Previous research on brand name utilization in consumer judgments has yielded mixed results. In this study, we attempted to understand brand name effects within the framework of the heuristic‐systematic model. Subjects read a message that portrayed a new product as possessing either important or unimportant attributes, and the product was associated with either a favorable brand name or an unfavorable brand name. Brand name valence was thus either congruent or incongruent with attribute importance. Accuracy motivation was also manipulated by varying the importance of subjects' processing task. Results show that low‐task importance subjects' evaluations were influenced only by brand name valence. High‐task importance subjects' evaluations were affected only by attribute importance in the incongruent conditions, whereas both attribute importance and brand name valence influenced evaluations in the congruent conditions. The findings indicate that both consumers' level of motivation, and the extent to which brand name based expectations are confirmed by subsequent processing of attribute information moderate brand name utilization. Also, the results extend previous research relevant to the heuristic‐systematic model's additivity and attenuation assumptions.

AbstractA growing stream of research has examined emotions and decision‐making based on the appraisal tendencies associated with emotions. This paper outlines two general approaches that can lead to further our understanding of the variety of ways emotions affect decision‐making and information processing. Specifically, future research can examine the nature of emotional appraisals or investigate the nature of decision contexts and underlying psychological processes influenced by emotions. To understand the nature of emotional appraisals, scholars could examine the interaction of two appraisal dimensions or identify novel appraisal tendencies. To understand the decision‐making contexts and psychological processes influenced by emotions, scholars could examine how emotions interact with contextual influences to shape judgments through a variety of processes such as providing information, priming goals, or activating mindsets. These approaches to the study of emotions and decision‐making will contribute to more nuanced theory development around emotions, nurture new empirical work, and encourage interest in exploring a broader set of emotions.