Based on a real-world field study of twenty-one sponsored promotional events (sponsored fashion shows) (n=535), we provide a self-congruity theory-based model explaining the role of mall shopper’s self-congruity on the effectiveness of experiential mall promotions. We find that self-congruity...

The foundations -- Introduction -- Choosing a topic -- The role of the supervisor -- Group work, group dynamics and the role of conflict -- Ethical considerations -- Undertaking the research -- Planning the research project -- Literature review -- Data gathering -- Qualitative data collection...

Modern consumers are being bombarded with in-formation from every angle. They can't handle it and, consequently, tune out large portions of the information. Consumers, therefore, often enter service transactions with predetermined men-tal scripts regarding how they predict the trans-actions will...