The internet has given rise to anti-brand communities which are forming around common aversions toward brands. We illuminate this phenomenon in the context of social networking sites and consider
Prior research has demonstrated a strong influence of eWOM on consumers. However, it is not known whether individuals react differently to eWOM when it concerns a strong brand rather than a weak
Recent research shows that by decoupling the risk response behavior of individual market participants into the separate components of risk perception and risk attitude, a more robust
Usage behavior-based pricing is a frequently discussed innovative approach in designing more efficient value propositions for services of which the operating cost heavily depends on customer
Why are consumers’ price judgments anchored on prices’ leftmost digits and when do people round fractional prices (e.g., $2.99 to $3.00) during mental computations? Three experiments show that
