Joy appeals appear frequently in marketing, but they have received little attention from marketing researches compared to other emotional appeals (e.g., sexy appeals, humor appeals, and attraction appeals with decorative models). This study examines one particular aspect of the joy appeal in a...

Technological development has led to rich datasets, fast processing capabilities, and a large body of literature on accurate yet complex models. However, although managers see potential in becoming data-driven, few successfully apply contemporary analytics. In retailing, some of the hurdles are...

This study investigates the temporal effects of customer online adoption on customer spending when an online channel is added to an existing offline grocery offer. The purpose is to test whether customer spending initially increases, because customers can buy more with increased convenience, but...