Marketers strategically use anthropomorphism (i.e., imbuing nonhuman objects with humanlike characteristics, motivations, intentions or behaviors; Puzakova, Kwak and Rocereto 2013) as a brand
Marketing practitioners frequently rely on brand anthropomorphism (i.e., endowing brands with humanlike features (Puzakova and Kwak 2017) as an effective strategy that increases affective reactions
Public shaming is defined as informally punishing individuals who have deviated socially or morally, by informing the public about their conduct (Petley 2013). Our research focuses on individuals who
Traditionally, customization researchers have investigated whether and why consumers appreciate customization (e.g. Fiore, Lee, and Kunz 2004; Franke, Keinz, and Steger 2009). Consumers often
Rationality – originally assumed to be perfect, then to be more bounded – is the core tenet of economic theories of action. Consumer behavior provides a more nuanced picture with an entire
