The twentieth volume of Research in Consumer Behavior presents twelve chapters, selected from the best papers submitted at the 13th annual Consumer Culture Theory Conference held in Denmark in June 2018. Aligned with the conference's thematic emphasis on storytelling, the contributors' research...

Less for More: Does Consumers' Proneness to Join More Online Brand Communities Negatively Impact Consumers’ Sharing Ability? -- Who buys when and where? How channel design and consumer attributes influence customer journey outcomes -- Descending Beats Ascending: Effects of Order on the Likert...