The decision to rent or own is prevalent in many consumer decisions, including what to wear, what to watch and what to read. A challenge to firms pricing these products is understanding whether renting, or having access through a subscription, is considered complementary to, or acts as a...

Distinguishing attributes from benefits is a challenging yet important task for product development. Attributes represent the physical and psychological inputs that comprise a product from which consumers seek benefits. Some attributes are benefit enabling in the sense that their presence...

Fundraising involves the simultaneous consideration of three actors the donor, the charitable organization raising the funds, and the beneficiary. Successful fundraising appeals match donor motivations to preferred organizational and beneficiary attributes while acknowledging the influence of...