How Do Platform-Based Networks Shape Systemic Value Creation Through Experiences?
Understanding how to create valuable experiences for consumers and firms has been a priority for marketing researchers and practitioners (Lemon and Verhoef, 2016) as experiences are increasingly Read More »
Trapped In The Rabbit Hole: Life History Strategies Modulate The Impact Of Mild Stress On Hedonic
The current research tests how and when consumer life history strategies (LHS) – short-term, reward-sensitive (fast) vs. long-term, goal-oriented (slow) foci- might drive food related decision Read More »
Author: Bob M. Fennis, Justina Gineikiene, Dovile Barauskaite, Guido M. van Koningsbruggen
Contributor: eb™ Research Team
When Small Predicts Large: The Effect Of Initial Small Contributions On Subsequent Contributions In
Crowdfunding is becoming an increasingly popular means for entrepreneurs to raise capital through online platforms. When deciding whether to support a project, a potential backer evaluates the Read More »
Compatibility Theory
How large is the amount of $100? How good is an SAT score of 1200? How large is the number of 800 people left homeless by a natural disaster? Evaluating attribute values is a cornerstone of virtually Read More »
Brand Fan(atic)s: When Excessive Brand Loyalty Sends The Wrong Signal
Consumers use brands in many combinations—from mixing-and-matching multiple brands (multi-brand combination; e.g., Nike shoes, Adidas shirt, Asics pants) to using only a single brand (mono-brand Read More »