Purpose – In today's competitive marketplace, companies are devoting an increasing amount of time and money to establishing themselves as socially responsible, in an effort to appeal to the value system of their target customers (Sen and Bhattacharya). In the current study, the paper focuses...

There is a growing interest in understanding how consumer preferences and choices vary with experience in a product/service category. Previous research provides support for a conceptual distinction between self‐assessed or subjective knowledge and objective knowledge. Yet relatively little is...