In the marketing literature to date, the relationship between fairness perceptions and satisfaction is examined in contexts very familiar to consumers — service failure and recovery. This study extends the literature by studying the relationships of various aspects of justice in the context of...

In this autoethnographic study, I examine how immigrant Indian students go through acculturation through negotiating their consumption experiences in the first few months of their sojourn in USA. Through intensive fieldwork spanning four months, which included immersive participant observation,...