This research broadens the focus on the addiction process by examining the role of marketing cues in the “pre-addiction” phase of the consumption continuum that is broadly conceptualized to include behavior that may or may not result in addiction. If addictive behavior is to occur then...

A series of experiments examined the amount that consumers were willing to pay for products bundled together in a promotion. Describing one of the disparate products in the bundle as "free" decreased the price consumers were willing to pay for each product when sold individually. However, a...

Does a brand benefit from being perceived as market leader or market pioneer? What happens when a brand is misperceived as market leader or market pioneer? This research presents an empirical design that tests if consumer awareness of market leadership and market pioneership has an impact on...

The research described in this paper examines two corporate ability (CA)associations at both company and product perception levels through the use of two category exemplar cues, market leadership and market pioneership. The research investigates the directionality and degree to which company...