Many new products (e.g., PDA phones) share features with multiple categories, but are also substantially different from each of these categories. When consumers encounter such a product, they may create a new subcategory (e.g., smart phones) to accommodate it. In such situations, consumers must...

The value and importance of creativity has been well established in the business world. The effective fostering of creativity, however, remains a somewhat elusive goal for most organizations. Using the context of product design, we examine three factors that are likely to have an important...

This paper examines the impact of currency numerosity on consumer perceptions of the value of transactions. It extends current theorizing on money illusion in several important ways. We propose a conceptualization that not only considers the nominal prices faced by consumers but, in line with...