Purpose – Limit conjoint analysis (LCA) and Vickrey auctions (VA) are methods for measuring willingness‐to‐pay (WTP) currently under discussion. However, there are hardly any studies comparing the approaches in terms of their applicability and validity. This paper aims to analyze the...

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 – The purpose of this paper is to study the formation of a consumer's attitude towards a supplier, given the identification of the key indicators of perceived relationship quality, and their links with one another and with the perceived value of a purchase. Design/methodology/approach...

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...

Purpose – The present study using the Consumer Ethnocentric Tendencies Scale (CET‐SCALE) aims to evaluate the level of consumer ethnocentrism (CE) and its implications on their evaluation of food products. Furthermore, it seeks to examine the level at which country of origin (COO) effect is...

Purpose – The purpose of this paper is draw together the different explanations of low attention advertising effects in the related, yet traditionally separate, paradigms of low involvement processing and mere exposure effects. Further to this, the paper aims to integrate these perspectives...

Purpose – The purpose of this paper is to explore the tendency of some consumers to use the purchase behavior of unknown other consumers as a purchase decision heuristic, by first developing a measure of the consumer propensity to observe. The effects of likely individual consumer factors are...

Purpose – The purpose of this paper is to further current understanding of the relationship between consumption attitudes and new product adoption and how the relationship may be contingent upon consumers' other characteristics. Design/methodology/approach – Following a contingency...

Purpose – The purpose of this paper is twofold. First, to provide an overview of postmodern marketing in the consumer context, integrating the relevant literature around two contrary arguments. Second, it seeks to reveal the potential of the internet as a marketing tool that can address the...