Purpose – This paper aims to determine Chinese peasant consumers' decision‐making styles. Design/methodology/approach – The paper reflects on the psychological orientation and decision‐making styles of peasants' purchase of durable appliances. This has the dual character of purchase...

Purpose: This paper aims to examine the interesting but largely unexamined effects of pride-tagged money and surprise-tagged money on consumers’ spending and product-choosing behaviors. Design/methodology/approach: The present research utilizes experimental design and survey methods to...

Purpose: The purpose of this paper is to investigate the effect of framing idle item recycling appeals as gains or losses on influencing consumers' idle item recycling intention by assessing the mediating role of perceived impact and the moderating role of product attachment....