Past word of mouth (WOM) research typically finds that, if consumers share WOM with others, it tends to be consistent with actual perceptions (Berger 2014). Thus, a negative consumption experience,
In consumer research literature, voluntary simplicity is generally understood as a non-materialistic or an anti-materialistic lifestyle. Our study of Polish simplifiers stands in contrast to this
The power of video contents to “go viral” has sparked much interest in managerial and academic circles. Despite the prevalence of the “Share” function in almost all online social network
One prominent pleasure construct that plays a vital role in people’s consumption is fun. The experience of “having fun” is ubiquitous among today’s consumers, who spend considerable amounts
Donations of both time and money are critical for societal wellbeing: in 2013, the dollar estimate of the annual volunteered time in the U.S. was $167 billion and the total monetary donations were
