Consumer behavior has long suggested the importance of prior knowledge in understanding behavior. In spite of the vast amount of research in this area, there is a vacuum regarding to what extent an individual applies his/her knowledge in decision-making situations (a concept from economic...

Post-purchase consumer behavior is an area of consumer research that is underdeveloped. One new phenomenon that can be used to study post-purchase consumer behavior is the individual behavior related to “socially-visible brands.” A socially-visible brand (SVB) is a brand located on or near a...