Purpose - Endorsement strategies have a well-known potential of generating good results and there are various studies which refer to the endorsement sources as either a contextually effective or ineffective strategy. The present study is a new approach on this topic and it aims at identifying...

This study addresses the process by which differences in web site benefit salience arise in consumers' minds for different anticipated usage situations. We investigate two routes by which situation may determine consumer benefit salience and find support for both route structures. The results...

If we reassess the rationality question under the assumption that the uncertainty of the natural world is largely unquantifiable, where do we end up? In this article the author argues that we arrive at a statistical, normative, and cognitive theory of ecological rationality. The main casualty of...