Purpose Although vanity sizing has often been conceptualized as “smaller is better” in apparel sizing, this perspective is limited in that many products would be more negatively perceived if viewed as smaller in size. In such scenarios, “larger is better” would be a more appropriate...

Purpose The current work reviews all retailing articles published in four prominent retailing journals – Journal of Retailing , Journal of Retailing and Consumer Services , International Journal of Retail & Distribution Management , and International Review of Retail, Distribution and Consumer...

Purpose Although the functional benefits of e-books have been discussed in the emerging literature on the e-reader platform, the hedonic/emotional aspects of e-book usage have not been explored. This study aims to explore the impact that e-readers have on consumers’ connections with books....

Purpose: This study aims to investigate how comparing physical aspects of the self to fashion models in mass-mediated images result in body dissatisfaction and what mechanisms could be used to interrupt the potentially harmful emotional and motivational outcomes of such evaluations....

Purpose: This paper aims to examine the effects of purchase environment, product type and need for touch (NFT) on cognitive response, affective response and overall product evaluation in the USA and India. Design/methodology/approach: Two experiments were conducted in two different consumer...

Purpose: User-generated content (UGC), e.g. YouTube videos on social media, is all around us. These UGCs are primarily demonstrational and/or informational in their execution format. However, viewers could easily misclassify the UGCs and that may be detrimental to the focal product in the UGC....

Purpose: New product development (NPD) is increasingly being delegated to consumers, yet little research has investigated consumer-centric factors that may influence this delegation. Thus, the purpose of this paper is to uniquely combine regulatory focus and analogical reasoning to investigate...

Purpose: The purpose of this paper is to investigate how individuals respond to messages asking for donations in broadcast advertising. It does so by considering both preexisting attitudes and beliefs related to donating, as well as message processing. The goal is to uncover messages that may...

Relevance has been applied to various conditions in the marketing literature but no single definition has been developed. A single clear definition will be helpful to researchers investigating relevance in the marketing and consumer behavior fields. Confusion also exists in the literature...