Marketers widely use the image of a smile to create a positive impression among consumers. The well-known interpersonal benefits of a smile could lead one to believe that a smile always conveys
Luxury consumption has been extensively researched, primarily looking at the consumption of material goods, but has neglected experiential luxury consumption. In fact, millennials, the new upcoming
Modern luxury research draws upon the concept of conspicuous consumption, the act of publicly displaying luxury goods as a means of showing-off one’s wealth (Veblen, 1899). Millennials are
There is widespread agreement that firms and brands benefit from fostering a reputation for innovativeness. For example, past research has documented a variety of ways in which a reputation for
Most variables that companies care about are continuous in nature, but they are often analyzed categorically. For instance, consider Rogers’ (1962) innovation adoption curve, one of the most
