When marketing researchers perform field experiments, it is crucial that the experimental location and the control location are comparable. At present, it is difficult to assess the comparability of field locations because there is no way to distinguish differences between locations that are due...

Direct and indirect attempts to increase parents’ fruit and vegetable purchases have had little, if any, success. Most of the disappointing results are reported in the grocery environment. In this context, embedding messages with social meaning may have a significant impact on current...