Contemporary conceptualizations of consumer freedom rely on a Western view of the autonomous self (e.g. Arnould 2007). The idealized free agent has the capacity of choice and is the ultimate source
Consumers love gossiping about celebrities. It is a big part of our social interaction and is all over the media, both mainstream and social. The influence of celebrities in consumer’s lives is
Marketers use a variety of sensory appeals to communicate about their brands to consumers (Krishna 2012), but these may not be equally efficacious across consumers. We investigate whether basic
Online communities that give their members the opportunity to rate and review products and services, like Yelp, Trip Advisor, Epinions, are highly valuable in helping consumers navigate through the
Social identity has been identified as an important driver of consumer decision making (Reed et al. 2012). Although existing literature has extensively examined the effect of single identity on