Cognitive Dissonance has interested consumer researchers for many years. Until recently, however, there has not been an accepted consumer dissonance scale. Using a recently developed scale, the present study examined the presence of dissonance segments in two customer samples, in which a...

Financial pressure and concern for the environment has meant many consumers are aware of the need to reduce their consumption of many resources, including energy, which is the focus of the present study. While potential energy use deterrents in the form of access constraints and price increases...

This study investigates how professional service firms (PSFs) compete in the market. Drawing on strategic marketing literature, a managerial rather than customer perspective is adopted. The study investigates the competitive positions sought by professional service providers and the specific...

Purpose: The purpose of this paper is to suggest a typology of customer value cocreation activities and explore the psychological drivers and quality of life outcomes of such activities in a complex health care service setting. Design/methodology/approach: Focus groups with people with Type 2...