small talk in the interaction. Originality/value Prior research has largely shown benefits to small talk, but the authors show significant downsides for some customers and to the best of the authors’ knowledge are the first to show process evidence of why these drawbacks occur.

First-year undergraduates participated in a short-term longitudinal study of real-life decision making over their first 14 months of college. They were surveyed about 7 different decisions: choosing courses for upcoming terms (on 3 different occasions), choosing an academic major (twice), planning for the upcoming summer, and planning for sophomore-year housing. They also completed a survey of self-reported decision-making styles and the Need for Cognition survey (Cacioppo & Petty, 1982) to assess their focus on rationality and enjoyment of analytic thinking. Results showed few statistically significant correlations between stylistic measures and behavioral measures of decision making, in either the amount of information considered or the way in which the information integration tracked predictions of linear models of decision making applied to each participant's data. However, there were consistent correlations, across the 7 decisions, between stylistic measures and affective reactions to, or retrospective descriptions of, episodes of decision making. We suggest that decision-making styles instruments may better reflect the construction of narratives of self as a decision maker more than they do actual behavior during decision making.

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First-year undergraduates participated in a short-term longitudinal study of real-life decision making over their first 14 months of college. They were surveyed about 7 different decisions: choosing courses for an upcoming term (3 different terms), choosing an academic major (twice), planning for the upcoming summer, and planning for sophomore-year housing. Participants showed moderate levels of consistency in the options they considered and in the criteria they used to decide between options, with about half of the options or criteria being used at 2 different points on the decision repeatedly studied. Participants varied somewhat in structural consistency, the tendency to consider the same number of options or criteria across decisions. They also varied in the way they integrated information across decision-making tasks. We suggest that people attempt to keep the information demands of the task within workable limits, sometimes sacrificing consistency as a result.

Social media posts, and memes in particular, offer important opportunities for social media users and organizations to disseminate information about climate change. However, as this topic remains controversial, memes often elicit comments that may oppose (rather than support) the existence of climate change. In three studies, we find that the position of the comments influences users’ engagement with the main post: when the user’s and the meme’s positions on climate change align, comments opposing the claim of the meme decrease users’ readiness to “like” the meme. We also examine social media users’ attitudes toward different comment moderating options, including disabling, deleting, hiding, or responding to comments.