In four experiments, this research sheds light on aesthetic experiences by rigorously investigating behavioral, neural, and psychological properties of package design. We find that aesthetic packages significantly increase the reaction time of consumers' choice responses; that they are chosen over products with well-known brands in standardized packages, despite higher prices; and that they result in increased activation in the nucleus accumbens and the ventromedial prefrontal cortex, according to functional magnetic resonance imaging (fMRI). The results suggest that reward value plays an important role in aesthetic product experiences. Further, a closer look at psychometric and neuroimaging data finds that a paper-and-pencil measure of affective product involvement correlates with aesthetic product experiences in the brain. Implications for future aesthetics research, package designers, and product managers are discussed.

In three experiments, this research provides new insights into branding by studying the psychological and neurophysiological mechanisms of how consumers relate to their beloved brands. The authors propose that emotional arousal decreases over the brand relationship span, while inclusion of the brand into the self increases over time. Results of experiment 1 indicate greater self-reported emotional arousal for recently formed brand relationships, as well as decreased emotional arousal and increased inclusion of close brands over time. Additionally, the moderating role of usage frequency of the brand brings out an interesting nuance of the way these effects operate. Experiment 2 measures skin conductance responses and reveals increased emotional arousal for recently formed close relationships but not for established close brand relationships, corroborating the results based on self-reported data. In experiment 3, a functional magnetic resonance imaging study reveals an association between established close relationships and activation of the insula, a brain area previously found to be a crucial mechanism in diverse but related psychological phenomena such as urging, addiction, loss aversion, and interpersonal love.

The topic of standardization of international marketing programs represents an important issue faced by managers of global firms and has attracted significant research attention. Although previous research has established that standardization enhances performance outcomes, more recent theorizing suggests that this may not always be the case. However, empirical investigators have paid little systematic attention to moderating conditions. The major purpose of this article is to investigate the organizational factors that moderate the standardization–performance relationship and, thus, to explore the types of firm for which standardization is particularly beneficial. The authors examine survey data from 489 firms, and their results indicate that the standardization–performance link is significantly stronger for large firms with a homogeneous product offering, high levels of global market penetration, a cost leadership strategy, and strong coordination capabilities. The authors conclude that managers evaluating the adequacy of a standardization strategy should consider the list of contingencies advanced in this research.

In an effort to establish and enhance the accuracy of key informant data, organizational survey studies are increasingly relying on triangulation techniques by including supplemental data sources that complement information acquired from key informants. Despite the growing popularity of triangulation, little guidance exists as to when and how it should be conducted. Addressing this gap, the authors develop hypotheses linking a comprehensive set of study characteristics at the construct, informant, organizational, and industry levels to key informant accuracy. Two studies test these hypotheses. The first study is a meta-analysis of triangulation applications. Using data from 127 studies published in six major marketing and management journals, the authors identify antecedents to key informant reliability. The second study, using eight multi-informant data sets, analyzes antecedents to key informant validity. The results from these studies inform survey researchers as to which conditions particularly call for the use of triangulation. The authors conclude by offering guidelines on when and how to employ triangulation techniques.