Purpose – The aim of this paper is to explore researcher vulnerability and identify the ways in which research with vulnerable consumers can impact on consumer researchers. Design/methodology/approach – Provides a review of research literature aiming to raise awareness of researcher...

Purpose – The article aims to identify differences in consumers' evaluations of goods made in either the USA or China at different levels of analysis; to trace variations in consumers' evaluations with regard to various cues characterizing US or Chinese goods; and to provide a comparison of...

Purpose – This paper aims to test the differences in the consumer complaint behaviour of Asian and non‐Asian hotel guests in terms of culture dimensions. It also aims to examine the relationship between demographic factors (age, gender and education level) and complaint behaviour....

Purpose – Organizations continually seek new ways to achieve competitive advantage and word of mouth (WOM) represents such an opportunity because it has a powerful influence on consumers' attitudes and behaviors. However, prior research offers little insight into what WOM really means. The...

Purpose – The importance of packaging design and the role of packaging as a vehicle for consumer communication and branding are necessarily growing. To achieve communication goals effectively, knowledge about consumer psychology is important so that manufacturers understand consumer response...