Getting Emotional About Health

Vol. XLIV (February 2007), 100–113 100 © 2007, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Nidhi Agrawal is Assistant Professor of Marketing, Kellogg School of Management, Northwestern University (e-mail: nidhi-agrawal@kellogg. northwestern.edu). Geeta Menon is Professor of Marketing and Harold MacDowell Faculty Fellow, Leonard N. Stern School of Business, New York University (e-mail: [email protected]). Jennifer L. Aaker is General Atlantic Professor of Marketing, Graduate School of Business, Stanford University (e-mail: [email protected]). The authors thank Wendy Liu for her helpful comments on this article. Initial results from this article were presented at the annual conferences of the Association for Consumer Research (2002); the Society for Consumer Psychology (2004); the Fuqua School of Business, Duke University; the Graduate School of Business, University of Chicago; the Warrington School of Business, University of Florida; and INSEAD (Singapore); comments from the participants are gratefully acknowledged. The authors are deeply indebted to the late JMR editor, Dick Wittink, for his insightful comments and suggestions. They also gratefully acknowledge the insights of the two anonymous JMR reviewers and the invaluable guidance from Mary Frances Luce, who served as guest editor for this article. NIDHI AGRAWAL, GEETA MENON, and JENNIFER L. AAKER*