This research proposes that the decision to share negative wordof-mouth (WOM) will involve a dilemma between the various benefits of sharing negative WOM and the potential psychosocial cost of
This research shows that brand anthropomorphization increases the perceived unfairness of price increases and the perceived fairness of price decreases. First, analyzing a household panel data set,
The concept of moral identity has received considerable interest by consumer behavior scholars in the past decade (Winterich, Mittal, and Ross 2009). This is not surprising considering the
How do companies persuade consumers to buy their products? They have many ways such as advertising, sales promotion, free product trials, etc. However, non-profit organizations face a unique
Consumer cues are everywhere. Given that situational cues can momentarily activate associated identities and that once salient, these identities can subsequently influence behavior (e.g., Oyserman
