A creative process is “the sequence of thoughts and actions that lead to a novel, adaptive production” (Lubart 2001, 295). Narratives of the creative process can enhance the perceived quality of
In consumer research, humanlike form has been regarded as the prerequisite for anthropomorphism (Hur, Koo, and Hofmann, 2015; Kim, Peng Chen, and Zhang, 2016). Given that activation of knowledge
In the real world, consumers often draw up a shopping list by recalling brand names. Lynch Jr and Srull (1982) classified such choice options as “memory-based”. If consumers cannot recall a
With trust so central to the function and success of home sharing, this research proposes that trust is best established through interplay of trust entities. However, apart from literature detailing
For three decades, consumer research has paid a great deal of attention to the role of brands in fostering social formations such as subcultures, communities, and publics. Some of these formations
