Couples often have difference in preference for a product. They are likely to use either coercive or non-coercive means to resolve their differences. This behavior is, however, likely to vary from person to person. This paper operationalizes the difference of opinion through perturbation and...

Purpose This study shows the influence of consumers' goal and strategy of maximization on the process behind their behavioral response to price. Design/methodology/approach Data was collected through a 2×2 experimental design involving 314 respondents and analyzed using PLS-SEM. Findings The...

Purpose – The paper aims to study how deal- and bargaining-prone customers are different from each other. This paper brings out this difference based on psychographics encompassing values – consciousness, price mavenism and personality orientations – needed for special treatment...

Purpose – There is a lack of a framework that explicates how to determine the benefits that consumers desire from a product. The purpose of this article is to formulate a scientific procedure for discerning the benefits that consumers seek from a product. The authors term this procedure as...