This paper responds to the need for greater research in subsistence markets that engage new and innovative approaches to scholarship, in particular those that involve initiatives based on interactions between scholars and communities. On the basis of an analytic autoethnography conducted at a...

Faced with the challenges of consumer resistance due to the separation of roles between producer and consumer, as well as overpowering marketing tools and techniques, a company can resolve the problem by letting consumers join in the process of value co-creation. Advocating the consumer-oriented...

The current research proposes that order of entry moderates the impact of fit on brand extension evaluation. We conceptualize a model in which new brands enter the market dynamically, driving consumers to engage in differential processing as a function of pioneer and follower evaluation...

Bringing together the literature on emotional appraisals and the literature on biased processing in judgment, two studies investigate how incidental emotions varying in valence and agency influence decision making after exposure to preference consistent vs. inconsistent information. We show that...

In this research, we investigate the behavior of Cronbach’s coefficient alpha and its new standard error. We systematically analyze the effects of sample size, scale length, strength of item intercorrelations, and scale dimensionality. We demonstrate the beneficial effects of sample size on...

Four experiments show that emotions systematically influence judgments and persuasion by altering construal levels. Guilt-laden consumers, relative to those who were shame-laden, adopted lower levels of construal. In subsequent unrelated judgments, guilt increased reliance on feasibility over...

Many consumer decisions are influenced by social interactions with other consumers. This research proposes that negative group information induces asymmetric effects on individual attitudes toward a product, depending on anticipated group interaction as a moderating variable. More specifically,...

This research explores a phenomenon that pervades many realms of consumer behavior-the various ways that consumers cope with stress and negative emotions. In study 1, I generate and test a multidimensional scale to measure the coping construct, revealing a more diverse set of strategies than...

On the Internet, electronic tribes structured around consumer interests have been growing rapidly. To be effective in this new environment, managers must consider the strategic implications of the existence of different types of both virtual community and community participation. Contrasted with...