Purpose: This study aims to explore the plausibility of the functional near-infrared spectroscopy (fNIRS) methodology for neuromarketing applications and develop a neurophysiologically-informed model of purchasing behavior based on fNIRS measurements. Design/methodology/approach: The...

The market for environmentally friendly products in Turkey is growing, and marketing experts are trying to understand the behavior of the consumers in this market with the help of variables such as demographic factors, information, attitudes, values and life styles. This study analyzes the...

Purpose: This paper aims to analyze value co-creation (VCC) in new product development from consumer’s perspective. It offers a holistic approach to consumers’ VCC behavior with its before (drivers) and after (consequences) stages. Design/methodology/approach: Three consecutive studies are...

This study investigates the influences of claim specificity, the product’s environmental relevance, and the respondents’ proenvironmental orientation on the effectiveness of green advertising among Turkish consumers. An experimental study is conducted using hypothetical print advertisements...

Purpose: The purpose of this study is to examine how – if any – does message framing moderates the previously documented positive effect of organizational identification on unethical pro-organizational behavior (UPB). Design/methodology/approach: The authors used vignette methodology to...