Edited by Paul M. Herr, Professor Emeritus of Marketing and Virginia-Carolinas Professor Emeritus of Purchasing Management, Pamplin College of Business, Virginia Tech, Alexander Fedorikhin, Associate Professor of Marketing, Kelley School of Business, Indiana University, Dawn Iacobucci, E. Bronson Ingram Chair Emerita and Professor Emerita Management in Marketing, Owen Graduate School of Management, Vanderbilt University and Frank R. Kardes, Distinguished University Research Professor and Donald E. Weston Professor of Marketing, Department of Marketing, Carl H. Lindner College of Business, University of Cincinnati, USA

• Contents1 An introduction to Advancing Consumer Psychology:Selected topics and approaches 1Paul M. Herr, Alexander Fedorikhin, Dawn Iacobucci, andFrank R. Kardes2 On the meaning and use of structural concepts in consumerresearch 7Richard P. Bagozzi3 Replication in behavioral research: Mission impossible 31David Brinberg and Dawn Iacobucci4 Consumer extremism: An attitude strength perspective 58Brett S. Burton, Richard E. Petty, and Pablo Briñol5 Consumers’ persuasion: Persuaders’ triggers, targeting, andtactics 81Derek D. Rucker, Jesse D’Agostino, and Mark Dyer6 Epistemic inference theory: Subjective uncertainty and theconditions for inference formation 102Donald R. Gaffney, Frank R. Kardes, and Steven S. Posavac7 The transition to generative AI in consumer research: Movingbeyond algorithm aversion and the road ahead 129Umair Usman, Adam Duhachek, Aaron Garvey, and Tae Woo Kim8 Closing the intention–action gap: A behavioral scienceapproach to enhancing sustainable food choices 156Gizem Ceylan and Ravi Dhar9 The social optics of monetized UGC contests: Reward sizeinfluences peer upvotes 188Debjit Gupta, Dipankar Chakravarti, and Juncai Jiang10 Improving health support programs through cultural sensitivity 213Donnel Briley11 Snake oil marketing: An agenda for consumer research 234Ty Longmire-Monford and Philip M. Fernbach12 Conditions and reasons for consumer trust 256Jacob (Jiajun) Li and Kent Grayson13 Consumer complaining and company response processes:Critical questions, answers, and suggestions for future research 275Zhiying Ben, Paurav Shukla, Mansur Khamitov, and MartinH. Kunc14 Afterword: On advancing a discipline 298Paul M. Herr

‘This volume makes a strong case for why advancing consumer psychology truly matters for understanding the human condition. Written by scholars who have shaped the field, it offers deep theoretical insight while engaging foundational ideas, methodological issues, and pressing societal concerns. It’s essential reading—and a book I expect to return to often, and use extensively, in my PhD seminar.’