Purpose – The purpose of this paper is to show how accelerated technology innovations lead to shorter product lifecycles, and consumers often face the dilemma of choosing between keeping the existing product and upgrading to a new version. They may enact certain coping strategies to deal with...

Purpose – The purpose of this paper is to examine the country‐of‐origin (COO) effect and consumer patriotism on young generation's attitude toward American products with multi‐attributes: across different cultures and different product categories. Design/methodology/approach – A...

Purpose – The purpose of this paper is to show how purchasing behavior is approached as a customer‐perceived need to reciprocate for services received. The study seeks to examine involvement, knowledge, and identity as predictors of reciprocal consumer behavior. Two components of reciprocity...

Purpose – The purpose of this research is to introduce and test a path model that explores the effects of Hofstede's cultural value dimensions on consumers' intention to eat a healthy diet, through the mediation of their public self‐consciousness. Design/methodology/approach – A total of...

Purpose – The purpose of this study is to provide a multivariate segmentation model of the older consumer market, utilising variables based on the major dimensions of ageing, and behavioural variables previously shown to be pertinent to older adults in the gerontology and marketing literature....

Purpose – Understanding the role of ethnicity is key for marketers in multicultural nations such as the USA. Many ethnic groups retain a great deal of collective memories and experiences based on events in the past. Some of these experiences were stress‐inducing, if not horrific. This paper...

Purpose – Using an extended theory of planned behaviour (TPB) model to test how customer loyalty intentions may relate to subjective and descriptive norms, this study further seeks to determine whether consumption characteristics – product enjoyment and importance – moderate...

Purpose – The purpose of this article is to investigate the effectiveness of the Supernanny reality television programs in teaching parenting techniques and changing parenting behaviors. Design/methodology/approach – A telephone survey was conducted with a random sample of 400 respondents...

Purpose – This paper aims to highlight the importance of examining sub‐cultural attitudes when assessing the animosity of individuals from one nation toward the products of other nations. Design/methodology/approach – The context chosen, Arab and Jewish Israelis' attitudes toward the UK...