The purpose behind the development of this research article is to assess the impact of sales
promotions benefits on consumer perceived value and examine the moderating effect of …

Earlier researchers have observed that an individual consumer's mood plays a significant
role in increasing the impulsiveness, which leads to impulsive buying. The literature on …

How do product innovation messages delay purchase intentions? Few studies offer answers
to this question. Building on the literature of regulatory focus and framing effects, this study …

Although prior research suggests that a bonus pack is perceived as a pure gain and is thus
preferred by consumers over a price discount which is perceived as a reduction in loss, the …

A sense of community is vital to the sustainability of both face‐to‐face and virtual
communities. In this study, we use a mixed methods design to study the motivations that lead …

With the development of mobile communication technologies, people can now engage in
seamless communications with family members and coworkers at both home and work …

Recently, integrating multiple online media to achieve synergistic effects has become more
and more popular, and this is primarily driven by emerging online interactive media …

Social experience (ie, social inclusion versus exclusion) is an important factor that
influences consumer behaviors but has not been adequately examined in advertising …

Building on horizontal and vertical individualism and collectivism (HV IC) typology and
regulatory focus theory (RFT), this study aims to examine cross-cultural environmental …

Some students enter college eager to experiment with drinking while others choose not to
drink. Yet nondrinkers cope with many pressures that can jeopardize their commitment. This …