Research suggests that consumers seek masculine or feminine choices to reinforce their gender identities (Debevec and Iyer 1986; Grohmann 2009). But, is the entire allure of a masculine or a feminine
The marketplace is awash with masculine or feminine brands and products designed to appeal specifically to men or women (Grohmann 2009; Yan 2016). Are such binary appeals truly effective, or might
Consumers develop expertise in some areas (Alba and Hutchinson 1987), but are necessarily ignorant in others and must defer to experts. Deference creates a trust problem because others often have
Autonomous products are on the rise. Partly or fully autonomous products fulfill tasks and make decisions in more and more domains, where the consumer has previously executed actions manually. It is
Blurry backgrounds are now ubiquitous in visual ads and in the design of apps and websites. Various online businesses adopted blurry backgrounds in their commercial webpage with blurry backgrounds