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In the last two years, consumers have experienced massive changes in consumption - whether due to shifts in habits; the changing information landscape; challenges to their identity, or new economic experiences of scarcity or abundance. What can we expect from these experiences? How are the world's leading thinkers applying both foundational knowledge and novel insights as we seek to understand consumer psychology in a constantly changing landscape? And how can informed readers both contribute to and evaluate our knowledge? This handbook offers a critical overview of both fundamental topics in consumer psychology and those that are of prominence in the contemporary marketplace, beginning with an examination of individual psychology and broadening to topics related to wider cultural and marketplace systems. The Cambridge Handbook

Abstract
A typical article in a top-tier business journal can require as much as $400,000 in academic labor costs (Terwiesch and Ulrich 2014). This estimate raises the question of what makes a contribution worthy of such a significant financial investment. How does an academic community determine the value of a contribution? We propose that two criteria inform judgments of value: the amount of knowledge creation and the amount of knowledge appreciation. Implicit in our view is the idea that researchers should know how to create valuable knowledge and be able to anticipate how much stakeholders will appreciate that knowledge. In this tutorial, we discuss knowledge creation, knowledge appreciation, and a framework that jointly represents these two sources of value. We hope that this framework will encourage scholars to engage in research activities that are valued by the scientific community.

Why do consumers make the purchases they do, and which ones make them truly happy? Why are consumers willing to spend huge sums of money to appear high status? This Handbook addresses these key questions and many more. It provides a comprehensive overview of consumer psychology, examining cutting-edge research at the individual, interpersonal, and societal levels. Leading scholars summarize past and current findings, and consider future lines of inquiry to deepen our understanding of the psychology behind consumers' decision making, their interactions with other consumers, and the effects of societal factors on consumption. The Cambridge Handbook of Consumer Psychology will act as a valuable guide for faculty as well as graduate and undergraduate students in psychology, marketing, management, sociology, and anthropology.

Abstract
The current research offers a new theoretical perspective on the relationship between power and persuasion. An agentic-communal model of power is presented that proposes power affects both the messages generated by communicators and the messages that persuade audiences. Compared to low-power states, high-power states produce a greater emphasis on information that conveys competence. As a consequence, high-power communicators generate messages with greater competence information, and high-power audiences are persuaded more by competence information. In contrast to high-power states, low-power states produce a greater emphasis on information that conveys warmth. As a result, low-power communicators generate messages with greater warmth information, and low-power audiences are persuaded more by warmth information. Because of these two outcomes, a power-matching effect occurs between communicator and audience power: high-power communicators are more effective in persuading high-power audience members, whereas low-power communicators are more effective in persuading low-power audience members. Four experiments find support for these effects in oral and written contexts with three distinct manipulations of power. Overall, these experiments demonstrate that the persuasiveness of messages can be affected by the alignment between the psychological sense of power of the communicator and the audience.

Compared to the conventional order of hypocritical actions—saying one thing and then doing another—merely reversing the order of these actions can mitigate whether an individual is judged to be a hypocrite (Barden, Rucker, & Petty, 2005). The present research examines how factors extraneous to a target's own actions—specifically, group membership—influence hypocrisy judgments. Three experiments provided consistent evidence that reversing the order of statement and behavior mitigated hypocrisy judgments to a greater extent when observers judged ingroup targets compared to outgroup targets. This pattern was observed across two distinct groups (i.e., gender and political party). In addition, mediational evidence suggested that the greater mitigation for ingroup targets stemmed from the observer's greater tendency to make attributions that ingroup targets had genuinely changed for the better.