Purpose – The important influence of peer recommendations on consumer purchases has been strongly established. However, the growth of electronic discussion boards has created a channel for online word‐of‐mouth (OWOM) between people who have never met. This study aims to examine and compare...

Purpose – Although considerable consumer research has focused on family purchase decision‐making in families in Western countries, only limited attention has been paid to family purchase decision‐making within Eastern cultures. This study was designed to explore for the possible...

Purpose – The ascendancy of the shopping mall as a significant shopping, social interaction and/or entertainment destination has had a major impact on retail strategies and the retail landscape in numerous countries, especially the USA. Shopping malls are not nearly as well established in...

Purpose – The purpose of this paper is to examine the cross‐cultural generalization of the effect of option choice framing on product option choices and other managerial and psychological variables. Design/methodology/approach – The experiment employs 124 Singaporean and 96 Thai working...

The organic food market is one of the most promising in Europe, although national markets have developed at different rates. In Germany, organics' share of total food turnover is 2.7 per cent compared with 1 per cent in the UK. This study explores the reasons why the behaviour of consumers in...

Purpose – Based on their size, disposable income, and purchasing power, generation Y (Gen Y) consumers are viewed as the Holy Grail for marketers. Conversely, some of this group's behavior disturbs public policy officials, particularly when dealing with issues such as poor financial planning,...

Purpose – This paper aims to investigate the attitude of males toward the consumption and purchase of men's cosmetic products. More specifically, the research intends to clarify the impact of personal variables (i.e. self‐image consciousness, ageing effects, physical attractiveness, state of...

Purpose – A recent development in customer value research is building theory that can help the field go beyond understanding what customers currently value to exploring how customers' perceptions of value change. This paper seeks to extend this emerging theory of customer value change to a...

Purpose – Research on cross cultural differences in preference for variety is scarce. Such research is important because it addresses a marketing instrument for which substantial cultural variations are to be expected. This paper attempts to highlight relevant literature of the domains of...