In contrast to the Affect Infusion Model, popular advertising planning grids suggest that emotional advertising is effective for low involvement and hedonic products, but not for high involvement or utilitarian products. In two experiments, 400 and 392 consumers respectively evaluate a...

Using real-life purchase behavior data of apparel and survey information, this study compares the Relationship Quality and the Theory of Planned Behavior models. The attitude towards the buying behavior, the subjective norm and perceived behavioral control (antecedents of the buying intention in...

Defines in‐school or marketing as the development of marketing activities towards schoolchildren, and reports research on the attitudes to it of some Belgian school directors. Reviews previous literature on the effectiveness of marketing to children, and the advantages and disadvantages of...

Begins by defining consumer socialisation as the process by which young people learn to function in the marketplace; this is a key concept in studying children’s consumer behaviour and decision making. Outlines the ways that parents influence this process; they are role models, and communicate...

Purpose: Technological innovations such as smart mobile devices and mobile applications gave rise to a new business model: collaborative consumption. This business model, which is receiving significant attention from researchers and practitioners, is characterized by an intermediating digital...