When viewing advertisements, consumers must decide what to believe and what is meant to deceive. Accordingly, much behavioral research has explored strategies and outcomes of how consumers process persuasive messages that vary in perceived sincerity. New neuroimaging methods enable researchers to augment this knowledge by exploring the cognitive mechanisms underlying such processing. The current study collects neuroimaging data while participants are exposed to advertisements with differing levels of perceived message deceptiveness (believable, moderately deceptive, and highly deceptive). The functional magnetic resonance imaging data, combined with an additional behavioral study, offer evidence of two noteworthy results. First, confirming multistage frameworks of persuasion, the authors observe two distinct stages of brain activity: (1) precuneus activation at earlier stages and (2) superior temporal sulcus and temporal-parietal junction activation at later stages. Second, the authors observe disproportionately greater brain activity associated with claims that are moderately deceptive than those that are either believable or highly deceptive. These results provoke new thinking about what types of claims garner consumer attention and which consumers may be particularly vulnerable to deceptive advertising.

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Can exposure to body shapes affect spending preferences? Because Western society associates thinness with economic value, we argue that a shape resembling thin human body types activates concepts related to positive financial outcomes, such as responsibility and hard work. The results of five experiments show that exposure to thin, human-like shapes influences consumer self-efficacy judgments and spending outcomes, depending on the perceiver’s weight. In line with social comparison, we demonstrate that seeing a thin (vs. wide) human-like shape leads consumers with a high body mass index to make more indulgent decisions. Financial self-efficacy is highlighted as the underlying mechanism, and high resemblance to the human form is identified as a critical moderator. The findings of this research acknowledge visual similarity’s role in stereotype knowledge activation and weight stereotypes’ broad scope of influence.

Feminist theories of rape motivation are based on research suggesting a relationship between dominance and sexual aggression. However, the relationship between dominance and rape myth acceptance (RMA), a predictor of rape proclivity and sexual aggression and a key component in feminist theory, is understudied. The current study tests the hypotheses that individuals' scores on sex-based oppression and intergroup dominance measures will improve the predictive models for RMA and attitudes toward rape and rape victims. The hypotheses are supported. Individuals' general intergroup dominance and sex-based oppression attitudes provide significant unique prediction beyond previously studied predictors of attitudes about rape and rape victims.

In our paper we contribute to the burgeoning literature in the psychology of debt repayment. Across three experiments, we explore the effects of the type (hedonic or utilitarian) and the timing of debt on consumers' debt repayment when managing multiple debt accounts. While prior literature has demonstrated that debtors who own multiple credit cards behave irrationally by paying down smaller balances rather than balances with higher interest rates, we found that debts incurred for hedonic purchases and in the distant past (versus proximal past) amplify this effect. The anticipated impact of debt repayment on consumption enjoyment is found to mediate this effect.