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By Angela Y. Lee, Dilip Soman

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Merz, University of Hawai’i, USA Dana L. Alden, University of Hawai’i, USA Background Goals in the Foreground: The Overriding Effect of Nonconscious Goals on Consumer Choice .................................. 665 Hae Joo Kim, University of Toronto, Canada Andrew Mitchell, University of Toronto, Canada Is Failure a Blessing or a Curse? Behavioral Goal Violation, Cognitive Dissonance and Consumer Welfare ................................. 667 Berna Devezer, Washington State University, USA David E.

864 Kunter Gunasti, Penn State University, USA Hans Baumgartner, Penn State University, USA Min Ding, Penn State University, USA Protection of Prior Learning in Complex Consumer Learning Environments ................................................................................... , University of Washington, USA Chris Janiszewski, University of Florida, USA xlvii The Effects of Outcome versus Process-Oriented Thinking on Decision Difficulty ............................................................................

H. Li, York University, Canada Hyun Jeong Min, University of Utah, USA Russell W. Belk, York University, Canada Junko Kimura, Hosei University, Japan Shalini Bahl, University of Utah, USA Keeping it in the Family: How Teenagers Use Music to Bond, Build Bridges and Seek Autonomy .................................................. 450 Peter Nuttall, University of West of England, UK Julie Tinson, University of Stirling, UK The Effects of Trust Dimensions on Relationship Commitment: The Relative Efficacy and Effect Symmetry ...................................

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