Purpose: This paper aims to present the assessment of different self-reported approaches that can be used to identify and measure consumers’ emotional responses towards brands. The goal is to determine whether visual and spontaneous protocols are able to generate deeper insights than only...

Purpose: The purpose of this study is to gain a better understanding of the conditions in which consumer wisdom emerges. Based on some theories of dynamic moral and needs development, the authors have designed a first model of consumer wisdom development process, taking consumption satiation...