A basic tenet of rational choice theory is that people choose the outcome that produces the highest subjective expected utility (Savage, 1954; von Neumann and Morgenstern, 1947). Decades of research
To be successful, innovations should be perceived as novel and different from existing alternatives (Gatignon and Xuereb 1997, Henard and Szymanski 2001). The handful of studies that explored the
It is well-recognized that people consume in ways that establish and express their self-identities (Belk 1988; Fournier 1998; McCracken 1989). We investigated if wearing, choosing, and receiving
The study highlights an emerging market – the life history business – which enables people to preserve individual and family memory. These services are developing as their target clientele –
Nowadays, people are confronted with an overload of choice alternatives. However, having a lot of options does not necessarily increase consumer satisfaction (e.g., Iyengar and Lepper 2000).