Purpose – This exploratory research aims to investigate the consumer splurge purchase and compare characteristics about the splurge purchase for high‐materialism consumers versus low‐materialism consumers. Design/methodology/approach – The study sample was a convenience sample of adults...

Purpose – It is generally accepted that the launch of a new product is critical to its success. Key to this is that manufacturers understand the market segment which is targeted for the launch. However, recent research and criticism suggest that modern segmentation strategies, aligning...

Purpose – This paper aims to investigate the attitude of males toward the consumption and purchase of men's cosmetic products. More specifically, the research intends to clarify the impact of personal variables (i.e. self‐image consciousness, ageing effects, physical attractiveness, state of...

Purpose – The purpose of this paper is to show how accelerated technology innovations lead to shorter product lifecycles, and consumers often face the dilemma of choosing between keeping the existing product and upgrading to a new version. They may enact certain coping strategies to deal with...

Purpose – The purpose of this paper is to examine the country‐of‐origin (COO) effect and consumer patriotism on young generation's attitude toward American products with multi‐attributes: across different cultures and different product categories. Design/methodology/approach – A...

Purpose – The purpose of this paper is to show how purchasing behavior is approached as a customer‐perceived need to reciprocate for services received. The study seeks to examine involvement, knowledge, and identity as predictors of reciprocal consumer behavior. Two components of reciprocity...