Better Not Smile At The Price: The Contradictory Role Of Brand Anthropomorphization On Price
This research shows that brand anthropomorphization increases the perceived unfairness of price increases and the perceived fairness of price decreases. First, analyzing a household panel data set, Read More »
Collective Moral Identity Projects: Authentic Brand Users Anti-Counterfeit Framework
The concept of moral identity has received considerable interest by consumer behavior scholars in the past decade (Winterich, Mittal, and Ross 2009). This is not surprising considering the Read More »
Author: Anna Jansson Vredeveld, William T. Ross, Jr., Robin A. Coulter
Contributor: eb™ Research Team
Fighting For A Cause Or Against It: A Longitudinal Perspective
How do companies persuade consumers to buy their products? They have many ways such as advertising, sales promotion, free product trials, etc. However, non-profit organizations face a unique Read More »
The Roles Of Appropriateness And Relevance In Determining Reactions To Humor In Frontline Service
In The Experience Economy, Pine and Gilmore (1999) suggest that service firms can use humor to create a competitive edge. A humorous approach to provision has been discussed in services as disparate Read More »
The Moderating Role Of Regulatory Focus On The Social Modeling Of Food Intake
Previous research on the social modeling of food intake has shown that individuals’ food consumption is strongly influenced by the food consumption of their eating companions, that is, individuals Read More »
