Jha, Subhash; Balaji, M.S.; Stafford, Marla B. Royne; … - In: Journal of Consumer Marketing 37 (2019) 1, pp. 55-64
Purpose: This paper aims to examine the effects of purchase environment, product type and need for touch (NFT) on cognitive response, affective response and overall product evaluation in the USA and India. Design/methodology/approach: Two experiments were conducted in two different consumer...