The current research tests how and when consumer life history strategies (LHS) – short-term, reward-sensitive (fast) vs. long-term, goal-oriented (slow) foci- might drive food related decision
Crowdfunding is becoming an increasingly popular means for entrepreneurs to raise capital through online platforms. When deciding whether to support a project, a potential backer evaluates the
How large is the amount of $100? How good is an SAT score of 1200? How large is the number of 800 people left homeless by a natural disaster? Evaluating attribute values is a cornerstone of virtually
Consumers use brands in many combinations—from mixing-and-matching multiple brands (multi-brand combination; e.g., Nike shoes, Adidas shirt, Asics pants) to using only a single brand (mono-brand
Reference-price models applied to real purchase data have a long history in marketing and consumer research (Winer 2014). Here, the researcher assumes that product choice is driven by deviations