Would you redirect a trolley to save five people even if it means that the trolley will run over a person on the side track? Most people say they would. Would you push that same person into the path of the trolley in order to save the five? Most people say they would not. These sorts of...

The delisting of brands is frequently used by retailers to strengthen their negotiating position with the manufacturers and suppliers of their product assortment. However, retailers and manufacturers have to consider the risk of potential reactions when customers are faced with a reduced or...

This study investigates context effects in general and the compromise effect in particular. It is argued that earlier research in this area lacks realism, a shortcoming that is a major drawback to research conclusions and stated management implications. The importance of this issue is stressed...

Despite the subsidies provided for school milk within the European School Milk Scheme, consumption has declined steadily in Germany. Thus, a federal research project was established to analyze factors that influence the demand for school milk. The results should form a basis to improve future...

Depending on the shopping context, consumers may develop different mental representations of complex shopping trip decision problems to help them interpret the decision situation that they face and evaluate alternative courses of action. To investigate these mental representations and how they...

In general, consumer preferences depend on the context of a decision situation. This paper highlights the context-dependence of substitution behavior in out-of-stock (OOS) situations and provides evidence for the relevance of promotion as essential driver of customers' OOS reactions. We...