Purpose: The purpose of this paper is to examine how the number of activities within a multi-activity experience influences consumer preferences before and after consumption. Design/methodology/approach: The hypotheses are tested using four experiments and a secondary data set from a river...

The current research examines how the price of a medication influences consumers’ beliefs about their own disease risk—a critical question with new laws mandating greater price transparency for health care goods and services. Four studies reveal that consumers believe that lifesaving health...

Purpose: The purpose of this paper is to investigate whether consumers in pre-owned durable goods markets (such as pre-owned automobiles) purchase products with higher premium/luxury positioning in a vertical line-up compared to consumers in new durable goods markets. The moderating role of...