Purpose– Customer value has recently become a primary focus among many strategy researchers and practitioners as an essential element of a firm's competitive strategy. Many firms are engaged in some form of customer value analysis (CVA), which involves a structural analysis of the antecedent...

Consumers often arrive at the point of purchase with a particular product to purchase in mind and must search for this target product in the product display. Drawing on visual crowding theory, we suggest that an individual's ability to find a target product in a display varies according to the...

Canonical models of rational choice fail to account for many forms of motivated adaptive behaviors, specifically in domains such as food selections. To describe behavior in such emotion- and reward-laden scenarios, researchers have proposed dual-process models that posit competition between a...