Purpose: The purpose of this paper is to examine how the number of activities within a multi-activity experience influences consumer preferences before and after consumption. Design/methodology/approach: The hypotheses are tested using four experiments and a secondary data set from a river...

Purpose: The purpose of this paper is to investigate whether consumers in pre-owned durable goods markets (such as pre-owned automobiles) purchase products with higher premium/luxury positioning in a vertical line-up compared to consumers in new durable goods markets. The moderating role of...