Stories of companies (and pranksters) manipulating online reviews are abound in the news. These actions potentially affect consumer trust not only at the review-level, but also their perceptions of
Marketers strategically use anthropomorphism (i.e., imbuing nonhuman objects with humanlike characteristics, motivations, intentions or behaviors; Puzakova, Kwak and Rocereto 2013) as a brand
Marketing practitioners frequently rely on brand anthropomorphism (i.e., endowing brands with humanlike features (Puzakova and Kwak 2017) as an effective strategy that increases affective reactions
Public shaming is defined as informally punishing individuals who have deviated socially or morally, by informing the public about their conduct (Petley 2013). Our research focuses on individuals who
Traditionally, customization researchers have investigated whether and why consumers appreciate customization (e.g. Fiore, Lee, and Kunz 2004; Franke, Keinz, and Steger 2009). Consumers often