Resource scarcity has been a very pervasive phenomenon and plays an important role in consumer behavior. To date, plenty of research has examined the consequences of resource scarcity (Mehta and Zhu
Popular products are often thought of as being popular for a particular reason. Consumers may come up with different reasons to assess a popular product’s subjective value. This value may express
Contemporary conceptualizations of consumer freedom rely on a Western view of the autonomous self (e.g. Arnould 2007). The idealized free agent has the capacity of choice and is the ultimate source
Consumers love gossiping about celebrities. It is a big part of our social interaction and is all over the media, both mainstream and social. The influence of celebrities in consumer’s lives is
Marketers use a variety of sensory appeals to communicate about their brands to consumers (Krishna 2012), but these may not be equally efficacious across consumers. We investigate whether basic
