Purpose – Interpersonal influences play a major role in shaping consumer choice decisions. This is particularly evident in the case of services, where intangibility and variability add to the decision difficulty. While all consumers are susceptible to interpersonal influence, people differ in...

Purpose – Traditionally, researchers in environmental psychology have developed the classic C (cognition)‐ E (emotion)‐ B (behavior) paradigm. However, some researchers have failed to replicate this classic paradigm and suggested that cognition is an antecedent to emotions. The main goals...

In five studies, the present research examines the impact of having an independent (vs. interdependent) mindset on consumer adoption of new products. A first study finds that consumers in a predominantly independent (vs. interdependent) culture are more willing to adopt really new products...