Brand names and other brand elements are often displayed on one’s body or clothes for the purpose of personal value expression. Despite the frequency of such brand displays in the marketplace, we know little about how consumers respond to seeing brands in this fashion. A recent view of...

Having people predict whether they will perform a socially normative behavior increases their probability of performing that target action. Recent empirical evidence supports a dissonance-based theoretical explanation for this self-prophecy effect. While the effect is robust, few boundary...

Recent research suggests consumers view brands anthropomorphically and often form self-connections with a particular brand. To date, however, no research has explored whether consumers vary with regard to their tendency to form such connections. In the current research, we conceptualize...

Quantity surcharges exist when unit prices are higher for larger packages. We hypothesize that various sizes of goods are differentiated products, and this explains some surcharges. Estimating a random-coefficients logit demand model, we examine own and cross elasticities to determine the level...