While there has been enduring interest in the topic of multiple selves in consumer research, the literature has paid little attention to multiple selves in a youth context. This study seeks to
Restricting access to temptation is a popular way to counter the obesity epidemic in children. As restrictions cannot be widely applied and may have adverse long-term effects, we examine if exposure
The current research examines spillover effects from services to product with branded element. Results from a study among 136 participants have shown that customers’ attitudes towards services of a
For status conveying goods conspicuously consumed, perceived awareness of others about a product should play a key role in the purchase process. In 3 experiments we show that providing more
To gain a more comprehensive view to non-institutional investment behavior, this study develops and tests a set of hypotheses linking self-congruence, risk profile and investment experience with