In many product categories, consumers are integrally engaged in design of a product in order to customize it to their own needs. In such cases, the level of creativity displayed by a consumer may
Whether trying to get people to quit smoking, exercise more often, or simply get out to vote, public service announcements (PSAs) genuinely attempt to promote societal well-being. One pervasive
Consumer researchers have identified ways in which an employee’s gender influences consumers’ perceptions (e.g., consumers’ responses to a model or spokesperson in an ad, a salesperson, an
Lifestyle brands (LBs) address consumers’ core values through both their tangible and symbolic qualities. In using them, consumers hope to possess and project the values and qualities that these
How do consumers react when they have acquired identity-linked products in order to associate with a specific group, only to later be rejected from this group? The present research seeks to answer
