Monetary gifts in the form of a gift card can lead one to spend and conceive of these funds differently than if the gift is given as cash. Across four experiments, the presentation of a gift card rather than cash led to both intended and actual spending beyond the amount of the original gift,...

The perceived quality has been described as a major determinant of the consumer satisfaction, but only a few works have been applied to eBank.In this work we have integrated the perceived utility construct from Technology Acceptance Models (TAM) with perceived quality from SERVQUAL literature. A...

A field study conducted in Shanghai identified a robust inconsistency between real estate developers' desired sales pattern (selling all apartments in a building at similar rates) and the actual sales pattern (selling good apartments faster). The authors explained this inconsistency with...

We conducted a natural field experiment to explore the effect of price changes on charitable contributions. To operationalize our tests, we examine whether an offer to match contributions to a non-profit organization changes the likelihood and amount that an individual donates. Direct mail...

The notion of voluntary simplicity reflecting the rejection of growing consumerism and materialism of our society and the orientation towards personal growth, ecological awareness and material simplicity instead gains more and more popularity in scientific literature. Even though in developed...

The idea that consumers are rational decision makers, who carefully consider options when making a decision about a certain phenomenon, will soon phase out! Believe it or not. In a bid to better understand the consumer, a myriad of economists still waste their precious time on “not-so-deep”...

The now-popular “cash diet” hails that paying in cash is more painful psychologically than via dematerialized money (e.g., credit cards), which in turn helps citizens save more. Paradoxically, we show cash can sometimes backfire (compared to dematerialized money) and cause consumers to save...

We examine how and why consumers engage in retributional acts directed towards brands that are perceived as harmful. Consumers are shown to lie, cheat, and steal as they attribute lower moral worth to harmful brands and this effect is shown to persist in the absence of any attributable brand...

Although it is still controversial, neuromarketing remains the most promising area of marketing. Basically, the goal of neuromarketing is to study how human brain is affected by marketing stimuli. In neuromarketing, brain activity can be monitored and measured using state-of-the-art neuroimaging...

In Hungary, a growing number of consumers have recently recognized the importance of healthy eating habits in disease prevention. As health is one of the most important terminal values of Hungarian consumers, functional foods are likely to have a bright future and their market is expected to...