Most impulse purchasing research investigates individual‐level factors. This paper, however, examines the influence of shopping companion gender on impulse purchasing. The results of the three studies show that shoppers were more likely to exhibit impulse purchase behavior when shopping with an opposite gender companion. In addition, shoppers who were in the low‐cohesive condition and who shopped with an opposite gender companion were more likely to exhibit impulse purchase behavior than those who shopped with the same gender companion, and those who were susceptible to interpersonal influence were also more likely to exhibit impulse purchase behavior when shopping with an opposite gender companion. For shoppers who were not as susceptible to interpersonal influence, the influence of their companion's gender appeared to diminish on impulsive purchasing.

One reason for consumer variety‐seeking behavior is interpersonal motivation. Building on previous theories, we suggest that the different information types of interpersonal sources influence the variety‐seeking behavior of individuals. Two laboratory experiments are conducted to examine the influence of the opinions of others on such behavior. The results support the author's contention that to derive more enjoyment from a shared product, an individual will make choices congruent with the opinions of others in online information. The managerial implications and study limitations are also discussed.

Prior research on the endowment effect has tended to focus on decisions made by individuals acting on their own account rather than on others’ behalf. This article reports on three experiments that modeled this “for-self” versus “for-others” distinction and measured its effects on prices. Specifically, our participants who were asked to make trading decisions for other people subsequently reported decreases in the endowment effect. We concluded that, in the context of the trading of goods, perceived ownership and differences in focus on the traded products’ positive and negative features mediated the diminished endowment effect our experiments identified.

Online social networking sites represent significant new opportunities for Internet advertisers. However, results based on the real world cannot be generalized to all virtual worlds. In this research, the moderating effects of need for cognition (NFC) and knowledge were applied to examine the impact of message framing on attitudes toward social networking sites. A total of 216 undergraduates participated in the study. Results reveal that for social networking sites, while high-NFC individuals form more favorable attitudes toward negatively framed messages than positively framed messages, low-NFC individuals form more favorable attitudes toward positively framed messages than negatively framed messages. In addition, low-knowledge individuals demonstrate more favorable attitudes toward negatively framed messages than positively framed messages; however, the framing effect does not differentially affect the attitudes of high-knowledge individuals. Furthermore, the framing effect does not differentially affect the attitudes of high-NFC individuals with high knowledge. In contrast, low-NFC individuals with low knowledge hold more favorable attitudes toward positively framed messages than negatively framed messages.