3. How is the valence of information about Black Friday and Cyber Monday likely to influence consumers’

decisions about where and when to shop on those days? Black Friday has long been a U.S. shopping tradition.

It’s named for the day after Thanksgiving (fourth Thursday in November), when retail businesses move from the “red” into the “black”—become profitable—

as consumers start buying for Christmas, Hanukkah, or Kwanzaa. Over the years, retailers and product marketers have shaped shoppers’ expectations and stimulated word of mouth by offering deep discounts on desirable gift items such as televisions, but in limited quantities.

Because consumers have learned that they must arrive early to take advantage of special pricing, many talk about their plans in advance and arrange to shop together, braving lines and crowds to get bargains they’ll brag about later.

Media coverage of Black Friday has magnified the focus on bargain hunting and generated even more word-of-mouth excitement in recent years. Not all of the news has been positive: Reports include incidents of violence, long lines at some stores, and complaints from shoppers unable to buy what they wanted.

Meanwhile, in the weeks leading up to Black Friday, brand and retail marketers spotlight special pricing and early opening hours in commercials, print ads, radio, and via social media such as Facebook and Twitter.