Publications
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One sail fits all? A psychographic segmentation of digital pirates Ghent University
Would you be so kind to buy fair? The impact of interpersonal feelings on fair-trade consumption Ghent University
Morality in the marketplace: investigating the antecedents of unethical consumer behavior Ghent University
Speech is silver, silence is gold: why women (vs. men) remain silent when a cashier miscalculates the bill to their advantage Ghent University
When colors backfire: the impact of color cues on moral judgment Ghent University
This article investigates if and how the valence of color cues affects moral acceptability of (un)desirable consumer behaviors. Study 1 uses colors with definite differences in terms of valence, namely, red and green. Study 2 applies an evaluative conditioning paradigm to endow initially neutral colors with negative versus positive valences. We find an ironic color effect: undesirable behaviors become more acceptable when presented with ...
Validity of the pictorial attitude implicit association test (PA-IAT) as a measure of implicit motives Ghent University
We tested the hypothesis that a pictorial attitude variant of the Implicit Association Test (PA-IAT) is a valid measure of implicit motives. The PA-IAT aims to capture attitudes towards pictures that are related to implicit motives. In the first two studies, we showed that the PA-IAT correlated more highly with non-IAT measures of implicit motives than other IAT variants. In the third study, we established the validity of the PA-IAT ...