Fang-Chi Lu

Deriving happiness through extraordinary or ordinary brand experiences in times of COVID-19 threat

Jinfeng Jenny Jiao, Fang-Chi Lu, Nuoya Chen

Journal article  |  2022  |  JOURNAL OF CONSUMER AFFAIRS

The authors examined how the joint effect of brand experience type (ordinary vs. extraordinary) and COVID-19 threat on consumer ha..

The influence of mindset abstraction on preference for mixed versus extreme approaches to multigoal pursuits

Fang-Chi Lu, Jooyoung Park, Dhananjay Nayakankuppam

Journal article  |  2022  |  JOURNAL OF CONSUMER PSYCHOLOGY

Facing multiple conflicting goals, consumers may attempt to simultaneously pursue multiple goals by choosing mixed vice–virtue bun..

Effects of plan specificity and eveningness-morningness orientation on health goal pursuit

Jayati Sinha, Fang-Chi Lu

Journal article  |  2021  |  PSYCHOLOGY & MARKETING

Extant research has identified several boundary conditions for the beneficial effects of planning in goal pursuit. The present res..

Ignored or Rejected: Retail Exclusion Effects on Construal Levels and Consumer Responses to Compensation

Jayati Sinha, Fang-Chi Lu

Journal article  |  2019  |  Journal of Consumer Research

Among the top customer complaints regarding retailers are experiences of exclusionary treatment in the form of explicit condescens..

Dichotomous Thinking and Ethical Consumerism: Overcoming the Negative Effects of Self-Interest Bias through Third-Person Narrative Persuasion

FC Lu, J Sinha

Journal article  |  2019  |  Journal of Advertising

The authors examine consumer attitudes toward ethically labeled products and demonstrate that consumers who think dichotomously te..

Relative Effects of Forward and Backward Planning on Goal Pursuit

Jooyoung Park, Fang-Chi Lu, William M Hedgcock

Journal article  |  2017  |  Psychological Science

Considerable research has shown that planning plays an important role in goal pursuit. But how does the way people plan affect goa..

Speaking to the heart: Social exclusion and reliance on feelings versus reasons in persuasion

FC Lu, J Sinha

Journal article  |  2017  |  Journal of Consumer Psychology

The authors of this study identify an alternative frame of communication for persuading people who feel socially excluded to behav..

"I" value justice, but "we" value relationships: Self-construal effects on post-transgression consumer forgiveness

J Sinha, FC Lu

Journal article  |  2016  |  Journal of Consumer Psychology

Causal attributions and brand-relationships are known to determine how consumers react to brand transgressions. Considering both t..

When Do Consumers Forgive? A Causal Attribution Model of Marketer Transgression and the Moderating Effects of Self-Construal

Fang-Chi Lu, Sinha Jayati, Narayan Janakiraman

Conference Proceedings  |  2012  |  Advances in Consumer Research appreciating diversity

Even well-respected, high-reputation brands sometimes fail their customers. For example, the automobile market leader at the tim..

An Exclusionary Or Integrative Approach to Goal Conflict: the Moderating Role of Mindset Abstraction

Fang-Chi Lu, Jooyoung Park, Dhananjay Nayakankuppam

Conference Proceedings  |  2012  |  Advances in Consumer Research Building Connections

Pursuit of a certain goal (i.e., managing weight) is often chal lenged by the presence of alternative goals (i.e., enjoying a tast..