Although there is a consensus in the literature that industries are globalizing and that consumer attitude and behaviors worldwide are homogenizing (Cleveland, Laroche, and Papadopoulos 2009,
In his original conception of expected utility, Daniel Bernoulli (1738; 1954) proposed that individuals generally have diminishing marginal utility (DMU). Much in the same way that an additional
Mental accounting research suggests that pain of payment attenuates the pleasure of consumption and that consumers with depleted resources think about costs differently. The present research finds
Round numbers have been defined as multiples of the powers of the base (e.g., multiples of 10 in the commonly used base 10 number system, see Dehaene and Mehler 1992) or as numbers whose factorial
With cuts in government funding, a lot of vital societal functions from medical research to disaster relief increasingly rely on charitable giving from individuals. Research has looked into
