Pricing New Service For Consumer Acceptance: the influence of Consumer Characteristics and Expectations?
In order to shed more light upon the effect of pricing for the successful launch of service innovations (SIs), we investigate the effect of a high versus low launch price on perceived price fairness
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06/03/2014
• #New Products and Services
It’s Not the Quality But the Effort Itself That Matters? Advertiser Effort and Consumer Perceptions of Equitable Exchange
Introducing the concept of equitable exchange to advertising, this paper tests the popular notion that “advertising needs to earn consumers’ attention”. Drawing on equity theory, we hypothesize
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06/03/2014
• #Marketing Messaging
Antecedents of Community Engagement in Online Loyalty Programs
Engagement is a concept which is currently proving to be of enormous interest in both academic as well as business fields. In addition to providing further insights into the notion, or more
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06/03/2014
• #Community Relations
The Effectiveness of Normative Messages on Sustainable Product Decisions and the Moderating Role of Social Identity Complexity
Social norms play an important role in shaping environmentally conscious purchase decisions. However, individuals are often part of many different groups resulting in a more complex social identity.
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06/03/2014
• #Culture and Lifestyle
Moral Hypocrisy and the Impact of the ‘active’ Versus ‘passive’ Nature of Misbehavior
People are likely to systematically approach the ethics of others more critically compared to their own ethics. Moral hypocrisy reflects this egocentric ethics perspective as it refers to the
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06/03/2014
• #Ethical Culture
Individual Motives and Collective Experiences of Ethical Consumption. the Case of Ethical Purchasing Groups in Italy
Different types of ethical collective communities (e.g., Community-Supported Agriculture, New Consumption Communities) have recently arisen, especially in the food sector. This study aims to develop
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06/03/2014
• #Ethical Lifestyle
Persuasion Knowledge, Alcohol Consumption and Event Sponsorship
This paper examines the impact of event sponsorship by alcohol companies on participants’ perceptions of the events and their intentions to drink. Sponsorship is gaining importance, as companies
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06/03/2014
• #Advertising to children
Designed By You: The Effects of Customized Hotel Experiences On Perceived Value and Willingness to Pay
This research explores how hotel companies can offer more personalized and differentiated experiences by implementing modern customization technologies in the pre-purchase phase and through such
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06/03/2014
• #New Products and Services