Understanding the role of emotion in forming preferences is critical in helping firms choose effective marketing strategies and consumers make appropriate consumption decisions. In five experiments, participants made a set of binary product choices under conditions designed to induce different...

Merely anticipating a future sad event may motivate consumers to “accumulate (i.e., bank) happiness” in order to enhance their ability to cope with the anticipated sadness later— a phenomenon that we call banking happiness. People bank happiness because of the lay theory that happiness is...

Changes in the way customers shop accompanied by an explosion of customer touchpoints and fast-changing competitive and technological dynamics, have led to an increased emphasis on agile marketing. The objective of this paper is to conceptualize and investigate the emerging practice of marketing...

Mobility-as-a-Service (MaaS) is based on the notion that consumers and transport providers access a centralized platform for the planning, payment, and management of trips, and combines multiple modes of transportation designed to increase the efficiency of the system. MaaS offers substantial...