One of the most general approaches to studying consumer choice under risk is based on the assumption that consumer are rational value maximizers (i.e., people prefer larger over smaller expected
Placebo treatments have been shown to influence medication efficacy, but recently, researchers have investigated placebo effects of marketing actions. For instance, pens and wines whose labels bear a
Owning a product and choosing a product often go hand in hand. In some cases, ownership precedes choice; consumers first acquire redundant products, like when they receive two toasters as wedding
Search is an important domain in consumer behavior, and yet cross-cultural differences in search decisions remain a largely unexplored topic. The present study focuses on the following research
Gratitude is generally made known through conduct; it is an emotion with a social aspect that is incomplete without inclusion of an act of acknowledgement (Ceaser 2011). This acknowledgement is