Traditional word of mouth, which was for many years used as effective advertising that didn't require major investments in mass media, has become a new marketing opportunity with the advent of new technologies and the Internet. Thus, a new marketing strategy called viral marketing has emerged...

Traditional word of mouth, which was for many years used as effective advertising that didn't require major investments in mass media, has become a new marketing opportunity with the advent of new technologies and the Internet. Thus, a new marketing strategy called viral marketing has emerged...

At the end of the 20th century in the most developed countries economy and society went through profound transformation. The emerging post-industrial society can be characterised by the dominance of service industry, more leisure time of the population, higher disposable income and more...

The authors investigate the moderating roles of brand equity and purchasing risk in the relationships between website cultural congruity (WCC) and two dependent variables: attitude toward the website (AST) and trust in the e-vendor. An exploratory study identifies typical French website design...

Both product availability and lack of availability have the potential to trigger the intention to buy. The present research aims to identify the specific processes by which the latter situation of lack of availability drives purchase intention. The research demonstrates that, when lack of...

The literature in psychology and behavioral economics offers abundant instances of anomalies to the rational choice paradigm. One of the most prominent works attempting to reconcile these is Kahneman and Tversky’s Prospect Theory. Its well-known S-shaped value function accounts for some...

There are many techniques for the involvement of consumers to support the development of innovations, but knowledge is lacking in the appropriateness of different techniques in various situations. This is, especially, true for consumer involvement in radical innovation. This paper presents the...

Involvement is an important psychological construct for understanding consumers’ underlying purchase decision process and those factors that shape product perceptions. In order to better understand consumer purchase behavior for low and high priced pork cuts, a series of field interviews at a...

В статье рассмотрены теоретические аспекты влияния социальной ответственности компании на построение долгосрочных отношений с потребителями в рамках...

Knowledge of how consumers react to different quality signals is fundamental for understanding how markets work. We study the online market- place for Android apps where we compare the causal effects on demand from two quality related signals; other consumers' stated and revealed preferences...