Purpose: This study aims to investigate the construal congruence of anthropomorphized brand roles and product messaging and its underlying mechanism on consumers' product attitude. Design/methodology/approach: Four experimental studies were conducted to test the hypotheses. Study 1 investigated...

This paper illustrates the regulatory limits of the mandatory rule in contract law by undertaking an economic analysis of Article 17 of Commercial Agent (Council Directive) Regulation 1993, which aims to benefit the commercial agent by forcing the principal to make a mandatory end payment to the...

This is the lecture text which I was invited to given at the University of Tasmania. My aim in this lecture is to offer some general observations on what insights law and economics, which is also known as the economic analysis of law, can offer us into contract law. I argue that despite some...