The way consumers behave is fundamental to marketing. Journal of Consumer Behaviour
(JCB) is an international journal dedicated to publishing the latest developments of …

Message matching refers to the design and distribution of persuasive messages such that
message features (eg, the themes emphasized) align with characteristics of the target …

Purpose Livestreaming, as a relatively new online marketing model, has generated
numerous business opportunities for e-commerce and social commerce. The purpose of this …

Underpinned by the Bagozzi and Dholakia (1999) goal setting and striving framework this
research firstly develops a negative online customer experience model after which …

Leveraging the computers are social actors theory, in this study, we explore traits of artificial
intelligence-based chatbots that make them perceived as trustworthy, drive consumers to …

Consumers' concerns about environmental degradation and its impact on themselves,
others, and living organisms are well-documented. However, research has yet to examine …

Abstract The Elaboration Likelihood Model is adopted in this study to examine the
interaction of central route factors (information completeness and information accuracy) and …

Consumers make trade-offs when they choose between utilitarian and hedonic products.
The former is practical, instrumental, and functional, whereas the latter is sensational and …

With the increasing severity of environment problems, environmental protection has become
an urgent issue for society. Therefore, the pro-environmental behaviour of individuals must …

Considering the difference between hedonic and utilitarian products, this article presents
how the choice of color in food packaging, along with the nutrition content claim (NCC) …