Consumers often use an expected future price of a product as a reference for judging the current price, and consequently make purchase decisions such as whether to buy and how much to buy. Extant literature has acknowledged the use of an expected future price of a product in formation of price...

Although the use of color in promotional ads is ubiquitous in the market, little is known about the impact of color on price perception. This research reports findings from four studies that assessed the impact of red on consumers’ perceptions of savings. These studies reveal that the effect...

This dissertation synthesizes previous research from consumer research, psychology and applied economics to develop a conceptual model explaining the effects of perceived price and perceived brand on consumers' pre-purchase service expectations. This research also addresses the extent consumers'...

A core concept in the ordering of economic exchanges is the relationship between environment, strategic behavior, organizational structure and performance. Yet, rarely has there been a full examination of environment-strategy-structure alignment. Concurrently, literature has increasingly amassed...

Much of the research that falls under the umbrella of "services research" has been concerned with perceived service quality. Researchers who try to explain and predict perceived service quality view consumer expectations of services as an important construct in the perceived quality formation...

This dissertation research examines consumer skepticism and the possible mitigating effect of credibility on consumers' behavior in the marketplace. Of particular interest to this research is the interaction between the credibility of a set of information and consumers' skepticism toward a...

What factors lead to favorable consumer evaluations of extensions has been the important research issue in the area of brand extensions. Prior research findings of brand extensions imply that it is important to consider whether a brand has prior associations by which consumers perceive a fit...