A Rational Model to Predict Consumers’ Irrational Behavior
The current research developed a mathematical model that could predict consumers’ price-quality perceptions based on their ability and motivation to process the product information accurately. This
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2018
• #Advertising Standards
Bundle Variety and Preference: A Neuromarketing Study Using Event-related Potentials
Bundling has raised many interests for decades (e.g., Hansen & Martin, 1987; Janiszewski & Cunha Jr, 2004), but very few studies have been conducted to systematically examine the relationship between
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2018
• #Research and Development
Trust, But Verify: A Multi-level Examination of Online Reviews and Persuasion Knowledge
Stories of companies (and pranksters) manipulating online reviews are abound in the news. These actions potentially affect consumer trust not only at the review-level, but also their perceptions of
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2018
• #Consumer Protection
The Impact of Anthropomorphized Cute Brands on Consumer Preferences for Distinctive and Majority-Endorsed Products
Marketers strategically use anthropomorphism (i.e., imbuing nonhuman objects with humanlike characteristics, motivations, intentions or behaviors; Puzakova, Kwak and Rocereto 2013) as a brand
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2018
• #Marketing
Names Are the Mirrors of the Soul: The Role of Possessive Brand Names in Brand Evaluations
Marketing practitioners frequently rely on brand anthropomorphism (i.e., endowing brands with humanlike features (Puzakova and Kwak 2017) as an effective strategy that increases affective reactions
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2018
• #Marketing
The Viciousness and Caring of Sharing: Conflicts and Motivations of Online Shamers
Public shaming is defined as informally punishing individuals who have deviated socially or morally, by informing the public about their conduct (Petley 2013). Our research focuses on individuals who
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2018
• #Discrimination
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Vicarious Pride: When Gift Customization Increases Recipients’ Appreciation of the Gift
Traditionally, customization researchers have investigated whether and why consumers appreciate customization (e.g. Fiore, Lee, and Kunz 2004; Franke, Keinz, and Steger 2009). Consumers often
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2018
• #Research and Development
Beyond Subjectivity: Competing Governance Regimes and the Socio-Material Construction of Rational Consumer Action
Rationality – originally assumed to be perfect, then to be more bounded – is the core tenet of economic theories of action. Consumer behavior provides a more nuanced picture with an entire
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2018
• #Regulation and Compliance