Companies are increasingly forced to respond to various morality concerns of consumers and stakeholders to “do good” and behave ethically. Our study focuses on a specific strategy to do good,
Consumer researchers have long been interested in the association between social class and consumer preferences or “tastes” (Henry and Caldwell 2018; Martineau 1958). They have also shown
Nostalgia—commonly conceptualized as a longing for the past—plays an important role in shaping contemporary consumer behavior and market offerings (e.g., Belk, Ger, and Askegaard 2003; Brown,
Consumers often see brands and other organizations in the marketplace engaging in various actions. Moreover, subordinate representatives of an overarching organization (e.g., sub-brands, product
The current research explores whether fertility influences women’s desire to share word-of-mouth (WOM). We propose that women share more WOM near the fertile phase of the ovulatory cycle and do so
