Virtual bundling is a promotional offer in which obtaining free product or money discount is linked to the purchase of a certain number of products presented separately. As a promotional technique offering numerous advantages to retailers and manufacturers, virtual bundling is more and more used...

The aim of this research is to gain a deeper understanding of brand personality by focusing on feminine dimension of brands. Previous research in marketing considered the femininity of brands as a unidimensional construct often opposed to masculinity. Through several studies, we explore the...

According to Roney (2003), when exposed to potential mates (young women), men show greater conformity to female mate preferences. This study conceptually replicates and extends this finding to show that women also respond to female physical attractiveness. When exposed to attractive women...

Since the end of the apartheid regime, the number of advertisements casting actors from different racial backgrounds simultaneously has significantly increased. Comments about this development are multi-faceted. While some observers praise this technique as the ideal social mirror of the...

Self-checkout technologies (self-checkout or self-scanning systems) enjoy rapid development since the end of the 2000’s. Through qualitative interviews with retailers’ clients, this paper analyses their perception and usage of these new technologies. It helps to understand the process of...

This article aims to confront Foucault’s (2001) concept of heterotopia (2001) – the physical location of an utopia – with a "new, "informal and non-institutionalized retail space for gleaning second hand items : the sidewalk during the time of bulky item collection. A qualitative survey...

Literature on linguistic highlights that metaphors can be either particularizing or generalizing (Eco, 1988) placing the reader in either a concrete or an abstract mindset. Effectiveness of gain versus loss framed messages has been proven to be dependent on state of mind (White et al., 2011)....

The objective of this research is to study the reactions of consumers when faced with a hyperchoice situation. Two experiments were carried out, varying the number of products displayed in a jewelry department. The results show that increasing the number of products has a positive effect on the...

The objective of this research is to explore the decision-making process of consumers when faced with food products that have values-based labels. An experimental methodology was used to test the impact of a label of origin guaranteed by the European Union, the Protected Geographic Indications...

The objective of this research is to study the reactions of consumers when faced with a hyperchoice situation. Two experiments were carried out, varying the number of products displayed in a jewelry department. The results show that increasing the number of products has a positive effect on the...