The importance of fit between the endorser and the endorsed product has been described as the “match‐up hypothesis”. Much “match‐up hypothesis” research has focused on physical attraction. We present two studies which collectively suggest that, while attractive endorsers do...

In developing pricing strategies for the global marketplace, sellers have to consider the differences in how their consumers process information on prices. One potential difference is in attributions: whether the consumer blames the seller for a negative outcome such as a price increase. Prior...

As society becomes more complex, as we become more aware of the harmful effects of some products and as agencies try to become more creative to “cut through the clutter” to gain awareness, there will be more advertisements which the general public perceive as “offensive”. Analyses the...

Investigates the attitude transfer that can occur when a product receives rave reviews. As expected, incorporating rave reviews into an advertisement positively influences the evaluation of the advertised product and the parent company. In addition, our findings indicate that the positive...

Seeks to highlight the potential role of consumer values as a guiding force to technology. Posits, in order to assess these values, that considering the field of futures research in consumer behaviour is warranted. Discusses several models of futures research advancing the Delphi technique as a...

The processes of consumer perception and decision making remain relatively complex phenomena despite the depth of research undertaken in the area. One way in which these processes may be influenced is through the explicit mentioning of product attributes in advertising. This study investigates...