When Small Predicts Large: The Effect of Initial Small Contributions on Subsequent Contributions in a Crowdfunding Project
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 »
2018
• #Movement: Business
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 »
2018
• #Culture and Lifestyle
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 »
2018
• #Marketing
Individual-level Carryover-Parameters in Reference-Price Models
Reference-price models applied to real purchase data have a long history in marketing and consumer research (Winer 2014). Here, the researcher assumes that product choice is driven by deviations
Read More »
2018
• #Marketing
Let’s Get Together and Make A Difference: Experiencing A Community In Donation-Based Crowdfunding
Social-causes campaigns are the largest category in crowdfunding and donation-raising campaigns hold a big portion of this category (www.statista.com). However, most of the research in crowdfunding
Read More »
2018
• #Community Relations
When Do More Options Produce Worse Choice?
A major difference between economic and psychological analysis of choice concerns the effect of having more options. Economic theory postulates that more choices should result in better outcomes
Read More »
2018
• #Consumer Protection
A Systematic Literature Review of Brand Commitment: Definitions, Perspectives and Dimensions
Although the relevance of consumer brand commitment is well recognized in the marketing literature, the multiple definitions, dimensions and conceptual approaches to the construct make it ambiguous
Read More »
Jul 2017
• #Marketing
Is it Enough to Have an 'Ethical Product' Label?: the Effects of Brand Reputation and Perceived Ethicality on Ethical Consumers’ Choice
Consumers' favorable attitude toward ethical brands, and the rise of ethical consumers, is a recent global trend. Nevertheless, prior studies have emerged that favoring ethical products does not
Read More »
03/28/2020
• #Consumer Activism