While research on the formation of consumer attitudes often focuses on the evaluation of product and service attributes, Gawronski, Bodenhausen & Becker (2007) suggest the self-concept is possibly
Understanding how to create valuable experiences for consumers and firms has been a priority for marketing researchers and practitioners (Lemon and Verhoef, 2016) as experiences are increasingly
The current research tests how and when consumer life history strategies (LHS) – short-term, reward-sensitive (fast) vs. long-term, goal-oriented (slow) foci- might drive food related decision
Crowdfunding is becoming an increasingly popular means for entrepreneurs to raise capital through online platforms. When deciding whether to support a project, a potential backer evaluates the
How large is the amount of $100? How good is an SAT score of 1200? How large is the number of 800 people left homeless by a natural disaster? Evaluating attribute values is a cornerstone of virtually
