The paper expands on previous research by examining customer evaluations in settings other than single firm customer-individual service provider settings. Findings of in-depth interviews with frequent flyers provide insights into their attributions and likely behavioral responses to different...

Planning or deciding where to vacation may rely on nonrational thought and be influenced by imaginative processes such as creating visions of oneself in future consumption experiences together with associated emotions. This study examined the influence of pictorial and textual stimuli on...