Purpose – The purpose of this article is to compare the consumer decision‐making behavior between married and cohabiting couples. Design/methodology/approach – Data were collected from 40 cohabiting couples and 53 married couples in a western state via a self‐administered questionnaire....

Purpose – The purpose of this study is to show manufacturers and dealers of residential air‐conditioning systems how to raise the equity of their brands, enabling them to sell more premium systems and increase their revenues and profit margins. Design/methodology/approach – For such...

Reports on a study to determine the influence of acculturation in Hispanic, Asian and black communities to US customs and practices regarding direct response purchasing behavior of self‐image projective products. A survey of students attending a western state university was conducted. The...

In the advertising of self‐projective products, marketers have focused on image advertising. However, today advertisers are integrating direct response with image based advertising, in essence, to “get more bang for the buck”. Hence, the purpose of the study was to investigate direct...