Consumer attention has long been known to influence evaluations of, and responses to, advertising stimuli in meaningful ways (e.g., Krugman, 1971; Morrison & Dainoff, 1972). Indeed, behavioral
This paper presents a Design Research project investigating the cultural worlds found on Cuba Street in Wellington, New Zealand. The work demonstrates that the known culture of Cuba in the geographic
The findings of the four studies showed that social support was inversely influence individual’s brand choice that low social support should predict more brand reliance, particularly for those who
The academic discipline of consumer research continues to develop and grow. Many recent trends offer to enrich and enliven the field in almost endless ways, and a renewed sense of the field’s scope
Consumer behavior theory is grounded in the here and now, yet consumers may be influenced by beliefs concerning the hereafter. How might our theories be altered, if consumer projections of the