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Better or different? How mimicry by social groups shapes consumers’ preference for differentiated brands
Consumers tend to abandon or avoid using a product when they become aware that it is being imitated by others. However, little is known about how or...
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When and why consumers prefer human-free behavior tracking products
Despite disliking behavior tracking for marketing, consumers actively adopt technological behavior tracking products. Our research examines the...
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Pricing and coordinating of green manufacturing supply chain considering consumers’ anticipated regret
To describe the psychological behaviour of consumers in purchasing choices between common products and green products, this study explores how...
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How speaking versus writing to conversational agents shapes consumers’ choice and choice satisfaction
The use of conversational agents (e.g., chatbots) to simplify or aid consumers’ purchase decisions is on the rise. In designing those conversational...
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Brand love and party preference of young political consumers (voters)
The study has examined the influence of political brand love on young voters’ political party preferences. By examining the impact of political brand...
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Does the presentation of true costs at the point of purchase nudge consumers toward sustainable product options?
Do true cost campaigns (TCCs)—which display prices at the point of purchase that include social and environmental negative externalities—nudge...
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Brand authenticity influence on young adults’ luxury sneakers brand preference: the mediating role of brand image
It is of interest to examine how consumers perceive luxury brands with the different elements of authenticity, leading to brand image, for companies...
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Estimating consumers’ discount rates in energy-saving investment decisions: a comparison of revealed and stated approaches
This paper investigates the relation between estimation techniques and the estimates of consumers’ discount rates. In an earlier paper, the author...
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Remanufacturing mode choice considering consumer’s dual preference under patent licensing
Many original equipment manufacturers (OEMs) do not remanufacture by themselves, but instead license the remanufacturing business to other companies...
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When feeling powerless, we crave nostalgia: The impact of powerlessness on the preference for nostalgic products
Powerlessness is a prevalent experience in everyday life. Although research has indicated that consumption can restore a sense of power, it remains...
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Consumer environmental preference information sharing with green manufacturer’s short video platform-selling
An increasing number of green manufacturers are embracing short video platform-selling in addition to their preexisting retail channel because the...
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Consumers as volunteers? The influence of value congruence on consumers’ voluntary performance
The study explores how consumer–brand value congruence affects the quality of consumer relationships and drives the propensity to leave and...
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From physical space to mental space: feelings of being physically constrained increase consumer preference for mind-expanding products
This research examines whether and how feelings of physical constraints can increase consumers’ preference for mind-expanding products, such as...
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Identifying and testing drivers of consumers’ attitude towards last-mile delivery modes
Many online businesses strive to optimize last-mile delivery cost by implementing delivery modes aimed at cutting costs through automation or...
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Delivering affordable clean energy to consumers
We develop a marketing-centric framework for delivering affordable, clean energy to consumers by leveraging the marketing 4 Ps to encourage a...
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Stick to my guns: The impact of crowding on consumers’ responsiveness to sale promotions
The current research examines the relationship between crowding and consumers’ responsiveness to sales promotions. Six studies show that the...
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Embracing the spotlight (effect): how attention received online influences consumers’ offline spotlight biases
In general, consumers perceive others to pay more attention to them than is actually the case (i.e., the spotlight bias). The present research...
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The effect of online shop** channel on consumers’ responses and the moderating role of website familiarity
Electronic commerce platforms provide various shop** channels for consumers. This study investigated the impact of two types of shop** channels...
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Factors influencing consumers purchase intention during Covid-19 pandemic in the case of Dessie Town, Ethiopia
The health emergency undertaken by the Ethiopian government to counter the impact of the Covid-19 virus has been reflected in consumer behavior. The...
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The greenguard effect: When and why consumers react less negatively following green product failures
This research explores consumer reactions following green product failures, identifying a novel benefit for companies selling environmentally...
