Traditional (e.g., microeconomic) views have presumed that the values or utilities people attach to various entities are fixed. From this perspective, making a good decision requires a valid process
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
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
Despite the widespread use of acronyms in branding (e.g., IKEA, WWF), little is known in terms of how consumers perceive them. According to research on processing fluency, easy-to-pronounce acronyms
The pursuit of happiness is one of the most fundamental of all human motives. This motive is often translated in the acquisition of hedonic products. Hedonic products offer fun, pleasure,
