This research examines when the narrative transportation induced by storytelling influences
taste. In a field experiment conducted in two wine stores, we first demonstrate that …

Purpose The number of studies on the use of choice cues in the purchase decision of a
smartphone does not appear to be extensive, given the size and rate of growth of the market …

This research examines the marketplace performance of ingredient brand alliances (IBAs).
In this type of alliance, a component or feature of a primary or focal brand is branded using a …

The construct of “feature fatigue” represents the phenomenon of customer's inconsistent
satisfaction: customers prefer to choose products with more features and capacities initially …

Integrating more features into one product makes the product more attractive, thereby
increasing initial sales; however, once customers start using the high-feature product, they …

Combining theories of the goal-derived product evaluation and holistic versus analytic
thinking style, the authors investigate the effects of adding novel attributes on new product …

This article presents a qualitative analysis of data obtained via semi-structured interviews on
the preferences of users regarding 7th-and 8th-generation video games. The study …

Feature fatigue (FF) is used to represent the phenomenon of customer's inconsistent
satisfaction with products: customers prefer to choose products with more features and …

Afin d'accroître la valeur perçue de leur offre, les entreprises peuvent avoir recours aux
stratégies d'enrichissement de produits, consistant à ajouter de nouveaux attributs à des …

Adding novel attributes to the base product is the most widely used marketing strategy to
develop convergence products, and numerous studies have confirmed the positive effect of …