Consumer’s Local-Global Identity And Price-Quality Association
Previous literature documents multiple factors that influence consumers’ price-quality associations (PQA)—their tendency to use price as an indicator of perceived quality, including prior Read More »
Author: Zhiyong Yang, Sijie Sun, Ashok K. Lalwani, Narayanan Janakiraman
Contributor: eb™ Research Team
Material Gifts As Relationship Mnemonics: Why More Material Gifts Are Given Than Wanted?
How do people choose material and experiential purchases when these purchases are intended as gifts for others? Following van Boven and Gilovich’s (2003) initial distinction between material and Read More »
Why Do People Who Have More Enjoy Horror More?
From horror films and TV series to haunted house attractions and terrifying Halloween goods, people consume a wide variety of horror-related experiences and products. In fact, the market demand for Read More »
Do You Trust The System? Interaction Effect Between Perceived Economic Mobility And Socioeconomic
The increasing inequality of wealth in modern societies may limit the ability of low socioeconomic status (SES) consumers to achieve a higher SES. Although there have been extensive studies on Read More »
“I Desire A Brand When I See How They Are Different From Me”: Differential Effects Of Blatant
People choose brands to express their self-concepts (Carroll and Ahuvia, 2006, pp. 82). When the brand they aspire to does not consider them as valuable consumers, they feel being rejected. In this Read More »