Negative self-conscious (SC) emotions are important to examine in the field of consumer behavior. These emotions have been identified as drivers of social behavior; each day consumers make decisions and form attitudes and thoughts based on the negative self-conscious emotions they experience....

Research on price promotions suggests that higher discounts often result in more favorable deal evaluations. However, consumers reactions do not always follow a consistently linear path when evaluating the deal. Price promotions offering too high or too low value may result in adverse deal...

Why do some of us have the fourteenth black shoe? Fifty pens? Thirty fishing rods? While some motivations relate to compulsive, impulsive or excessive buying, others relate to collecting, hoarding, fixated buying and stockpiling. However, there is a set of consumers who purchase recurrently,...

The theoretical and practical importance of relational exchange is well known. However, customers are often annoyed at companies relationship building attempts. In addition, the literature has three core problems: (1) the relational concept is not well defined; (2) little research has accounted...

The consumer-brand relationship (CBR) has gained interest in recent years, but as currently conceptualized, it is limited to a parasocial relationship where the role of the brand is not acknowledged. In order to better understand the CBR, we have to ask several key questions: (1) What is the...

There are many objectives for corporate philanthropic activity beyond altruism. Financial gain, increased image, and thwarting negative publicity have been suggested as potential objectives for corporate giving. This dissertation develops a 2X2 classification schema as a framework for empirical...

This dissertation develops a model of consumer irritation in the context of consumer decision-making. Thus, the purpose is to describe and empirically test a model of the antecedents and consequences of consumer irritation. The model incorporates antecedents, moderators and consequences of...

Past research on consumer perceptions related to Low Price Guarantees (LPG) have primarily investigated effects of LPG on consumer search intentions, their perception of offer value and their purchase intentions. The present research had two major objectives: (i) to study the probable effect of...

Research on partitioned pricing suggests that separating the surcharges from the base price of the advertised product may lead to a more favorable effect on consumers' evaluation of the offer compared to a combined presentation of the base price and the surcharge. In this dissertation we propose...

This dissertation addresses three important price judgments: price fairness, price magnitude, and price expectation. Developed over three chapters, the main objective of this research is to determine underlying differences in these three price judgments. These differences are based on...