Purpose – The aim of this study is to examine profiles of consumers in organic foods market segments and determine their attitudes toward organic food consumption. Consequently, we explore whether there are differences among these consumer segments in terms of their health orientation,...

Purpose This study aims to explore consumers’ motivations in the adoption of either print or digital forms of media, given the fluctuation of trends and attitudes in magazine consumption in the USA. This paper utilizes cognitive lock-in and the power law of practice to further the...

Purpose This paper aims to investigate the phenomenon of active escapism – a unique form of experiential consumption that engages fantasy and role-play as a means of coping. In contrast with passive forms of escapism, whereby consumers act as observers (e.g. watching a movie), active escapism...

Throughout this study, the authors sought to identify the antecedents and consequences of a multi-dimensional consumption-value construct. Data were collected from sports spectators in Japan (n=372) and the United States (n=396). The results indicate that three quality dimensions (functional,...

Purpose TikTok social media app has become one of the most popular forms of leisure and entertainment activities, but how hedonic consumption experiences (comprising fantasy, escapism, enjoyment, role projection, sensory, arousal and emotional involvement) of the TikTok app determine users'...

Purpose Past research on cause-related marketing (CRM) suggests that these socially beneficial initiatives are more effective when linked with hedonic than utilitarian products. Little is known, however, about the process underpinning this effect. This paper aims to investigate why and under...

Purpose – Gender is one of the most common forms of segmentation used by marketers. However, not enough data on gender differences has been collected in the field of consumer behavior. Based on tenets from evolutionary psychology, the purpose of this paper is to hypothesize that in comparison...

Purpose – The objective of this paper is to explore the antecedents of brand loyalty in the chocolate market. Design/methodology/approach – A large sample of 808 effective responses was collected through an online questionnaire that was posted on the Facebook wall of a Finnish confectionery...

Purpose – The purpose of this study was to examine the effects of price discounts on products perceived to provide hedonic value vs those perceived to evoke displeasure. Also examined were the effects of various discount levels on consumer intentions to purchase. Design/methodology/approach...

Purpose – Consumers are constantly confronted with negative information on defective or dangerous products (product‐harm crisis): the car does not stop at the red light due to faulty brakes or the t‐shirt causes the skin to itch. This research aims to provide a holistic picture of...