Small but Sincere: The Impact of Firm Size and Gratitude on the Effectiveness of Cause-Marketing Campaigns
Companies are increasingly forced to respond to various morality concerns of consumers and stakeholders to “do good” and behave ethically. Our study focuses on a specific strategy to do good,
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2018
• #Social Commerce
Social Class and Prosocial Behaviors
Consumer researchers have long been interested in the association between social class and consumer preferences or “tastes” (Henry and Caldwell 2018; Martineau 1958). They have also shown
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2018
• #Consumer Protection
Nostalgiacising: A Performative Theory of Nostalgic Consumption
Nostalgia—commonly conceptualized as a longing for the past—plays an important role in shaping contemporary consumer behavior and market offerings (e.g., Belk, Ger, and Askegaard 2003; Brown,
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2018
• #Consumer Protection
Cohesion or Coercion? Why Coordinated Behavior Backfires in Marketing Contexts
Consumers often see brands and other organizations in the marketplace engaging in various actions. Moreover, subordinate representatives of an overarching organization (e.g., sub-brands, product
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2018
• #Corporate Governance
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The Effect of Fertility on Women’s Word-of-Mouth Behavior
The current research explores whether fertility influences women’s desire to share word-of-mouth (WOM). We propose that women share more WOM near the fertile phase of the ovulatory cycle and do so
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2018
• #Social Division
Indigenous Trust and Readiness towards Development
The primary consumption of indigenous people across the world is related mostly to the jungle and its produce. The consumption practices that stem from this primary consumption and its relatedness to
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2018
• #Ethical Culture
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Green Experiences: Using Green Products Improves the Accompanying Consumption Experience
The current research examines how using green products (e.g., environmentally friendly headphones) influences the enjoyment of the accompanying consumption experience (e.g., listening to music).
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2018
• #Environmental Impact
Uncertain Reward Campaigns Impact Consumers’ Size Choices
Many companies annually launch uncertain reward campaigns, where consumers are given a chance to win a prize with each purchase. Uncertain reward campaigns offer consumers a probability (e.g., one in
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