Conventional wisdom and prior research suggest that when goals are more important, people will strive harder to reach them and increase self-control efforts (Trope and Fishbach 2000). However, might
Some people endeavor to attain happiness whatever they are doing. They might pursue happiness even while choosing a simple stuff. Can seeking happiness change individuals’ buying habits? Which
Loyalty programs are increasingly being preferred by businesses as a tool to increase customer retention (Dreze and Nunes 2009). We explore how power distance belief – the extent to which hierarchy
A prominent narrative in contemporary consumer culture is one in which “category killer” brands like Amazon, Starbucks, Home Depot, and Wal-Mart are forcing mom and pop independent bookstores,
Branding research and practice offer two contrasting perspectives on how much control managers have over brand meaning (Allen, Fournier, & Miller, 2008). The most established tradition positions
