Purpose: Off-price fashion retailers are expected to dominate the retail sector over the next five years. Surprisingly, selling excess designer labels, in what some describe as a disorganized manner, appeals to certain shoppers who enjoy the “thrill of the hunt.” Recent research...

Consumer reactions to a surprising event are generally stronger than those to an identical but unexpected event. But the experience of surprise differs across cultures. In this article, we examine differences between East Asian and Western emotional reactions to unexpected incentives. When given...

We estimate a dynamic model of how consumers learn about and choose between different brands of personal computers (PCs). To estimate the model, we use a panel data set that contains the search and purchase behavior of a set of consumers who were in the market for a PC. The data includes the...