What Makes a Luxury Brand: The Effect of Competence and Warmth Cues on Luxury Perception
Luxury, a concept once used to delineate class-oriented exclusivity, appears to becoming increasingly popular and prevalent among today’s mass market consumers. Not only has the size of the global
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2013
• #Marketing
The Effects of Color on Food Temperature Perceptions
Red and blue denote warm and cold temperatures on water faucets, air-conditioning systems, weather maps, and thermometers, among other items. The co-occurrence of red/blue hues and warm/ cold
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2013
• #Marketing Messaging
Consumers’ Global Versus Local Brand Choice In Foreign Context
Although there is a consensus in the literature that industries are globalizing and that consumer attitude and behaviors worldwide are homogenizing (Cleveland, Laroche, and Papadopoulos 2009,
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2013
• #Movement: Consumer Rights
Magnitude Representations Underlie Valuations of Prospects
In his original conception of expected utility, Daniel Bernoulli (1738; 1954) proposed that individuals generally have diminishing marginal utility (DMU). Much in the same way that an additional
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2013
• #Social Impact
The Bottom Dollar Effect: How Resource Availability Influences Perceived Value and Satisfaction
Mental accounting research suggests that pain of payment attenuates the pleasure of consumption and that consumers with depleted resources think about costs differently. The present research finds
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2013
• #Value for Money
The Illusion of Lie Effect: The Suspicious Fluency of Round Numbers
Round numbers have been defined as multiples of the powers of the base (e.g., multiples of 10 in the commonly used base 10 number system, see Dehaene and Mehler 1992) or as numbers whose factorial
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2013
• #Disinformation
Descriptive Norm as a Moderator in Predicting Fundraising Responses from Involvement and Social Influence Susceptibility
With cuts in government funding, a lot of vital societal functions from medical research to disaster relief increasingly rely on charitable giving from individuals. Research has looked into
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2013
• #Philanthropy
When 15% Off Plus 10% Off is More Than 30% Off: Multiple-Discount Promotions are Preferred to Larger Single-Discount Promotions
In a recent article by Chen and Rao (2007), the authors demonstrated that consumers appear to prefer multiple-discount (MD) promotions over single-discount (SD) promotions. For example, consumers
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2013
• #Marketing