Purpose – Interpersonal influences play a major role in shaping consumer choice decisions. This is particularly evident in the case of services, where intangibility and variability add to the decision difficulty. While all consumers are susceptible to interpersonal influence, people differ in...

This article examines the influence of consumers' motivational orientations on their susceptibilities to context effects. Prevention-focused consumers were found to be more sensitive to the compromise effect and less sensitive to the attraction effect than promotion-focused consumers. In...

Purpose – This study was designed to extend knowledge of cognitive processing of country of origin cues by refining the concept of country image and investigating its role in product evaluations. Design/methodology/approach – Data were collected from residents of a large North American...

Although there have been several studies concerning the issue of advertising standardization, few authors have proposed an integrated model of the determinants of advertising standardization Even if the extent of control of Multinational Corporations (MNC) over their subsidiaries is often cited...

Purpose – Traditionally, researchers in environmental psychology have developed the classic C (cognition)‐ E (emotion)‐ B (behavior) paradigm. However, some researchers have failed to replicate this classic paradigm and suggested that cognition is an antecedent to emotions. The main goals...