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AbstractThis research examines how arousal enhances consumer tendencies to be influenced by the majority when decision making, also known as "herding." Physiological arousal was manipulated in three controlled experiments, using discrete choice decisions as the dependent variable. The results suggest that arousal enhances tendencies to choose more popular options and that deindividuation mediates the effect of arousal on choice. This research enriches our understanding of the theoretical relationship between arousal and consumer decision making, by suggesting that arousal increases herding. The practical relevance of our findings suggests that strategies to increase herding effects, such as "popular choice" stickers and social media metrics, may be enhanced by making the experience more arousing.

AbstractWhen a brand is disliked, one strategy used to improve consumer sentiment is to make counter‐claims against the reason for dislike. But little is known about the effectiveness of this strategy, or the effect this strategy has on differential judgements towards the brand. Two experimental studies are conducted to shed light on the effectiveness of counterclaim advertising. The results find evidence to suggest that counter‐claim advertising may actually worsen sentiment towards the brand, when the brand is already disliked. The findings suggest that brands do not try to directly counter known reasons for dislike, but instead formulate alternative ways to rebuild trust. Copyright © 2016 John Wiley & Sons, Ltd.