Dogs have become an essential part of many consumers’ everyday lives as well as their purchase and consumption considerations. This research investigates dog owners’ affective reactions to dogs wearing clothes and their purchase of dog apparel influenced by owners’ political identities. We...

This research examines how consumers evaluate the fairness of price increases during collective stress situations. Across three collective stress situations (COVID-19, Black Lives Matter protests, and economic downturn), the authors confirm that a collective stress situation evokes feeling of...

Previous research has shown that if consumers are aware that they are paying more than another customer for a similar transaction, then they may perceive the price to be unfair. A concept closely related to fairness is transaction value, defined as consumers' perceptions of the psychological...

Purpose This paper aims to explore the distinctions and similarities about Eudaimonia (a deeper pleasure beyond the hedonic enjoyment) and hedonic enjoyment, especially the influencing factors of Eudaimonia. Design/methodology/approach Survey and experiment are conducted to obtain the data....

Purpose This paper aims to present a model linking price promotions to checkout donations. It is argued that price promotions evoke two perceptions/emotions, namely, feelings of gratitude and perceived sacrifice of purchase, which consequently, influence the likelihood to donate. Feelings of...

Purpose – Previous research indicates that the goals consumers have when shopping influence their attention to and processing of information they encounter. The purpose of this paper is to study the effects of consumers' pre‐purchase goals on their responses to price promotions....

Usually price information is presented as arabic numerals and consumers’ brand selections often involve comparative judgments of product prices. One important issue concerns whether consumers process price information in a similar way to that found in numerical cognition research. Since...