This article deals with shopping on the Internet. On a basis of environmental psychology theory, we examine the effects of this new retail interface on consumer shopping behaviour. In an empirical study, we contrast Web shopping with physical store shopping. The findings show discrepancies with...

Reports on an experimental study where the effects of ad‐brand incongruency on a familiar brand and an unfamiliar brand, respectively, are measured. Building on theory on information incongruency, tests the notion that ads that are incongruent with the brand image may be more effective in...

Purpose: This paper aims to investigate whether customer satisfaction varies when presented with different types of omnichannel promotions (shopping goal-congruent vs shopping goal-incongruent and monetary vs non-monetary promotions) and if the effect on satisfaction is mediated by service...

When consumers fulfill consumption goals they make decisions on first, from which product category to buy, and second, which brand to purchase within the product category. In this article, the relative effects of product‐level typicality and brand‐level typicality on goal‐driven consumer...

Purpose: This paper aims to investigate cross-gender effects of gender stereotypes in advertising. More specifically, it proposes that the negative effects found in studies of women’s reactions to stereotyped female portrayals should hold across gender portrayal and target audience gender....