Existing consumer behavior theories suggest that consumers tend to recognize, better comprehend, and respond favorably to information that is both relevant and consistent with their beliefs and values. This study extends these theories by employing cultural arguments and pictures to examine the...

This study focuses on consumer responses to two different types of price discounts: 1) a price discount with and 2) a price discount without a minimum purchase requirement. The effects of the discounts are examined to the extent that they may change consumers' attitudes and purchase intentions...

A common strategy used in charitable appeals is emphasizing the outcomes of an individual's donation. However, the way donation outcomes are framed will have an effect on individual donation intentions. We advance existing theory on charitable behavior by demonstrating that charitable appeals...

When consumers consider their feelings about a future purchase, these feelings can influence their preferences for the product under consideration and alter their final purchase decision. This research identifies the effect of anticipating regret on consumer preferences for a product that is a...

What happens when customers have to deal with switching costs after a service failure and a poor recovery? This study seeks to address this question by proposing and testing an integrative model that incorporates customers' negative emotions as mediators between switching costs and behavioral...