Neoclassical economic theory considers man to be a utility maximizer who will choose the same alternative under any circumstance given it provides to him the maximum utility (Luce 1959). However,
As one of the negative emotions most tightly related to decision-making, regret has proved an important topic for consumer behavior research (e.g., Simonson 1992, Inman and Zeelenberg 2002). People
The increase in life expectancy and the challenge of aging well that ensues from it have given rise to the new concept of successful aging (SA). SA has been the subject of many research studies over
Consumers who are motivated to present themselves in a socially desirable manner often choose to display images of higher status, wealth, and prestige through conspicuous consumption. However, will
On the 4th of July, do Americans put more food on a patriotic plate? Can subtle exposure to traditional wedding photos make you more willing to buy an unrelated consumer product? In short, can
