Purpose As a frequently observed business phenomenon, the use of product scarcity to
improve a product's market performance has received increasing attention from both …

Is this food healthy? Understanding how individuals evaluate food healthiness is important
because their evaluation can affect their food choices and consumption quantities …

Findings of two experimental studies show that Instagram influencers with high numbers of
followers are found more likeable, partly because they are considered more popular …

Social media usage is pervasive, and brands must manage this channel carefully in order to
meet their strategic goals. The role of social media influencers (SMI) is progressively …

Understanding consumer decision making about what to eat is both complex, as multiple
factors can drive food choice, and important, as food choice impacts overall health. This …

In food packaging, light and pale colors are often used to highlight product healthiness.
What has been largely overlooked is that this seemingly positive health cue may also …

This paper explores the effects of utilitarian and hedonic benefits perceptions of discount
sales promotions on consumer purchase decisions (attitude and behavioral intention). A …

In the online retailing context, we explore the impact of the consumption target on the
relative effectiveness of scarcity versus popularity cues. Purchasing for oneself often triggers …

Firms can save considerable money if consumers conserve resources (eg, if hotel patrons
turn off the lights when leaving the room, if restaurant patrons use fewer paper napkins, if …

This study introduces and defines a novel color family—au naturel colors—and proposes
that featuring these hues on product packaging enhances consumer willingness to pay …