Purpose – The purpose of this research is to show how the dual mediation model has been used to explain consumer responses toward an ad and a brand. This study attempts to incorporate ad affect and competition into the framework and examine the effects of advertising on consumers' attitudes...

Purpose – The purpose of this research is to propose and test a model that integrates the main predictors of consumers' attitude and behavioral intentions toward counterfeits; to help companies understand the main factors influencing consumer behavior toward counterfeits and create effective...

Purpose – Board games such as Monopoly and Scrabble enjoy a great deal of popularity among players of all ages. The objective of this study was to identify the characteristics of board games that impact significantly on players' appreciation. Design/methodology/ approach – A review of the...

Purpose – The purpose of this paper is to report the findings of two studies that explored consumer misrepresentation (lying) during personal information disclosure in a commercial context. Disclosure strategies and mediating processes that might influence lying were also investigated....

Purpose – This article seeks to examine attitudes about direct‐to‐consumer advertising (DTCA) of prescription drugs to final users (referred to as consumers in this paper). Design/methodology/approach – A national telephone survey was carried out of 300 consumers that had seen a doctor...

Purpose – This research is designed to characterize new generic consumers and assess their willingness to purchase generic brands in non‐generic product categories. Design/methodology/approach – A total of 500 generic consumers participated in the study. Participants were customers of two...

Purpose – The goals of the paper are to propose, measure, and empirically test the expectations model of economic nationalism. The model posits that economic nationalism is reflected in people's expectations of their government, domestic firms, and the general public, in terms of restricting...

Purpose – The importance of consumer involvement is well recognized in marketing theory, but has been absent from past inquiries in consumers' processing of DTC advertisements. The authors believe it is necessary to account for varying levels of involvement between consumers in order to better...

Purpose – The purpose of this paper is to demonstrate how the “money for nothing” attitude about gift card non‐redemption, that pervades retailing, directly conflicts with a customer focus. Further, it aims to show how short‐term financial benefits are completely offset by long‐term...

Purpose – The purpose of this paper is to report the results of a study undertaken to investigate the gift‐giving behavior of consumers in the People's Republic of China (PRC) during the Chinese New Year and the influence exerted by Chinese cultural values on such behavior....