Psychology and economics (together known as behavioral economics) are two prominent
disciplines underlying many theories in marketing. The extensive marketing literature …

Five studies using a variety of experimental approaches and secondary data sets show that
a visual property present in all brand logos—the degree of (a) symmetry—can interact with …

In their initial recovery efforts after a service failure, service providers need to decide what to
communicate to consumers to restore their satisfaction. Prior work has primarily examined …

In everyday life, people are often faced with choices between tasks of varying levels of
urgency and importance. How do people choose? Normatively speaking, people may …

In this study, cognitive evaluation theory illustrates how the controlling aspects of reward
redemption policy (stringent versus flexible) interact with the type of offered reward (social …

Time scarcity promotions (eg,“40% off for a limited time”) are mainstays of online retail
marketing. Although positive effects of time scarcity promotions on consumer interest have …

In four studies, the authors show that consumers' savings can be increased or decreased
merely by changing the way consumers think about their saving goals. Consumers can (1) …

This paper addresses the relationship between brand logo symmetry and product design
inferences. By relying on the theoretical concepts of consumer self-congruity and spillover …

A conceptual framework examines how language influences the way consumers interact
with brands. Building on a review of two decades of research in the field, this framework …

Purpose This study aims to develop a comprehensive conceptual framework to investigate
how green brand positioning strategies positively impact consumer response. It focusses on …