Purpose – This paper aims to outline a decision process for how consumers choose among two‐part tariffs which consist of a flat fee plus a per unit charge for usage over an allowance. The paper also seeks to examine what types of decision aids help consumers choose lower cost tariffs....

Purpose – The purpose of this article is to investigate whether involved consumers utilize the same set of reference prices to evaluate an offer as compared to those who are less involved. Additionally, this study aims to investigate whether the processes employed in the two groups are...

Purpose – Despite the prevalence with which firms change the brand names they use, this research stream has received little academic attention. Managers confronted with brand name substitutions fear most a loss of brand equity, which would decrease their market share. This research aims to...

Purpose – The purpose of this paper is to examine the influence of innovativeness, change seeking and cognitive effort on consumer responses to traditional versus virtual testing environment. Design/methodology/approach – The empirical study collects concept evaluations of five heterogeneous...

Purpose – Gender is one of the most common forms of segmentation used by marketers. However, not enough data on gender differences has been collected in the field of consumer behavior. Based on tenets from evolutionary psychology, the purpose of this paper is to hypothesize that in comparison...

Purpose – To better understand the unique preferences of the newest segment of wine consumers, the purpose of this paper is to explore the design and brand personality of wine labels, and their appeal to the millennial market. Design/methodology/approach – The study methodology comprised two...

Purpose – The purpose of this paper is to examine how factors that affect the processing of bundled price information moderate consumer response to a price discount on the bundle. Literature on categorical vs piecemeal processing of information predicts that consumers will be inclined to...

Purpose – The purpose of this paper is to examine how consumers evaluate identical price offers in retail versus e‐tail environments. Within that context, it seeks to examine the likelihood of shoppers to continue searching for a better price within the same channel and their intentions to...

Purpose – In the banking sector, the importance of consumer's perceptions for business success has been underestimated. For this reason, the present work aims to focus on the corporate brand image construct, analysing how the associations of financial brands are generated and the way such...