Product Customization Via Starting Solutions
Product customization, whereby consumers self-design their products using a seller’s mass customization (MC) interface, has the potential to provide consumers with offers that closely match their Read More »
Author: Christian Hildebrand, Andreas Herrmann, Gerald Häubl
Contributor: eb™ Research Team
Choice Utility
A basic tenet of rational choice theory is that people choose the outcome that produces the highest subjective expected utility (Savage, 1954; von Neumann and Morgenstern, 1947). Decades of research Read More »
When Altruism Is Perceived To Be Rare, Would Materialists Buy Green?
The rising conflict between the growing sensitivity towards environmental concerns while living in a material world has interested consumer researchers and policy makers for some time. To date, the Read More »
How Brands Shape Newness Perceptions
To be successful, innovations should be perceived as novel and different from existing alternatives (Gatignon and Xuereb 1997, Henard and Szymanski 2001). The handful of studies that explored the Read More »
Author: Frank Goedertier, Kristof Geskens, Gregory S. Carpenter
Contributor: eb™ Research Team
Depletion-as-Information: The Role Of Feelings In Resource Depletion
The ego depletion model posits that the ability to exert selfcontrol relies on a limited resource of the self (Baumeister, Bratslavsky, Muraven, and Tice 1998). Consistent with this model, numerous Read More »