Purpose This paper aims to assess the impact of perceived effort related to packaging on overall product evaluations. Perceived effort, defined as the consumer’s perceptions of how much manufacturer effort that lies behind an offer, is assumed to contribute to evaluations by signaling...

Purpose: The purpose of this study was to investigate how a consumer’s intention to purchase a premium or luxury product influences the anticipated regret and guilt. Design/methodology/approach: A 2 × 2 × 2 between-subjects design (label: premium versus luxury × prior event: success versus...