@article{dretsch_reid_2021, title={Brand Secret Micro-Collectives}, volume={6}, ISSN={["2378-1823"]}, url={http://dx.doi.org/10.1086/715544}, DOI={10.1086/715544}, abstractNote={AbstractBrand secrets are discoverable locations, options, and experiences selectively shared with a smaller subset of consumers. This article introduces the related construct of a brand secret mic...}, number={4}, journal={JOURNAL OF THE ASSOCIATION FOR CONSUMER RESEARCH}, publisher={University of Chicago Press}, author={Dretsch, Heather Johnson and Reid, Colbey Emmerson}, year={2021}, month={Oct}, pages={462–473} }
 @article{petersen_dretsch_komarova loureiro_2018, title={Who needs a reason to indulge? Happiness following reason-based indulgent consumption}, volume={35}, ISSN={0167-8116}, url={http://dx.doi.org/10.1016/j.ijresmar.2017.09.003}, DOI={10.1016/j.ijresmar.2017.09.003}, abstractNote={Abstract While consumers and marketers perpetuate the lay theory that indulging with a reason is more pleasurable and makes everyone happier, this research identifies a condition under which indulging without a reason “feels right” and produces a more positive emotional reaction. The authors show that indulging with or without a reason and consumers' trait self-control interact to influence happiness felt following an indulgent purchase. While high self-control consumers are happier when they have a reason to buy indulgent products (e.g., when they can justify the indulgence), low self-control consumers are happier when they do not have a reason to indulge. That is, indulging with a reason is less pleasurable for consumers with low self-control. This effect on happiness has an impact on downstream judgments about the product and yields important implications for consumer welfare as well as marketing managers. Across four studies we show the effect on consumption happiness, examine consequences of the effect, and report evidence for the underlying process.}, number={1}, journal={International Journal of Research in Marketing}, publisher={Elsevier BV}, author={Petersen, Francine Espinoza and Dretsch, Heather Johnson and Komarova Loureiro, Yuliya}, year={2018}, month={Mar}, pages={170–184} }
 @inbook{dretsch_kirmani_2015, title={Hearing their Voice: When Brand Co-Creation Leads to Social Brand Engagement}, booktitle={Consumer Psychology in a Social Media World}, publisher={Routledge}, author={Dretsch, H.J. and Kirmani, A.}, editor={Dimofte, C.V. and Haugtvedt, C.P. and Yalch, R.F.Editors}, year={2015} }
 @article{kopetz_kruglanski_arens_etkin_johnson_2012, title={The dynamics of consumer behavior: A goal systemic perspective}, volume={22}, ISSN={1057-7408}, url={http://dx.doi.org/10.1016/j.jcps.2011.03.001}, DOI={10.1016/j.jcps.2011.03.001}, abstractNote={Like most behavior, consumer behavior too is goal driven. In turn, goals constitute cognitive constructs that can be chronically active as well as primed by features of the environment. Goal systems theory outlines the principles that characterize the dynamics of goal pursuit and explores their implications for consumer behavior. In this vein, we discuss from a common, goal systemic, perspective a variety of well known phenomena in the realm of consumer behavior including brand loyalty, variety seeking, impulsive buying, preferences, choices and regret. The goal systemic perspective affords guidelines for subsequent research on the dynamic aspects of consummatory behavior as well as offering insights into practical matters in the area of marketing.}, number={2}, journal={Journal of Consumer Psychology}, publisher={Wiley}, author={Kopetz, Catalina E. and Kruglanski, Arie W. and Arens, Zachary G. and Etkin, Jordan and Johnson, Heather M.}, year={2012}, month={Apr}, pages={208–223} }