Purpose – This study aims to examine cultural differences between Easterners and Westerners in processing preference‐inconsistent information. The focal question that the study addresses is as follows: When faced with negative information about their preferred alternative, do Easterners and...

Purpose – The purpose of this research is to examine the influence of direct comparative advertising on brand information processing and purchase intentions compared with that of indirect comparative advertising in non‐forced exposure conditions. Design/methodology/approach – The overall...

Purpose – The study aims to investigate consumers' attitudes toward advertising by medical professionals, and how the attitudes vary among different demographic groups. Design/methodology/approach – A survey using quota sampling was conducted. Altogether 1,297 adults aged 20 or above in Hong...

Purpose – This study aims to examine the changes in expectations and attitudes toward a brand over time. Furthermore, since consumers are able to change their previous judgments with information provided by a firm or dealer, the study seeks to examine moderator effects of such new information...

Purpose – This paper aims to examine whether Muslim and non-Muslim consumers give different importance to green food consumption. Design/methodology/approach – Data were analysed using means comparison and multiple discriminant analysis across a sample of 700 students in a public higher...

Purpose – The aim of this study is to assess and compare consumer skills of institutionalized children with those of family children. This paper also seeks to understand which skills might be more easily improved amongst institutionalized children with a single intervention of classroom...

Purpose – The purpose of this study if to investigate the effects of show windows on shopping behaviour among female consumers to provide insights that a manager can use to encourage purchase behaviour. Design/methodology/approach – On the basis of 20 in-depth interviews, we developed a...

Purpose – Self-gifting is a performative process in which consumers purchase products for themselves. The literature to date remains silent on a determination and connection between the extents of post-purchase regret resulting from self-gifting behavior. The purpose of this paper is to...

Purpose The purpose of this research is to investigate the influence of self-purchasing versus gift-giving situations on the importance of product cues and the moderating effect of brand schematicity. Design/methodology/approach Data were collected via an online survey of 285 French consumers...