Purpose: Acquiring “Likes” for a political party or candidate’s Facebook pages is important for political marketers. For consumers, these “Likes” are conspicuous, making their political affiliation visible to their network. This paper aims to examine the roles of the undesired...

Purpose: This paper aims to examine if the response device (smartphone vs computer) used by participants in online data collections affects their responses. The screens of smartphones and computers differ in size, and the main hypothesis here is that screen size is likely to be influential when...

Purpose: The purpose of this paper is to investigate the effects of a particular form of sponsorship disclaimer in sponsored content by social media influencers (SMIs), namely a sponsorship compensation justification disclosure. A sponsorship compensation justification disclosure explains why...

Purpose The purpose of the paper is to examine how members at different levels in a multi-level loyalty program react when they are allowed the opportunity to compare the rewards they receive with the rewards received by other members. The authors believe this is crucial, as previous research...

Purpose This paper aims to assess the impact of perceived effort related to packaging on overall product evaluations. Perceived effort, defined as the consumer’s perceptions of how much manufacturer effort that lies behind an offer, is assumed to contribute to evaluations by signaling...

Purpose: The purpose of this study was to investigate how a consumer’s intention to purchase a premium or luxury product influences the anticipated regret and guilt. Design/methodology/approach: A 2 × 2 × 2 between-subjects design (label: premium versus luxury × prior event: success versus...