We propose a theory-based model of the shopper journey, incorporating the rich literature in consumer research and marketing research. We also take into account the evolving retailing landscape, characterized by significant knowledge, lifestyle, technological, and structural changes. With...

We propose a framework for the joint study of the consumer’s decision of where to buy and what to buy. The framework is rooted in utility theory where the utility is for a particular channel/brand combination. The framework contains firm actions, the consumer search process, the choice...

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...

A series of five field and laboratory studies reveal a temperature-premium effect: warm temperatures increase individuals' valuation of products. We demonstrate the effect across a variety of products using different approaches to measure or manipulate physical warmth and different assessments...

In this article, we consider the reasons why employing realistic experimental designs and measuring actual behavior is important and beneficial for consumer research. More specifically, we discuss when, where, and how researchers might go about doing this in order to increase the veracity and...

We empirically investigate consumer dynamics within a revenue-based loyalty program in which members are rewarded based on their accumulated spending. We study the impact of four program design features on member purchase behavior, including membership requirements, nonlinear point redemption...