This research investigates the impact of consumer-owned mobile device use on decision-making. We build on the limited prior research on mobile technology in consumer research by considering the differing ways consumers utilize mobile devices at the point of decision. In particular, we...

The popularity of social media has led to many brands using platforms such as Facebook for marketing communications, typically whereby brands post content (text, images, and/or videos) on their social media pages for their consumer “fans” to see and, hopefully, engage with. Despite the...

As mobile phones continue to rapidly expand around the world, marketers are seeking to better understand the impact these devices have on consumer outcomes. One common but understudied area is how mobile phones may influence in-store behaviors. Although prior research has investigated the many...

Four studies investigate the interactive influence of the presence of an accompanying friend and a consumer's agency-communion orientation on the consumer's spending behaviors. In general, the authors find that shopping with a friend can be expensive for agency-oriented consumers (e.g., males)...

In order to optimize their shopper marketing strategies, retailers and manufacturers are interested in understanding in-store drivers of unplanned spending. In particular, they are interested in understanding shopping behavior at the point of purchase, termed the “first moment of truth”...

We report the results of a decision simulation conducted among 349 adults whose task was to invest in a hypothetical 401(k) retirement plan. We varied the number of mutual funds offered for investment and observed the effects on the incidence and extent of participation. The results indicate...

This article examines the joint effect of issue capability and gender on risk taking. Across three studies, the authors show that the effect of issue capability is moderated by gender, depending on the compatibility between the goal orientation of the decision maker and the nature of the...

The branding literature assumes that the higher a brand's equity, the greater is its behavioral loyalty. In this research, we develop a conceptual framework that explains the off-diagonal relationship between brand equity and behavioral loyalty (i.e., high equity but poor loyalty and vice versa)...