Purpose – The paper's aim is to explore consumer perceptions of marketing and test the malleability of those perceptions. Design/methodology/approach – Study 1 is exploratory in nature, and employs a free-response sentence completion to, “marketing is […]”. Study 2 employs an...

Purpose – To examine how people from countries that vary in uncertainty avoidance (UA) use information about product uncertainty when evaluating products. Design/methodology/approach – Two studies were conducted that vary in methodology, sampling and analysis. First, an experiment was...

Purpose – The purpose of this paper is to investigate the moderating effect of trusting beliefs about a store on country‐of‐origin (COO) effects. The paper suggests that three trusting beliefs (ability beliefs, benevolence beliefs and integrity beliefs) about a retail store moderate...

Purpose – Aims to examine consumer politeness, an interaction style that may prevent a dissatisfied customer from complaining about a negative service encounter, and seeks to determine the relationship between politeness and the propensity to engage in various types of complaining behavior....